brand positioning model (dove case study)

2) The People We Serve:- Natural & Confident women seeking “Real Beauty”; want to look and feel optimistic

3) Human Truth:- Beauty standards of a woman is decided by the society → Being beautiful is a pressure, instead of something natural that women would enjoy

5) Product Truth:- Skin care: Body wash has Nutrium Moisture → nourish hair from inside. Soap bar contains of ¼ moisturizing cream- Hair care: Micro Moisture Serum + Fiber Actives → repair damaged hair from inside;Trichazole Actives nourish hair roots

4) Purpose:- Re-define true beauty & deliver real care

6) Functional Benefits:- Skin care: keep skin nourished, smooth, soft- Hair care: reduce hair fall & breakage (95%), nourish hair from the inside → strengthen hair 7) Emotional Benefits:

- Empower women by increasing self-esteem; make them feel more confident, optimistic about their real beauty; more feminine

9) Brand Personality:- Natural beauty, soft, feminine, sophisticated, purity, inner confidence

10) USLP:- Dove’s Self-Esteem Project aims to help young people to improve self-esteem through educational programs → Over 11 million people have received help since 2005. Over 2 million participated in 16 countries in 2012

8) Brand Discriminator:- Only Dove can nourish and repair damaged hair and inspire women to feel truly beautiful.

1) Roots:- Strong & well-known global brand (Unilever is the No.1 brand owner in Rural Vietnam - Brand Footprint 2015, Kantar World Panel - Link)- Strong R&D, talent human resource & wide distribution channel- Dove is the top riser in Health & Beauty Care sector (BrandFootprint 2015, Kantar World Panel) - Diverse product lines which meet all of segments (Beauty bar, body wash, shampoo, conditioner, treatments); dove; white; moisturizing; soft product shapes; normal women (no celebrities) and their testimonials

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BRAND TASK MAP - LE KHANH AN