Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Dove Shampoo

Dove shampoo provides a very insightful example of how a brand can conceptually stay relevant to consumers in India. Dove, as a soap brand, was launched during the 1990s and established itself in the Indian context. Later, in 2007, Dove extended itself into shampoos (Backe, 2016; Dove, n.d.; Sangameshwaran, 2009). There are number of advantages and disadvantages of brand extensions, but this is not the purpose of this chapter. Of course, Dove did have an advantage with respect to the Indian context after it had established itself.

The category of shampoos was getting popular since the early 1970s. Shampoos were always considered a luxury before an innovation in packaging brought it within the grasp of the common man—sachets and ...