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  • Undermining the aspiration of consumers
  • Dove

    1. 1. By- Nisha Dmello (14) Disha Gupta (20) Anirudh Jindal (22) Vishnu Manasa Kanchiraju (25) Divya Kaul (27) Sayoni Maitra (31)
    2. 2. ON THE 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 •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
    3. 3. UNILEVER’S CATEGORY MANAGEMENT STRATEGY Then  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 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 Unilever’s brands
    4. 4. 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 to 400. - Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms. - Global brand unit for each “Masterbrand”
    6. 6. EVOLUTION OF BRAND ‘DOVE’ 1940 Formula for Dove Bar (Mild Soap) 1950 Refined to original Dove Beauty Bar 1960 Launched in the market 1970 Popularity Increased as a milder soap 1980 Leading brand recommended by Physicians 1990 Dove beauty wash successfully launched 1995-2001 Extension of Dove’s range of products In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes. - UNILEVER Website
    7. 7. ‘BEAUTIFUL YOU- TODAY, TOMORROW’ - A CALCULATED RISK?  Media Explosion on the idea of ‘BEAUTY’  Increased pressure to ‘Look beautiful’ according to popular perception  Worldwide criticism of Fashion Brands and brands that made people aspire to appear a standard way  Perceived Health Risks- Anorexia, Bolemia, Stress  A unique opportunity to play the game from the opposite end of the court
    9. 9. 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 CFRB (Campaign for Real Beauty): “DOVE FIRMING LOTION” Ads named as “LETS CELEBRATE CURVES” Intended to make more women feel beautiful.
    10. 10. 1957 DOVE: THEN AND NOW 2006
    11. 11. Product 1) Dove product line includes a variety of skin care soaps ,shampoos, deodorant's etc. 2) All the products aimed to be gentle on skin. Price 1)Initially launched at Rs 50 but was not accepted in the market . 2) After campaign for real beauty they reduced price to 28. Place 1) Dove products manufactured in Netherlands, India, USA, Germany ,Ireland ,Brazil. 2) Dove present all around Promotion 1)Media channels : magazines, TV, newspapers, etc. 2) Various campaigns released
    12. 12. SEGMENTATION •Gender – Females (Working Women) •Income – High Income and upper income group Demographic Segmentation •It tries to portray that no women is ordinary looking and every one can look equally beautiful like we say •Beauty encompasses all ages, body shapes and sizes Psychographic Segmentation
    13. 13.  Targets women of all ages ,shapes and sizes  Highly focuses on working women who do not have time to look after the skin and thing that dove with the moisturizing lotion is the best for the skin  Targets High Income group and middle income group people who can pay for the dove products which are prices a little more than normal beauty soaps  Targeting Women who love to maintain their skin  Women who are aware of the beauty product which can used on their skin TARGETING
    14. 14. POSITIONING  Positioned as Personal Care Beauty Product  Dove not named as soap instead a beauty bar which has moisturizing cream in it  High Moisturizer to differentiate it from other products  High Priced , good quality and gentle for skin Beauty products  Dove is not positioned to tell how to become beautiful it is concept says that dove helps you to be beautiful as you have always been
    15. 15. PESTLE ANALYSIS Political Factors -Testing of cosmetics on animals Economic Factors -Economic recession makes customers switch brand Social Factors -The image of beauty among youth is distorted -Campaign to remove gender bias Legal Factors -Make the manufacturing process eco friendly -Bring the manufacturing sector within the domestic border
    16. 16. PORTERS 5 FORCES MODEL Threat of substitutes High End brands: Dior, Chanel, Bvlgary Average Brands : L’Oreal, Olay Low end Brands :Lux, Nutregena Threat of new entrants Consumers open to trying new products More and more new entrants coming in the market Body Shop Bargaining power of suppliers Customer Loyalty Creative campaigns Good media exposure Bargaining Power of Buyers Sensitive to pricing Marginal difference leads to switch of product Decisions easily influenced by media Intensity of rivalry Creative marketing strategies Excellent marketing team Online and offline discussions with customers
    17. 17. SWOT ANALYSIS Strengths: Product:  Dove contains 1/4 moisturizing cream  Zero pH levels Promotion:  Beauty should be for everyone  Strong social media presence  Free publicity and unconventional strategies and excellent drive for advertisements  Wide range of loyal customers  Flagship product of HUL with strong brand awareness and appeal through personal touch Weakness: Price:  Highly priced for the Indian Market Promotion:  Targets only the upper middle class women and it gives an idea of not letting the ordinary women enjoy the touch of beauty  Critics objected the use of women as objects of their campaign  Low awareness in the Men body care product line
    18. 18. SWOT ANALYSIS CONTD. Opportunities: Product:  Can tap into the market developing beauty products for men  Continuous improvement is what Dove has been working on and should carry on with it as well Promotion:  Men’s participation in the body care increase from 2011-12  The fashion world is becoming more resistant to using emaciated models. Dove could collaborate with people in the fashion industry Threats: Product:  Variety of products of the same category in the market; so tough competition from Olay, Nutrogena & Nivea  Copy by the competitors(Olay total effects). Promotion:  Not so popular in non-metro cities & the product is only for higher and upper middle class group  June, 2005’s firming campaign took even fat women in the ad, so it might give it a slight aspect that is a brand of fat girls  The objectification of women and hence the risk of being rebuked by hardcore feminists  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  Sustainability of campaign in long run  Risk of exposure in social media
    20. 20. BRAND EXTENSION CONTD. DOVE Beauty Bar/Body wash Hair Care Deodorant (Aerosol) Face Wash Lotions Men + Care [USA] Beauty Bar Body Wash Crème, Exfoliating, Fresh Moisture Shampoo Oil (Elixir) Conditioner Treatment Bar, Body Wash, Shampoo, Face Care, Deodorant Go Fresh, Deep Pure, Beauty Moisture Essential Nourishment, Go Fresh Nourishment, Indulgent Nourishment Original, Silky dry, New Dove Whitening, Go Fresh Cucumber, Grapefruit & Nectarine Nourished Shine, Hair fall Rescue, dryness Care Oil Care Treatment Musk & Serum, Hair fall Rescue Serum Intense Repair, Dandruff Care, Daily Shine, Nourishing Oil Care, Split End Rescue, Hail Fall Rescue, Dryness Care Same as Shampoo
    21. 21. PRODUCT LIFE CYCLE OF ‘DOVE’ Marketing Objective Competition Product Price Promotion Place (distribution) Maintain Brand Loyalty Many Full Product Line Defend market share, profit Reminder Oriented Maximum outlets
    23. 23. PRODUCT DEVELOPMENT  A growth strategy where a business aims to introduce new products into existing markets.  Suitable for a business where the product needs to be differentiated in order to remain competitive.  A successful product development strategy places emphasis on:  Research & development and innovation  Detailed insights into customer needs (and how they change)  Being first to market
    24. 24. BCG MATRIX OF ‘DOVE’ Dove Soap Dove Shampoo Dove Deodorants Dove Elixir
    25. 25. CONTD. Dove Product Industry Growth Rate (%) Market Share (%) Dove Elixir 13 0.2 Dove Deodorants 30 3 Dove Shampoo 3.8 18.6 Dove Soap 12 10
    26. 26. 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 doesn’t 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 America’s most recognizable brand icons DOVE’S MARKET POSITIONING IN 1950’S
    27. 27. 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 12 million and still counting • Marketing communications gave Dove a wide exposure DOVE’S MARKET POSITIONING IN 2010
    28. 28. MARKETING STRATEGY 29 INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERCIALS PROGRAMS THE DOVE SELF- ESTEEM FUND WEBSITE Unconventional strategy Strong emotional touch Cross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
    29. 29. 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. (Brand) And that’s why More women trust their skin (Point of Differentiation) to DOVE. DOVE : POP AND POD Cleanses (Point of Parity) ‘you ARE more beautiful than you think’ (Tagline) Silhouette profile of the brand's namesake bird (Logo)
    30. 30. BRAND ELEMENTS
    31. 31. Bonding Advantage Performance Relevance Presence 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
    32. 32. PERCEPTUAL MAPPING Dove L’Oreal Olay Nivea
    33. 33. BRAND PERSONALITY  Femininity & Mildness The name, logo, tagline & the products – everything is simple & feminine  Self acceptance & Confidence Highlights the commitment to breaking down stereotypes & enabling women to celebrate real inner beauty & beauty at every age
    34. 34. DOVE LOGO  Logo of Dove is a perfect representation of Softness Gentleness Sophistication  The image of dove or peace pigeon symbolizes the purity & softness of a dove in its products.  Tagline : You ARE more beautiful than you think
    35. 35. Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Poised Pretty Cute