Professional Documents
Culture Documents
Agenda
How Dove came to be Dove in Romania
Doves History
The Dove Beauty Bar was launched in 1957 as a superior product with a real, demonstrable point of difference. It promised women that it wouldnt dry their skin the way soap did. And it didnt.
Doves History
Through the 60s, Dove focussed on the demonstrable difference between how Dove feels on your skin, compared with regular soaps. Dove bar is not just a soap. It is a soap and a cream.
Doves History
In 1979 an independent clinical study proved the Dove Bar milder than sensitive leading bar soaps. Dermatologists recommended it. Newspaper articles featured it.
Doves History
In 1981 Doves first direct marketing effort, which included an at home litmus test, was mailed to consumers. This objective proof of Doves superiority was to become a key tool of Dove
Doves History
In 1989, Dove entered in Europe (Italy) Successful test markets in France and Germany followed in 1990. In 1991 Dove began its global roll-out. Between 1991 and 1994 Dove was launched in 55 new countries. Today is present in more than 80 countries
Dove: 1989
Dove: 2004
Doves History
In 1995, Dove took its first significant step outside the cleansing bar category with the US launch of Moisturising Body Wash. In many markets, Body Wash became an integral part of Dove brand. Additional categories swiftly followed:
Deodorants: 1997 Body Lotions: 1998 Hair care: 2002
Dove Today
It is one of Unilevers fastest growing Brands. It is a Brand built on a simple and enduring principle: Make the consumer a real promise and keep it.
Consistency.
Dove in Romania
Dove in Romania
Launched in 1997 in Romania as a soap that was not a soap, but a new cleansing concept Closely following the brand support architecture: Conviction of users campaigns Objective proof of Doves superiority Sampling and Medical Programme Roll-out into other categories on healthy basis Looking forward to Dove Vision Following Dove mission Being close to the consumers
Dove in Romania
Dove in 10 years succeed to: become no. 1 in the
it is No. 1 bar despite the fact that it is the most expensive bar on a market where the average income is 220 Eur
be awarded as The
1998
OBJECTIVE PROOF OF DOVES SUPPERIORITY
Litmus test Sampling Communicating clear the main benefit
2002
Litmus test was used to prove Dove bar superiority
2000
Grew double digit Start clearly growing the VMS
2001
Grew double digit Continue to grow in VMS Grew double digit Continue to grow in VMS
only DOVE was offering a very clear and distinguish functional benefit great care for the skin!
2004
DOVE was the most recommended brand by the dermatologists looking for a mild cleansing/caring product for their patients for their everyday routine. Endorsement 7 days with Dove program & you can see the the difference
2005
Direct contacts & sampling - reached 72,500 Dove users with Rosebud message Sampling in public places Activation in store
Leaflet+minibar 25g
(sampling)
Consumer interaction
Continue to build the emotional bound with the consumers! 2006 Launch Fresh Touch & Cream Oil
Trade communication
Radio contest
and Dove is offering a new variant covering different consumer need - freshness.
Further build the emotional bound with the consumers, re-enforcing the functional credentials. 2007 Year of the CORE
relaunch of the whole portfolio and CORE communication on Bar & Shower
Direct mail&sampling to Dove DB about new products and call to action (50 k people) Internet
Developing Dove club and gaining over 50.000 loial consumers in 4 months-posting/newsletter/award points if fill in survey
Secondary placement
urne
flag
AMPLIFICATION:
TV reportages aired during the news PR Advertorials in women magazines Internet: dove.com Newsletter for Dove Club members
and Dove is the only brand offering to each women: the pampering moment Im dreaming for, the brand that care for me
Offer them what they were looking for: great product, great experience, a brand talking to them!
Thank you!