Dove evolution of a brand
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Transcript of Dove evolution of a brand
![Page 1: Dove evolution of a brand](https://reader037.fdocuments.net/reader037/viewer/2022102407/55caddaabb61eb94768b462d/html5/thumbnails/1.jpg)
EVOLUTION OF A BRANDcase study
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PRODUCT
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Formed in 1930,Anglo-Dutch merger
Lever brothers Margarine Unie
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By 1980,• Reduced palm-oil dependence• Globalized market
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Later GLOBAL DECENTRALIZATION
Brand portfolio grew in laissez-faire manner
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By 2000,More than 1600 brands
• Problem of control
• No unified global identity (checkered)
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Feb 20005 year strategic plan
PATH TO GROWTH
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1600 brands
400master brands
OWN GLOBAL BRAND UNIT
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1957Launched
Cleansing cream
Moisturizingcream
Beauty bar With
Functional superiority
2000Masterbrand
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ADVERTISEMENTS
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SILVIA LAGNADO ?
Global brand director for DOVE
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PROBLEM
NEW BRAND DEFENITION
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Functional superiority Different for different products
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Search for DOVE’S point of view• Exploratory market research
• Consultation with experts
• Consultation with women
• Message testing
CAMPAIGN
FOR
REAL BEAUTY
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Iconography For beauty industry
Young White Blond Thin
UNATTAINABLE
STANDARD
For general women
Lagnado’s hypothesis
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Women in general
Taunted by ads
Featuring
Beauty icons
Lagnado’s hypothesis
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Unilever survey resultsof 3000 women in 10 countries
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NEW BRAND DEFINITIONMore women feeling beautiful
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Change the idea of beauty
In 4 stages ofadvertisements
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Level 1TICK-BOX billboards CAMPAIGN
• Ordinary people as supermodels• Real time vote: outsized/outstanding
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Level 2:
FIRMING CAMPAIGNDebate on real beautySkin-firming cream
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Level 3: Executive’s daughters discussing their
self-esteem
challenges
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Level 4:112 seconds film “ Evolution”
Popularized on YouTube
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Consumer point of view
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Media planning
BREAK EVERY RULE
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RESULTS
DOVE in top 10 brands in health & business value
Growth of $1.2 billon
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As part of internship under Professor Samir MathurIIM Lucknow
Presented byShriya SinghIIT Kanpur
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