EVOLUTION OF A BRAND

Roll No. NameFT13170 Shouvik DasFT13224 Ishani SircarFT13312 Arjun ChoudhryFT13351 Namita JoshiFT13389 Vikrant Vijay MahajanFT13466 Ruchika Salhotra

AGENDA

History What is a brand? Unilever’s decision for fewer brands Market Positioning Brand Management and Brand Meaning What do the blogs say? Dove in India

HISTORY OF DOVE

1957

• Beauty soap bar clinically proven for dry skin : milder, cleansing, not technically a soap.

• “One quarter cleansing cream”

1980s

• Functional superiority and moisturizing benefit.

2000

• Campaign for real (true inner) beauty.• Meaning of Dove to extend over entire suite of products

2002 to

2007

• Debunking the beauty myth• Firming campaign and Self-Esteem campaign

WHAT IS A BRAND?

“A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” - AMA

Brand exists at 2 levels - Head (Tangible) and Heart (Intangible)

Brand is DIODVAC Delivering what is purported to quality. Identity and Ownership , Differentiation over others Value addition Confidence

WHY FEWER BRANDS?

Global decentralization- control problems. Lack of unified global identity. Numerous low volume Brands Winnow more than 1600 brands to 400 brands To create “Masterbrands” with global vision and

geographical cooperation. Five-year strategic initiative called “Path to Growth.”

MARKET POSITIONING

1957

• Product -Beauty soap bar clinically proven for dry skin : milder, cleansing, not technically a soap. “One quarter cleansing cream”

• Campaigns on functional benefits through TV, print media, and bill boards

• Advertising uses honesty and authenticity – natural looking women to stylized fashion models

2007

• From beauty bar to personal care category - Diverse range of products

• Campaigns based on building the master brand through digital media, YouTube, blogs.

• “Real Beauty” campaign and “Self-Esteem” campaign.

• Changing the notion of beauty- celebratory, inclusive, democratic.

DOVE: POSITIONING STATEMENT

Beauty. It’s not elitist. It’s about every woman and (Point of Differentiation) (Market)

and the beauty that is in each of us.

(frame of reference)

That’s what DOVE is all about. And that’s why More

(Brand)

women trust their skin to DOVE.

(Point of Differentiation)

BRAND MANAGEMENT

Before 2000 Multiple brands within a product category. Each Brand as separate business. Staff of Brand Assistants executing policies of Brand

manager. Each Brand Manager , responsible as General Manager.

Strategy Design Delivery of profit targets. Day to day marketing decision. Advertising and Trade promotions.

AFTER 2000

Responsibility Split up between two groups Brand Development (Centralized)

Developing the idea for innovation and evolving into future.

Medium to Long term Market Share Creating Value in category. Decision of media Plan. Development of Brand Plan. Located in region where Brand is strongest.

Brand Building (Geographical Region) Bringing brand to Life in their market place. Accountable for growth and short term market share. Guidance from Brand Development Team. What level of spending in media. Reporting for a collection of brand under a category

BRAND MEANINGBefore 2000 Meaning simple and inspirational: soap that would not dry

your skin. Advertising on functional superiority backed by product’s

moisturizing benefit. “Dove does not dry your skin because its one-quarter

cleaning cream”. Honesty and authenticity.

After 2000 Emotional stimulus to implant the product deep in the

customers’ minds. Dove became a statement of who you are. Campaign for Real Beauty Broadening the narrow definition of beauty and inspiring

them to take care of themselves. <<Be yourself, Be beautiful>>

<<Everybody is Beautiful>> Creation of face book application, YouTube, blogs

AND THE VERDICT IS…

Brands must become a cultural activist and a social authority “Exploiting” the research fact that ONLY 2% of women worldwide considered themselves beautiful is a great way to become the champion of the remaining 98% using a compelling philosophy that “Real beauty come from within.” – Entrepreneurs-journey.com

DOVE IN INDIA The ‘Is it love? No its Dove’ ! Ad campaign.

Success as Indian consumer moved towards the brand for its superior and ‘ gentle on skin’ properties

More than Rs.500 Cr Brand Dove now captures majority of market share

A 1000 min video of over 250 women describing their hair problems was uploaded online.

Marked @ Rs. 30 as against it peers @ 10.

Product Market Share/ Value

Distribution in modern format stores

11.54%

Body Wash 19%

Hair Conditioners Rs 40 Cr.

RISKS? NO….

Manage the umbrella brand by carefully managing not to tamper with the core values – not use supermodels to endorse but real women who gives believable testimonial post usage of the product.

Opposite to its counterpart LUX, Dove shows beauty in ordinary people.

In India where advertisements target the emotional chords, Dove immerged as a perfect fit. Studies showed that 57% of Dove's Target audience was averse to regular advertising

THANK YOU

“We want to challenge the definition of beauty. We want to defy the stereotype that only the young, blond and tall are beautiful.”

— MR.PHILIPPEHAROUSSEAU,-

DOVE’SMARKETINGDIRECTOR