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    Dove Evolution of A Brand

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    Anil Bhardwaj
    Dove has evolved its brand and marketing strategy over time. It originally positioned itself in the 1950s as a soap that was milder on the skin compared to other products. In recent decades, Dove shifted to promoting a message of "real beauty" by featuring women of various shapes and sizes in its advertising. This campaign for real beauty was intended to make more women feel beautiful. Dove has also expanded its product line beyond soap to include items like skin care, hair care, and deodorants. While this new brand positioning and focus on self-esteem has achieved significant success for Dove, it also faces some risks, such as being seen as a brand only for larger women or undermining the aspirational

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    Dove Evolution of A Brand

    Uploaded by

    Anil Bhardwaj
    536 views19 pages
    Dove has evolved its brand and marketing strategy over time. It originally positioned itself in the 1950s as a soap that was milder on the skin compared to other products. In recent decades, Dove shifted to promoting a message of "real beauty" by featuring women of various shapes and sizes in its advertising. This campaign for real beauty was intended to make more women feel beautiful. Dove has also expanded its product line beyond soap to include items like skin care, hair care, and deodorants. While this new brand positioning and focus on self-esteem has achieved significant success for Dove, it also faces some risks, such as being seen as a brand only for larger women or undermining the aspirational

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    Dove Evolution of a brand

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    Dove Evolution of a brand

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    Dove has evolved its brand and marketing strategy over time. It originally positioned itself in the 1950s as a soap that was milder on the skin compared to other products. In recent decades, Dove shifted to promoting a message of "real beauty" by featuring women of various shapes and sizes in its advertising. This campaign for real beauty was intended to make more women feel beautiful. Dove has also expanded its product line beyond soap to include items like skin care, hair care, and deodorants. While this new brand positioning and focus on self-esteem has achieved significant success for Dove, it also faces some risks, such as being seen as a brand only for larger women or undermining the aspirational

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    536 views19 pages

    Dove Evolution of A Brand

    Uploaded by

    Anil Bhardwaj
    Dove has evolved its brand and marketing strategy over time. It originally positioned itself in the 1950s as a soap that was milder on the skin compared to other products. In recent decades, Dove shifted to promoting a message of "real beauty" by featuring women of various shapes and sizes in its advertising. This campaign for real beauty was intended to make more women feel beautiful. Dove has also expanded its product line beyond soap to include items like skin care, hair care, and deodorants. While this new brand positioning and focus on self-esteem has achieved significant success for Dove, it also faces some risks, such as being seen as a brand only for larger women or undermining the aspirational

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    The documents discusses the evolution of Dove's brand and marketing strategy over time, as well as Unilever's shift towards consolidating its brands under 'masterbrands'.

    Unilever moved from a decentralized approach with many brands towards consolidating under core brands and developing global identities for brands like Dove in order to improve performance and control.

    Dove shifted to focus on celebrating real beauty in all women after realizing consumers wanted products that made them feel good rather than just being functional. This led to its Campaign for Real Beauty.

    EVOLUTION OF A BRAND

    By: Anil Bhardwaj Nishant Pagaria Naresh Verma

    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 Doves market positioning in the 1950s Doves market positioning in 2007 - The CBBE Model - BRAND DYNAMICS OF DOVE - Marketing Strategy We The PEOPLE - USERs Verdict : MILDNESS IS THE KEY Conflicting brand image Risks to the brand today

    UNILEVERS CATEGORY MANAGEMENT STRATEGY


    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 separate functions)
    Concentrate on product innovation to fuel internal growth An initiative to create an overall umbrella brand across all Unilevers brands

    DOVE EVOLUTION

    Erlier

    UNILEVERS BRANDS MANAGEMENT STRATEGY


    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 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 1960
    Launched in the market

    1970

    1980

    1990
    Dove beauty wash successfully launched

    1995-2001
    Extension of Doves range of products

    Refined to Formula for original Dove Bar Dove Beauty (Mild Soap) Bar

    Popularity Leading brand Increased as recommended a milder soap by Physicians

    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?


    Global decentralization brought problems of control. Companys 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. 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. 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, Doves 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

    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

    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

    THE CBBE MODEL


    Much affiliation and attachment , creates patronage
    (Dove Self Esteem Fund) Women love and trust the dove brand , Using the dove brand Develops self esteem /self respect

    What about you and me ?

    What about you ?

    Mild , moisturizing, cleansing cream


    World number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the market

    What do you stand for ? Identity Who are you ?

    BRAND DYNAMICS OF DOVE


    High Loyalty/ Strong Share of Wallet

    Bonding

    Mass appeal to all segments; high patronage

    Advantage

    Better quality at affordable price

    Performance

    Mild, gentle, moisturizing

    Low Loyalty/ Weak Share of Wallet

    Relevance

    Health and beauty

    Presence

    More than 80 countries

    MARKETING STRATEGY
    ADVERTISING

    Unconventional strategy Strong emotional touch


    TV COMMERC IALS

    BILLBOARDS

    Cross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
    WEBSITE

    INTERVIEWS PANEL DISCUSSIONS

    PROGRAMS

    THE DOVE SELFESTEEM FUND

    14

    WE THE PEOPLE

    USERS VERDICT : MILDNESS IS THE KEY

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

    CONFLICTING BRAND IMAGE


    Axe Dove

    RISKS TO THE BRAND TODAY


    Risk of being a brand for fat girls Undermining the aspiration of consumers 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. The objectification of women and hence the risk of being rebuked by hardcore feminists. Copy by the competitors(Olay total effects). Sustainability of campaign in long run Risk of exposure in social media

    Dove celebrates Real Beauty

    Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute

    THANK YOU

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