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DoveTRANSCRIPT
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•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 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 – separatefunctions)
Concentrate on product innovation to fuel internal growth
An initiative to create an overall umbrella brand across all Unilever’s brands
DOVEEVOLUTION
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 – separatefunctions)
Concentrate on product innovation to fuel internal growth
An initiative to create an overall umbrella brand across all Unilever’s brands
DOVEEVOLUTION
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. Converged the marketing of disparate arms due of the lack of brand
recognition. Dove's extension into deodorant - Long-term strategy built to set global
"master" brands. In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up
develop their social missions. Since 2002, became more visible to shoppers, with corporate logo
appearing on the back of all our product packs.
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. Converged the marketing of disparate arms due of the lack of brand
recognition. Dove's extension into deodorant - Long-term strategy built to set global
"master" brands. In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up
develop their social missions. Since 2002, became more visible to shoppers, with corporate logo
appearing on the back of all our product packs.
EVOLUTION OF BRAND ‘DOVE’
1940
Formula forDove Bar
(Mild Soap)
1950
Refined tooriginal
Dove BeautyBar
1960
Launched inthe market
1970
PopularityIncreased as
a milder soap
1980
Leading brandrecommendedby Physicians
1990
Dove beautywash
successfullylaunched
1995-2001
Extension ofDove’s range of
products
1940
Formula forDove Bar
(Mild Soap)
1950
Refined tooriginal
Dove BeautyBar
1960
Launched inthe market
1970
PopularityIncreased as
a milder soap
1980
Leading brandrecommendedby Physicians
1990
Dove beautywash
successfullylaunched
1995-2001
Extension ofDove’s range of
products
In a world of hype and stereotypes, Dove provides a refreshingly realalternative for women who recognise that beauty comes in all shapesand sizes. - UNILEVER Website
In a world of hype and stereotypes, Dove provides a refreshingly realalternative for women who recognise that beauty comes in all shapesand sizes. - UNILEVER Website
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 identitiesover a range of product forms.
- Global brand unit for each “Masterbrand”.
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 identitiesover a range of product forms.
- Global brand unit for each “Masterbrand”.
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.
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
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.
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(Point of Parity)
Cleanses(Point of Parity)
PRODUCT LAUNCH“We want to challenge the definition of the beauty.We believe that beauty has become too narrow indefinition. We want to defy the stereotype that onlyyoung, 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 feelbeautiful.
“We want to challenge the definition of the beauty.We believe that beauty has become too narrow indefinition. We want to defy the stereotype that onlyyoung, 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 feelbeautiful.
1957 2006
DOVE: THEN AND NOW
Dove_1957.flvDove evolution 2006.avi
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, 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
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 mixDove became one of the America’s most recognizable brand icons
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’S MARKET POSITIONING IN 2007
“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
THE CBBE MODEL
Much affiliationand attachment ,
createspatronage(Dove Self
Esteem Fund)
Women love and trustthe dove brand , Using
the dove brandDevelops self esteem
/self respect
What aboutyou ?
What aboutyou and me
?
Women love and trustthe dove brand , Using
the dove brandDevelops self esteem
/self respect
Mild , moisturizing, ¼ cleansingcream
World number one cleansing brand in thehealth and beauty sector. Has achieved both
depth and breadth in the market
IdentityWho are
you ?
What aboutyou ?
What doyou stand
for ?
Bonding
Advantage
Mass appeal to all segments;high patronage
Better quality ataffordable price
BRAND DYNAMICS OF DOVE
High Loyalty/Strong Share of
Wallet
High Loyalty/Strong Share of
Wallet
Performance
Relevance
Presence
Mild, gentle, moisturizing
Health and beauty
More than 80 countries
Low Loyalty/Weak Share of
Wallet
Low Loyalty/Weak Share of
Wallet
MARKETING STRATEGY
ADVERTISING
BILLBOARDS
TVCOMMERC
IALS
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Freepublicity
14
INTERVIEWS
PANELDISCUSSIONS
PROGRAMS
THE DOVE SELF-ESTEEM FUND
WEBSITE
Effective advertising, Freepublicity
Continuously evolving thecampaign
‘WE THE PEOPLE’
Consumers are very happy with theproduct and above all there is loyaltyattached to the product
Even though there are no major aspiration-al values attached to the product, companyis able to differentiate very well from other‘hard-on-skin’ soaps
Brand has been able to establish itself in allage groups
When compared to other brands under theparent company, like SLIM FAST, a smallnumber of users do feel that ‘real beautycampaign’ is just a marketing gimmick
USER’S VERDICT : MILDNESS IS THE KEY
Consumers are very happy with theproduct and above all there is loyaltyattached to the product
Even though there are no major aspiration-al values attached to the product, companyis able to differentiate very well from other‘hard-on-skin’ soaps
Brand has been able to establish itself in allage groups
When compared to other brands under theparent company, like SLIM FAST, a smallnumber of users do feel that ‘real beautycampaign’ is just a marketing gimmick
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 completelyeliminating the reference group whichkills the aspirational element from thewhole ad campaign.
The objectification of women andhence the risk of being rebuked byhardcore feminists.
Copy by the competitors(Olay totaleffects).
Sustainability of campaign in long run Risk of exposure in social media
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 completelyeliminating the reference group whichkills the aspirational element from thewhole ad campaign.
The objectification of women andhence the risk of being rebuked byhardcore feminists.
Copy by the competitors(Olay totaleffects).
Sustainability of campaign in long run Risk of exposure in social media Dove spoof.avi