EVOLUTION OF A BRAND

Anil Bhardwaj Nishant Pagaria Naresh Verma

AGENDA
Unilever - Category Management Strategy - Brand Management Strategy - Why does Unilever want fewer brands? Evolution of Brand Dove - Dove: POP & POD - What compelled Dove to go for CFRB Doves market positioning in the 1950s Doves market positioning in 2007 Brand With a Point of View From Brands to the Consumers Point of View Public Relations -Marketing Strategy -Conflicting brand image Risks to the brand today

UNILEVERS CATEGORY MANAGEMENT STRATEGY

Brands managed in a decentralized fashion Lack of sound corporate strategy.

Numerous low-volume brands.

Small global presence compared to competition. Worlds largest producer in may categories but lacked a unified global identity. 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 Unilevers brands

DOVE EVOLUTION

Earlier

WHY DOES UNILEVER WANT FEWER BRANDS?

Global decentralization brought problems of control. Companys brand portfolio had grown is a relatively laissez-faire manner. Unilevers brands 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.

DOVE : POP AND POD

Beauty. Its not about glamour or fame. Its
(Point of Differentiation)

about every woman and the beauty that is

(Market) (frame of reference)

in each of us. Thats what DOVE is all about.

(Brand)

And thats why More women trust their skin

(Point of Differentiation)

to DOVE. Cleanses
(Point of Parity)

Case Study
Brand had grown by $1.2 billion. Much of the growth was attributable to new personal care categories, and exactly how much could be credited to The Campaign for Real Beauty.

Internet post questions about Unilevers sincerity, its objectivity, its motives and Doves strategy as follows, Taking up the cudgels for reality is a risky strategy for Dove.

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, Doves Marketing Director-

DOVE IN THE 1950S

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 doesnt 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 Americas most recognizable brand icons

DOVE IN 2007
Products
Hair care: Shampoo, Conditioner, 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 3 million visitors in 3 months Marketing communications gave Dove a wide exposure

DOVE: FUNCTIONAL BENEFIT ERA TO REAL BEAUTY

1957 : Dove soap doesnt dry your skin because its one-quarter cleansing cream,
-Ogilvy and Mather advertising agency-

1970 : Popularity increased as a milder soap. 1980 : Dove beauty bar was widely endorsed by physicians and dermatologists to treat dry skin. 1990 : Litmus test Opened up to markets in 55 countries Sold in 80 countries. 2000 : The brand depended on claims of functional superiority backed by the moisturizing benefit and become a Masterbrand in February. 2002 : Campaign for Real Beauty. 2005 : Self Esteem Campaign. -To build the Masterbrand needed to do something2007 : A process of exploratory market research, consultation with experts, conversations with women, and message testing led to: The Campaign for Real Beauty.

Campaign for Real Beauty

Message : Real beauty ca only be found on the inside and every woman deserves to feel beautiful. Image : Real beauty is portrayed by women who do not have runaway model. Result : A dialog between Dove and itrs customers about the definition of beauty.

Self esteem fund: Carried forward the real beauty campaign. Series of Commercials launched to promote this. Evolution launched first on You Tube later on Super Bowl

DOVE: THEN AND NOW

1957 2006

Advertisement

Advertisement

A BRAND WITH A POINT OF VIEW

Unilevers surveys: 3,000 women in 10 countries was the fact that only 2% of respondents worldwide chose to describe themselves as beautiful

Wrinkled? Wonderful?

44 and hot? 44 and not?

Flawed? Flawless?

Grey? Gorgeous?

Evolution.
It showed the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it from plainness to billboard glamour.

Oversized? Outstanding? Hates her freckles.

Doves 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.

PUBLIC RELATIONS

Generate broad awareness for the Campaign for Real Beauty and establish an emotional connection with women

Build coverage and interest with more than 200 local news programs and more than 60 national broadcast and print outlets

Build advocacy and generating discussion among the media elite also developed a strategic partnership with an advocacy organization.

Established the global Dove Self - Esteem Fund to raise the self-esteem of girls and young women

FROM BRANDS TO THE CONSUMERS POINT OF VIEW

In 2006 the Dove announced a contest, titled: Real Ads by Real Women, to invite consumers to create their own ads for Dove Cream Oil Body Wash.

When youre using Dove Cream Oil Body Wash, take note of what you feel, smell, see and hear:
Are you reminded of any pleasant experiences or interesting places? Look up luxury in the dictionary. What does it mean? What could it mean? Explore the world around you. What luxuries do you find in your world?

ORGANIZING FOR BRAND MANAGEMENT

A brand is a name, term, sign, symbol or design, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Unilever began to split responsibility for a brand between two groups:

Brand Development: Take responsibility for developing the idea behind a brand, for innovation and for evolving the idea into the future.

Brand building: Charge with bringing the brand to life in their Marketplace.

THE CONSUMER-BASED BRAND EQUITY (CBBE) MODEL

Much affiliation and attachment , creates patronage
(Dove Self Esteem Fund) Women love and trust the dove brand , Using the dove brand Develops self esteem /self respect

What about you and me ?

What about you ?

Mild , moisturizing, cleansing cream

World number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the market

What do you stand for ? Identity Who are you ?

BRAND DYNAMICS OF DOVE

High Loyalty/ Strong Share of Wallet

Bonding

Mass appeal to all segments; high patronage

Advantage

Better quality at affordable price

Performance

Mild, gentle, moisturizing

Low Loyalty/ Weak Share of Wallet

Relevance

Health and beauty

Presence

More than 80 countries

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

18

WE THE PEOPLE

Success Of The Campaign

Sales

of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness Positive response from the masses

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

Dove celebrates Real Beauty

Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute

THANK YOU