DOVE: EVOLUTION OF A BRAND BY JEET PAREKH THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.

1. The Evolution Of A Brand

3. DOVE
INTRODUCTION TO
BRAND

5. A UNILEVER
PRODUCT

8. WHY STUDY
THIS CASE ?

9. TO BRING TOP
OF BRAND
AWARENESS

10. TO LEARN ABOUT
BRAND
POSITIONING

11. TO UNDERSTAND ABOUT
STRATEGIC MOVEMENTS
AND UNDERSTAND IT’S
IMPORTANCE

12. DOVE EVOLUTION OF A BRAND
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

13. WHY DOES WANT FEWER BRANDS?

14. Global decentralization brought
problems of control.

15. Global decentralization brought
problems of control.
Company’s brand portfolio had grown
is a relatively laissez-faire manner.

16. Global decentralization brought
problems of control.
Company’s brand portfolio had grown
is a relatively laissez-faire manner.
Unilever lacked a global identity.

17. 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

18. CHANGES UNILEVER BROUGHT INTO
5 years to strategic imitative.

19. 1600
400
REDUCTION IN
BRANDS

20. Selected “Masterbrands”,
mandate to serve as umbrella identities
over a range of product forms

21. Global brand unit for each
“Masterbrand”.

22. 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

23. Marketing Strategy
23
INTERVIEWS
ADVERTISING
BILLBOARDS
PANEL
DISCUSSIONS
TV
COMMERC
IALS
PROGRAMS
THE DOVE SELF-
ESTEEM FUND
WEBSITE
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free
publicity
Continuously evolving the
campaign

24. 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)

25. CAMPAIGN FOR REAL BEAUTY
Beautiful
Attractive
Average
Natural
Others
A survey conducted in 2004 in 10 countries.

26. WHY THIS CAMPAIGN?
Declining Sales --- lost in crowded market
Increased competition
Advertising clutter
Stagnation in one or two categories --- In spite
of increase in product range
Need for Brand Positioning --- Evolve brand
image without losing their existing customer
base and driving aggressive growth

27. Real beauty comes
in many shapes,
sizes and ages

29. WHAT WAS MARKET POSITIONING IN
1950S?

30. PRODUCT

31. The market positioning of Dove in
1950’s was focused upon providing a
better product than soap, and provided a
theme of ‘beauty bars’. The idea behind
the particular marketing strategy was
that Dove does not dry out the skin of
consumers as it works as a skin cleanser
and a moisturizer.

33. MARKETING AND
ADVERTISEMENT

34. It’s television commercials were
related to the particular theme in
which it described that Dove creams
your skin while taking a bath. Dove
was focused on replacing the normal
toilet soap with Dove cream bar. In
another advertisement, the idea
related to surpassing the old soaps
which were referred to as old-
fashioned soaps which needs the
replacing with Dove.

36. OUTCOME

37. 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.

39. WHAT WAS MARKET POSITIONING IN
2007 ?

40. PRODUCT

42. MARKETING AND
ADVERTISING

43. The market positioning of Dove was
focused upon ‘The real beauty
campaign’. As described by Dove in
its mission statements that it is aimed
at making women feel more beautiful
by applying Dove.

45. THEN
(1950)

46. NOW
(2007)

48. WHAT DO PEOPLE SAVE
ABOUT DOVE BRAND?

49.  Consumers are very happy with
the product and above all there is
loyalty attached to the product
 Even though there are no major
aspiration-al values attached to
the product, company is able to
differentiate very well from other
‘hard-on-skin’ soaps
 Brand has been able to establish
itself in all age groups
 When compared to other brands
under the parent company, like
SLIM FAST, a small number of
users do feel that ‘real beauty
campaign’ is just a marketing
gimmick
USER’s Verdict : MILDNESS IS THE KEY

50. WHAT ARE RISKS TO TODAY?

51. Risk of being a brand for “fat girls”

53. Strategy can be copied and
successfully implemented by
competitor

54. The objectification of
beautiful woman and hence
the risk of being rejected
by hardcore feminists

55. Sustainability of campaign in long run

57. Dove celebrates “Real Beauty”
Gorgeous Graceful
Beautiful Smart Attractive
Adorable Elegant
Poised
Pretty Cute
THANK YOU

58. These slides were created by
Jeet Parekh IIT BHU as part of
an internship done under the
guidance of Prof. Sameer
Mathur
(www.IIMInternship.com)"