Dove Final Presentation
Dove Final Presentation
INTRODUCTION
Union.
Formed two separate entities: 1) Unilever Plc, London 2) Unilever NV, Rotterdam Leading manufacturer and marketer --- foods, beverages, cleaning agents and personal care products.
Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Ponds and
Lifebuoy Revenues for 2005 --- US$ 50 billion Employee Base --- 206,000 people
P roduct category offered multiple brands, each lead by a brand manager E ach brand operated as a separate business, competed its own siblings B rand managers responsible for both brand development and brand building
Now
B rand management split between two groups B rand development: Develop idea behind the brand. Centralized. Global scope B rand building : Bring the brand to life in local market. Decentralized. Local scope
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BRAND..
AMA ( American Marketing Association ) A Brand is a Name , Term, Sign , Symbol or Design or a combination of them, intended to identify the goods & services of one seller group or group of sellers and of differentiate them from those of competition.
A Brand is about: Delivering Quality Identification & ownership Differentiation Value Addition Confidence
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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 Reduce portfolio to 400 core brands Path to growth Initiative (Brand building and brand development separate functions) Concentrate on product innovation to fuel internal growth An initiative to create an overall umbrella brand across all Unilevers brands
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Now
1940
Formula for Dove Bar (Mild Soap)
1950 1960
Refined to original Dove Beauty Bar Launche d in the market
1970
Popularit y Increase d as a milder soap
1980
1990 1995-2001
Leading Dove brand Extension of beauty recomme Doves range wash nded by successfull of products Physician y launched s
PRODUCT LAUNCHING
1) APRIL- 2004 launched DOVE FIRMING LOTION 2) Ads named as LETS CELEBRATE CURVES 3) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN. 4) It was renamed as CAMPAIGN FOR REAL BEAUTY 5) Intended to make more women feel beautiful.
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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 Americas most recognizable brand icons
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MARKRTING STRATEGY
Unconventional strategy
Cross-selling Possibilities
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BLOGS
Marketing plus good: While they (Dove) took a misstep or two with the retouching, they started an
Important conversation. The high road has still been taken. They're still leading this thinking in their
industry. HBR Blogs: The principle made plain by Doves success is that in social networks brands must seek to provoke conversation not to dominate it... The locus of control in the marketplace shifts from marketer to consumer, and success is built on a model of co-created meaning. In Web 2.0,marketers accept that it is enough to rouse, to stimulate, to stir. Dove's strategy was to move away from functional claims and to present itself as a brand with a point of view. It placed itself at odds with its competitors. Consumers loved the conflict. They lit up the digital media, generating millions of pass-along clips forYouTube, clips like Evolution and Hates Her Freckles
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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 Americas most recognizable brand icons
Design of strategy, delivery of profit targets Decisions related to advertising and trade promotions.
AFTER 2000
Brand Management
Brand Health
Brand Development
T.V. Ad Strategy
Market Share
Nontraditional Media
Decentralized, according to the major geographical regions Bringing the brand to life in their market place Accountable for growth, profit, cash flow, and shortterm market share. Freedom to use imagination to break through their particular markets media clutter Managed public relations and informal communications Decisions to spend on ad-campaigns