brand equity of dove

PBM PROJECT

DOVE

GROUP 18

1. KRISHNAN DM15230

2. ALLEN RAJESH SANDERS DM15206

3. LAKSHMIKSHATRIYA DM15268

4. RIDHIMA ARORA DM15245

EXECUTIVE SUMMARY

The objective of the project is to measure the brand value for the brand “DOVE”. The

market was aware of intangibles, but their specific value remained unclear and was not

quantified specifically. Evaluation of profitability and performance was the focus for the

business on indicators as return on investment, assets or equity. Apart from this brand is a

special intangible asset which influences the choice of customers, investors and government

authorities. Brand Value is the quantity that a brand is worth in terms of income, reputation,

prestige and market value. Brands with high value are considered as an asset to a company,

so that when a company is sold a brand with high value is worth more than any other factor

taken as consideration. Brands must be linked to a wider business strategy and their identity

may change as the business focus of a company.

Brand image is a perception which a buyer has, based on harder evidence and almost

certainly will influence the purchasing decision. High levels of brand awareness and a

positive image increase the probability of a product being chosen and decrease the

vulnerability to competitive forces. Brand image will command larger margins and product

will be demanded. Brand which is well known and well regarded becomes a platform for

adding new products as some aspects of the positive imagery will cross and help in the

launch of new products. Five categories can be highlighted for intangibles to be linked to a

brand like user profiles,purchase situation, usage situation, personality and values and

history, heritage and experiences. Attention to a brand’s image is very important for long

term success. There are a number of techniques to measure the value of a brand qualitative

and quantitative.

DOVE’s success stands itself because of the differentiation process it followed to increase its

brand equity in 2004 .This campaign gave woman a feeling of identification and association

with the brand and the products without even being tried them. Women could identify with

images they were seeing in the advertising campaigns which resulted in willingness to pay

high price as a brand. Organization brand equity was made using the financial accounts of

the company as a basis of brand equity evaluation where as Consumers brand equity the

brand loyal it acquired over years is what that distinguishes from other brands.

History and Evolution of dove

Introduction:

Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Indonesia,Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 80 countries and are offered for both women and men. The Dove

http://en.wikipedia.org/wiki/Unilever

http://en.wikipedia.org/wiki/Argentina

http://en.wikipedia.org/wiki/Australia

http://en.wikipedia.org/wiki/Brazil

http://en.wikipedia.org/wiki/Canada

http://en.wikipedia.org/wiki/Germany

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Indonesia

http://en.wikipedia.org/wiki/Ireland

http://en.wikipedia.org/wiki/Mexico

http://en.wikipedia.org/wiki/Netherlands



http://en.wikipedia.org/wiki/Pakistan

http://en.wikipedia.org/wiki/Philippines

http://en.wikipedia.org/wiki/South_Africa

http://en.wikipedia.org/wiki/Thailand

http://en.wikipedia.org/wiki/Turkey

http://en.wikipedia.org/wiki/United_States

trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird.

Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, soaps (derived from vegetable oils such as palm kernel) and salts of animal fats (tallow). In some countries Dove is derived from tallow and for this reason it is not considered vegan, unlike vegetable oil based soaps.

50 years ago, it was a beauty bar offering a revolutionary new formula containing 1/4 cleansing cream. It went beyond mere "soap" to enhance the American woman's beauty. Today it is a global masterbrand with products ranging from the original beauty bar to facial foam, to deodorant to shampoo. Its latest campaign sets out to widen and redefine the perception of beauty, to make a positive contribution to women's self-esteem all over the world. Dubbed "Product X" in early 1953, the Dove beauty bar was a new product in a trifecta of Lever Brothers accounts hard-won by David Ogilvy, then a young ad executive for Hewitt, Ogilvy, Benson & Mather, Inc. While Lever Bros. announced HOB&M's appointment as the agency for their new product in June of '53, it wasn't until 1955 that the first advertising ran and the message: "1/4 Cleansing Cream" along with Dove's other standard messaging was developed. And, even though beauty trends and the representation of women have changed throughout the decades, the consistency of Dove's and David Ogilvy's original messages: "1/4 Cleansing Cream"; "Dove Won't Dry Your Skin Like Soap Can"; "Dove is Good for Your Skin" is still selling the brand today. So in 2005, they started with the campaign like “celebrating 50 years of dove’s relationship with women”

FACE TESTS

Late in the 1950s, research was conducted which concluded Late in the 1950s, research was conducted which concluded the face was the gold standard in skin care. So from 1959-1968, Dove advertising focused on the face and introduced the use of the "Dove Face Test", still using the original strategic focus of "Doesn't Dry Like Soap" and "1/4 Cleansing Cream". In the late '60s, "real" women testimonials were used for the first time to advertise Dove. More women heard Dove's promise, more women tried it -- and were converted.

1970s

TESTIMONIALS

The use of real women proved to be so strong it was decided the vehicle of the Face Test wasn't needed. The use of real women, with their stories, continued the strategic focus on Dove's non-drying benefit.

LATE 1970's - "7 DAY TEST"

The communication of Dove's non-drying effect on skin was further strengthened by a return to real women and the introduction of the "7 Day Test" in the late '70s.

THE CAMPAIGN FOR REAL BEAUTY

http://en.wikipedia.org/wiki/Unilever

http://en.wikipedia.org/wiki/Dove

http://en.wikipedia.org/wiki/Surfactant

http://en.wikipedia.org/wiki/Tallow

http://en.wikipedia.org/wiki/Vegan

http://en.wikipedia.org/wiki/Vegetarian_soap

The "Real Curves" campaign led to the "Campaign for Real Beauty". It aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. Built around the web, print and outdoor, the campaign offers no product placement, just Dove's philosophy behind women, beauty and self-esteem.

CATEGORY SEGMENTATION

washing and bathing

hand and body lotion

Deodorant

men+care

hair care

EVOLUTION

Over 50 years ago Dove was a product (beauty bar) with a revolutionary new formulation

contained ¼ cleansing cream. Today it is a global brand with products ranging from soaps to

deodorants. The evolution of the brand image of Dove can be divided into the following

1950s: DOVE primary message

1960s: Appearance of spokespeople, Face tests

1970s: Testimonials, 7day test

1980s: single woman testimonial for 7 days

1990s Litmus test

2000s: Real beauty campaign

The primary message DOVE tried to convey to the customers was the fact stearic acid i.e.

cleansing cream was the main ingredient in the soap. This immediately helped DOVE

differentiate itself from the rest and set itself a strong foundation on which to build. The

initial part of DOVE’s advertising campaign unlike today was done by celebrities. It was by

everyone and anyone they could get their hand on and this also made them find many

hidden gems in terms of advertising. Research in the 1950s stated that the face was the

measuring stick for all beauty bars/soaps as a result from that point on DOVE’s advertising

focused on only the face and as such introduced the concept of DOVE face tests. The theme

remained the same only the area of focus changed. Testimonials of real women using the

product along with their stories were a goldmine for dove in terms of their branding

strategy. This made Dove seem like a very friendly soap. Dove expanded its product range

due to the continued success of the product not just in the US and Europe but in Asia as well

with the sales of DOVE Facial Foam achieving 16% market share immediately after rollout.

The real beauty campaign was started in 2002 which is by far Doves most successful

campaign and is what defines the image the company portrays even up to this point. This

centered on women, beauty and most importantly self-esteem which struck a chord with

the audience.

Brand asset valuator model:

The Brand asset valuator model was developed by Y&R (Young & Rubicam). This model

measure the health based on four components

Differentiation

Relevance

Esteem

Knowledge

Differentiation:

This highlights the ability of a brand to distinguish itself from the rest. This requires the

brand to have a unique quality which the other brands do not have. The more unique a

brand is, greater the brand value.

Relevance:

It gives us a better understanding of how well the consumers relate or connect to the brand.

It helps in determining whether the product has a mass or a niche appeal. It helps

determining the segment the companies should concentrate on and also gives us more

details about the household penetration rate.

Esteem:

It tells us what the consumer thinks of the brand or perceives the brand to be. It also gives

us indications about the trend the brand is following in terms of the increasing or decreasing

popularity of the brand.

Knowledge:

Tells us about how intimate the customer is with brand. This is measured through his

awareness of the brand.

Methodology:

The survey is conducted among a mixed/ heterogeneous group with different (age, regions,

socio-economic status, preference etc.)

Sample size: 81

Laddering:

It is a one-on-one interview technique. The main goal of this technique to uncover the

underlying values a user/consumer has in the initial stages of his research. It is an

unstructured approach with the aim of getting into the mind of the interviewee and finally

come up with reasons as to why the product is important to him/her. Using this we can

come up with motivating factors that are responsible for the consumer purchasing the

product.

FINDINGS AND CONCLUSIONS

The analysis is to study the Differentiation, Relevance, Esteem and Knowledge of Dove. The

competitor brands for are study are Pears, Nivea and Camay.

1. BRAND KNOWLEDGE

Knowledge is the extent of the consumer’s awareness of the brand and

understanding its identity. The awareness levels about the brand, shows the

intimacy that consumers share with the brand. True knowledge comes through

building of the brand.

Thus, from the figure, we find that 56 respondents out of 81 totally are aware of

Dove Soap. 48 respondents out of the 56 fall in the age category between 21-30.

Questions were posed to respondents on the logo of brands ( Dove and its

competitors), and taglines of the brands. Awareness about Dove was studied using

the question asked regarding the consumer awareness of various categories of Dove.

The attitude of respondents was studied by posing questions on their frequency of

buy.

We did a Crosstab operation with Age and Awareness of respondents and then,

Awareness and various other parameters considered for the study.

What are the brands which come to your

mind when you think of Luxury soaps ?-Dove

Total Age <20 1 1

21-30 48 48 31-40 3 3 41-50 1 1 50+ 3 3

Total 56 56

Thus we find that 48 respondents out of the 56 who are Aware of Dove, belong to

the age bracket of 21-30. Thus, it is by all probability, the ideal target audience for

the Luxury Soap.

. Which brand of luxury soap do you purchase ?

Total Dove Nivea Camay Pears

I don't prefer Luxury soaps

Age <20 1 0 0 0 1 2 21-30 25 6 1 18 20 70 31-40 1 0 0 1 3 5 41-50 0 0 1 0 0 1 50+ 3 0 0 0 0 3

Total 30 6 2 19 24 81

0204060

<20 21-30 31-40 41-50 50+

Age

What are the brands which come to your mind when you think of Luxury

soaps ?-Dove

What are the brands which come to your mind when you think of Luxury soaps ?-Dove 1

Thus, we find that 25 respondents out of a total of 70 people aged between 21 and

30, purchased Dove which was the evidence behind Dove holding a high market

share.

What are the

products offered

by Dove, that you

are aware of ?-Soap

Total 1

Age <20 2 2 21-30 67 67 31-40 5 5 41-50 1 1 50+ 3 3

Total 78 78

Thus from the figure, we find that out of 78 people, who are aware of the Dove

being established in the soap category, 67 people fall in the age category between

21 and 30.

Identify the brands with their taglines

Age Dove

Nivea Pears Camay Not aware

<20 0

0 0 0 0 21-30 0

4 4 1 0

31-40 0

0 0 0 0

41-50 0

0 0 1 0

50+ 1

0 1 0 0

010203040506070

<20 21-30 31-40 41-50 50+

Age

What are the products offered by Dove, that you are aware of ?-Soap

What are the products offered by Dove, that you are aware of ?-Soap 1

Thus, we find that people are more aware of the taglines of Nivea and Pears rather

than Dove, which is not a good sign.

. Which brand of luxury soap do you purchase ?



What are the brands which come to your mind when you think of Luxury soaps ? – Dove

1 26 2 1 14 13 56

Total 26 2 1 14 13 56

Thus we find that 26 people out of 56 people who are aware of Dove purchase it.

Thus, we find that there is a convertion ratio of almost 50% from Awareness to

product buy.

How often do you purchase Luxury Soaps ?

Total

> Once in 2

months

Once in 2

months Once a Month

Once in 2

weeks

What are the brands which come to your mind when you think of Luxury soaps ?-Dove

1 14 9 26 7 56

Total 14 9 26 7 56

0 10 20 30

Dove

Nivea

Camay

Pears


. Wh

ich

bra

nd

of

luxu

ry

soap

do

yo

u p

urc

has

e ?

What are the brands which come to your mind when you think of Luxury soaps ?-

Dove


Thus we find that of those who are Aware of dove, the frequency of buy of 26 people

is once a month. 14 people out of the 56 prefer to buy at a frequency greater than 2

months.

Thus, we find that out of 56 people who are aware of Dove, 33 are aware of their

tagline. This statistic is encouraging, but at the same time, the 23 people who were

aware of the brand must be made sure that they are aware of the tagline too.

2. BRAND DIFFERENTIATION

Differentiation is the ability of the brand to distinguish from its competitors. Brand

health is maintained, by offering a set of differentiating promises to consumers.

Various questions were asked to respondents to measure differentiation, a set of

images related to our brand (Dove) was given and respondents were asked to

choose the option they fill suits the images, options being our brand and those of

0 10 20 30

> Once in 2 months

Once in 2 months

Once a Month

Once in 2 weeks

Ho

w o

ften

do

yo

u

pu

rch

ase

Luxu

ry

Soap

s ?


soaps ?-Dove


0 5 10 15 20 25 30 35

Dove

Camay

Not aware

Iden

tify

th

e b

ran

ds

wit

h t

hei

r ta

glin

es-

You

are

m

ore

b

eau

tifu

l th

an y

ou

th

ink


our competitors. We also asked questions which factored out our brand as a unique

one in the Luxury soap category.

Thus, we find that 34 respondents out of 81 agree that Dove soap serves the

purpose of a soap as well as a moisturizer. 21 respondents strongly agree for the

same. Thus, Dove is a highly differentiated brand.

Thus, we find that 56 respondents out of 81, rank Dove as the no.1 soap in terms of

Softness and of those 56, 48 belong to the age category of 21-30. Thus, Dove scores

very high on the Differentiation Quotient.

0 10 20 30 40 50

<20

21-30

31-40

41-50

50+

Age

Rank the following brands based on Softness-Dove 3.00



Dove soap serves the purpose of not only a soap but also a moisturizer

Total Strongly

agree Agree

Neither Agree

nor Disagree Disagree

Strongly Disagree


1 16 26 10 3 1 56

Total 16 26 10 3 1 56

Thus, we find that, out of 56 people who are aware of Dove, 26 people agree that

Dove serves the purpose of both the Soap and a Moisturizer. 16 people strongly

agree for the same. Thus, 42 people (out of 56 – who are aware of Dove ) have given

an extremely high score for Dove in terms of Differentiation.

Rank based on Softness-Dove

Total 1.00 2.00 3.00


1 41 11 4 56

0 10 20 30

Strongly agree

Agree

Neither Agree nor …

Disagree

Strongly Disagree

Do

ve s

oap

ser

ves

the

pu

rpo

se o

f n

ot

on

ly a

so

ap b

ut

also

a m

ois

turi

zer


soaps ?-Dove


soaps ?-Dove

Total 41 11 4 56

Thus, we find that 41 people, out of 56, who are aware of the brand, have ranked

Dove as the No. 1 soap in terms of Softness. This explains the degree of

differentiation achieved by the brand.

3. BRAND ESTEEM

Esteem is the perceived quality and growing perceptions about the growing or

declining popularity of a brand. For measuring esteem, we posed questions which

studied respondents’ opinion in terms of the Brand Promise made and a specific

Value which is marketed to be earned by people on using the product. We

measured it by posing questions related to ‘Confidence’ which can be associated to a

Luxury Soap brand as felt by the respondent; we measured this to prove that Dove is

associated with ‘Confidence’. We also posed a question asking respondents to rate

the brand – Dove on the basis of meeting the Brand Promise.

0 20 40 60

1.00

2.00

3.00

Ran

k th

e fo

llow

ing

bra

nd

s b

ased

on

So

ftn

ess-

Do

ve


soaps ?-Dove


Which of the following brands of soap do you associate with

'Confidence' ?

Total Nivea Dove Camay Pears

Age <20 2 0 0 0 2

21-30 18 26 6 20 70 31-40 0 0 0 5 5 41-50 0 0 0 1 1 50+ 0 3 0 0 3

Total 20 29 6 26 81

Thus, we find that, out of 81 respondents, 29 people associate ‘Confidence’ with

Dove which is the highest when compared to its competitors’ figures of 26 and 20 for

Pears and Nivea respectively. It is interesting to note that, of 29 people who

associated ‘Confidence’ with Dove, 26 people fell in the age bracket of 21-30.

Dove delivers their promise the most ? (Rate from 1-5)

Total 1 2 3 4 5

Age <20 0 0 0 2 0 2 21-30 12 7 16 21 14 70 31-40 1 0 3 1 0 5 41-50 0 1 0 0 0 1 50+ 0 0 0 2 1 3

0 10 20 30

<20

21-30

31-40

41-50

50+

Age

Which of the following brands of soap do you associate with 'Confidence' ? Pears

Which of the following brands of soap do you associate with 'Confidence' ? Camay

Which of the following brands of soap do you associate with 'Confidence' ? Dove

Thus, we find that 15 respondents have given a rating of 5 on a scale of 5 for Dove,

meeting its brand promise and 26 respondents have given a rating of 4 on 5 for the

same brand. Thus, we find that Dove scores very well on the Brand Esteem factor.

Which of the following brands of soap do you associate with

'Confidence' ?

Total Nivea Dove Camay Pears


1 14 21 4 17 56

Total 14 21 4 17 56

0 5 10 15 20 25

1

2

3

4

5

Wh

ich

bra

nd

del

iver

s th

eir

pro

mis

e th

e m

ost

?-D

ove

Age 50+

Age 41-50

Age 31-40

Age 21-30

Age <20

Thus, we find that, out of 56 people who are aware of Dove, 21 associate Dove with

‘Confidence’, which is the highest when compared to its competitors. Thus, Dove is an

excellent brand having high Brand Esteem.

Which brand delivers their promise the most ?-Dove

Total 1 2 3 4 5


1 12 6 9 17 12 56

Total 12 6 9 17 12 56

0 10 20 30

Nivea

Dove

Camay

Pears

Wh

ich

of

the

follo

win

g b

ran

ds

of

soap

do

yo

u

asso

ciat

e w

ith

'C

on

fid

ence

' ?


soaps ?-Dove


Thus we find that, out of 56 people who are aware of Dove, 12 people have rated Dove 5 on a scale of 5, for meeting the Brand Promise and 17 people have rated Dove 4 on a scale of 5. Thus, Dove has scored extremely well in the Brand Esteem factor.

4. BRAND RELEVANCE Relevance is the actual and perceived importance of the brand to a large consumer market segment. It gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration. We posed questions related to Brand Loyalty of respondents in terms of the purchasing behavior, repeat purchase, attitude of respondentswhen product is not available, attitude of respondents in terms of recommending the brand to others.

Which is the Luxury soap you would recommend others ?


Age <20 2 0 0 0 2

21-30 32 11 4 23 70 31-40 2 0 0 3 5 41-50 1 0 0 0 1 50+ 2 0 0 1 3

Total 39 11 4 27 81

0 5 10 15 20

1

2

3

4

5

Wh

ich

bra

nd

d

eliv

ers

thei

r p

rom

ise

the

mo

st

?-D

ove


soaps ?-Dove


Thus, we find that of 81 respondents, 39 of them would recommend Dove to others. i.e., close to 50% respondents would recommend Dove to others, this gives enough proof that Dove scores extremely high on Brand Relevance Factor. Out of the last 5 purchases, how many times have you purchased Dove ?

Age Once

Twice 3 times 4 times 5 times

<20 0

0 0 0 1 21-30 15

12 6 2 7

31-40 0

0 1 0 1 41-50 0

0 0 0 0

50+ 0

0 1 0 1

0

5

10

15

20

25

30

35

<20 21-30 31-40 41-50 50+

Age

Which is the Luxury soap you would recommend others ? Dove

Which is the Luxury soap you would recommend others ? Nivea

Which is the Luxury soap you would recommend others ? Camay

Which is the Luxury soap you would recommend others ? Pears

Thus, we find that, in the age group of 21-30, 15 respondents have purchased Dove once in the last 5 purchases, 12 people twice, 6 people thrice, 2 people 4 times and 7 people all 5 times. Thus, we have 7 loyalists to our Brand, which is an encouraging figure, though it can be improved to a higher figure.

What will you do if Dove is out of stock in a store ?

Total

Buy another brand

of luxury soap in

the same store

Buy Dove from

another store

Delay Purchase

Age <20 1 0 1 2 21-30 41 25 4 70 31-40 3 1 1 5 41-50 0 1 0 1 50+ 1 2 0 3

0

2

4

6

8

10

12

14

16

On

ce

Twic

e

3 t

imes

4 t

imes

5 t

imes

<20

21-30

31-40

41-50

50+

Thus, we find that 29 people out of 81 respondents, will look for Dove in another store if it is not available in the store from which it is usually purchased. Thus those 29 people are Brand loyal. 6 respondents delay purchase, which makes us infer that they do not have any other shops closeby which makes them unarguably delay the purchase.

Once Twice 3 times 4 times 5 times

What are the brands which come to your mind when you think of Luxury soaps ?-Dove 13 8 7 2 `9

Total 13 8 7 2 9

05

1015202530354045

<20 21-30 31-40 41-50 50+

Age

What will you do if Dove is out of stock in a store ? Buy another brand of luxury soap in the same store

What will you do if Dove is out of stock in a store ? Buy Dove from another store

Thus, we find that out of the respondents who are aware of Dove, 9 people have purchased all 5 times in the last 5 purchases. Thus, they are completely brand loyal and they will not switch to another brand. Thus, Dove scores high on Brand Relevance.

What will you do if Dove is out of stock in a store ?

Buy another brand

of luxury soap in

the same store

Buy Dove from

another store

Delay Purchase

0 5 10 15

OnceTwice

3 times4 times5 times




1 29 21 6

Total 29 21 6

Thus, we find that, of 56 people who were aware of Dove, 27 are Brand loyal; which is pretty good, but the number must increase in the years to come.

0 10 20 30

Buy another brand of luxury soap in the same …

Buy Dove from another store

Delay Purchase

Wh

at w

ill y

ou

do

if

Do

ve is

ou

t o

f st

ock

in a

sto

re ?

What are the brands which come to your mind when you think of Luxury soaps ?-

Dove



Dove Nivea Camay Pears


1 32 5 3 16

Total 32 5 3 16

Thus, we find that, out of 56 people who are aware of Dove, 32 of them recommend the soap to others. Thus, Dove is unbeatable in terms of Brand Relevance.

PRESENTATION OF FINDINGS AND CONCLUSION FOR LADDERING METHOD

Laddering was performed to a total of 15 respondents. The responses were analysed to form an A-C-V chain where A stands or Attributes, C stands for Consequences and V stands for Values. The ACV’s are organised in the following table where similar attributes, consequences and values have been grouped together. The analysis helped us define

010203040

Dove Nivea Camay Pears



soaps ?-Dove


underlying consumer motivations behind buying the product, brand health and how the product makes the consumer feel.

S.No. Attributes Sub-attributes

1. Mild and Gentle

2. Look or Aesthetics Eye catching and soothing

3. Foam

4. Creaminess

5. Pleasant fragrance Cucumber flavour – fragrance is very good.

6. Freshness

7. Moisturizing content Not required to use a moisturizer separately

S.No. Consequences

1. Flawless and attractive skin

2. Confidence Makes you feel better of yourself

3. Refreshing skin

4. Softness Useful for people having dry skin

5. Cleansing

6. Feel-good factor

7. No rashes / allergy

S.No. Values

1. Sense of Achievement

2. Higher self-esteem

3. Security

4. Self-assured feeling

5. Health/Fitness oriented

6. Family Soap

In the terms of the Value section, the self-assured feeling was rated quite highly by

the respondents. They felt that feeling assured/confident was of upmost importance

to them in their day to day lives. A lot of them felt that the better they looked the

more confident they were and it did have a positive effect on their work and the fact

that Dove is such a mild soap added to this sense of assurance The feeling that they

were doing the right thing for their skin added to this sense of security and self-

assuredness. This can also be related to a sense of achievement where respondents

felt that this positively affected their personal and professional lives for example in

terms of the quality of their work as mentioned before.

In the current world where people are becoming more fitness and health oriented

they expect their soaps to be in line with this style of living. They feel DOVE live up to

these expectations through its style of advertising where it emphasizes the mildness

and chemical free aspect of the soap.

In terms of consequences there was a lot of repetition in the responses as people

experienced the same things after using the soap. Softness, No rashes/allergy,

cleansing etc. They felt the soap delivered in terms of the softness it provides in

comparison to the other soaps this could also be in part due to the advertisements.

The attributes that people looked for when they decide to buy Dove were very

similar but two main aspects that popped up were the mild and gentle nature of the

soap and the moisturizing effect of the soap.

All these attributes related to each other for example the use of a mild soap in this

case DOVE could lead to softer skin which in turn leads to self-assurance, confidence.

This type of graphing gives us a better understanding into the way people thing. This

will help us in determining the way people think of the brand and its functionality.

Brand Value Measurement

The total financial value of the brand and its estimation is Brand Valuation. Six key requirements that distinguish brand valuation from brand equity is transparency, validity, reliability, sufficiency, objectivity and financial,behavioral and legal parameters. There are three main brand valuation techniques cost approach, income approach, market approach. Here in this project we preferred brand valuation method in strategic means rather than the usual way of calculations and analysis so that the context is suitable for business and customers. This both side approach is a qualitative method. We have also given suitable steps with a model called Strategic Brand Assessment with their benefits.

Various Brand Value Research studies have shown that in customer markets people pay for

brands over and above a baseline. Measuring brand value and assessing the value of

intangibles by asking consumers to separate out the brand and place a monetary value is

difficult. Brands can be assesses on a variety of issues such as strategic brand management

,marketing budget allocation, marketing ROI , portfolio management , brand extensions ,

M&A ,balance sheet recognition , licensing , transfer pricing and investor relations. The

biggest benefit of valid brand measurement is direction for the business itself. The following

objectives can be achieved

focus and intensify the brand

clarify and refine strategy

create compelling new offers

protect against brand risk

produce competitive advantage

reduce brand-support costs

improve short-term profitability

Methods to measure a Brand’s Value

Financial methods assign a numeric value for brand and brand image tracking provides

benchmark ratings while Strategic Brand Assessment provides a route for increasing brand

value.

Brand as Intangible Asset (Numeric Value)

Explains difference in market-to-book, expected earnings or expected income as

brand value

Uses established accounting methods

Attributes other intangibles to “brand”

Brand as Piece of Company Market Value (Numeric Value)

Uses measures such as advertising, patents, R&D’ age, industry structure, expected

earnings

Often used to compare companies across industries

Only works for public companies

Brand Index Valuation (Numeric Value )

Relies on a historical database of brand image attributes across a range of product

categories

Uses ratings index to benchmark relative brand strength

Not customized for particular industry and company situation

Strategic Brand Assessments

Defines brand value in business context from perspective of current and potential

customers

Uses customized primary research to define brand drivers and assess relative brand

strengths and weaknesses in a competitive context

Identifies brand positioning opportunities and business investment imperatives for

building brand value

The brand valuation method we suggest is Strategic Brand Assessment with other

methods because the method’s intention is to know whether people trust the brand to

take them to the next step and actions for future development other than numeric

values. This method is preferred due to the following aspects involved

Future-oriented

Focus on strategic business outcomes

Weighs relevance to customer and business

Focus on audiences through segmentation

Analyzes competitive brand equity

Identifies and assesses strategic opportunities

Dynamic view of brand strategy

Iterative and cumulative over time

Feedback to assess decisions

Strategic

A simple model

Other drivers to be included along with the existing model

Brand Strength measurement, the ability of the brand to create continuity of

demand into the future through loyalty and, therefore, to reduce risk. In doing this it

considers ‘internal’ (management and employee) and ‘external’ (customer) factors.

Finally, these inputs are combined with a financial model of the business to measure

the brand’s ability to create economic value for its owner. Brand Strength is the key

diagnostic tool with which we can measure brand performance and better

understand the reasons behind a brand’s strengths and weaknesses, both internally

and externally. It supports strategic brand management by prioritising areas of

highest impact for managers.

Methodology of study : By using Questionnaire

Sample size : 45

BRAND EQUITY

We have used the Colombo-Morrison model to study Brand Equity. The three main

parameters for the study are :

Brand Loyalty

Ability to charge a price premia

Brand Leveragability

FINDINGS AND CONCLUSIONS - STUDY OF BRAND EQUITY

From the above figure, we find that 15 respondents out of 45, perceive that Dove

soap should be priced higher than Rs. 20 and 21 respondents perceive the price

should be a minimum of Rs. 25. Thus, respondents are well aware of the quality

provided by Dove, as a brand and are ready to pay the price.

From the above figure, we find that 14 respondents feel that Dove soap should be

priced less than Rs. 50 and 10 respondents feel that it should be priced less than Rs.

65. Thus an optimum price range for Dove would be between Rs. 45 and Rs. 55

From the above figure, 21 respondents perceive Dove to be a great buy for the

money if it is priced at Rs. 35. 16 people feel that even at Rs. 40, Dove is a great buy

for money. This proves the worthiness and strength of the brand.

17 respondents have chosen Pears as their Favorite brand though they may not buy

it all the time. Thus, Dove has loyalists, but the fact that people who purchase Dove

also have Pears as their favorite is an interesting thing. It is also a matter of concern

for Dove.

0 5 10 15 20

Pears

Camay

Dove

Nivea

Others

Favorite Brand

No. Of respondents

From this figure, we find that our perceptions about the price change with time. 27

respondents (15 likely & 12 very likely) have told that they would purchase the

brand of Luxury soap which they previously considered expensive.

From the figure, we find that 12 people do not stay loyal to the brand, while 20

people (10 agree and 10 strongly agree) would remain loyalists to their brand of

Luxury soap.

0

5

10

15

Very unlikely

Unlikely Not decided

Likely Very likely

Likelihood of choosing a brand previously considered expensive

No. Of respondents

0

5

10

15

Strongly disagree

Disagree Neither agree nor

disagree

AgreeStrongly

agree

Loyalty towards the Brand

No. Of respondents

From the above figure, most of our respondents are price inelastic and they would

purchase the brand irrespective of price hike. This gives us an advantage of charging

a premium.

QUALITY - PRICE RELATIONSHIP - DOVE

0

10

20

30

40

Superior Quality

Good Quality

Poor Quality

Quality vs Price is Affordable

No. of respondents

From the above figures. we find that 34 out of 45 respondents feel that the Price of

Dove is affordable for Good quality, 29 out of 45 feel they have to sacrifice to pay

the price and 23 out of 45 feel that the price is unaffordable. Thus, Dove stays in the

affordable range for most of our respondents, which makes it a viable brand.

QUALITY-PRICE RELATIONSHIP - PEARS

0

10

20

30

Superior Quality

Good Quality

Poor Quality

Quality vs Ready to sacrifice for the price

No. of respondents

0

5

10

15

20

25

Superior Quality

Good Quality

Poor Quality

Quality vs Price is not Affordable

No. of respondents

0

10

20

30

Superior Quality Good Quality

Poor Quality


No. of respondents

Thus, we find that 24 people feel that The price of Pears is affordable, but 25 feel

that they have to sacrifice to pay the price and 24 feel that it is unaffordable. Thus, it

is not a favourable brand for the mass market. It is in the affordable range for just

50% respondents.

0

10

20

30

Superior Quality Good Quality

Poor Quality

Quality vs Ready to sacrifice for the Price

No. of respondents

0

10

20

30

Superior Quality

Good Quality Poor Quality

Quality vs Price is not affordable

No. of respondents

QUALITY-PRICE RELATIONSHIP- NIVEA

Thus, we find that 32 respondents feel that price of Nivea is affordable, 31 feel that they have to sacrifice for the price and 26 feel that the price is unaffordable. Thus, it is fairing better than Pears, but still not as good as Dove.

0 10 20 30 40

Superior Quality

Good Quality

Poor Quality


No. of respondents

0 10 20 30 40

Superior Quality

Good Quality

Poor Quality


No. of respondents

0 10 20 30

Superior Quality

Good Quality

Poor Quality


No. of respondents

QUALITY-PRICE RELATIONSHIP-CAMAY

0 10 20 30 40

Superior Quality

Good Quality

Poor Quality


No. of respondents

0 10 20 30 40

Superior Quality

Good Quality

Poor Quality


No. of respondents

Thus, we find that the statistics for Camay are almost similar to that of those obtained for Nivea. 32 respondents feel that price of Nivea is affordable, 31 feel that they have to sacrifice for the price and 27 feel that the price is unaffordable. Thus, it is fairing better than Pears, but still not as good as Dove.

From the figure. we find that 25 respondents feel that Dove does not have any leveragability, but 13 respondents feel that Dove can be extended to Handbags category and 10 feel that it can be extended to Sunglasses.

0 10 20 30

Superior Quality

Good Quality

Poor Quality


No. of respondents

0

5

10

15

20

25

30

Dove's Leveragability

No. of respondents

The leveragability of Pears is slightly higher compared to that of Dove. 20 feel that it cannot be extended to any category. 15 feel that Sunglasses category will work best for Pears and 8 feel that Handbags category is ideal for Pears.

From the figure. we find that, Handbags and Sunglasses are again favored for Nivea, though many feel that category extension is not a good idea for the brand.

0

5

10

15

20

25

Pears' Leveragability

`No. of respondents

02468

101214161820

Nivea's Leveragability

No. of respondents

From the figure, we can surely say that Camay can never be extended to other categories; based on respondents' opinion. 31 have said that it will not work.

CONCLUSION

Thus, we have performed the measurement of Brand image using Questionnaire and Laddering method, and measurement of Brand Equity using Questionnaire for our brand, DOVE, and the results have been analysed effectively.

ANNEXURE

QUESTIONNAIRE- BRAND IMAGE MEASUREMENT

Age :

a. <20

b. 21-30

c. 30-40

d. 40-50

e. 50+

1. What are the brands which come to your mind when you think of Luxury soaps ?

a. Dove

b. Nivea

c. Camay

d. Pears

e. Others

0

5

10

15

20

25

30

35

Camay's Leveragability

No. of respondents

2. Which brand of luxury soap do you purchase ?

a. Dove

b. Nivea

c. Camay

d. Pears

e. I don't prefer Luxury Soaps

3. How often do you purchase Luxury Soap ?

a. Once in 2 weeks

b. Once a month

c. Once in 2 months

d. >Once in 2 months

4. What are the products that you are aware of under DOVE ?

a. Soap

b. Deodorant

c. Shampoo

d. Lotion

5. Identify the following brands

SOAP

BRANDS

1 2 3 4

6. Identify brands using their taglines

a. You are more beautiful than you think

b. Leave him wanting more with your soft, scented skin

c. It starts with you

d. Preparing to be a beautiful lady

7. Which of the following brands can you relate to the images?

Nivea

Dove

Camay

Pears

8. Which of the following brands of soap do you associate with 'Confidence' ?

a. Dove

b. Nivea

c. Camay

d. Pears

9. Dove soap serves the purpose of not only a soap but also a moisturizer.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree

e. Strongly Disagree

10. Out of the last 5 purchases, how many times you have purchased the following brands ?

BRAND NO. OF TIMES

Dove

Camay

Nivea

Pears

11. Which brand comes to your mind when you think of the following attributes ?

Attributes Dove Camay Nivea Pears

Antiseptic

Value for money

Mild and gentle

Fragrance

Freshness

Deodorizing effect

12. Rate the following attributes of Dove on a scale of 1 to 5

Attributes 1 2 3 4 5

Antiseptic

Value for money

Mild and gentle

Fragrance

Freshness

Deodorizing

effect

13. Rank the following Brands based on softness

a. Dove

b. Nivea

c. Camay

d. Pears

14. Which brand delivers their promise the most (on a scale of 1-5) ?

1 2 3 4 5

Dove

Camay

Nivea

Pears

15. What will you do if Dove is out of stock in a store ?

a. Buy another Brand of Luxury soap in the same store

b. Buy Dove from another store

c. Delay Purchase

16. Which is the luxury soap you would recommend others ?

a. Dove

b. Camay

c. Nivea

d. Pears

LADDERING - BRAND IMAGE MEASUREMENT

Attributes (A), Consequences (C), Values (V)

1) Situational context:

Interviewer: You mentioned that you like using Dove soap. Why is that?

Respondent: It helps cleanse my skin and the fact that it is a very mild soap gives me

confidence to use it as I fell it would hurt my skin.

Interviewer: Why is it important to do this every day?

Respondent: It keeps my skin fresh through the day.

Interviewer: Why is it important to for your skin to be fresh?

Respondent: So that my skin is as flawless and attractive as possible.

Interviewer: Why is it important to have flawless and attractive skin?

Respondent: So that I can be as confident as possible.

Mild soap (A)

Flawless and attractive skin (C)

Confidence (C)

Respondent 2:

Interviewer: Why do you use Dove?

Respondent: After a long day, it helps refresh my skin.

Interviewer: Why is it so important that you refresh your skin?

Respondent: I work long hard hours every day and after I get back doing this makes

me feel better about my skin It makes me feel like I am doing the right things to take

care of my skin for instance I eat healthy, work out every day and using Dove is just

part of the package.

Interviewer: Why do you prefer using dove to any other soap or just plain water?

Respondent: Like I said before, health/fitness is something I take very seriously and

the mildness of Dove as a soap is something I fell does the job of cleansing my skin

without affecting it or doing any long term damage plus Dove makes my skin feel

much softer than the rest. I don’t know if it is because of the way it is

advertised/packaged but it just does. It also has a cleaner look to it than the other

soaps.

Health/Fitness oriented (V)

Refresh skin (C)

Softer (C)

Mild soap (A)

Look or aesthetics (A)

Respondent 3:

Interviewer: Why do you use dove?

Respondent: I don’t know. I haven’t really thought about it but if would say it’s mostly

because my mother uses the soap so it is something that’s always there at home.

Interviewer: Even though you do not buy the soap, what do you like about it?

Respondent: The soap produces a lot of foam which is something I love plus the white look it

has, gives out a very good visual.

Interviewer: Why do you like your soaps to produce a lot of foam?

Respondent: It gives me the feeling that it does a better job at cleaning my skin.

Interviewer: Why is it so important to have clean skin?

Respondent: Who doesn’t want to have clean skin? My answer will be the same as pretty

much anyone else to make my skin attractive to others and be as confident as possible.

Family soap (V)

Foam (A)

Cleansing (C)

Confidence(C)

Respondent 4:

Interviewer: Why do you use dove?

Respondent: It seems like a very dependable soap in terms of their advertising and the

product as such.

Interviewer: Why is it so important for the soap to be dependable?

Respondent: Because it has to do with my skin which is obviously very important to me.

Interviewer: Why is it so important to use dove for this purpose rather than other soaps.

Respondent: Like I said before, dove seems like a very dependable soap. It looks like a very

mild soap which wouldn’t harm the skin.

Interviewer: Why is this mildness factor very important to you?

Respondent: There are a lot of harsh soaps out there in the market today and I believe my

skin deserves the best and the best is dove.

Dependable (V)

Mildness (A)

Good/soft skin (C)

1)

Source : Ads, friends

Duration : 1-2 years

No. purchased : 3 @ a time.

Why do you use dove ?

very mild, creaminess. it gives a feel-good factor

demerit : It consumes a lot of water.

Why do u feel it is imp ?

Pleasant smell, avoids skin from getting dry.

Face must not look dry.

Butter kind of element(chemical) - it gives softness.

Moved to camay and then fab india( trial )

Generally prefer luxury brands or differentiated normal brands (flavor).

Not loyal to any brand. look for a soap which is available in the shop.

2)

Duration : 2 years. stopped and used again.

Source : Ads

Why did you use dove ?

Moisturising content, smell(cucumber/ green) was good.

was useful to avoid dry skin.

Demerit : Felt it had Over moisturising content.

Changed soap coz of medical reasons.

Why is this imp ?

Dry skin gives irritation

Currently moved to Pears.

Advantage of pears over dove ?

Not very oily feel; chemicals used responsible.

It gives u comforting feel.

Used cinthol long back.

Prefer luxury soaps. LOYALIST OF PEARS.

Smell wise - Dove is better than pears.

No. of soaps @ one go : 3-4

3)

How long : 6months

Opinion : Palm oil is used, which is against nature.

So, stopped using the product.

Attribute : mild, fresh

Prefer to use luxury soaps.

No. purchased : 3-4

shampoo : not good - too oily, consumes a lot of water

4)

source : Ads

Before used : cinthol

How long : A couple of times continuously.

Opinion : very dry effect,

positive : smell is good.

more concerned abt healthy skin

All kinds of soaps are fine..

Longest : cinthol

opinion : neutral, no harmful side effects.

wouldnt mind trying a new product if friends recommend.

5)

Source : Ads

How long u used : 3-4 years

In between was using pears, mysore sandal, lux.

Want to try new product when launched in the market.

Opinion : Too oily, too much of moisturizing content.

Attributes : very mild n gentle, moisturizing quality is good.

makes skin very soft. it suits the person.

would definitely use dove.

moisturizing quality - not good in pears

why do u feel u need a soft skin ?

Feel better of urself. gives Confidence.

No. of soaps purchased at one go : 1-2.

Prefers luxury soaps. Savlon is ok..

6)

How long : 2-3 months

Opinion : Doesnt suit oily skin

Importance is fragrance but wish to go for healthy factors

Using pears. it does have good fragrance.

source : Ads

you wouldnt want to use dove.

not loyalist of pears. depends on ur liking.

prefer normal soaps to luxury soaps

opinion : ayurvedic use; healthy factor.

7)

How long : 4 years

Opinion : Moisturizing bar ; good for dry skin ; does not give rashes / allergy ; very mild

Using pears / johnson n johnson before that

the fragrance made u switch.

source : Ads

you would use dove in the future.

why not pears ? fragrance of dove is much better ; pears is not moisturizing

prefer to use luxury soaps

no. of soaps : 3-4 soaps @ a time.

Wouldn't try any other soap ; Loyalist of Dove.

Opinion : feel dove shampoos are not good.

brand equity of dove

Marketing