Dove

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Dove

  1. 1. Unilever: Unity in Diversity? • Combining local roots with global scale • Decentralization brought strengths through diversity, but also problems of control. • Portfolio growth - laissez faire. • Over 1600 brands. Same product sold under different brand names in different geographies. • No strategic coherency.
  2. 2. The Path to Growth • Winnowing of brands to bring down the count to 400. • Masterbrands to serve as umbrella identities over a range of product forms. • Dedicated Global brand units for each masterbrand to set vision at global level.
  3. 3. Why the need to change? • Creates opportunity to fully leverage the brand equity of the masterbrands. • Exploiting the benefits of brand extensions and associations. • Unified global vision brings convergence of brand identity and provides direction to the various geographical level brand management units. • Line extension under successful brand umbrellas is easier, cheaper and ensures greater trial and smoother acceptance of the new products.
  4. 4. Dove- Evolution 1950’s • • • Dove as a bathing bar. Brand strongly linked to bathing bar providing benefits over and above what a soap provides. Focused on pure tangibles. Stress on functional benefits. 2007 • • • • • • • Dove as a point of view that celebrated real women. A far cry from competitors who sought to create unreal images that real women could never hope to attain. From ads to PR. Helping real women build self esteem and feel good about themselves. From artifice and photo-shopped models to “Campaign for real beauty. An umbrella sheltering a whole range of products. Broadening the definition of beauty and inspiring women to take greater care of themselves. Greater consumer engagement.
  5. 5. Brand Management in Unilever- Changes over time Pre 2000 Post 2000 • Multiple brands managed by geography specific brand management units. • Checkered identity of products. • Decentralized and no overarching brand vision. • Leveraging strong brands through enfolding weaker ones into the umbrella of strong brands. • Associations, extensions. • Masterbrands • Single global Brand Development team and geography specific Brand Management teams. • Strategic convergence of brand identity through one global vision. • Greater consumer engagement, PR and social media as mediums of marketing communication.
  6. 6. Re-defining the brand@ Unilever • Splitting of brand development and Brand Management. • Brand as entities with point of view and vision • Singular global identity. • Masterbrand umbrellas. Leveraging on equity. • Greater consumer connect through use of social media and PR for communication.
  7. 7. Managing Dove in social media era • • • • PRO A wider outreach Greater consumer connect Cheaper and easier with global accessibility Greater PR coverage CONs • Loss of control- malicious content and consumers had power to shape their peers’ perceptions through discussions on the platform. • Parodies etc. leading to dilution of message.

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