EVOLUTION OF A BRAND Group 9 : Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar Bendre, Tejas Bhatt
- 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
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
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 Unilever’s brands
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.
EVOLUTION OF BRAND ‘DOVE’ 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.
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
- Selected “Masterbrands”,
mandate to serve as umbrella identities
over 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.
And that’s why More women trust their skin
(Point of Differentiation)
DOVE : POP AND POD Cleanses (Point of Parity)
“ 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, Dove’s Marketing Director
CFRB (Campaign for Real Beauty):
“ DOVE FIRMING LOTION”
Ads named as “LETS CELEBRATE
Intended to make more women feel
1957 2006 DOVE: THEN AND NOW
DOVE’S MARKET POSITIONING IN THE 1950’S
DOVE’S MARKET POSITIONING IN 2007
THE CBBE MODEL Identity Who are you ? What about you ? What about you and me ? What do you stand for ?
Mass appeal to all segments; high patronage Better quality at affordable price Mild, gentle, moisturizing Health and beauty More than 80 countries BRAND DYNAMICS OF DOVE High Loyalty/ Strong Share of Wallet Low Loyalty/ Weak Share of Wallet
MARKETING STRATEGY INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERCIALS PROGRAMS THE DOVE SELF-ESTEEM FUND WEBSITE
‘ WE THE PEOPLE’
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
USER’S VERDICT : MILDNESS IS THE KEY
CONFLICTING BRAND IMAGE
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 celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU