Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
33Activity
0 of .
Results for:
No results containing your search query
P. 1
DOVE Evolution of Brand

DOVE Evolution of Brand

Ratings: (0)|Views: 2,476|Likes:

More info:

Categories:Types, Business/Law
Published by: Yohan Suryanto Pramono on Mar 20, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX, PDF, TXT or read online from Scribd
See more
See less

11/27/2013

pdf

text

original

 
LOGO
Arranged by:
AdityoWibowoMuhammad YusufYohanSuryantoPramono
 
Brand had grown by $1.2 billion. Much of the growth wasattributable to new personal care categories, and exactly howmuch could be credited to The Campaign for Real Beauty.
I
nternet post questions aboutUnilever¶s sincerity, its objectivity, itsmotives and Dove¶s strategy asfollows, ³Taking up the cudgels for reality is a risky strategy for Dove.
³We want to challenge the definition of the beauty.We believe that beauty has become toonarrow in definition. We want to defy the stereotype that only young, blond and tall arebeautiful.´ 
-P
hilippe Harousseau, Dove¶s Marketing Director 
-
C
ase Study
 
Dove: The Functional Benefit Era
1957 :
³Dove soap doesn¶t dry your skin because it¶s one-quarter cleansing cream,´ 
-
gilvy and Mather advertising agency 
-
1980
:
Dove beauty bar was widely endorsed by physicians and dermatologists to treat dry skin.
2
000
:
he brand depended on claims of functional superiority backed by the moisturizing benefit and become aMasterbrand in February.
-
o 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:³ 
he Campaign for Real Beauty.´ 
1970
:
opularity increased as a milder soap.
1990
:
³Litmus test´ ± Opened up to markets in 55 countries ±Sold in 80 countries.
2
00
2
:
Campaign for Real Beauty.
2
005
:
Self ± Esteem Campaign.

Activity (33)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Priyansha Ruhi liked this
Wes Prater liked this
jmhuns4490 liked this
Ayan Dutta liked this
Ashish Kansal liked this
Soumik Das liked this
Rohit Malhotra liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->