Bm group4 dove_evolution of a brandPresentation Transcript
EVOLUTION OF A BRAND Roll No. Name FT13170 Shouvik Das FT13224 Ishani Sircar FT13312 Arjun Choudhry FT13351 Namita Joshi FT13389 Vikrant Vijay Mahajan FT13466 Ruchika Salhotra
AGENDA History What is a brand? Unilever‟s decision for fewer brands Market Positioning Brand Management and Brand Meaning What do the blogs say? Dove in India
HISTORY OF DOVE • Beauty soap bar clinically proven for dry skin : milder, cleansing, not technically a soap. 1957 • “One quarter cleansing cream” 1980s • Functional superiority and moisturizing benefit. • Campaign for real (true inner) beauty. 2000 • Meaning of Dove to extend over entire suite of products • Debunking the beauty myth 2002 to • Firming campaign and Self-Esteem campaign 2007
WHAT IS A BRAND? “A name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” - AMA Brand exists at 2 levels - Head (Tangible) and Heart (Intangible) Brand is DIODVAC Delivering what is purported to quality. Identity and Ownership , Differentiation over others Value addition Confidence
WHY FEWER BRANDS? Global decentralization- control problems. Lack of unified global identity. Numerous low volume Brands Winnow more than 1600 brands to 400 brands To create “Masterbrands” with global vision and geographical cooperation. Five-year strategic initiative called “Path to Growth.”
MARKET POSITIONING 1957 2007 • From beauty bar to personal care• Product -Beauty soap bar category - Diverse range of products clinically proven for dry skin : milder, cleansing, not technically a soap. “One quarter cleansing • Campaigns based on building the cream” master brand through digital media, YouTube, blogs.• Campaigns on functional benefits through TV, print media, and bill • “Real Beauty” campaign and “Self- boards Esteem” campaign.• Advertising uses honesty and • Changing the notion of beauty- authenticity – natural looking celebratory, inclusive, democratic. women to stylized fashion models
DOVE: POSITIONING STATEMENT Beauty. It‟s not elitist. It‟s about every woman and (Point of Differentiation) (Market) and the beauty that is in each of us. (frame of reference) That‟s what DOVE is all about. And that‟s why More (Brand) women trust their skin to DOVE. (Point of Differentiation)
BRAND MANAGEMENTBefore 2000 Multiple brands within a product category. Each Brand as separate business. Staff of Brand Assistants executing policies of Brand manager. Each Brand Manager , responsible as General Manager. Strategy Design Delivery of profit targets. Day to day marketing decision. Advertising and Trade promotions.
AFTER 2000 Responsibility Split up between two groups Brand Development (Centralized) Developing the idea for innovation and evolving into future. Medium to Long term Market Share Creating Value in category. Decision of media Plan. Development of Brand Plan. Located in region where Brand is strongest. Brand Building (Geographical Region) Bringing brand to Life in their market place. Accountable for growth and short term market share. Guidance from Brand Development Team. What level of spending in media. Reporting for a collection of brand under a category
BRAND MEANING Before 2000 Meaning simple and inspirational: soap that would not dry your skin. Advertising on functional superiority backed by product‟s moisturizing benefit. “Dove does not dry your skin because its one-quarter cleaning cream”. Honesty and authenticity. After 2000 Emotional stimulus to implant the product deep in the customers‟ minds. Dove became a statement of who you are. Campaign for Real Beauty Broadening the narrow definition of beauty and inspiring them to take care of themselves. <<Be yourself, Be beautiful>> <<Everybody is Beautiful>> Creation of face book application, YouTube, blogs
AND THE VERDICT IS…Brands must become a cultural activist and a social authority “Exploiting” the researchfact that ONLY 2% of women worldwide considered themselves beautiful is a great wayto become the champion of the remaining 98% using a compelling philosophy that “Realbeauty come from within.” – Entrepreneurs-journey.com
DOVE IN INDIA The „Is it love? No its Dove‟ ! Ad campaign. Marked @ Rs. 30 as against it peers @ 10. Success as Indian consumer moved towards the brand for its superior and „ gentle on skin‟ properties More than Rs.500 Cr Brand Dove now captures majority of market share Product Market Share/ Value Distribution in modern format stores 11.54% Body Wash 19% Hair Conditioners Rs 40 Cr. A 1000 min video of over 250 women describing their hair problems was uploaded online.
RISKS? NO…. Manage the umbrella brand by carefully managing not to tamper with the core values – not use supermodels to endorse but real women who gives believable testimonial post usage of the product. Opposite to its counterpart LUX, Dove shows beauty in ordinary people. In India where advertisements target the emotional chords, Dove immerged as a perfect fit. Studies showed that 57% of Doves Target audience was averse to regular advertising
THANK YOU“We want to challenge the definition of beauty.We want to defy the stereotype that only theyoung, blond and tall are beautiful.” — MR.PHILIPPEHAROUSSEAU,- DOVE’SMARKETINGDIRECTOR