brand positioning model (dove case study)

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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 1 2 3 5 4 7 9 10 8 6 BRAND TASK MAP - LE KHANH AN

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Page 1: 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