By-

Nisha Dmello (14)

Disha Gupta (20)
Anirudh Jindal (22)
Vishnu Manasa
Kanchiraju (25)
Divya Kaul (27)
Sayoni Maitra (31)
 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
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
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”
EVOLUTION OF A BRAND
 EVOLUTION OF BRAND ‘DOVE’

1940 1950 1970 1980 1990 1995-2001

1960
Refined to Dove beauty
Formula for Popularity Leading brand Extension of
original Launched in wash
Dove Bar Increased as recommended Dove’s range of
Dove Beauty the market successfully
(Mild Soap) a milder soap by Physicians products
Bar launched

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
 ‘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
 VALERIA LUKYANOVA
- THE HUMAN BARBIE
 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.
DOVE: THEN AND NOW
1957 2006
 Product Price

1) Dove product line includes a 1)Initially launched at Rs 50 but

variety of skin care soaps was not accepted in the market .
,shampoos, deodorant's etc.
2) All the products aimed to be 2) After campaign for real beauty
gentle on skin. they reduced price to 28.

Place Promotion

1) Dove products manufactured 1)Media channels : magazines,

in Netherlands, India, USA, TV, newspapers, etc.
Germany ,Ireland ,Brazil.
2) Dove present all around 2) Various campaigns released
 SEGMENTATION

• Gender – Females (Working Women)

Demographic
• Income – High Income and upper income
Segmentation group

• It tries to portray that no women is ordinary

Psychographic looking and every one can look equally
beautiful like we say
Segmentation
• Beauty encompasses all ages, body shapes
and sizes
 TARGETING
 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
 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
 PESTLE ANALYSIS

Economic Factors
Political Factors
-Economic recession
-Testing of cosmetics on
makes customers switch
animals
brand

Legal Factors
Social Factors
-Make the manufacturing
-The image of beauty
process eco friendly
among youth is distorted
-Bring the manufacturing
-Campaign to remove
sector within the domestic
gender bias
border
 PORTERS 5 FORCES MODEL
Threat of new entrants
Threat of substitutes
Consumers open to trying new products
High End brands: Dior, Chanel, Bvlgary
More and more new entrants coming in the
Average Brands : L’Oreal, Olay
market
Low end Brands :Lux, Nutregena
Body Shop

Bargaining power of suppliers Bargaining Power of Buyers

Customer Loyalty Sensitive to pricing
Creative campaigns Marginal difference leads to switch of product
Good media exposure Decisions easily influenced by media

Intensity of rivalry
Creative marketing strategies
Excellent marketing team
Online and offline discussions with customers
 SWOT ANALYSIS
Strengths: Weakness:
Product: Price:
 Dove contains 1/4 moisturizing  Highly priced for the Indian
cream Market
 Zero pH levels Promotion:
Promotion:  Targets only the upper

 Beauty should be for everyone middle class women and it

gives an idea of not letting
 Strong social media presence
the ordinary women enjoy
 Free publicity and the touch of beauty
unconventional strategies and
 Critics objected the use of
excellent drive for
women as objects of their
advertisements
campaign
 Wide range of loyal customers
 Low awareness in the Men
 Flagship product of HUL with body care product line
strong brand awareness and
appeal through personal touch
 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
BRAND EXTENSION
 BRAND EXTENSION CONTD.
DOVE

Beauty Hair Care Deodorant Men + Care

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

Marketing Maintain Brand

Objective Loyalty

Competition Many

Product Full Product Line

Defend market
Price
share, profit
Reminder
Promotion
Oriented
Place
(distribution) Maximum outlets
ANSOFF MATRIX OF ‘DOVE’
 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
 BCG MATRIX OF ‘DOVE’

Dove Dove
Soap Deodorants

Dove
Shampoo Dove
Elixir
 CONTD.

Dove Industry Market Share

Product Growth Rate (%)
(%)

Dove Elixir 13 0.2

Dove 30 3
Deodorants

Dove 3.8 18.6

Shampoo

Dove Soap 12 10
DOVE’S MARKET POSITIONING IN 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, 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 2010

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
 MARKETING STRATEGY

ADVERTISING

Unconventional strategy
TV
COMMERCIALS
BILLBOARDS Strong emotional touch

Cross-selling Possibilities
INTERVIEWS

PANEL Effective advertising, Free

DISCUSSIONS publicity

Continuously evolving the

WEBSITE campaign
PROGRAMS

THE DOVE SELF-

ESTEEM FUND
29
 DOVE : POP AND POD
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.

Cleanses ‘you ARE more beautiful than you think’

(Tagline)
(Point of Parity) Silhouette profile of the brand's namesake bird (Logo)
BRAND ELEMENTS
 BRAND DYNAMICS OF DOVE
High Loyalty/
Strong Share of
Bonding Mass appeal to all segments;
Wallet
high patronage

Better quality at
Advantage
affordable price

Performance Mild, gentle, moisturizing

Low Loyalty/ Relevance Health and beauty

Weak Share of
Wallet

Presence More than 80 countries

PERCEPTUAL MAPPING

Dove
L’Oreal

Olay Nivea
 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
 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

Dove celebrates “Real Beauty”

Gorgeous Graceful
Beautiful Smart
Attractive
Adorable
Poised
Pretty Cute