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BRANDING AND MARKETING COMMUNICATION

DOVE : EVOLUTION OF A BRAND

Sonia Kasella | 29114396


Lupita Thanaya Putri | 29114322
Grace Aloina Sitepu | 29114403
DOVE : THE FUNCTIONAL BENEFITS
ERA

Unilever’s Dove launched the first Dove product called


Beauty Bar in 1957.
“Dove soap doesn’t dry your skin because it’s one-
quarter cleansing cream”
Dove refused to call itself a soap, for over 40 years, and
stayed with the claim not to dry skin.
February
Dove was tapped to become a
2000 Masterbrand in beauty bar category

While the other entrants “THE


spoke of functional benefits, CAMPAIGN
Unilever decided that Dove
should stand for a point of
FOR REAL
view. BEAUTY”
A BRAND WITH A POINT OF VIEW

The origin idea began in 2002, Silvia Lagnado,


Survey
icon of Young, White
Blonde, Thin
Real
Beauty
DOVE
beauty (Unilever)
1. A supermodel contexts with ordinary people.
Dove asked viewers to choose between “outstanding” or “outsized”. The
campaign attracted keen public interest, as “outsized” first raced ahead then fell
back.
2. June 2005, promoted a cream that firmed the skin by six real woman cheerfully.
Goal: change the way society views of beauty.
3. Dove Campaign by filming the Real Beauty.
One of these broadcast in SuperBowl football game (2006), and other posted in
You Tube (2006).

Dove 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.
FROM THE BRAND’S TO CONSUMER’S
POINT OF VIEW

Late 2006 DOVE (North America) announced a contest “Real


Women”

Invite consumers to create their own ads for new product of


Dove Cream Oil Body Wash

The Rules:
1. Try the product of Dove Cream Oil Body
Wash (Feel, smell, see, and hear)
2. Looking up the meaning of luxury
3. Finding the luxury in their own world
MEDIA PLANNING

THE FIRMING CAMPAIGN THE EVOLUTION


Advertisement without paid media at all!
Make a buzz!
• Released on YouTube, most downloaded
Used blitz of paid media
commercial ever
Every Billboard in Grand Central Station
• Never ran on TV, except for news and commentary
program such as Good Morning America

HATES HER FRECLES


Superbowl!
Extraordinary impact:
• News programs echoed the messages of the ad
• Oprah devoted full show to self-esteem
• Jay Leno ran a parody of the ads
• Wal-Mart developed a version of the ad featuring its
employees
PUBLIC RELATIONS

BRA ARG USA CAN GBT ITA FRA NLD PRT JPN

Woman who are beautiful have


Public Relation 68% 52% 44% 28% 37% 50% 50% 40% 50% 39%
greater opportunities in life
Channel Strategies Physically attractive women are
69% 60% 59% 51% 50% 63% 63% 40% 73% 57%
in USA and several more valued by men
countries The media and advertising set an
unrealistic standard of beauty that 66% 77% 81% 69% 74% 80% 80% 72% 62% 20%
most women cannot ever achieve
• To generate broad I wish the media did a better job
of portraying women of diverse
awareness about The physical attractiveness – age,
91% 86% 80% 80% 75% 81% 81% 69% 66% 41%
Campaign For Real shape, and size
Beauty Beauty can be achieved through
attitude, spirit, and other attributes
88% 82% 87% 87% 64% 76% 76% 72% 81% 57%
that have nothing to do with
• Establish an physical appearance
emotional connection I do not feel comfortable
with women 40% 49% 44% 44% 54% 45% 45% 34% 36% 41%
describing myself as beauty

Global Survey
“Definition of beauty had become limiting and attainable”
BRAND MANAGEMENT SYSTEM

Brand Brand Brand GM in relation with Brand


Manager Manager Manager • Design of strategy
• Delivery of profit target
• Day to day marketing decision to achieve profitability

Brand A Brand B Brand C Multiple brand


• Each operated as a separate business
• Competing with its siblings

BRAND DEVELOPMENT BRAND BUILDING


Centralized and global Decentralized according to the major geographic region
Responsible for developing an idea behind a brand for Bringing the brand to life in their marketplace
innovation, and for evolving the idea into the future
Accountable for medium to long term market share, for Accountable for growth, profit, cash flow, and short
brand health, for measure of innovativeness, and for market share
creating value in category
Question 1
What is a brand?
Why does Unilever to want fewer of them?

Brand is something that has actually created a certain amount of awareness,


reputation, prominence, and so on in the marketplace.

Unilever’s brand lacked of global identity because a product category


might be had more than one brand name that different in each country.

So, cut the brands down from 1600 to 400 is one of their strategic planning to
strengthen their brands globally and a small number of those brands would be
Unilever’s Masterbrands
Question 2
What was Dove’s market positioning in the
1950s? What is its positioning in 2007?

1950 Dove market positioning is “cleansing cream”, not a soap, and focusing on
functional benefit of its product, which is moisturizing.

2007 Dove market positioning is number one cleansing brand in the health and
beauty sector. Dove also stand for a point of view, left the functional benefit
marketing, Dove pursued an idea of beauty through Campaign for Real Beauty
Question 3
How did Unilever organize to do product category management and brand management in
Unilever before 2000 ? What was the corresponding structure after 2000 ? How was brand
meaning controlled before 2000 and how is it controlled at the time of the case ?

Before 2000, Unilever created a structure for product category and brand
management by having one brand manager in charge of a multiple brands in a
product category. The brand manager was in charge of designing strategy,
delivering profit targets and daily marketing decisions. Each brand operated
independently and even competed with its similar categories.
Brand meaning was controlled with Dove as a cleanser which had an aspiration for
healthier and moisturized skin.

After 2000, Unilever began to split responsibility for a brand between two
groups. One group was in charge of development of the brand and the other was in
charge of building the brand in specific markets. Brand development was
centralized but targeted globally. While brand building was decentralized according
to the major geographic regions that Unilever occupied.
At the time of the case, brand meaning was controlled with Dove focused on
emotions of consumers by its campaign.
Question 4
Spend a little time searching
blogs to get a sense of what
people are saying about
Dove today. What does this
discussion contribute to the
meaning of the brand.

There are many


“Controversy”
about Dove’s campaign

Lead to more
“awareness”
about the brand, people
curious about the ads also.