EVOLUTION OF A BRAND

Group 9: Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar Bendre, Tejas Bhatt

AGENDA
•Brand Definition •Unilever - Category Management Strategy - Brand Management Strategy - Why does Unilever want fewer brands? •Evolution of Brand ‘Dove’ - Dove: POP & POD - Product Launch - What compelled Dove to go for CFRB •Dove’s market positioning in the 1950’s •Dove’s market positioning in 2007 - The CBBE Model - BRAND DYNAMICS OF DOVE - Marketing Strategy •‘We The PEOPLE’ - USER’s Verdict : MILDNESS IS THE KEY •Conflicting brand image •Risks to the brand today

BRAND DEFINITION At 2 Levels .

UNILEVER’S CATEGORY MANAGEMENT STRATEGY Then        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   DOVE EVOLUTION World’s largest producer but lacked a unified global identity. Brands managed in a decentralized fashion Years of slow performance Lack of sound corporate strategy Numerous low-volume brands Small global presence compared to competition Mediocre performance in emerging markets .

with corporate logo appearing on the back of all our product packs. Converged the marketing of disparate arms due of the lack of brand recognition.UNILEVER’S BRANDS MANAGEMENT STRATEGY Objective: Bring top of the mind awareness Strategy: Use advertising that connects with consumer needs       Let the consumer know more about the product’s uses Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo.Long-term strategy built to set global "master" brands. In 2005. Since 2002. Pepsodent. became more visible to shoppers. . Dove's extension into deodorant . developed a Brand Imprint to help Lifebuoy. Close Up develop their social missions.

EVOLUTION OF BRAND ‘DOVE’ 1940 1950 1960 Launched in the market 1970 1980 1990 Dove beauty wash successfully launched 1995-2001 Extension of Dove’s range of products Refined to Formula for original Dove Bar Dove Beauty (Mild Soap) Bar Popularity Leading brand Increased as recommended a milder soap by Physicians In a world of hype and stereotypes.UNILEVER Website . . Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes and sizes.

Unilever lacked a global identity.Winnowing 1600 brands down to 400.Global brand unit for each “Masterbrand”. Product categories had checkered identities. mandate to serve as umbrella identities over a range of product forms. Embarked on a 5 year strategic initiative “Path to Growth”: . .  .WHY DOES UNILEVER WANT FEWER BRANDS?     Global decentralization brought problems of control. . Company’s brand portfolio had grown is a relatively laissez-faire manner.Selected “Masterbrands”.

(Brand) And that’s why More women trust their skin (Point of Differentiation) to DOVE.DOVE : POP AND POD Beauty. It’s not about glamour or fame. Cleanses (Point of Parity) . That’s what DOVE is all about. It’s (Point of Differentiation) about every woman and the beauty that is (Market) (frame of reference) in each of us.

blond and tall are beautiful. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young. Dove’s Marketing Director CFRB (Campaign for Real Beauty): “DOVE FIRMING LOTION” Ads named as “LETS CELEBRATE CURVES” Intended to make more women feel beautiful. .” -Philippe Harousseau.PRODUCT LAUNCH “We want to challenge the definition of the beauty.

DOVE: THEN AND NOW 1957 2006 .

TV.DOVE’S MARKET POSITIONING 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. print media and billboards • Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream” • Rather than models. formula came from military research Marketing and Advertising • Blend of marketing communication tools. 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 .

YouTube & Blogs • Film “evolution” viewed by 3 million visitors in 3 months • Marketing communications gave Dove a wide exposure . 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. elderly women to convey the message Dove Evolution Film • Shift from broadcast media to digital media. but on need to feel good • Used oversized models.DOVE’S MARKET POSITIONING IN 2007 Products • Hair care: Shampoo.

¼ cleansing cream World number one cleansing brand in the health and beauty sector.THE CBBE MODEL Much affiliation and attachment . Has achieved both depth and breadth in the market What do you stand for ? Identity Who are you ? . creates patronage (Dove Self Esteem Fund) Women love and trust the dove brand . moisturizing. Using the dove brand Develops self esteem /self respect What about you and me ? What about you ? Mild .

moisturizing Low Loyalty/ Weak Share of Wallet Relevance Health and beauty Presence More than 80 countries . gentle. high patronage Advantage Better quality at affordable price Performance Mild.BRAND DYNAMICS OF DOVE High Loyalty/ Strong Share of Wallet Bonding Mass appeal to all segments.

MARKETING STRATEGY ADVERTISING Unconventional strategy Strong emotional touch TV COMMERC IALS BILLBOARDS Cross-selling Possibilities Effective advertising. Free publicity Continuously evolving the campaign WEBSITE INTERVIEWS PANEL DISCUSSIONS PROGRAMS THE DOVE SELFESTEEM FUND 15 .

‘WE THE PEOPLE’ .

a small number of users do feel that ‘real beauty campaign’ is just a marketing gimmick .USER’S VERDICT : MILDNESS IS THE KEY  Consumers are very happy with the product and above all there is loyalty attached to the product Even though there are no major aspirational values attached to the product. like SLIM FAST. company is able to differentiate very well from other ‘hard-on-skin’ soaps Brand has been able to establish itself in all age groups    When compared to other brands under the parent company.

CONFLICTING BRAND IMAGE Axe Dove .

Dove is completely eliminating the reference group which kills the aspirational element from the whole ad 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. The objectification of women and hence the risk of being rebuked by hardcore feminists. Sustainability of campaign in long run Risk of exposure in social media     . Copy by the competitors(Olay total effects).

Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU .