DOVE EVOLUTION OF A BRAND

Group 6

Muhamad Ibnu Fauzi, Pramadona, Habiburachman

About Unilever
Leading global manufacturer of Packaged consumer goods operating in Food, Home & Personal Care segments Brands Knorr, Surf, Lipton, Sunsilk, Dove, Lux , Ponds , Vaseline, Axe etc. Geography based Brand Management - decentralized . Feb 2000 Initiative Path To Growth
Sold off brand which not contribute Concentrating on R&D, innovation, and advertising

Winnow 1600 Brands down to 400

Dove Market Strategy in 1957

PRODUCT

First product was the beauty bar launched in 1957.

Differentiated itself by claiming not to dry out skin like the way soap did.

Strategy

Promotion through TV, Print media and billboards Tag line Dove doesnt dry your skin like soap does because it is one quarter cleansing cream.

With the strategy Dove became one of Americas most recognizable brand icons

A Brand with a Point of view

Worked with psychologists and focus groups

Transitioned from functionality to point of

view. Use of ordinary people in supermodel context

the Firming Campaign (bridge from the past)

Exploratory advertising the Tick Box Campaign.

A Brand with a Point of view

Successful Internal Marketing effort

filming of executives daughters.

The Evolution film posted on YouTube.

Real Ads by Real Women contest.

Marketing Strategy

Media Planning

Use of new media, YouTube and make your own commercial Paid media blitzes Successful internal marketing idea turned into Super Bowl commercial

Public Relations

Generate broad awareness for the campaign for real beauty and establish an emotial connection with women Build coverage and interest with more than 200 local news programs and more than 60 national broadcast and print Build advocacy and generating discussion among the media elite also developed a strategic partnership with an advocacy organization Established the global dove self esteem fund to raise the self-esteem of girls and young women

Organizing Brand management

Before 2000

Product category offered multiple brands, each lead by a brand manager Each brand operated as a separate business, competed its own siblings Brand managers responsible for both brand development and brand building

In 2000

Brand management split between two groups Brand development developing idea behind the brand. Global scope Brand building Bring the brand to life in local market. Local scope

S.W.O.T Analysis

Strengths

Increase customer satisfaction by lowering expectation through realism

Modernizing brands to psychology of the times and new media landscapes

Realism vs. honesty and authenticity maintains bridge to the past

S.W.O.T Analysis

Weaknesses

Lack of inspirational qualities in campaign Setting up to be an ordinary brand Potential to cheapen brand no reason to spend a little more money

Potential to lose control of message by giving voice to

consumers

S.W.O.T Analysis

Opportunities

Extend CSR initiatives into the environmental arena e.g. rainforest

Extend realism into other products Divest product lines that conflict with Dove message (e.g. AXE, SlimFast)

S.W.O.T Analysis

Threats

Negative media coverage on environmental stewardship Conflicting marketing strategies with other Unilever brands Marketing approach may offend or not resonate in certain cultures (e.g. Japan)

Conclusion

Dove recognized as one of the top 10 brands with the greatest percentage gain in brand health and business value in the past 3 years. Campaign had touched a nerve with the public Achieved Pop-Culture status Winning Strategy building meaning by courting controversy.

Recommendation

Make brand audit to each product

Do product line analysis, before and after changes.

Monitor brand condition in media and market

THANK YOU