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Dove Evolutionofabrand 150701170713 Lva1 App6892 PDF
Dove Evolutionofabrand 150701170713 Lva1 App6892 PDF
Case Analysis
What is Dove?
Dove is a “cleansing”
brand in health and
beauty care sector
owned by Unilever.
What is Unilever?
Such ads
Much emotional branding
wow!
Dove: POP and POD
Point-of-parity:
Cleansing
Points-of-difference:
Trust, simple is beautiful, emotional
bond with customers
Dove emerged as a brand with a
point of view
Strengths -
1) Positive social messaging.
2) Awakenes individual empowerment.
3) Helping girls to raise their self-esteem.
Weaknesses -
1) Ads are contradictory in nature.
2) Unilever used hotties in sexually suggestive ads
to promote its Axe brand.
3) Doves “Real Beauty” pics could be big phonies.
Opportunities -
1) Targets female customers at an emotional level.
2) New opportunities to target male customers too.
Threats -
1) Risk of being brand for ‘average girls.’
Disclaimer
Presentation created by -
Rashmi Choudhary, IIT Bombay
During an internship by
Prof. Sameer Mathur, IIM Lucknow
http://www.iiminternship.com