CAMPUS IIM ROHTAK TEAM NAME PIONEERS TEAM MEMBERS
Dove Hair CATEGORY CONSUMER
JOURNEY
Women face various issues related to hair and
really face a hard time selecting a shampoo well
suited to their hair and can that can resolve
respective issues
COHORT NAME COHORT DESRIPTION
This is that segment with
ANTI-DANRUFF
dandruff issues
This is that segment with
HAIR-FALL hair fall issues
This is that segment with
rough hair and want
Teen AgerTeecTe
ROUGH HAIR
shampoo that can
strengthen their hair
This is that segment that
LONG,SILKY HAIR want shampoo for silky,
long hair
ABHISHEK SINGH |ANKITA KATIYAR|ANJU RATHORE
VARIABLES USED TO HYPER-
SEGMENT
We have segmented on the basis of hair problems that
Women face and then targeting the appropriate
product according to it-survey based on hair issues
dandruff, hair fall, rough hair, want to strengthen hair
UNIQUE MESSAGING PRECISION
FOR COHORT MARKETING PLAN
Advertisements, Social
SAY NO TO DANDRUFF-DOVE media platform like
facebook, instagram,Yutube
Advertisements, Social
media platform like
NO MORE HAIRFALL NOW-DOVE
facebook,
instagram,Youtube
Advertisements, Social
SAY NO TO TANGLES-DOVE media platform like
facebook, instagram,Youtube
Advertisements, Social media
YOUR HAIR SPEAKS FOR YOUR platform like facebook,
HAPPINESS-LET THEM GO WILD instagram,Youtube
Dove Skin CATEGORY CONSUMER VARIABLES USED TO HYPER-
Cleansing JOURNEY SEGMENT

Age
Gender
Consumers have loved dove bar soap as according to
Income
them it makes their skin soft and moisturizes it
Working\Non Working
Skin Type

UNIQUE MESSAGING PRECISION

COHORT NAME COHORT DESRIPTION
FOR COHORT MARKETING PLAN

Teenager Girls of age 14-20 Advertisements, Social media

Teenager Girls years Pamper Yourself platform like facebook,
instagram,
Low income Level
Advertisements,
Housewife Women of age 25-40 yrs Take care of your skin as you
Magazines, facebook,
who are non working take care of your home-Dove
YouTube

Women of age 25-40 yrs Advertisements,

Love your skin the way you
Working women who are working magazines, facebook,
love your work-Dove
professionals YouTube

Advertisements,
Middle-Aged
Women of age 35-55 yrs Now its your time-Dove magazines, face book,
Women
YouTube

Advertisements,
Women having dry Women having dry skin Dove will take care magazines, facebook,
skin issues YouTube