dove: evolution of a brand by jeet parekh iit bhu
Post on 28-Jul-2015
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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
Global decentralization brought problems of control.
Company’s brand portfolio had grown is a relatively laissez-faire manner.
Global decentralization brought problems of control.
Company’s brand portfolio had grown is a relatively laissez-faire manner.
Unilever lacked a global identity.
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
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
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
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)
CAMPAIGN FOR REAL BEAUTY
BeautifulAttractiveAverageNaturalOthers
A survey conducted in 2004 in 10 countries.
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
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.
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.
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.
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.
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
Dove celebrates “Real Beauty”
Gorgeous Graceful
Beautiful Smart Attractive
Adorable Elegant Poised Pretty Cute
THANK YOU
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