Dove has evolved from a beauty soap bar in 1957 to a personal care brand with a diverse range of products. In the 2000s, Dove launched campaigns promoting "real beauty" and building women's self-esteem. This repositioned the brand to celebrate inclusive and democratic notions of beauty. Dove's brand management approach changed to split responsibilities between centralized brand development and geographical brand building teams. The brand's meaning also broadened from focusing on functional benefits to providing an emotional message of inspiring women to embrace their natural beauty from within. Dove has been successful in India by adapting campaigns to local cultures while staying true to its core values of championing all women's beauty.

1. EVOLUTION OF A BRAND
Roll No. Name
FT13170 Shouvik Das
FT13224 Ishani Sircar
FT13312 Arjun Choudhry
FT13351 Namita Joshi
FT13389 Vikrant Vijay Mahajan
FT13466 Ruchika Salhotra

2. AGENDA
 History
 What is a brand?
 Unilever‟s decision for fewer brands
 Market Positioning
 Brand Management and Brand Meaning
 What do the blogs say?
 Dove in India

3. HISTORY OF DOVE
• Beauty soap bar clinically proven for dry skin :
milder, cleansing, not technically a soap.
1957 • “One quarter cleansing cream”
1980s • Functional superiority and moisturizing benefit.
• Campaign for real (true inner) beauty.
2000 • Meaning of Dove to extend over entire suite of products
• Debunking the beauty myth
2002 to • Firming campaign and Self-Esteem campaign
2007

4. WHAT IS A BRAND?
 “A name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from those of
other sellers. The legal term for brand is trademark. A brand
may identify one item, a family of items, or all items of that
seller. If used for the firm as a whole, the preferred term is
trade name.” - AMA
 Brand exists at 2 levels - Head (Tangible) and Heart
(Intangible)
 Brand is DIODVAC
 Delivering what is purported to quality.
 Identity and Ownership ,
 Differentiation over others
 Value addition
 Confidence

5. WHY FEWER BRANDS?
 Global decentralization- control problems.
 Lack of unified global identity.
 Numerous low volume Brands
 Winnow more than 1600 brands to 400 brands
 To create “Masterbrands” with global vision and geographical
cooperation.
 Five-year strategic initiative called “Path to Growth.”

6. MARKET POSITIONING
1957 2007
• From beauty bar to personal care
• Product -Beauty soap bar category - Diverse range of products
clinically proven for dry skin :
milder, cleansing, not technically
a soap. “One quarter cleansing • Campaigns based on building the
cream” master brand through digital
media, YouTube, blogs.
• Campaigns on functional benefits
through TV, print media, and bill • “Real Beauty” campaign and “Self-
boards Esteem” campaign.
• Advertising uses honesty and • Changing the notion of beauty-
authenticity – natural looking celebratory, inclusive, democratic.
women to stylized fashion models

7. DOVE: POSITIONING STATEMENT
Beauty. It‟s not elitist. It‟s about every woman and (Point of
Differentiation) (Market)
and the beauty that is in each of us.
(frame of reference)
That‟s what DOVE is all about. And that‟s why More
(Brand)
women trust their skin to DOVE.
(Point of Differentiation)

8. BRAND MANAGEMENT
Before 2000
 Multiple brands within a product category.
 Each Brand as separate business.
 Staff of Brand Assistants executing policies of Brand manager.
 Each Brand Manager , responsible as General Manager.
 Strategy Design
 Delivery of profit targets.
 Day to day marketing decision.
 Advertising and Trade promotions.

9. AFTER 2000
 Responsibility Split up between two groups
 Brand Development (Centralized)
 Developing the idea for innovation and evolving into future.
 Medium to Long term Market Share
 Creating Value in category.
 Decision of media Plan.
 Development of Brand Plan.
 Located in region where Brand is strongest.
 Brand Building (Geographical Region)
 Bringing brand to Life in their market place.
 Accountable for growth and short term market share.
 Guidance from Brand Development Team.
 What level of spending in media.
 Reporting for a collection of brand under a category

10. BRAND MEANING
Before 2000
 Meaning simple and inspirational: soap that would not dry your
skin.
 Advertising on functional superiority backed by product‟s
moisturizing benefit.
 “Dove does not dry your skin because its one-quarter cleaning
cream”.
 Honesty and authenticity.
After 2000
 Emotional stimulus to implant the product deep in the customers‟
minds. Dove became a statement of who you are.
 Campaign for Real Beauty
 Broadening the narrow definition of beauty and inspiring them to
take care of themselves.
 <<Be yourself, Be beautiful>>
<<Everybody is Beautiful>>
 Creation of face book application, YouTube, blogs

11. AND THE VERDICT IS…
Brands must become a cultural activist and a social authority “Exploiting” the research
fact that ONLY 2% of women worldwide considered themselves beautiful is a great way
to become the champion of the remaining 98% using a compelling philosophy that “Real
beauty come from within.” – Entrepreneurs-journey.com

12. DOVE IN INDIA
 The „Is it love? No its Dove‟ ! Ad campaign.
Marked @ Rs.
30 as against it
peers @ 10.
 Success as Indian consumer moved towards the brand for its superior
and „ gentle on skin‟ properties
 More than Rs.500 Cr Brand Dove now captures majority of market share
Product Market Share/ Value
Distribution in modern format stores 11.54%
Body Wash 19%
Hair Conditioners Rs 40 Cr.
 A 1000 min video of over 250 women describing their hair problems was
uploaded online.

13. RISKS? NO….
 Manage the umbrella brand by carefully managing not to
tamper with the core values – not use supermodels to endorse
but real women who gives believable testimonial post usage
of the product.
 Opposite to its counterpart LUX, Dove shows beauty in
ordinary people.
 In India where advertisements target the emotional
chords, Dove immerged as a perfect fit. Studies showed that
57% of Dove's Target audience was averse to regular
advertising

14. THANK YOU
“We want to challenge the definition of beauty.
We want to defy the stereotype that only the
young, blond and tall are beautiful.”
— MR.PHILIPPEHAROUSSEAU,-
DOVE’SMARKETINGDIRECTOR