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Dove - Brand and Social Media case study

Team JAAB
Smeal MBA Class of 2009

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Dove - Brand and Social Media case study

  1. 1. Real Women, Real Beauty <ul><li>JAAB Consulting Team </li></ul><ul><li>Alicia Gayle Holt </li></ul><ul><li>Amy Hsieh </li></ul><ul><li>Belinda Liu </li></ul><ul><li>Jamie Joung </li></ul><ul><li>Jan. 27, 2009 </li></ul>
  2. 2. Refocus on Dove: Real Women, Real Beauty <ul><li>Dove Brand Evolution </li></ul><ul><li>The Campaign for Real Beauty </li></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Analysis/Evaluation </li></ul></ul><ul><li>Recommendation for future marketing campaign </li></ul><ul><ul><li>Refocus on Dove brand and products </li></ul></ul>JAAB Consulting Team
  3. 3. Evolution of a Brand Brand Development Brand Building JAAB Consulting Team
  4. 4. Brand Footprint “ I’m clean and moisturized, but still me.” Functional benefits: One-quarter cleansing cream Mild Good for your skin Core Values: Gentle Clean Moisturizing Personality: Every day woman who enjoys taking care of herself JAAB Consulting Team
  5. 5. Brand Positioning JAAB Consulting Team <ul><ul><li>For everyday women all over the world </li></ul></ul><ul><ul><li>Who want to keep their bodies clean and soft </li></ul></ul><ul><ul><li>Dove’s personal care products </li></ul></ul><ul><ul><li>Provide a genuinely different feel to their skin and hair. </li></ul></ul><ul><ul><li>Unlike other beauty brands, </li></ul></ul><ul><ul><li>Dove aspires to help all women achieve natural-looking beauty </li></ul></ul><ul><ul><li>As demonstrated by over 50 years of successful products and their functional benefits. </li></ul></ul>
  6. 6. Refocus on Dove: Real Women, Real Beauty <ul><li>Dove Brand Evolution </li></ul><ul><li>The Campaign for Real Beauty </li></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Analysis/Evaluation </li></ul></ul><ul><li>Recommendation for future marketing campaign </li></ul><ul><ul><li>Refocus on Dove brand and products </li></ul></ul>JAAB Consulting Team
  7. 7. 1950s – Then and Now – 2007 JAAB Consulting Team Campaign Cleansing Cream Moisturizing Cream Campaign for Real Beauty Brand image projected to audience Honesty, Authenticity (natural women) Functional Superiority Beauty comes in all shapes and sizes Confidence in the beauty within Media Channels Television, print, billboard Television, print, billboard, radio, internet, workshops
  8. 8. Category Management <ul><li>Unilever has a personal care category which </li></ul><ul><li>includes: </li></ul><ul><li>Cannibalization </li></ul><ul><li>Mixed messaging with “Campaign for Real </li></ul><ul><li>Beauty” </li></ul>JAAB Consulting Team
  9. 9. JAAB Consulting Team
  10. 10. Pros and Cons of Campaign JAAB Consulting Team Pros Cons <ul><ul><ul><li>Memorable b/c it got attention </li></ul></ul></ul><ul><ul><ul><li>Prevalent issue that will always be part of society </li></ul></ul></ul><ul><ul><ul><li>Socially responsible image </li></ul></ul></ul><ul><ul><ul><li>Refreshed Dove’s image </li></ul></ul></ul><ul><ul><ul><li>Built a relationship with customers (real women) </li></ul></ul></ul><ul><ul><ul><li>No strong connection b/w the ads </li></ul></ul></ul><ul><ul><ul><li>and Dove products </li></ul></ul></ul><ul><ul><ul><li>People may question Dove’s socially </li></ul></ul></ul><ul><ul><ul><li>responsible image; Is it real? </li></ul></ul></ul><ul><ul><ul><li>Painted themselves into a corner; </li></ul></ul></ul><ul><ul><ul><li>this limits their future marketing </li></ul></ul></ul><ul><ul><ul><li>campaigns </li></ul></ul></ul><ul><ul><ul><li>Focused too much on cause and </li></ul></ul></ul><ul><ul><ul><li>not the product/brand- Dove lost </li></ul></ul></ul><ul><ul><ul><li>control </li></ul></ul></ul><ul><ul><ul><li>Hypocrisy of criticizing beauty </li></ul></ul></ul><ul><ul><ul><li>industry and selling “beauty” </li></ul></ul></ul><ul><ul><ul><li>products </li></ul></ul></ul>
  11. 11. Dove Onslaught ads have inspired a variety of parodies. JAAB Consulting Team
  12. 12. Dove attributes increased sales to Campaign JAAB Consulting Team Sources: http://www.womensenews.org/article.cfm/dyn/aid/2617/context/cover/ http://www.brandrepublic.com/News/217970/O-Ms-real-women-ads-Dove-sees-sales-soar-700/ http://www.guardian.co.uk/media/2004/jul/29/marketingandpr.advertising1 “ ..behind a 700% rise in sales of Dove creams in the first half of the year.” “ ..within a month sales of the Dove range of firming creams had doubled.” “ ..surpassed $1 billion mark in 2004 global sales…expected to gain between $60 million and $70 million in lotion sales..”
  13. 13. Liquid-Soap Sales Expected to Continue Growing Source: Mintel $, in Millions JAAB Consulting Team 30% Growth
  14. 14. “  If Dove keeps running ads like this, women will get bored with the feel-good, politically correct message. Eventually (though perhaps only subconsciously), they'll come to think of Dove as the brand for fat girls. Talk about &quot;real beauty&quot; all you want—once you're the brand for fat girls, you're toast. “ - Seth Stevenson JAAB Consulting Team
  15. 15. Refocus on Dove: Real Women, Real Beauty <ul><li>Dove Brand Evolution </li></ul><ul><li>The Campaign for Real Beauty </li></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Analysis/Evaluation </li></ul></ul><ul><li>Recommendation for future marketing campaign </li></ul><ul><ul><li>Refocus on Dove brand and products </li></ul></ul>JAAB Consulting Team
  16. 16. Connect Campaign to Dove Products JAAB Consulting Team Move away from issues and focus more on products: Make Dove Self-esteem Fund “brand” separate from Dove products Keep real people and customers involved: Take advantage of online buzz with separate websites for products vs. fund Connect women to specific products: “ How does Dove make you feel beautiful?”
  17. 17. Real Women, Real Beauty Campaign JAAB Consulting Team
  18. 18. Refocus on Dove Brand and Products JAAB Consulting Team Problem: Dove has lost control of the campaign. The message overpowers the brand. Solution: Real Women, Real Beauty Campaign to focus on how Dove products help women achieve beauty.
  19. 19. Refocus on Dove: Real Women, Real Beauty <ul><li>Dove Brand Evolution </li></ul><ul><li>The Campaign for Real Beauty </li></ul><ul><ul><li>Summary </li></ul></ul><ul><ul><li>Analysis/Evaluation </li></ul></ul><ul><li>Recommendation for future marketing campaign </li></ul><ul><ul><li>Refocus on Dove brand and products </li></ul></ul>JAAB Consulting Team
  20. 20. Thank you Questions? JAAB Consulting Team

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Team JAAB Smeal MBA Class of 2009

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