subject: Dove Men + Care Case Study: Extending A Brand To A New Audience To Benefit From Significant Brand Eq [print this page] "Introduction "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
Table of Contents :
VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Dove Men + Care range seeks a defined market audience 2
Men are historically under targeted in personal care 3
Men's approach to personal hygiene varies widely across the world 5
Women are more interested in both personal hygiene and in looking good 6
Recession means that private label is a greater threat in the personal care market 7
Dove Men+ Care has mixed prospects for commercial success 8
The key to Dove Men+ Care's success could be in the targeted buyers, not users 9
Industry commentators believe Dove Men+ Care has good prospects for success 11
Conclusions 12
APPENDIX 13
Case study series 13
Methodology 13
Secondary sources 13
Further reading 14
Ask the analyst 14
consulting 14
Disclaimer 14
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 5
Table 2: Consumer Survey 2009: Importance of good personal hygiene, male consumers, the Americas, Asia Pacific, Europe, and the Middle East, 2009 6
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 10
Table 4: Consumer Survey 2009: Shopping behaviour of male consumers in the Deodorants category, the Americas, Asia Pacific, Europe, and the Middle East, 2009 11
List of Figures
Figure 1: Dove Men+ Care is initially to be a limited range of products aimed at an older male demographic 3
Figure 2: Consumer Survey 2009: Gender variance in the importance of looking good, the Americas, Asia Pacific, Europe, and the Middle East, 2009 4
Figure 3: Consumer Survey 2009: Gender variance in the importance of personal hygiene, the Americas, Asia Pacific, Europe, and the Middle East, 2009 7
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 8
Figure 5: The Dove Men+ Care range packaging may prove a limitation 9
