Transcript brand dynamics of dove

EVOLUTION OF A BRAND
AGENDA
•Brand Definition
•Unilever
- Category Management Strategy
- Brand Management Strategy
- Why does Unilever want fewer brands?
•Evolution of Brand ‘Dove’
- Dove: POP & POD
- Product Launch
- What compelled Dove to go for CFRB
•Dove’s market positioning in the 1950’s
•Dove’s market positioning in 2007
- The CBBE Model
- BRAND DYNAMICS OF DOVE
- Marketing Strategy
•‘We The PEOPLE’
- USER’s Verdict : MILDNESS IS THE KEY
•Conflicting brand image
•Risks to the brand today
BRAND DEFINITION
At 2 Levels
UNILEVER’S CATEGORY MANAGEMENT STRATEGY
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World’s 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
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Reduce portfolio to 400 “core” brands
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Path to growth Initiative (Brand building and brand development – separate
functions)
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Concentrate on product innovation to fuel internal growth
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An initiative to create an overall umbrella brand across all Unilever’s brands
DOVE EVOLUTION
Then
UNILEVER’S BRANDS MANAGEMENT STRATEGY
Objective: Bring top of the mind awareness
Strategy: Use advertising that connects with consumer needs
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Let the consumer know more about the product’s 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 Up
develop their social missions.
Since 2002, became more visible to shoppers, with corporate logo
appearing on the back of all our product packs.
EVOLUTION OF BRAND ‘DOVE’
1940
1950
Refined to
Formula for
original
Dove Bar
Dove Beauty
(Mild Soap)
Bar
1960
Launched in
the market
1970
1980
Popularity
Leading brand
Increased as recommended
a milder soap by Physicians
1990
Dove beauty
wash
successfully
launched
1995-2001
Extension of
Dove’s 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
WHY DOES UNILEVER WANT FEWER BRANDS?
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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.
Embarked on a 5 year strategic initiative “Path to Growth”:
- Winnowing 1600 brands down
to 400.
- Selected “Masterbrands”,
mandate to serve as umbrella identities
over a range of product forms.
- Global brand unit for each “Masterbrand”.
DOVE : POP AND POD
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.
Cleanses
(Point of Parity)
PRODUCT LAUNCH
“We want to challenge the definition of the beauty.
We believe that beauty has become too narrow in
definition. We want to defy the stereotype that only
young, blond and tall are beautiful.”
-Philippe Harousseau, Dove’s Marketing Director
CFRB (Campaign for Real Beauty):
“DOVE FIRMING LOTION”
Ads named as “LETS CELEBRATE
CURVES”
Intended to make more women feel
beautiful.
DOVE: THEN AND NOW
1957
2006
DOVE’S MARKET POSITIONING IN THE 1950’S
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 doesn’t 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 America’s most recognizable brand icons
DOVE’S 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
THE CBBE MODEL
Much affiliation
and attachment ,
creates
patronage
What about
you and me
?
(Dove Self
Esteem Fund)
Women love and trust
the dove brand , Using
the dove brand
Develops self esteem
/self respect
Mild , moisturizing, ¼
cleansing cream
World number one cleansing brand in
the health and beauty sector. Has
achieved both depth and breadth in the
market
What about
you ?
What do
you stand
for ?
Identity
Who are
you ?
BRAND DYNAMICS OF DOVE
High Loyalty/
Strong Share of
Wallet
Low Loyalty/
Weak Share of
Wallet
Bonding
Mass appeal to all segments;
high patronage
Advantage
Better quality at
affordable price
Performance
Mild, gentle, moisturizing
Relevance
Health and beauty
Presence
More than 80 countries
MARKETING STRATEGY
ADVERTISING
Unconventional strategy
Strong emotional touch
BILLBOARDS
TV
COMMERC
IALS
Cross-selling Possibilities
INTERVIEWS
Effective advertising, Free
publicity
Continuously evolving the
campaign
PANEL
DISCUSSIONS
WEBSITE
PROGRAMS
THE DOVE SELFESTEEM FUND
15
‘WE THE PEOPLE’
USER’S VERDICT : MILDNESS IS THE KEY
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Consumers are very happy with the
product and above all there is loyalty
attached to the product
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Even though there are no major aspirational values attached to the product, company
is able to differentiate very well from other
‘hard-on-skin’ soaps
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Brand has been able to establish itself in all
age groups
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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
CONFLICTING BRAND IMAGE
Axe
Dove
RISKS TO THE BRAND TODAY
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Risk of being a brand for “fat girls”
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Undermining the aspiration of
consumers
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Undermining the aspirational essence
in itself is a big risk. Dove is completely
eliminating the reference group which
kills the aspirational element from the
whole ad campaign.
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The objectification of women and
hence the risk of being rebuked by
hardcore feminists.
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Copy by the competitors(Olay total
effects).
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Sustainability of campaign in long run
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Risk of exposure in social media
Dove celebrates “Real Beauty”
Gorgeous
Graceful
Beautiful
Smart
Attractive
Adorable
Elegant
Poised
Pretty
Cute
THANK YOU