DOVE vs

FIAMA DI WILLS
Group 8
Marketing Management
- II
Soumendu Mukherjee
2014PGP374
Shikha Gandhi
2014PGP354
Rishabh Kumar
2014PGP304

CONTENTS
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SL. NUMBER

TITLE

1.

PAGE
NUMBER
BRIEF INTRODUCTION TO COMPANY 3

2.

PRODUCT CATEGORY

3.

BRAND and RIVAL BRAND

3.1

PRODUCT

3.2

PRICE

4.

BIBLIOGRAPHY

10

1.BRIEF INTRODUCTION TO THE COMPANY

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company with a heritage of over 80 years in India and touches the lives of two out of three
Indians.
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HUL was established in 1933. Then it was known as Lever Brothers and, in 1956, became
known as Hindustan Lever Limited, as a result of a merger between Lever Brothers,
HUL works to create a better future every day and helps people feel good, look good and get
more out of life with brands and services that are good for them.
With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and
water purifiers, the Company is a part of the everyday life of millions of consumers across
India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin,
Wheel, Fair & Lovely, Ponds, Vaseline, Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent,
Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit. Its product
categories are officially divided into Food & Drink, Home care, Personal care and Water
purifier.
HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving
consumer goods with strong local roots in more than 100 countries across the globe with
annual sales of 49.8 billion in 2013. Unilever has 67.25% shareholding in HUL which has
an annual turnover of INR 27408 crores (financial year 2013 - 2014).
Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and
its products are available in over 6.4 million outlets in the country.
2. PRODUCT CATEGORY
HULs products are categorized into - Food & Drink, Home care, Personal care and Water
purifier. We are going to emphasize on the Personal care category. HULs personal care
category include products like soaps, hair cream, shampoo, deodorants, toothpaste etc. Major
brands in this category are its evergreen products Lux, Lifebuoy, Dove, Pears, Clinic plus,
Axe.
Personal products (PP) account for 28% of sales and that will keep increasing in the years
ahead on the back of new product launches, new category creations and brand extensions.
Hair care or shampoo is clearly HUL's mainstay in PP. With brands like Clinic Plus, Sunsilk
and Dove, the consumer products giant has a share of just under 46% of the shampoo market.
The other pillars of growth are skin care where, in the premium fairness category in urban
areas, HUL has almost 38% of the market in the bag.Meantime, HUL has also been entering
other categories. Over the past year, for instance, it extended the Dove brand into face wash
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and launched the Sure brand of antiperspirant deodorants for men. Fair & Lovely (FAL) has
also been extended to FAL Multi Vitamin Face Wash and to the Anti-Marks Eraser Pen.
3.BRAND AND RIVAL BRAND
DOVE: Dove was developed in United States of America (USA) in 1957 as a soap which
contained 25% of moisturizing cream which was a innovative soap for American women.
Dove today is not only a US-based soap bar but it has now transformed itself to Unilevers
most successful and largest global brand. In early 1990s dove was launched in more than 55
countries and by 1996 it was launched by Unilever in almost 80 countries. Dove was
launched in 1995 in India with soap bar and introduced wide range of products into skin care
and cosmetics, hair care , deodorants , personal washes. Dove with wise marketing effort has
become Unilevers top profile brand in terms of revenue generation.

DOVE
Parent Company

HUL

Category

Personal Care brands- Haircare , Personal wash, Cosmetics

and Skincare

Sector

FMCG

Tagline/ Slogan

Everyday Moisture is the key to beautiful skin

USP

Deep Moisturizer for Dry Skin

STP

Segment

Demographic (Women (mainly) ad Men) ,High income and

middle class groups

Target Group

Women and men of all ages

Positioning

Positioned as a beauty and moisturising bar (soap)

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FIAMA DI WILLS Fiama di wills is a personal care brand owned by ITC and launched in
India in 2007 which has diversified product portfolio offering personal care, hair care with
natural science technology for both Indian men and women. Fiama is premium leading brand
of ITC with a turnover of USD 6 billion. Fiama Di Wills has taken an innovative leap forward
with the new range designed to delight consumers with advanced skin care benefits.

Fiama Di Wills
Parent Company

ITC

Category

Personal Care brands- Haircare & Skincare

Sector

FMCG

Tagline/ Slogan

Beautiful you, today, tomorrow

USP

The Fiama Di Wills range combines the goodness of nature and

science, providing gentle and effective care.
STP

Segment

Demographic (Women (mainly) and Men) ,High income and middle

class groups

Target Group

Women of all ages, Adult men

Positioning

Bathing as an experience with gel bars and shower gels, innovative

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3.1 PRODUCT
a)Core, Actual and Augmented Product Comparisons
Body Wash :
Brand

Dove

Fiama Di Wills

Core Product

Body Wash & Cleansing Action

Body Wash & Cleansing

Actual

Soap Bar & Body Wash

Action
Soap Bar & Shower gel

Product
Augmented

1/4th Moisturizing cream formula,

Gel bars, various fragrances,

Product

hydrating milk for extra soft skin, pH

skin conditioners,

neutral

rejuvinating skin care,

couture spa range

Hair Care:
Brand

Dove

Fiama Di Wills

Core Product

Hair Cleansing and hair care

Hair Cleansing and Hair Care

Actual

Shampoo, Conditioner, Oils

Shampoo, Conditioner

Product
Augmented
Product

Hair repair, Split End Rescue, various

Colour Damage repair, anti-

fragrances for oils, oil-shampoo

hair-fall, total damage repair,

combined, anti-dandruff, dryness

Serums for each of these

In

care,daily shine, hair fall rescue serums,

deep repairing masks and hair tonics
addition to the above, Dove also has body lotions,face wash ranges and deodorant ranges.
Body Lotions core product is skin care, the actual product is body lotion, and the augmented
product is lightening effect to beat summer heat, deep care complex, non-sticky effect etc.
Face wash core product is face cleansing, the actual product is a face wash tube, and the
augmented product is high mostuirizer content in the face washes for soft face.
The core product for deodorant is removing bad odour due to sweat, the actual product is a
deodorant spray, the augmented product includes go fresh deodorants of various fragrances which
provides long lasting freshness and anti-perspirant deodorant for reducing sweat.
b) Brand Relationship
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Comparison of Product Depths :

Doves product mix consists of various items of different features and types. Its body wash
category includes beauty bar and body wash. It has three types of beauty bars and body
washes, namely cream beauty bathing, gentle exfoliating and fresh moisture. The soap bars
are availaible in weights of 50gm, 75gm and 100gm. The body wash is availaible in only
one quantity variant of 200ml. Hence Doves product depth in body wash category is 12.
Its Hair care category consists of four types of products Shampoo, Conditioner, Treatments
and Oil. It offers seven flavours of shampoo which are available in sizes of 180ml, 340ml
and 650 ml. It also offers six varieties of conditioners which are available in sizes of 90ml
and 180 ml. Its treatments category includes six items which includes seruma dn treatment
masks; which are available in one size only. Oil category has three products which are
available in 90ml bottles. Thus its Hair care category product depth counts to 42 .
Unlike Dove, fiama di wills offers only a limited variations for its products. It has broadly
two categories body wash and hair care. Its body wash category inludes gel shower bar,
shower gel and spa couture. Gel shower bar and spa couture is available in five flavours
(75g and 125g). Its shower gel has the same five varieties available in 200ml bottles each.
Fiama Di Wills also has speciality mens soaps(75g and 125g) and shower
gels(250ml).Hence depth of Body wash counts to 28. Its Hair care category has three types
Shampoo, Conditioner and Serum. These all are available in three flavours. Thus the Hair
care product depth counts to 9.
Interesting Observations: The product variety for dove in soaps is lesser than that of fiama di
wills. However, in hair care range, Dove has introduced specific solutions for specific hair
problems whereas Fiama Di Wills does not have that much variety in this category

Survey Results
Natural Ingredients
Skin Friendly
Value for Money
Smell
Shape
Moisturizing Ability
Lasting of freshness
Lasting of equal sized soaps
Customer Response :

7.5
8.8
8.2
7.8
8.6
9.0
9.0
7.0

8.2
9.2
8.5
8.5
9.5
8.0
7.5
5.5

The above survey was conducted where 70 customers rated the two soaps based on the mentioned
attributes on a scale of 0-10. The results clearly indicate that there is a mixed response for the two
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products and no clear winner emerges. Dove is preffered as a moisturizing soap which lasts longer
and provides long lasting freshness whereas Fiama Di Wills is preferred due to its better looks and
design, better fragrances and presence of more natural ingredients. The value for money is a bit
higher for Dove than for Fiama Di Wills. However both are rated low in durability as they both
dissolve faster as compared to normal soaps inspit of both being premium products.

BRAND CONNECTION MATRIX

FUNCTIONAL CONNECTION

EMOTIONAL CONNECTION
LOW
HIGH
HIGH
Fiama Di Wills
Dove
LOW
-----

From the above matrix, it is evident that the technical innovation Fiama Di Wills has resorted to,
has made it the product which delivers the functions it promises. Similar is he case with Dove
which provides long-lasting moisturizing of skin. However Dove has a greater emotional connect
with its customers due to its promotion strategies of involving common women ( their end-users )
instead of celebrities as in the case of Fiama Di Wills.
c) Recommendations for improving market penetration
DOVE :
Dove is promoted only as a moisturizer soap for dry-skin. However, in India there
is a large number of women having oily skin. Hence Dove should try to penetrate
this large market of oily-skinned women by introducing special soaps to prevent

oilyness.
Dove should try to increase its variety of flavours (currently only 3) as compared to

Fiama (5) to satisfy varying customer desires of changing flavours,i.e. innovate

Because it is a mild soap, it can be extended to child care soaps. It will have an

advantage over Fiama as Fiama is a standard soap.

FIAMA DI WILLS :
Weak line logic of various flavours and only certain flavours sell more. Fiama

should try to differentiate well between flavours or discontinue certain flavours.

Hair care solutions are very limited as compared to Dove. It can introduce more
specific solutions for various hair-problems to compete with Dove.

3.2 PRICE
DOVE:
It follows perceived-value pricing strategy which is based on providing certain benefits to
consumers in all range of their products.
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 Its pricing is also based on quality, as it provides the effect of a cream in a soap, hence it is
high priced as compared to a standard soap
Its pricing also depends on its target customers, who are upper middle class and upper class
working women.
It was initially launched in India at a price of Rs.50 for 50g in 1995, it failed to attract many
upper class customers also. Hence it underwent a price-jump and reduced its price to
Rs.28.
It found great success in the Indian market thereafter and attracted upper middle class and
upper class customers. This reduction was led by the fact that it costed higher than
standard soaps but just high enough to be sold well as a premium soap.
FIAMA DI WILLS:
It follows perceived-value pricing strategy which is based on providing certain benefits to
consumers in all range of their products.
It has maintained a constant price since its introduction in 2007.
It is in the premium category range offering exquisite bathing experiences, hence it offers
quality based pricing.
Its packaging and shaping is quite expensive, thus increasing its variable cost per unit.
Hence apart from quality, it also prices high to recover the variable costs.
The final price is determined by marketing activities, which is high in case of Fiama Di
Wills due to its celebrity endorsements unlike Dove which advertises working women.
Competitve Current pricing as of 2014
PRODUCTS
DOVE (INR)
Soaps (75 gm)
44
Shampoos (Anti dandruff)
145 (180 ml)
Body wash(200ml)
150
Moisturizer(400 ml)
350
Deodrants
185(169 ml)
Spa Soaps(125 gm)
Not present
Face wash(100 ml)
150
Fitness of existing strategy for product:

FIAMA DI WILLS (INR)

36
129 (200ml)
165
Not present
250(200ml) (Men)
75
Not present

DOVE
Since Dove is in the last part of its growth stage, it has not increased its prices much till now.
Dove is following a maximum market penetration strategy by keeping prices fixed and
trying to improve customer base and awareness by marketing activities.
As it has not yet spread full awareness about shampoos, hence it is offering free 50g soaps
with 180ml anti-dandruff shampoos.

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 It has also started selling bundles of 3x100g soaps at a price discount of Rs.10 to increase
mass purchases.
It offers sachets for both shampoos and conditioners.
FIAMA DI WILLS
It is still in its introductory stage, but it has maintained constant prices.
Great packaging and shaping has helped its high prices to survive in the market.
Not many bundled offerings in supermarkets and retail chains, neither too many high
volume discounts offered.
Recommendations for improving market penetration :
Both companies can follow psychological pricing in order to increase sales. This means
selling at Rs.49 what is sold at Rs. 51 and so on.
Dove has not changed its prices at all for quite some time. Some discounted offers at times,
especially in summers when its demand is comparatively lower, might help.
Since there is not much difference in the moistuirizing ability between Dove and Fiama ( as
projected by the survey ratings in pg. ), hence Dove should try to price closer to Fiama in
order to compete better.
Fiama Di Wills is still in its introductory stage. Hence it should bundle its products to
penetate more in the market.
Fiama Di Wills can offer sachets of shampoos in order to enable customers to test their
products.
BIBLIOGRAPHY:
1.
2.
3.
4.
5.

Marketing Management- A south asian perspective -14e-Kotler, Keller, Koshy and Jha.
http://www.hul.co.in/brands-in-action/detail/Dove/303749/
http://www.fiamadiwills.com/
http://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html
http://www.mbaskool.com/brandguide/fmcg/1209-fiama-di-wills.html

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