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Dove Final Presentation

This document provides an overview of the evolution of the Dove brand within Unilever from the 1940s to present day. It discusses how Dove originally positioned itself in the 1950s focusing on functional benefits versus drying skin. It then summarizes Dove's "Real Beauty" campaign launched in 2007 using larger models and older women to appeal to self-esteem. The document also outlines how Unilever changed its brand management strategy after 2000 to separate global brand development and local brand building functions.

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Anshubhi Karolia
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0% found this document useful (0 votes)
556 views20 pages

Dove Final Presentation

This document provides an overview of the evolution of the Dove brand within Unilever from the 1940s to present day. It discusses how Dove originally positioned itself in the 1950s focusing on functional benefits versus drying skin. It then summarizes Dove's "Real Beauty" campaign launched in 2007 using larger models and older women to appeal to self-esteem. The document also outlines how Unilever changed its brand management strategy after 2000 to separate global brand development and local brand building functions.

Uploaded by

Anshubhi Karolia
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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DOVE : EVOLUTION OF A BRAND

INTRODUCTION

UNILEVER --- An Anglo-Dutch company


Established in 1930 with the merger of Lever Brothers and Margarine

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

UNILEVER BRAND MANAGEMENT


Pre 2000

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
3

EVOLUTION OF BRAND DOVE


1940s Formula for Dove Bar (Mild Soap) 1950s Refined to original Dove Beauty Bar 1960s Launched in the market 1970s Popularity Increased as a milder soap 1980s Leading brand recommended by Physicians 1990s Dove beauty wash successfully launched 1995-2001 Extension of Doves range of products

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
5

WHY FEWER BRANDS ?


To concentrate R&D and advertising on the companys leading brands To rely more on product innovation and making new acquisitions To resolve control issues due to Global Decentralization To focus resources on a smaller number of more powerful brands in global and local markets

BRAND MANAGEMENT STARATEGY


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 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
7

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.
9

DOVES MARKET POSITIONING IN THE 1950S


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 Advertising
Blend of marketing communication tools- TV, print media and billboards Advertising message: Dove soap doesnt dry your skin because it is one-quarter cleansing cream Rather than models, it used natural looking women to convey the benefits of the product

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
10

DOVES MARKET POSITIONING IN 2007


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
11

MARKRTING STRATEGY

Unconventional strategy

Strong emotional touch

Cross-selling Possibilities

Effective advertising, Free publicity

Continuously evolving the campaign

12

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
13

DOVE: THEN AND NOW


1957 2006

DOVES MARKET POSITIONING IN THE 1950S


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 Advertising


Blend of marketing communication tools- TV, print media and billboards Advertising message: Dove soap doesnt dry your skin because it is onequarter cleansing cream Rather than models, it used natural looking women to convey the benefits of the product

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

DOVES MARKET POSITIONING IN 2007


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

BRAND MANAGEMENT IN UNILEVER BEFORE 2000


Similar to P&G Brand Management System Offered multiple brands with in a product category Led by a Brand Manager. Each brand operated as a separate business, competing with its siblings Brand Manager was responsible for

Design of strategy, delivery of profit targets Decisions related to advertising and trade promotions.

AFTER 2000

Path to growth initiative

Brand Management

Brand Development Brand Building

Centralize d and Global Idea and Innovation Creating Value

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

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