The Evolution Of A Brand

DOVE INTRODUCTION TO BRAND

A UNILEVER PRODUCT

WHY STUDY THIS CASE ?

TO BRING TOP OF BRAND AWARENESS

TO LEARN ABOUT BRAND POSITIONING

TO UNDERSTAND ABOUT STRATEGIC MOVEMENTS AND UNDERSTAND IT’S IMPORTANCE

DOVE EVOLUTION OF A BRAND

1940

Formula for Dove Bar

(Mild Soap)

1950

Refined to original

Dove Beauty Bar

1960

Launched in the market

1970

Popularity Increased as

a milder soap

1980

Leading brand recommended by Physicians

1990

Dove beauty wash

successfully launched

1995-2001

Extension of Dove’s range of

products

WHY DOES WANT FEWER BRANDS?

Global decentralization brought problems of control.

Global decentralization brought problems of control.

Company’s brand portfolio had grown is a relatively laissez-faire manner.

Global decentralization brought problems of control.

Company’s brand portfolio had grown is a relatively laissez-faire manner.

Unilever lacked a global identity.

Global decentralization brought problems of control.

Company’s brand portfolio had grown is a relatively laissez-faire manner.

Unilever lacked a global identity.Product categories had checkered identities

CHANGES UNILEVER BROUGHT INTO

5 years to strategic imitative.

1600

400

REDUCTION IN BRANDS

Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms

Global brand unit for each “Masterbrand”.

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 DYNAMICS OF DOVE

High Loyalty/ Strong Share of

Wallet

Low Loyalty/ Weak Share of

Wallet

Marketing Strategy

23

INTERVIEWS

ADVERTISING

BILLBOARDS

PANEL DISCUSSIONS

TV COMMERC

IALS

PROGRAMS

THE DOVE SELF-ESTEEM FUND

WEBSITE

Unconventional strategy

Strong emotional touch

Cross-selling Possibilities

Effective advertising, Free publicity

Continuously evolving the campaign

Beauty. It’s not about glamour or fame. It’s (Point of Differentiation)

about every woman and the beauty that is (Market) (frame of reference)

in each of us. That’s what DOVE is all about. (Brand)

And that’s why More women trust their skin (Point of Differentiation)

to DOVE.

Dove : Pop and Pod

Cleanses (Point of Parity)

CAMPAIGN FOR REAL BEAUTY

BeautifulAttractiveAverageNaturalOthers

A survey conducted in 2004 in 10 countries.

WHY THIS CAMPAIGN?Declining Sales --- lost in crowded market

Increased competition

Advertising clutter

Stagnation in one or two categories --- In spite of increase in product range

Need for Brand Positioning --- Evolve brand image without losing their existing customer base and driving aggressive growth

Real beauty comes in many shapes, sizes and ages

WHAT WAS MARKET POSITIONING IN 1950S?

PRODUCT

The market positioning of Dove in 1950’s was focused upon providing a better product than soap, and provided a theme of ‘beauty bars’. The idea behind the particular marketing strategy was that Dove does not dry out the skin of consumers as it works as a skin cleanser and a moisturizer.

MARKETING AND ADVERTISEMENT

It’s television commercials were related to the particular theme in which it described that Dove creams your skin while taking a bath. Dove was focused on replacing the normal toilet soap with Dove cream bar. In another advertisement, the idea related to surpassing the old soaps which were referred to as old-fashioned soaps which needs the replacing with Dove. 

OUTCOME

As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix. Dove became one of the America’s most recognizable brand icons.

WHAT WAS MARKET POSITIONING IN 2007 ?

PRODUCT

MARKETING AND ADVERTISING

The market positioning of Dove was focused upon ‘The real beauty campaign’. As described by Dove in its mission statements that it is aimed at making women feel more beautiful by applying Dove.

THEN(1950)

NOW(2007)

WHAT DO PEOPLE SAVE ABOUT DOVE BRAND?

Consumers are very happy with the product and above all there is loyalty attached to the product

Even though there are no major aspiration-al values attached to the product, company is able to differentiate very well from other ‘hard-on-skin’ soaps

Brand has been able to establish itself in all age groups

When compared to other brands under the parent company, like SLIM FAST, a small number of users do feel that ‘real beauty campaign’ is just a marketing gimmick

USER’s Verdict : MILDNESS IS THE KEY

WHAT ARE RISKS TO TODAY?

Risk of being a brand for “fat girls”

Strategy can be copied and successfully implemented by competitor

The objectification of beautiful woman and hence the risk of being rejected by hardcore feminists

Sustainability of campaign in long run

Dove celebrates “Real Beauty”

Gorgeous Graceful

Beautiful Smart Attractive

Adorable Elegant Poised Pretty Cute

THANK YOU

JEET PAREKH

Created by --

Indian Institute of Technology ,Banaras Hindu University Varanasi

Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b

During an Internship by --

Prof. Sameer Mathur

Indian Institute of Management ,Lucknow

(www.IIMintenship.com)