Dove Men + Care Case Study: extending a brand to a new audience to benefit from significant brand equity

Published by: Datamonitor

Published: Feb. 4, 2010 - 14 Pages

Table of Contents

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

Abstract

• 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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