Product and Service Development: A Case Study on Dove's Foot Care Product Proposition

This presentation discusses Dove's product proposition for foot care, covering the process from idea generation to commercialization and distribution. It includes information on product development, marketing strategy, and business analysis. The presentation also includes data on the global foot care products market and Dove's competitors.

Product and Service
Development

Dove
• Dove is an American personal care
brand founded in the year 1957 and
owned by the multinational
consumer goods company Unilever.
• The products of Dove are sold all
around the world.
• The products are sold in more than
150 countries and are offered for
both women, men, and babies.

Dove’s Product Portfolio
Skin care-
• Body lotion
• Face Cream,
• Moisturising
cream
• cold cream
Washing and
bathing-
• Soap
• body wash liquid
• hand wash
• body polish
hair care-
• Shampoo
• Conditioner
• Hair oil
• hair serum
Antiperspirants and
deodorants-
• Perfumes
• Roll-on for
underarms

Dove Product Proposition
Ideas generation
• Dove is one of the most popular company for providing beauty care products. Hence, foot care could also
be added to the skin care product line of the brand.
Products in Foot care category-
• Foot massage cream
• Foot massage oil
• Foot multi-purpose cream
• Foot relaxing cream for athletes
Sources of innovation idea-
• After taking feedback from customers, Dove has analysed that customers are looking for foot care products
due to their foot problems like nail fungus, skin cracks and many others. Dove made the decision to
diversify their product line in foot care categories to satisfy the needs of their customers. Hence,
customers is the basic source of innovative idea for Dove.

Dove Product Proposition
• Idea’s screening/selection
• Various foot care categories are made at previous slide. The company
will select Foot multi-purpose cream because a single cream will help
to resolve various foot care problems of customers like it will help to
heal crack at the foot bottom, it will also help to reduce nail fungus
and hammer toes. Hence, a customer always seek to use those foot
care cream which will help in healing various foot related issues.
Therefore, this cream can help the company to gain their customers
satisfaction effectively.

Dove Product Proposition
• Idea’s screening/selection
Figure: Global Foot Care Products Market Size, 2020-2026 (USD Billion)
Source: StratView Research (2022). https://www.stratviewresearch.com/1583/foot-care-products-market.html

Dove Product Proposition
• Idea’s screening/selection
Figure: Foot Care Products Market Share, By Products, 2019
Source: KBV Research (2022). https://www.kbvresearch.com/foot-care-products-market/

Dove Product Proposition
• Concept Development and Testing
• The company will mainly focus on labelling aspect of the chosen
product. All labelling contents like best before use, ingredients used,
manufacturing date and many others are mentioned on the multi-
purpose cream. One of the most important is that the cream will
must have the logo of Dove and specify that the product is sold under
the brand name of Dove. This will help the company to attract more
customers as the Dove is having high brand value among their
customers.

Dove Product Proposition
• Marketing Strategy - Segmentation
• Using two bases
• Demographical segmentation- It consist of dividing market in context of age,
gender, income and many others.in context of age Dove will segment their market
for the age group of 16-21, 22-35, 36-50 and 50 plus.
• Geographical segmentation- It will consist the area for selling product. Dove have
selected worldwide countries to sell its new foot care cream.
• Medical condition
• No Underlying medical condition (foot)
• Existing Underlying medical condition (foot)

Dove Product Proposition
• Marketing Strategy – Targeting
• 36- 50 year of customers are targeted with no underlying medical conditions as the foot cream is made up
of natural ingredients. Hence, the cream require no medical conditions as it has no side effects. 36- 50
years of customers are targeted because as the age grows the people will face foot issues.
• Product- The multi-purpose cream of Dove. It is sold in two different categories, first in tubes and second
in small boxes of quantity 150 grams and 250 grams. This quantity is same for tubes. The main feature of
this product is that it is made up of natural ingredients and it has no side effects.
• price- It will target medium income customers as the price of this cream is not too high as well as not too
low to loose their brand value. A middle class earning individual can buy this cream easily. This foot cream
will be discounted if customer will buy pack of three or more.
• Place- It will be sold through online mode at the initial stage then it will be supply to Dove stores.
Customer can directly order the product and the company will deliver the Foot multi-purpose cream on
the same day without charging any delivery charges.
• promotion- Social media channels, websites and many other advertisement mediums are selected for
promoting the product.

Dove Product Proposition
• Marketing Strategy - Positioning
• The quality of the cream is good as it is tested before and the price is
lower than Dove's competitors. Olay, Nivea, L'Oreal and many others
are main competitors of Dove. In comparison with these brands it is
analysed that the competitors of Dove are having higher prices than
Dove's product and the customer tendency is to buy high quality of
products at low prices. Therefore, according to this the Dove will have
high positioning at their market.

Dove Product Proposition
• Business analysis
• Dove multi-purpose foot cream is better than its competitors. For example, in context
of Olay, they are having pack of two foot package for customers. First is foot cream
which is only used in healing crack heels and second is serum which is essential to
apply after cream. Whereas, Dove multi-purpose cream is used to heal various foot
related issues. This single cream can heal crack heels, hammer toes, nail fungus and
many others. Hence, this cream is better than its competitors. Secondly, the prices are
also lower than Olay's cream and serum pack.
• Expected sales (units)- 1,00,000
• Cost of the product- per unit $8 * 1,00,000 units= $8,00,000
• Expected sales revenue- per unit $10 *1,00,000= $10,00,000
• expected profit- $2 per unit * 1,00,000= $2,00,000

Dove Product Proposition
• Product development
• The appearance matters a lot in the success of the new product. The
product packaging will be in white colour with Dove logo at the
bottom and the box will be designed in such a manner which is easy
to handle.

Dove Product Proposition
• Test marketing
• There are various kinds of testing methods to analyse the interest and
feedback of customers like survey, market research mobile apps,
consignment marketing testing and many others. Dove will use online
surveys where they will prepare a questionnaire for their customers
and send them through their e-mails.

Dove Product Proposition
• Commercialization and Distribution
• Product launching- the new cream will be first launch on the website of dove
and then it will be supply on dove stores.
• Distribution- The product will be delivered to customer's door step at the
same day when they order it. The company will use their own delivery trucks
and vans for fast delivery.
• Commercialization- The new Foot multi-purpose cream will be sold through
social media channels and TV advertisements to gain the attention of
customers. Various online campaigns can also be conducted for spreading
awareness of new product among customers.

References
• Wu, Y.J. and Chen, J.C., 2021. Stimulating innovation with an innovative
curriculum: a curriculum design for a course on new product
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p.100561.
• Yan, J. and et. al., 2020. How to improve new product performance
through customer relationship management and product development
management: evidence from China. Journal of Business & Industrial
Marketing, 36(1), pp.31-47.
• Youssef, M.I. and Webster, B., 2022. A multi-criteria decision making
approach to the new product development process in industry. Reports in
Mechanical Engineering, 3(1), pp.83-93.