Dove Evolutionofabrand 100202003450 Phpapp02

7/29/2019 Dove Evolutionofabrand 100202003450 Phpapp02

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BRAND DEFINITION

At 2 Levels


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UNILEVERS CATEGORYMANAGEMENTSTRATEGY

Then

Worlds largest producer but lacked a unified global identity. Brands managed in a decentralized fashion

Years of slow performance

Lack of sound corporate strategy

Numerous low-volume brands

Small global presence compared to competition Mediocre performance in emerging markets

Now

Reduce portfolio to 400 core brands

Path to growth Initiative (Brand building and brand development separatefunctions)

Concentrate on product innovation to fuel internal growth

An initiative to create an overall umbrella brand across all Unilevers brands

DO

VE

EVOLUTION


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UNILEVERS BRANDSMANAGEMENTSTRATEGY

Objective: Bring top of the mind awareness

Strategy: Use advertising that connects with consumer needs

Let the consumer know more about the products uses

Shifted from an out-and-out house of brands to endorsing all its products

linked to its corporate logo.

Converged the marketing of disparate arms due of the lack of brand

recognition.

Dove's extension into deodorant - Long-term strategy built to set global

"master" brands.

In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Updevelop their social missions.

Since 2002, became more visible to shoppers, with corporate logo

appearing on the back of all our product packs.


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EVOLUTIONOFBRANDDOVE

1940

Formula forDove Bar

(Mild Soap)

1950

Refined tooriginal

Dove BeautyBar

1960

Launched inthe market

1970

PopularityIncreased as

a milder soap

1980

Leading brandrecommendedby Physicians

1990

Dove beautywash

successfullylaunched

1995-2001

Extension ofDoves range of

products

In a world of hype and stereotypes, Dove provides a refreshingly real

alternative for women who recognise that beauty comes in all shapes

and sizes. - UNILEVER Website


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Beauty. Its not about glamour or fame. Its(Point of Differentiation)

about every woman and the beauty that is

(Market) (frame of reference)

in each of us. Thats what DOVE is all about.(Brand)

And thats why More women trust their skin

(Point of Differentiation)

to DOVE.

DOVE : POPAND POD

Cleanses

(Point of Parity)


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DOVESMARKETPOSITIONINGINTHE1950S

Product First Dove product Beauty Bar Launched in 1957

It claimed not to dry out the skin the way soap did

Technically not soap at all, formula came from military research

Marketing and AdvertisingBlend of marketing communication tools- TV, print media and billboards

Advertising message: Dove soap doesnt dry your skin because it is one-quartercleansing cream

Rather than models, it used natural looking women to convey the benefits of theproduct

Outcome

As a result of Dove positioning itself as being in the beauty Industry andfocusing on functional benefits as well as a successful marketing mixDove became one of the Americas most recognizable brand icons


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Products Hair care: Shampoo, Spray and Gel

Skin Care: Soap and Moisturizer

Deodorants

Real Beauty and Self Esteem Campaign

Appealed to aesthetic needs of the consumers

Did not focus on functional benefits, but on need to feel good

Used oversized models, elderly women to convey the message

Dove Evolution Film

Shift from broadcast media to digital media, YouTube & Blogs

Film evolution viewed by 3 million visitors in 3 months

Marketing communications gave Dove a wide exposure

DOVESMARKETPOSITIONINGIN 2007


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THE CBBE MODEL

Much affiliation

and attachment ,createspatronage

(Dove SelfEsteem Fund)

Women love and trust

the dove brand , Usingthe dove brand

Develops self esteem/self respect

Mild , moisturizing, cleansing cream

World number one cleansing brand inthe health and beauty sector. Has

achieved both depth and breadth in themarket

Identity

Who are

you ?

What aboutyou ?

What about

you and me

?

What do

you stand

for ?


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Bonding

Advantage

Performance

Relevance

Presence

Mass appeal to all segments;

high patronage

Better quality at

affordable price

Mild, gentle, moisturizing

Health and beauty

More than 80 countries

BRAND DYNAMICSOF DOVE

High Loyalty/

Strong Share of

Wallet

Low Loyalty/

Weak Share of

Wallet


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MARKETING STRATEGY

10

INTERVIEWS

ADVERTISING

BILLBOARDS

PANELDISCUSSIONS

TVCOMMERC

IALS

PROGRAMS

THE DOVE SELF-ESTEEM FUND

WEBSITE

Unconventional strategy

Strong emotional touch

Cross-selling Possibilities

Effective advertising, Freepublicity

Continuously evolving thecampaign


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Consumers are very happy with theproduct and above all there is loyaltyattached to the product

Even though there are no major aspiration-al values attached to the product, company

is able to differentiate very well from otherhard-on-skin soaps

Brand has been able to establish itself in allage groups

When compared to other brands under theparent company, like SLIM FAST, a smallnumber of users do feel that real beautycampaign is just a marketing gimmick

USERS VERDICT : MILDNESS IS THE KEY

/


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CONFLICTTBRANDIMAGEAXE /DOVE RISKSTOTHE

BRANDTODAY

Risk of being a brand for fat girls Undermining the aspiration of

consumers

Undermining the aspirational essencein itself is a big risk. Dove is completely

eliminating the reference group whichkills the aspirational element from thewhole ad campaign.

The objectification of women andhence the risk of being rebuked byhardcore feminists.

Copy by the competitors(Olay totaleffects).

Sustainability of campaign in long run

Risk of exposure in social media

Dove Evolutionofabrand 100202003450 Phpapp02

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