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Dove Evolutionofabrand 100202003450 Phpapp02
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Transcript of Dove Evolutionofabrand 100202003450 Phpapp02
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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