Brand management

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dove case study

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  • 11/7/2008 GROUP 6
  • 11/7/2008 GROUP 6
  • Dove can reintroduce the inspirational element by choosing successful ambassadors who are not anorexic like the models portrayed in other Ad campaigns.
  • Brand management

    1. 1. EVOLUTION OF A BRAND NO WONDER OUR PERCEPTION OF BEAUTY ISGroup 2 : DISTORTEDAPARNA MOHAN, SONALI GROVER, KARAN BAJWA, POOJA SINGHSAYANTANI ROY, SHREYA KHASTAGIR, DEBANGSHEE DAS
    2. 2. WHAT IS A BRAND ?AMA ( American Marketing Association ) Definition A Brand is a Name , Term, Sign , Symbol or Design or a combination of them , intended to identify the goods & services of one seller group or group of sellers and of differentiate them from those of competition.Difference between Product & Brand Product is something we offer to satisfy a Need/Want Brand has dimensions that differentiates a product in some way from other products designed to satisfy the SAME NEED. These differences maybe Rational & tangible – Mind Share or and Emotional & Intangible – Heart shareDIODVAC - Brand is D - delivering Quality IO – Identification & ownership D – Differentiation VA – Value Addition C – Confidence
    3. 3. UNILEVER’S CATEGORY MANAGEMENT STRATEGY
    4. 4. WHY WINNOWING OF BRANDS? This was majorly done to :  Create global vision  Inspire cooperation from all geographic markets  Improve brand identity to have a better association with the customers  Improve control over brands by centralization  To gain global identity  Coordinating all geographic markets
    5. 5. EVOLUTION OF BRAND ‘DOVE’ In aaworld of hype and In world of hype and stereotypes, Dove stereotypes, Dove provides aarefreshingly provides refreshingly real alternative for real alternative for women who recognize women who recognize that beauty comes in all that beauty comes in all shapes and sizes. - - shapes and sizes. UNILEVER Website UNILEVER Website
    6. 6. DOVE IN THE INITIAL STAGES
    7. 7. RESTAGE OF DOVEMaintained refusal to call it a SOAP. Projected honesty & authenticityMaintained refusal to call it a SOAP. Projected honesty & authenticity
    8. 8. CAPTURING THE TRANSITION
    9. 9. Dove: THEN and NOW1957Dove_1957.flv Dove evolution 2006.avi
    10. 10. 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, Dove’s Marketing Director“Dove is not about women feeling more beautiful, but about more women feeling beautiful. Our notion of beauty is not elitist. It is celebratory, inclusive and democratic.” - Philippe Harousseau, Dove’s Marketing Director
    11. 11. SUCCESS STORIES
    12. 12. THE CBBE MODEL
    13. 13. BRAND DYNAMICS OF DOVE High Loyalty/ High Loyalty/ High patronage due to focusStrong Share of Strong Share of on everyday natural women Wallet Wallet Unique moisturizing formulation. Beauty bar not soap Mild, gentle Health and beautyLow Loyalty/ Low Loyalty/ More than 80 countriesWeak Share ofWeak Share of Wallet Wallet
    14. 14. SWOT
    15. 15. CONQUERINGTHE HEARTS
    16. 16. WHAT IS THE“REAL BEAUTY”NONE OF THESEWOMEN ISA MODEL, AFTER ALLNEITHERARE YOU
    17. 17. THANKYOU

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