dove-evolution of a brand
DESCRIPTION
Brand Evolution, Dove-evolution of a brand, Brand managementTRANSCRIPT
AGENDA• Unilever - Category Management Strategy - Brand Management Strategy - Why does Unilever want fewer brands?• Evolution of Brand ‘Dove’ - Dove: POP & POD - What compelled Dove to go for CFRB• Dove’s market positioning in the 1950’s• Dove’s market positioning in 2007• Brand With a Point of View• From Brand’s to the Consumer’s Point of View• Public Relations- Marketing Strategy- Conflicting brand image • Risks to the brand today
UNILEVER’S CATEGORY MANAGEMENT STRATEGY
Earlier Brands managed in a decentralized fashion Lack of sound corporate strategy. Numerous low-volume brands. Small global presence compared to competition. World’s largest producer in may categories but lacked a unified global identity. 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 Unilever’s brands
DO
VE E
VO
LUTIO
N
WHY DOES UNILEVER WANT FEWER BRANDS?
Global decentralization brought problems of control. Company’s brand portfolio had grown is a relatively laissez-faire
manner. Unilever’s brands 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”.
Beauty. It’s not about glamour or fame. It’s (Point of Differentiation)
about every woman and the beauty that is (Market) (frame of reference)
in each of us. That’s what DOVE is all about. (Brand)
And that’s why More women trust their skin (Point of Differentiation)
to DOVE.
DOVE : POP AND POD
Cleanses (Point of Parity)
Brand had grown by $1.2 billion. Much of the growth was attributable to new personal care categories, and exactly how much could be credited to The Campaign for Real Beauty.
Internet post questions about Unilever’s sincerity, its objectivity, its motives and Dove’s strategy as follows, “Taking up the cudgels for reality is a risky strategy for Dove.
“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, Dove’s Marketing Director-
Case Study
DOVE IN THE 1950’S
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 doesn’t 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 America’s most recognizable brand icons
Products• Hair care: Shampoo, Conditioner, 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
DOVE IN 2007
DOVE: FUNCTIONAL BENEFIT ERA TO REAL BEAUTY
1957 : “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream,”-’Ogilvy and Mather advertising agency’-
1980 : Dove beauty bar was widely endorsed by physicians and dermatologists to treat dry skin.
2000 : The brand depended on claims of functional superiority backed by the moisturizing benefit and become a Masterbrand in February.
-To build the Masterbrand needed to do something- 2007 : A process of exploratory market research, consultation with experts, conversations with women, and message testing led to: “The Campaign for Real Beauty.”
1970 : Popularity increased as a milder soap.
1990 : “Litmus test” – Opened up to markets in 55 countries – Sold in 80 countries.
2002 : Campaign for Real Beauty.
2005 : Self – Esteem Campaign.
Campaign for Real Beauty Message : Real beauty ca only be found
on the inside and every woman deserves to feel beautiful.
Image : Real beauty is portrayed by women who do not have “runaway model”.
Result : A dialog between Dove and itrs customers about the definition of beauty.Self – esteem fund:
Carried forward the real beauty campaign.Series of Commercials launched to promote
this.Evolution launched first on “You Tube” later on
“Super Bowl”
A BRAND WITH A POINT OF VIEWUnilever’s surveys: 3,000 women in 10 countries was the fact that only 2% of respondents worldwide chose to describe themselves as beautiful
Oversized?Outstandin
g?
“Hates her freckles.”
“Evolution.” It showed the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it from plainness to billboard glamour.
Dove’s mission is to make more women feel beautiful every day by broadening the narrow
definition of beauty and inspiring them to take great care of themselves.
Flawed?Flawless?
44 and hot?44 and not?
Wrinkled?Wonderful?
Grey?Gorgeous?
PUBLIC RELATIONS
Generate broad awareness for the Campaign for Real Beauty and establish an emotional connection with women
Established the global Dove Self - Esteem Fund to raise the self-esteem of girls and young women
Build advocacy and generating discussion among the media elite also developed a strategic partnership with an advocacy organization.
Build coverage and interest with more than 200 local news programs and more than 60
national broadcast and print outlets
FROM BRAND’S TO THE CONSUMER’S POINT OF VIEW
When you’re using Dove Cream Oil Body Wash, take note of what you feel, smell, see
and hear:
Are you reminded of any pleasant experiences or interesting places?
Look up “luxury” in the dictionary. What does it mean? What could it mean?
Explore the world around you. What luxuries do you find in your world?
In 2006 the Dove announced a contest, titled: “Real Ads by Real Women”, to invite consumers to create their own ads for Dove Cream Oil Body Wash.
ORGANIZING FOR BRAND MANAGEMENT
Unilever began to split responsibility for a brand between two groups:
A brand is a name, term, sign, symbol or design, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Brand building:Charge with bringing the brand to life in their Marketplace.
Brand Development:Take responsibility for developing the idea behind a brand, for innovation and for evolving the idea into the future.
THE CONSUMER-BASED BRAND EQUITY (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
Mild , moisturizing, ¼ cleansing cream
World number one cleansing brand in the health and beauty sector. Has
achieved both depth and breadth in the market
IdentityWho are
you ?
What about you ?
What about you and
me ?
What do you stand
for ?
Bonding
Advantage
Performance
Relevance
Presence
Mass appeal to all segments; high patronage
Better quality at affordable price
Mild, gentle, moisturizing
Health and beauty
More than 80 countries
BRAND DYNAMICS OF DOVE
High Loyalty/ Strong Share of
Wallet
Low Loyalty/ Weak Share of
Wallet
MARKETING STRATEGY
18
INTERVIEWS
ADVERTISING
BILLBOARDS
PANEL DISCUSSIONS
TV COMMERC
IALS
PROGRAMS
THE DOVE SELF-ESTEEM FUND
WEBSITE
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free publicity
Continuously evolving the campaign
Sales of firming lotion in UK rose by 700%
Sales in the US went up by 11.4% Total Sales for the Dove Brand rose
6% No. of visitors to website increased by
200% Grand EFFIE award for advertising
effectiveness Positive response from the masses
Success Of The Campaign
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