1. By-
Nisha Dmello (14)
Disha Gupta (20)
Anirudh Jindal (22)
Vishnu Manasa
Kanchiraju (25)
Divya Kaul (27)
Sayoni Maitra (31)

2. ON THE 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

3. UNILEVER’S CATEGORY MANAGEMENT STRATEGY
Then
 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
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

4. WHY DOES UNILEVER WANT FEWER BRANDS?
 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.
 Embarked on a 5 year strategic initiative “Path to Growth”:
- Winnowing 1600 brands down to 400.
- Selected “Masterbrands”,
mandate to serve as umbrella identities
over a range of product forms.
- Global brand unit for each “Masterbrand”

5. EVOLUTION OF A BRAND

6. EVOLUTION OF BRAND ‘DOVE’
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
In a world of hype and stereotypes, Dove provides a refreshingly real
alternative for women who recognize that beauty comes in all shapes
and sizes. - UNILEVER Website

7. ‘BEAUTIFUL YOU- TODAY, TOMORROW’
- A CALCULATED RISK?
 Media Explosion on the idea of ‘BEAUTY’
 Increased pressure to ‘Look beautiful’ according to popular
perception
 Worldwide criticism of Fashion Brands and brands that made
people aspire to appear a standard way
 Perceived Health Risks- Anorexia, Bolemia, Stress
 A unique opportunity to play the game from the opposite end of
the court

9. VALERIA LUKYANOVA
- THE HUMAN BARBIE

10. PRODUCT LAUNCH
“We want to challenge the definition of the beauty.
We believe that beauty has become too narrow in
definition. We want to defy the stereotype that only
young, blond and tall are beautiful.”
-Philippe Harousseau, 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.

11. 1957
DOVE: THEN AND NOW
2006

12. Product
1) Dove product line includes a
variety of skin care soaps
,shampoos, deodorant's etc.
2) All the products aimed to be
gentle on skin.
Price
1)Initially launched at Rs 50 but
was not accepted in the market .
2) After campaign for real beauty
they reduced price to 28.
Place
1) Dove products manufactured
in Netherlands, India, USA,
Germany ,Ireland ,Brazil.
2) Dove present all around
Promotion
1)Media channels : magazines,
TV, newspapers, etc.
2) Various campaigns released

13. SEGMENTATION
•Gender – Females (Working Women)
•Income – High Income and upper income
group
Demographic
Segmentation
•It tries to portray that no women is ordinary
looking and every one can look equally
beautiful like we say
•Beauty encompasses all ages, body shapes
and sizes
Psychographic
Segmentation

14.  Targets women of all ages ,shapes and sizes
 Highly focuses on working women who do not have time to look
after the skin and thing that dove with the moisturizing lotion is the
best for the skin
 Targets High Income group and middle income group people who
can pay for the dove products which are prices a little more than
normal beauty soaps
 Targeting Women who love to maintain their skin
 Women who are aware of the beauty product which can used on
their skin
TARGETING

15. POSITIONING
 Positioned as Personal Care Beauty Product
 Dove not named as soap instead a beauty bar which has
moisturizing cream in it
 High Moisturizer to differentiate it from other products
 High Priced , good quality and gentle for skin Beauty products
 Dove is not positioned to tell how to become beautiful it is
concept says that dove helps you to be beautiful as you have
always been

16. PESTLE ANALYSIS
Political Factors
-Testing of cosmetics on
animals
Economic Factors
-Economic recession
makes customers switch
brand
Social Factors
-The image of beauty
among youth is distorted
-Campaign to remove
gender bias
Legal Factors
-Make the manufacturing
process eco friendly
-Bring the manufacturing
sector within the domestic
border

17. PORTERS 5 FORCES MODEL
Threat of substitutes
High End brands: Dior, Chanel, Bvlgary
Average Brands : L’Oreal, Olay
Low end Brands :Lux, Nutregena
Threat of new entrants
Consumers open to trying new products
More and more new entrants coming in the
market
Body Shop
Bargaining power of suppliers
Customer Loyalty
Creative campaigns
Good media exposure
Bargaining Power of Buyers
Sensitive to pricing
Marginal difference leads to switch of product
Decisions easily influenced by media
Intensity of rivalry
Creative marketing strategies
Excellent marketing team
Online and offline discussions with customers

18. SWOT ANALYSIS
Strengths:
Product:
 Dove contains 1/4 moisturizing
cream
 Zero pH levels
Promotion:
 Beauty should be for everyone
 Strong social media presence
 Free publicity and
unconventional strategies and
excellent drive for
advertisements
 Wide range of loyal customers
 Flagship product of HUL with
strong brand awareness and
appeal through personal touch
Weakness:
Price:
 Highly priced for the Indian
Market
Promotion:
 Targets only the upper
middle class women and it
gives an idea of not letting
the ordinary women enjoy
the touch of beauty
 Critics objected the use of
women as objects of their
campaign
 Low awareness in the Men
body care product line

19. SWOT ANALYSIS CONTD.
Opportunities:
Product:
 Can tap into the market
developing beauty products for
men
 Continuous improvement is
what Dove has been working on
and should carry on with it as
well
Promotion:
 Men’s participation in the body
care increase from 2011-12
 The fashion world is becoming
more resistant to using
emaciated models. Dove could
collaborate with people in the
fashion industry
Threats:
Product:
 Variety of products of the same category in
the market; so tough competition from
Olay, Nutrogena & Nivea
 Copy by the competitors(Olay total effects).
Promotion:
 Not so popular in non-metro cities & the
product is only for higher and upper middle
class group
 June, 2005’s firming campaign took even fat
women in the ad, so it might give it a slight
aspect that is a brand of fat girls
 The objectification of women and hence the
risk of being rebuked by hardcore feminists
 Undermining the aspirational essence in
itself is a big risk. Dove is completely
eliminating the reference group which kills
the aspirational element from the whole ad
campaign
 Sustainability of campaign in long run
 Risk of exposure in social media

20. BRAND EXTENSION

21. BRAND EXTENSION CONTD.
DOVE
Beauty
Bar/Body
wash
Hair Care Deodorant
(Aerosol) Face Wash Lotions
Men + Care
[USA]
Beauty
Bar
Body
Wash
Crème, Exfoliating,
Fresh Moisture
Shampoo Oil
(Elixir)
Conditioner
Treatment
Bar, Body Wash,
Shampoo, Face
Care,
Deodorant
Go Fresh, Deep
Pure, Beauty
Moisture
Essential Nourishment,
Go Fresh Nourishment,
Indulgent Nourishment
Original, Silky dry,
New Dove
Whitening, Go Fresh
Cucumber,
Grapefruit &
Nectarine
Nourished Shine, Hair
fall Rescue, dryness Care
Oil Care
Treatment
Musk &
Serum, Hair
fall Rescue
Serum
Intense Repair, Dandruff
Care, Daily Shine,
Nourishing Oil Care,
Split End Rescue, Hail
Fall Rescue, Dryness
Care
Same as
Shampoo

22. PRODUCT LIFE CYCLE OF ‘DOVE’
Marketing
Objective
Competition
Product
Price
Promotion
Place
(distribution)
Maintain Brand
Loyalty
Many
Full Product Line
Defend market
share, profit
Reminder
Oriented
Maximum outlets

23. ANSOFF MATRIX OF ‘DOVE’

24. PRODUCT DEVELOPMENT
 A growth strategy where a business
aims to introduce new products into
existing markets.
 Suitable for a business where the
product needs to be differentiated in
order to remain competitive.
 A successful product development
strategy places emphasis on:
 Research & development and
innovation
 Detailed insights into customer
needs (and how they change)
 Being first to market

25. BCG MATRIX OF ‘DOVE’
Dove
Soap
Dove
Shampoo
Dove
Deodorants
Dove
Elixir

26. CONTD.
Dove
Product
Industry
Growth Rate
(%)
Market Share
(%)
Dove Elixir 13 0.2
Dove
Deodorants
30 3
Dove
Shampoo
3.8 18.6
Dove Soap 12 10

27. 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, formula came from military research
Marketing and Advertising
• Blend of marketing communication tools- TV, print media and billboards
• Advertising message: “Dove soap doesn’t dry your skin because it is one-
quarter cleansing cream”
• Rather than models, 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
DOVE’S MARKET POSITIONING IN 1950’S

28. Products
• Hair care: Shampoo, 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, but on need to feel good
• Used oversized models, elderly women to convey the message
Dove Evolution Film
• Shift from broadcast media to digital media, YouTube & Blogs
• Film “evolution” viewed by 12 million and still counting
• Marketing communications gave Dove a wide exposure
DOVE’S MARKET POSITIONING IN 2010

29. MARKETING STRATEGY
29
INTERVIEWS
ADVERTISING
BILLBOARDS
PANEL
DISCUSSIONS
TV
COMMERCIALS
PROGRAMS
THE DOVE SELF-
ESTEEM FUND
WEBSITE
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free
publicity
Continuously evolving the
campaign

31. 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)
‘you ARE more beautiful than you think’
(Tagline)
Silhouette profile of the brand's namesake bird (Logo)

32. BRAND ELEMENTS

33. 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

34. PERCEPTUAL MAPPING
Dove
L’Oreal
Olay Nivea

35. BRAND PERSONALITY
 Femininity & Mildness
The name, logo, tagline & the products – everything
is simple & feminine
 Self acceptance & Confidence
Highlights the commitment to breaking down
stereotypes & enabling women to celebrate real
inner beauty & beauty at every age

36. DOVE LOGO
 Logo of Dove is a perfect representation of
Softness
Gentleness
Sophistication
 The image of dove or peace pigeon symbolizes the
purity & softness of a dove in its products.
 Tagline : You ARE more beautiful than you think

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