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

UNILEVERS CATEGORY MANAGEMENT STRATEGY

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

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

DOVE EVOLUTION

Then

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

1940

1950

1960
Launched in the market

1970

1980

1990
Dove beauty wash successfully launched

1995-2001
Extension of Doves range of products

Refined to Formula for original Dove Bar Dove Beauty (Mild Soap) Bar

Popularity Leading brand Increased as recommended a milder soap by Physicians

In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes 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 about every woman and the beauty that is
(Market) (frame of reference) (Brand) (Point of Differentiation)

in each of us. Thats what DOVE is all about. 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 2006

Dove_1957.flv

Dove evolution 2006.avi

DOVES MARKET POSITIONING IN THE 1950S

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 doesnt 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 mix Dove became one of the Americas most recognizable brand icons

DOVES MARKET POSITIONING IN 2007

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 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 affiliation and attachment , creates patronage (Dove Self Esteem Fund) Women love and trust the dove brand , Using the dove brand Develops self esteem /self respect Mild , moisturizing, cleansing cream

What about you and me ? What about you ?

What do you stand for ? Identity Who are you ?

World number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the market

BRAND DYNAMICS OF DOVE

High Loyalty/ Strong Share of Wallet

Bonding

Mass appeal to all segments; high patronage

Advantage

Better quality at affordable price Mild, gentle, moisturizing

Performance

Low Loyalty/ Weak Share of Wallet

Relevance

Health and beauty

Presence

More than 80 countries

MARKETING STRATEGY
ADVERTISING

Unconventional strategy Strong emotional touch

BILLBOARDS

TV COMMERC IALS

Cross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
WEBSITE

INTERVIEWS PANEL DISCUSSIONS

PROGRAMS

THE DOVE SELFESTEEM FUND

14

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 aspirational 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

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