Dove: Evolution of a brand
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This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
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Dove: Evolution of a brand
- 1. The Evolution Of A Brand
- 8. WHY STUDY THIS CASE ?
- 9. TO BRING TOP OF BRAND AWARENESS
- 11. TO UNDERSTAND ABOUT STRATEGIC MOVEMENTS AND UNDERSTAND IT’S IMPORTANCE
- 12. DOVE EVOLUTION OF A BRAND 1940 Formula for Dove Bar (Mild Soap) 1950 Refined to original Dove Beauty Bar 1960 Launched in the market 1970 Popularity Increased as a milder soap 1980 Leading brand recommended by Physicians 1990 Dove beauty wash successfully launched 1995-2001 Extension of Dove’s range of products
- 13. WHY DOES WANT FEWER BRANDS?
- 14. Global decentralization brought problems of control.
- 15. Global decentralization brought problems of control. Company’s brand portfolio had grown is a relatively laissez-faire manner.
- 16. Global decentralization brought problems of control. Company’s brand portfolio had grown is a relatively laissez-faire manner. Unilever lacked a global identity.
- 17. Global decentralization brought problems of control. Company’s brand portfolio had grown is a relatively laissez-faire manner. Unilever lacked a global identity. Product categories had checkered identities
- 18. CHANGES UNILEVER BROUGHT INTO 5 years to strategic imitative.
- 20. Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms
- 21. Global brand unit for each “Masterbrand”.
- 22. Bonding Advantage Performance Relevance Presence Mass appeal to all segments; high patronage Better quality at affordable price Mild, gentle, moisturizing Health and beauty More than 80 countries BRAND DYNAMICS OF DOVE High Loyalty/ Strong Share of Wallet Low Loyalty/ Weak Share of Wallet
- 23. Marketing Strategy 23 INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERC IALS PROGRAMS THE DOVE SELF- ESTEEM FUND WEBSITE Unconventional strategy Strong emotional touch Cross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
- 24. Beauty. It’s not about glamour or fame. It’s (Point of Differentiation) about every woman and the beauty that is (Market) (frame of reference) in each of us. That’s what DOVE is all about. (Brand) And that’s why More women trust their skin (Point of Differentiation) to DOVE. Dove : Pop and Pod Cleanses (Point of Parity)
- 25. CAMPAIGN FOR REAL BEAUTY Beautiful Attractive Average Natural Others A survey conducted in 2004 in 10 countries.
- 26. WHY THIS CAMPAIGN? Declining Sales --- lost in crowded market Increased competition Advertising clutter Stagnation in one or two categories --- In spite of increase in product range Need for Brand Positioning --- Evolve brand image without losing their existing customer base and driving aggressive growth
- 27. Real beauty comes in many shapes, sizes and ages
- 29. WHAT WAS MARKET POSITIONING IN 1950S?
- 30. PRODUCT
- 31. The market positioning of Dove in 1950’s was focused upon providing a better product than soap, and provided a theme of ‘beauty bars’. The idea behind the particular marketing strategy was that Dove does not dry out the skin of consumers as it works as a skin cleanser and a moisturizer.
- 34. It’s television commercials were related to the particular theme in which it described that Dove creams your skin while taking a bath. Dove was focused on replacing the normal toilet soap with Dove cream bar. In another advertisement, the idea related to surpassing the old soaps which were referred to as old- fashioned soaps which needs the replacing with Dove.
- 36. OUTCOME
- 37. 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.
- 39. WHAT WAS MARKET POSITIONING IN 2007 ?
- 40. PRODUCT
- 43. The market positioning of Dove was focused upon ‘The real beauty campaign’. As described by Dove in its mission statements that it is aimed at making women feel more beautiful by applying Dove.
- 45. THEN (1950)
- 46. NOW (2007)
- 48. WHAT DO PEOPLE SAVE ABOUT DOVE BRAND?
- 49. Consumers are very happy with the product and above all there is loyalty attached to the product Even though there are no major aspiration-al values attached to the product, 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, like SLIM FAST, a small number of users do feel that ‘real beauty campaign’ is just a marketing gimmick USER’s Verdict : MILDNESS IS THE KEY
- 50. WHAT ARE RISKS TO TODAY?
- 51. Risk of being a brand for “fat girls”
- 53. Strategy can be copied and successfully implemented by competitor
- 54. The objectification of beautiful woman and hence the risk of being rejected by hardcore feminists
- 55. Sustainability of campaign in long run
- 57. Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU
- 58. These slides were created by Jeet Parekh IIT BHU as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)"