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EVOLUTION OF A BRAND

Group 9:

Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar

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
Doves market positioning in the 1950s
Doves market positioning in 2007
- The CBBE Model
- BRAND DYNAMICS OF DOVE
- Marketing Strategy
We The PEOPLE
- USERs Verdict : MILDNESS IS THE KEY
Conflicting brand image
Risks to the brand today

BRAND DEFINITION

At 2 Levels

Then

Worlds 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

DOVE EVOLUTION

UNILEVERS CATEGORY
MANAGEMENT STRATEGY

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

UNILEVERS 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 products 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

In a world of hype and stereotypes, Dove provides a refreshin


alternative for women who recognise that beauty comes in a
and sizes. - UNILEVER Website

WHY DOES UNILEVER WANT


FEWER BRANDS?

Global decentralization brought problems of control.

Companys 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 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)

PRODUCT LAUNCH
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

CFRB (Campaign for Real Beauty):


DOVE FIRMING LOTION
Ads named as LETS CELEBRATE
CURVES
Intended to make more women
feel
beautiful.

DOVE: THEN AND NOW


1957

Dove_1957.flv

2006

Dove evolution 2006.avi

DOVES MARKET POSITIONING


IN THE 1950S

DOVES MARKET POSITIONING


IN 2007

THE CBBE MODEL


What
about you
and me ?
What
about you
?
What do
you stand
for ?
Identity
Who are
you ?

BRAND DYNAMICS OF DOVE


High
Loyalty/
Strong
Share of
Wallet

Mass appeal to all


segments; high
patronage

Better quality at
affordable price
Mild, gentle,
moisturizing
Low Loyalty/
Weak Share
of Wallet

Health and beauty

More than 80
countries

MARKETING STRATEGY
ADVERTISING

BILLBOAR
DS

TV
COMMER
CIALS

INTERVIEW
S
PANEL
DISCUSSIO
NS
WEBSITE

PROGRAM
S
THE DOVE
SELFESTEEM
FUND

15

WE THE PEOPLE

USERS VERDICT : MILDNESS IS


THE KEY

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

CONFLICTING BRAND IMAGE

Axe

Dove

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 spoof.avi

Dove celebrates Real Beauty

Gorgeous
Graceful
Beautiful
Smart
Attractive
Adorable
Elegant
Poised
Pretty
Cute

THANK YOU