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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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