Dove Evolutionofabrand

7/29/2019 Dove Evolutionofabrand

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EVOLUTION OF A BRAND

Group 9: Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar Bendre, Tejas Bhatt


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AGENDA

Brand Definition

Unilever- Category Management Strategy

- Brand Management Strategy

- Why does Unilever want fewer brands?

Evolution of Brand Dove

- Dove: POP & POD

- Product Launch

- What compelled Dove to go for CFRB

Doves market positioning in the 1950s

Doves market positioning in 2007

- The CBBE Model

- BRAND DYNAMICS OF DOVE- Marketing Strategy

We The PEOPLE

- USERs Verdict : MILDNESS IS THE KEY

Conflicting brand image

Risks to the brand today


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BRAND DEFINITION

At 2 Levels


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STRATEGY

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

VEEVOL

UTION


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STRATEGY

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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EVOLUTION OF BRAND DOVE

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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BRANDS?

Global decentralization brought problems of control.

Companys brand portfolio had grown is a relatively laissez-faire manner.

Unilever lacked a global identity.

Product categories had checkered identities.

Embarked on a 5 year strategic initiative Path to Growth:

- Winnowing 1600 brands down

to 400.

- Selected Masterbrands,

mandate to serve as umbrella identitiesover a range of product forms.

- Global brand unit for each Masterbrand.


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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 : POP AND POD

Cleanses

(Point of Parity)


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PRODUCT LAUNCH

We want to challenge the definition of the beauty.

We believe that beauty has become too narrow indefinition. We want to defy the stereotype that only

young, blond and tall are beautiful.-Philippe Harousseau, Doves Marketing Director

CFRB (Campaign for Real Beauty):

DOVE FIRMING LOTION

Ads named as LETS CELEBRATE

CURVES

Intended to make more women feel

beautiful.


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1957 2006

DOVE: THEN AND NOW


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1950S


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DOVES MARKET POSITIONING IN 2007


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THE CBBE MODEL

Identity

Who are

you ?

What aboutyou ?

What about

you and me

?

What do

you stand

for ?


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Mass appeal to all segments;

high patronage

Better quality at

affordable price

Mild, gentle, moisturizing

Health and beauty

More than 80 countries

BRAND DYNAMICS OF DOVE

High Loyalty/

Strong Share of

Wallet

Low Loyalty/

Weak Share of

Wallet


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MARKETING STRATEGY

15

INTERVIEWS

ADVERTISING

BILLBOARDS

PANELDISCUSSIONS

TVCOMMERC

IALS

PROGRAMS

THE DOVE SELF-ESTEEM FUND

WEBSITE


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WE THE PEOPLE


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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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CONFLICTING BRAND IMAGE

Axe Dove


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RISKS TO THE BRAND TODAY

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


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Dove celebrates Real Beauty

Gorgeous GracefulBeautiful Smart

AttractiveAdorable Elegant

PoisedPretty Cute

THANK YOU

Dove Evolutionofabrand

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