dove - 24012012 - group 13
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Dove Case Study
Adeeb Wahab
Aradhye Ackshatt
Hemanta Das
Ram Paikaray
Jitjyoti Pegu
Rahul Gautam
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Evolution of a Masterbrand
Dove was launched in the USA in 1957
It was deliberately named a beauty bar instead of SOAP
Its formula came from military research to find non-irritating skin cleaner
Dermatological studies found it milder than soap-based bars
The 1957 Ad campaign was created by Ogilvy & Mather with the slogan
Dove doesnt dry your skin because its one quarter cleansing cream
Darling, Im having the most
extraordinary experience.Im head over
heels in Dove!
Dove makes me feel all velvet and silk, all soft
and smooth. Just the most pampered, the
most spoiled, girliest girl in the world. Darling,
Im purring.Advertising largely shaped by a
condescending attitude towards
women as perfectly groomedhousewives (1957-1967)
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Creating Points o Di erence
ShapeThe earliest point of difference was its
novel curved shape
Packaging
Simple blue and gold logo featuring theoriginal dove bird logo
AttributesRelentless focus on one quarter
cleansing cream
Communication
Many of the ads
featured the image of
cream being pouredinto the Dove bar to
emphasize its
moisturizing quality
Emphasizing the difference between Dove
and Soap
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Brand Laddering
Brand Laddering involves progression from attributes to benefits
to more abstract values or motivationsProfessor Kevin Lane Keller
Attributes Benefits Values
When the brand is launched, the focus will
be more on attributes and benefits
The task at this is to establish category
membership and achieve parity with
competitors on functional performance
Once these are established in the minds of
the consumers, the brand has to deepen
the meaning associated with the brand
The abstract concept is referred to as
Brand Essence
Initially focused on
Fairness
(functional
benefit) but now
talks about
abstract concepts
ofconfidence and
women
empowerment
Used to talk about easy
to cook and taste but
now Maggi Taste Bhi,
HealthB
hi (ben
efi
tpositioning)
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Brand Laddering for Dove
From 1970s onwards,
the focus began to shift
from attributes to
functional
In 1957 Dove talked about
attributes and functional
benefits
Since 2000, focus on more
abstract benefits through
Campaign for RealB
eauty
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Core Range Extension
Dove Soap
Dove
Moisturizing
Body Wash(1995)
Other
variants ofDove Soap
Linkage (Physical Product): Moisturizing
Properties
Dove Bar
Dove
Moisturizing
Body Wash
(1995)
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Direct Stretch
Dove Soap
Dove Bar
Dove
Moisturizing
Body Wash
(1995)
Body Lotions,
Cleansers
Linkage (Product
Truth): Soft Skin
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