Dove Men + Care Case Study: extending a brand to a new audience to benefit from significant brand equity
Datamonitor
February 4, 2010 14 Pages - SKU: DFMN2593929
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Introduction
This case study on Dove Men+ Care forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks how the brand is aiming for success by building on the strength of the Dove's women's range of products.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Introduction
- Dove Men + Care range seeks a defined market audience
- Men are historically under targeted in personal care
- Men's approach to personal hygiene varies widely across the world
- Women are more interested in both personal hygiene and in looking good
- Recession means that private label is a greater threat in the personal care market
- Dove Men+ Care has mixed prospects for commercial success
- The key to Dove Men+ Care's success could be in the targeted buyers, not users
- Industry commentators believe Dove Men+ Care has good prospects for success
- Conclusions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Consumer Survey 2009: Importance of looking one's best everyday, male consumers, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- Table 2: Consumer Survey 2009: Importance of good personal hygiene, male consumers, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- Table 3: Consumer Survey 2009: Shopping behaviour of male consumers in the Bath and Shower products category, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- Table 4: Consumer Survey 2009: Shopping behaviour of male consumers in the Deodorants category, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- List of Figures
- Figure 1: Dove Men+ Care is initially to be a limited range of products aimed at an older male demographic
- Figure 2: Consumer Survey 2009: Gender variance in the importance of looking good, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- Figure 3: Consumer Survey 2009: Gender variance in the importance of personal hygiene, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- Figure 4: Gender difference in the agreement that private label personal care products are of comparable quality to famous brands, the Americas, Asia Pacific, Europe, and the Middle East, 2009
- Figure 5: The Dove Men+ Care range packaging may prove a limitation
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