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