This document provides an overview of how the Dove brand has evolved over the years and consumer perceptions of the brand. It discusses Dove's brand evolution story from 1957 to 2007, including key changes to its advertising messages and positioning. During this period, Dove shifted from focusing on its moisturizing properties to using "real women" in ads to more recent campaigns promoting self-esteem and confidence. The document also analyzes Dove's logo evolution and changes in consumer perceptions of the brand as it expanded its product lines and campaigns.
Dove is a personal care brand that focuses on moisture, natural beauty, and soft skin. It operates in 87 countries and was founded in 1957 by Lever Brothers, originally selling only soap bars. Dove uses everyday women in its advertisements to create an emotional connection with consumers and promote the message that beauty comes in all shapes and sizes. It targets women of all ages and backgrounds.
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Unilever is one of the world's largest packaged goods companies operating in many countries. In the late 1990s, it streamlined its vast portfolio and focused on brands like Dove. Dove soap was launched in 1955 containing a patented mild cleansing ingredient positioned as a beauty bar that moisturizes skin unlike drying regular soap. Advertisements showed cream being poured into the bar. A dermatologist study found Dove dried and irritated skin less than other soaps, leading Unilever to aggressively market Dove and gain over 24% of the market by 2003. Dove has since expanded into body wash, hand wash, face care, hair care, deodorant, and body lotions.
Dove evolved from a soap brand launched by Unilever in 1957 to focus on skin moisturization. In 2004, Dove launched "The Campaign for Real Beauty" to promote a wider definition of beauty using ordinary women. This provocative campaign increased buzz through viral YouTube videos and talk show appearances. Unilever supported the campaign through advertising, public relations, and the Dove Self-Esteem Fund while decentralizing brand management between brand development and local brand building teams. As a result, Dove experienced major growth and was identified as one of the top gaining brands in brand health by 2006.
Dove Soap Changing Consumer Behavior for Women Swagat Rath
Unilever launched the Campaign for Real Beauty (CFRB) in 2004 to promote a broader definition of beauty using Dove products. Prior concepts of beauty were narrow, focusing only on youth and certain physical attributes. The CFRB aimed to challenge stereotypes and encourage discussion. Research showed that advertising did not reflect consumers' views of beauty. Dove continued surveys in 2005 and 2006 that reinforced earlier findings and informed their marketing strategy of using inclusive messages to attract customers by positioning soap as a beauty product at an initially low price. Some critics argued Dove's messages contradicted selling products aimed at physical changes, but the campaign was largely successful in branding.
Unilever owns the Dove brand, which started in 1955. Dove has a variety of skin care products including soaps, deodorants, body washes, and lotions. It markets globally and particularly in Canada. Dove uses advertising in magazines and TV to promote messages of "real beauty" using normal women rather than models. Initially high prices were a challenge in India but prices lowered, aiding growth. Dove targets women of all ages and incomes and positions itself as a brand celebrating real beauty for all.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Unilever owns the Dove personal care brand, which was launched in India in 1995. Dove differentiated itself by marketing itself as a moisturizing beauty product rather than just a soap. Through campaigns featuring "real women" of all shapes and sizes, Dove sought to change perceptions and boost women's self-esteem. This positioning of celebrating everyday beauty has helped Dove become a top-selling body lotion brand in India.
Dove is a personal care brand that focuses on moisture, natural beauty, and soft skin. It operates in 87 countries and was founded in 1957 by Lever Brothers, originally selling only soap bars. Dove uses everyday women in its advertisements to create an emotional connection with consumers and promote the message that beauty comes in all shapes and sizes. It targets women of all ages and backgrounds.
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Unilever is one of the world's largest packaged goods companies operating in many countries. In the late 1990s, it streamlined its vast portfolio and focused on brands like Dove. Dove soap was launched in 1955 containing a patented mild cleansing ingredient positioned as a beauty bar that moisturizes skin unlike drying regular soap. Advertisements showed cream being poured into the bar. A dermatologist study found Dove dried and irritated skin less than other soaps, leading Unilever to aggressively market Dove and gain over 24% of the market by 2003. Dove has since expanded into body wash, hand wash, face care, hair care, deodorant, and body lotions.
Dove evolved from a soap brand launched by Unilever in 1957 to focus on skin moisturization. In 2004, Dove launched "The Campaign for Real Beauty" to promote a wider definition of beauty using ordinary women. This provocative campaign increased buzz through viral YouTube videos and talk show appearances. Unilever supported the campaign through advertising, public relations, and the Dove Self-Esteem Fund while decentralizing brand management between brand development and local brand building teams. As a result, Dove experienced major growth and was identified as one of the top gaining brands in brand health by 2006.
Dove Soap Changing Consumer Behavior for Women Swagat Rath
Unilever launched the Campaign for Real Beauty (CFRB) in 2004 to promote a broader definition of beauty using Dove products. Prior concepts of beauty were narrow, focusing only on youth and certain physical attributes. The CFRB aimed to challenge stereotypes and encourage discussion. Research showed that advertising did not reflect consumers' views of beauty. Dove continued surveys in 2005 and 2006 that reinforced earlier findings and informed their marketing strategy of using inclusive messages to attract customers by positioning soap as a beauty product at an initially low price. Some critics argued Dove's messages contradicted selling products aimed at physical changes, but the campaign was largely successful in branding.
Unilever owns the Dove brand, which started in 1955. Dove has a variety of skin care products including soaps, deodorants, body washes, and lotions. It markets globally and particularly in Canada. Dove uses advertising in magazines and TV to promote messages of "real beauty" using normal women rather than models. Initially high prices were a challenge in India but prices lowered, aiding growth. Dove targets women of all ages and incomes and positions itself as a brand celebrating real beauty for all.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Unilever owns the Dove personal care brand, which was launched in India in 1995. Dove differentiated itself by marketing itself as a moisturizing beauty product rather than just a soap. Through campaigns featuring "real women" of all shapes and sizes, Dove sought to change perceptions and boost women's self-esteem. This positioning of celebrating everyday beauty has helped Dove become a top-selling body lotion brand in India.
Dove aims to help women feel beautiful through gentle, caring products. It promotes a mild soap concept using ingredients like milk that nourish skin without drying or harm. Dove symbolizes gentleness like its namesake bird. For hair, it aims to leave hair silky, soft, and healthy. Dove's "Real Beauty" campaign features real women to widen the definition of beauty and connect emotionally by showing it cares how women feel about themselves.
Dove has evolved from focusing on the functional benefits of its soap products in the 1950s to developing a brand with a point of view to promote a broader definition of beauty. In the 2000s, Dove launched its "Campaign for Real Beauty" through provocative ads and initiatives. While critics question if such campaigns can truly change societal views of beauty, the campaign generated significant buzz and discussion. Dove continues its efforts to make more women feel beautiful through inclusive representations of beauty.
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
Cinthol soap is launching new fragranced products, including masculine, feminine, and kids' soaps. Market research found top fragrances for each category. The new line includes 3 masculine scents, 3 feminine scents, and 3 kids' scents. The soaps will be priced affordably and promoted through television, radio, print media, and bundle deals. Cinthol aims to target all ages and remain a youthful brand through fresh fragrances at low prices with new distribution channels. Future plans include expanding the product line into hand wash, liquid soap, and face wash if the new fragrances are successful.
This document summarizes the evolution of the Dove brand from its launch in 1957 to its modern campaigns promoting real beauty. It traces how Dove was initially positioned as a soap that did not dry skin due to its moisturizing cream component. In 2000, Dove launched its "Campaign for Real Beauty" which featured ordinary women and sought to promote a wider range of beauty standards. This campaign was very successful and led Dove to focus on empowering women and raising self-esteem rather than telling women how to be more beautiful. The document also discusses Dove's ownership by Unilever, competitors, and its strengths in promoting positive messaging while addressing some controversies.
The Dove Campaign for Real Beauty was launched in 2003 to coincide with Dove's expansion beyond soap to beauty products. It featured real women rather than models to promote a more inclusive definition of beauty. Research showed only 2% of women saw themselves as beautiful. The campaign significantly increased sales of Dove products by challenging stereotypical beauty standards and inspiring women. It helped redefine consumer behavior towards beauty globally.
Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.
Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.
This document summarizes and analyzes several Dove advertising campaigns. It notes that Dove ads focus on building emotional connections by discussing women's self-esteem and confidence, as well as the importance of fatherhood. The ads appeal to emotions like love, pride and joy. They also use comparisons, music, and direct appeals to needs to attract customers. Examples of specific ads are described in detail, highlighting the emotional appeals they employ.
Unilever launched its "Campaign for Real Beauty" in 2004 through its Dove brand. The campaign was designed by Ogilvy & Mather and aimed to challenge stereotypes of beauty promoted by the industry by featuring real women of various ages and body types in its advertising. A survey conducted for the campaign found that most women did not consider themselves beautiful by typical standards. The campaign was intended to make more women feel beautiful by presenting a wider definition of beauty and raising awareness of unrealistic media portrayals. It contributed to increased sales and brand recognition for Dove.
Dove is a personal care brand owned by Unilever that sells products like body wash, deodorant and hair care. It uses a societal marketing concept through its "Dove Campaign for Real Beauty" which aims to improve women's self esteem. This includes educational workshops and videos celebrating diverse body types. However, some criticize Dove and Unilever for hypocrisy due to other brands' advertising approaches. Dove targets different consumer segments with differentiated products and marketing strategies.
Dove leave on - Integrated Communications Plan An Le K.
Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.
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.
The document discusses Dove's "Real Beauty Campaign" which featured real women rather than models. It was launched in 2004 to promote a more realistic definition of beauty. Dove conducted a survey that found most women feel beauty standards are unrealistic. The campaign aimed to showcase women of various ages, shapes, and sizes to challenge stereotypes. It was very successful, increasing sales significantly and receiving praise from the public for encouraging true and healthy beauty.
- Dove is a personal care brand owned by Unilever that produces soap and beauty products.
- Dove positions itself as more than just a soap but a mild moisturizing beauty bar. It markets itself as containing deep moisturizers for the skin.
- Dove targets all women through campaigns promoting confidence in personal beauty regardless of age, shape or size.
Dove is a personal care brand owned by Unilever that started in 1957. It focuses on products for moisturizing and beauty, targeting beauty-conscious upper-class women. Dove's vision is to build positive self-esteem in women and girls. Its strategic brand management process involves identifying positioning and values, planning marketing programs, and continuously measuring and improving the brand. Dove Beauty Bar has established itself in the market through effective advertising and the support of parent company Unilever, though it faces threats from competitors and treats due to its urban focus and pricing.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
The document discusses Dove's marketing mix for its Deep Moisturizing Beauty Bar soap. It targets female consumers ages 18 and older, especially middle-class and above housewives, students, and working women who care about their appearance. Dove aims to promote the message that beauty comes in all shapes and sizes through campaigns like Dove Real Beauty Sketches. The 135g bar retails at Pakistani rupees 95 in stores nationwide.
This document provides information about Dove Beauty Bar's group members and marketing strategies in Pakistan. It discusses Dove's product range, pricing at Rs. 80 then lowering to Rs. 50, distribution through PUL's 2,500 redistribution stockists and over 1 million retail outlets, and promotional campaigns like Dove Self Esteem Fund and REAL beauty campaign. Dove segments consumers based on demographics like gender (females), income (high, upper middle), and psychographics (changing perceptions of beauty). It targets working women and higher income groups. Dove positions itself as a personal care brand providing maximum moisturization compared to soap.
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and moisturizer for women of all ages and body types. Dove aims to promote a wider definition of beauty through its "Real Beauty" campaign, which features everyday women rather than models. The brand sees television, print, outdoor, and digital advertising as key to promoting this message of inclusive beauty and building the Dove brand in India.
Dove aims to help women feel beautiful through gentle, caring products. It promotes a mild soap concept using ingredients like milk that nourish skin without drying or harm. Dove symbolizes gentleness like its namesake bird. For hair, it aims to leave hair silky, soft, and healthy. Dove's "Real Beauty" campaign features real women to widen the definition of beauty and connect emotionally by showing it cares how women feel about themselves.
Dove has evolved from focusing on the functional benefits of its soap products in the 1950s to developing a brand with a point of view to promote a broader definition of beauty. In the 2000s, Dove launched its "Campaign for Real Beauty" through provocative ads and initiatives. While critics question if such campaigns can truly change societal views of beauty, the campaign generated significant buzz and discussion. Dove continues its efforts to make more women feel beautiful through inclusive representations of beauty.
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
Cinthol soap is launching new fragranced products, including masculine, feminine, and kids' soaps. Market research found top fragrances for each category. The new line includes 3 masculine scents, 3 feminine scents, and 3 kids' scents. The soaps will be priced affordably and promoted through television, radio, print media, and bundle deals. Cinthol aims to target all ages and remain a youthful brand through fresh fragrances at low prices with new distribution channels. Future plans include expanding the product line into hand wash, liquid soap, and face wash if the new fragrances are successful.
This document summarizes the evolution of the Dove brand from its launch in 1957 to its modern campaigns promoting real beauty. It traces how Dove was initially positioned as a soap that did not dry skin due to its moisturizing cream component. In 2000, Dove launched its "Campaign for Real Beauty" which featured ordinary women and sought to promote a wider range of beauty standards. This campaign was very successful and led Dove to focus on empowering women and raising self-esteem rather than telling women how to be more beautiful. The document also discusses Dove's ownership by Unilever, competitors, and its strengths in promoting positive messaging while addressing some controversies.
The Dove Campaign for Real Beauty was launched in 2003 to coincide with Dove's expansion beyond soap to beauty products. It featured real women rather than models to promote a more inclusive definition of beauty. Research showed only 2% of women saw themselves as beautiful. The campaign significantly increased sales of Dove products by challenging stereotypical beauty standards and inspiring women. It helped redefine consumer behavior towards beauty globally.
Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.
Unilever's Dove brand underwent a strategic repositioning in the 2000s. Market research found that most women had low self-esteem around beauty ideals. Dove launched its "Campaign for Real Beauty" promoting a wider range of beauty through non-traditional models. This included the viral "Evolution" video showing how digital editing transforms models. The campaign improved Dove's sales, market share, and brand perceptions of being open and confident.
This document summarizes and analyzes several Dove advertising campaigns. It notes that Dove ads focus on building emotional connections by discussing women's self-esteem and confidence, as well as the importance of fatherhood. The ads appeal to emotions like love, pride and joy. They also use comparisons, music, and direct appeals to needs to attract customers. Examples of specific ads are described in detail, highlighting the emotional appeals they employ.
Unilever launched its "Campaign for Real Beauty" in 2004 through its Dove brand. The campaign was designed by Ogilvy & Mather and aimed to challenge stereotypes of beauty promoted by the industry by featuring real women of various ages and body types in its advertising. A survey conducted for the campaign found that most women did not consider themselves beautiful by typical standards. The campaign was intended to make more women feel beautiful by presenting a wider definition of beauty and raising awareness of unrealistic media portrayals. It contributed to increased sales and brand recognition for Dove.
Dove is a personal care brand owned by Unilever that sells products like body wash, deodorant and hair care. It uses a societal marketing concept through its "Dove Campaign for Real Beauty" which aims to improve women's self esteem. This includes educational workshops and videos celebrating diverse body types. However, some criticize Dove and Unilever for hypocrisy due to other brands' advertising approaches. Dove targets different consumer segments with differentiated products and marketing strategies.
Dove leave on - Integrated Communications Plan An Le K.
Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.
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.
The document discusses Dove's "Real Beauty Campaign" which featured real women rather than models. It was launched in 2004 to promote a more realistic definition of beauty. Dove conducted a survey that found most women feel beauty standards are unrealistic. The campaign aimed to showcase women of various ages, shapes, and sizes to challenge stereotypes. It was very successful, increasing sales significantly and receiving praise from the public for encouraging true and healthy beauty.
- Dove is a personal care brand owned by Unilever that produces soap and beauty products.
- Dove positions itself as more than just a soap but a mild moisturizing beauty bar. It markets itself as containing deep moisturizers for the skin.
- Dove targets all women through campaigns promoting confidence in personal beauty regardless of age, shape or size.
Dove is a personal care brand owned by Unilever that started in 1957. It focuses on products for moisturizing and beauty, targeting beauty-conscious upper-class women. Dove's vision is to build positive self-esteem in women and girls. Its strategic brand management process involves identifying positioning and values, planning marketing programs, and continuously measuring and improving the brand. Dove Beauty Bar has established itself in the market through effective advertising and the support of parent company Unilever, though it faces threats from competitors and treats due to its urban focus and pricing.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
The document discusses Dove's marketing mix for its Deep Moisturizing Beauty Bar soap. It targets female consumers ages 18 and older, especially middle-class and above housewives, students, and working women who care about their appearance. Dove aims to promote the message that beauty comes in all shapes and sizes through campaigns like Dove Real Beauty Sketches. The 135g bar retails at Pakistani rupees 95 in stores nationwide.
This document provides information about Dove Beauty Bar's group members and marketing strategies in Pakistan. It discusses Dove's product range, pricing at Rs. 80 then lowering to Rs. 50, distribution through PUL's 2,500 redistribution stockists and over 1 million retail outlets, and promotional campaigns like Dove Self Esteem Fund and REAL beauty campaign. Dove segments consumers based on demographics like gender (females), income (high, upper middle), and psychographics (changing perceptions of beauty). It targets working women and higher income groups. Dove positions itself as a personal care brand providing maximum moisturization compared to soap.
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and moisturizer for women of all ages and body types. Dove aims to promote a wider definition of beauty through its "Real Beauty" campaign, which features everyday women rather than models. The brand sees television, print, outdoor, and digital advertising as key to promoting this message of inclusive beauty and building the Dove brand in India.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Dove has historically run a "Real Beauty" marketing campaign aimed at boosting women's self-esteem. However, two ads from this campaign failed and were deemed racist. In one ad, a black woman removed her shirt to reveal a white woman. Customers strongly criticized the ad online as being tone deaf. Dove removed the ad and apologized, but the response was unsuccessful. Their main competitors like Olay also focus on beauty and anti-aging but still retouched photos until 2021, lacking Dove's diversity goals. Moving forward, Dove plans to better listen to customers, provide diversity training, and properly showcase diversity in campaigns to truly represent real beauty for all women.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
Dove is a personal care brand owned by Unilever that was introduced in India in 1995. Through its "Real Beauty" campaign featuring everyday women, Dove became the third best-selling body lotion brand in India, ahead of competitors. The brand was initially priced too high for Indian consumers but became more successful after lowering its price. Dove targets women of all ages and segments the market based on demographics like gender and income, as well as psychographics like changing perceptions of beauty.
Unilever wanted fewer global brands to have a unified identity. Dove originally positioned itself as a soap that doesn't dry skin due to its moisturizing properties. In 2007, Dove became a masterbrand representing the idea of "real beauty" through its campaign challenging unrealistic beauty standards.
Before 2000, Unilever organized brands by product category with one manager per brand. After 2000, responsibility for brands was split between groups managing brand development globally and brand building locally.
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty beyond just "young, white, blonde and thin." The campaign included videos, ads featuring everyday women, and initiatives to improve women's self-esteem. It helped change perceptions of beauty and increase Dove's brand value, though some ads were criticized for not mentioning products. Dove's strategic decisions around marketing, branding and advertising, such as buying out the Grand Central Station billboards and participating in the Super Bowl, helped promote the campaign's message and brand.
Dove evolved from a soap brand launched by Unilever in 1957 to focus on skin moisturization. In 2004, Dove launched "The Campaign for Real Beauty" to promote a wider definition of beauty using ordinary women. This provocative campaign increased buzz through viral YouTube videos and talk show appearances. Unilever supported the campaign through advertising, public relations that emphasized emotional connections, and the Dove Self-Esteem Fund. As a result, Dove saw major brand growth and was identified as one of the top gaining brands in brand health in 2006 due to its expanded product lines and the success of "The Campaign for Real Beauty."
Dove is a subsidiary of Unilever that launched its "Real Beauty" advertising campaign in 2004 to celebrate women's unique differences rather than ignore them. Through TV commercials, magazines, and online conversations, the campaign aimed to inspire women's confidence by featuring real women of diverse body types. Notable efforts included billboards asking women to describe their own beauty in 2005 and a viral video in 2013 showing how strangers perceive women differently than how they see themselves. The long-running campaign has helped build trust in the Dove brand and significantly increase sales while receiving awards for starting an important global conversation about beauty.
Dove is a brand of personal care products owned by Unilever that was first launched in 1957. Over time, Dove shifted its brand messaging from focusing on functional benefits to launching its "Campaign for Real Beauty" in the 2000s. This campaign featured more diverse models and aimed to change societal views on beauty. It garnered significant attention and controversy through various print and video ads. Unilever adopted an integrated marketing approach for Dove and centralized some brand functions while decentralizing others to regional markets. The "Campaign for Real Beauty" helped grow Dove's revenues by $1.2 billion.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion in sales globally. In an effort to establish Dove as a "Masterbrand" that could extend to new categories, Unilever launched the "Campaign for Real Beauty" to position Dove as promoting a more inclusive definition of beauty. The campaign included controversial ads featuring "real" women and a video addressing low self-esteem that garnered significant publicity. Through its multi-pronged approach, the campaign helped grow Dove's brand value by $1.2 billion over three years while sparking public debate around societal beauty standards.
Dove had become Unilever's top cleansing brand by 2007, generating over $2.5 billion annually in sales across 80+ countries. In an effort to establish Dove as a "Masterbrand" spanning personal care categories, Unilever launched the "Campaign for Real Beauty" to position Dove as challenging stereotypical beauty standards. The multi-stage campaign involved controversial ads featuring "real" women and a viral video depicting daughters' low self-esteem. While criticized for its choice of models, the campaign increased awareness and sales, growing Dove's brand value by $1.2 billion according to 2006 estimates. Unilever complemented advertising with public relations, promotions, and the Dove Self-
Dove is a skincare brand owned by Unilever that was launched in 1957. In the 1970s, Dove increased in popularity as a milder soap. In the 2000s, Dove launched campaigns promoting "real beauty" by featuring ordinary women. This helped shift perceptions of beauty away from unrealistic standards. Dove also began the Self Esteem Project in 2002 to help raise girls' self-confidence. Through its campaigns and focus on diversity, Dove has grown its brand value while also facing some controversies related to Unilever's other brands.
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty after surveying women and finding many did not feel beautiful or that standards were unrealistic. The campaign featured real women of various ages, shapes and sizes in ads. A film called "Evolution" showed how cosmetics and editing transform women's looks. Dove's mission is to make more women feel beautiful by challenging narrow beauty standards. The campaign resonated widely and positioned Dove as an innovator promoting diversity in beauty.
Dove launched its "Real Beauty Campaign" in 2004 to promote a wider definition of beauty in response to research finding most women do not consider themselves beautiful. The campaign uses real women in advertising and aims to increase women's self-esteem. Over 10 years, the campaign has expanded its message through various viral videos and reached over 7 million girls worldwide, however some criticize it as hypocritical given Dove is owned by Unilever which also owns Axe body spray.
This document analyzes Dove's "Real Beauty Campaign" from 2005 using a SWOT framework. It summarizes that the campaign featured regular women instead of models to challenge beauty stereotypes, which was well received. However, it also received some criticism for perceived contradictions. Strengths included redefining beauty and award wins, while weaknesses included criticisms of the campaign and using models in other markets. Opportunities existed in women's low self-esteem, while threats included becoming the "brand for fat people" and competitors copying the campaign.
Similar to Group6_SecA_ConsumerBehaviorProject (20)
1. 1 | P a g e
Project Report
How has Dove evolved as a brand over the years and the consumer
perception regarding the brand
Institute: IIM Lucknow
Programme: PGP
Course: Consumer Behavior
Instructor: Prof. Anirban Chakraborty
Submitted by
Group 6 | Section A
Soumyakant Das - PGP30284
Augustus Martin - PGP30014
Abhisek Pattojoshi – PGP31004
Arunabh Agarwal - PGP31016
Sanjay Dudani - PGP31047
Siddharth Agarwal - PGP31054
Arpit Mohapatra - PGP31192
Submitted on
19th
Aug, 2016
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Contents
Introduction....................................................................................................................................................................... 3
Brand Evolution Story of Dove................................................................................................................................... 3
Application of Frameworks to analyze Dove’s evolution.................................................................................10
Logo evolution of Dove using JND and Color Personality Framework......................................................12
Findings and Analysis of the Research...................................................................................................................13
Conclusion........................................................................................................................................................................15
Opportunities for further research..........................................................................................................................16
References........................................................................................................................................................................16
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Introduction
Context and Motivation of the study: As time changes, consumers change. They may change their
lifestyle, their needs may get enhanced (to higher levels in Maslow’s hierarchy) and may perceive a brand
that does not evolve, as old and non-innovative. Thus, we see a necessity to study how a brand has
evolved over time and find the customers’ perception of the brand. The brand under study is Dove. As
part of this report, we have done a content analysis, to understand the journey Dove has taken through
these years, evolving of its communication messages, brand personality and/or brand positioning, and the
reason for undertaking this path. The next part of the report deals with a qualitative research (in-depth
interviews) and questionnaire survey analysis to determine consumers’ perception about the brand.
Scope and Limitation: Our target group is students of IIM Lucknow (age group of 20-35) who have used
Dove at least once and can have some perception about it. The respondents/interviewees have similar
lifestyles and in a narrow age bracket, and thus the results might not be representative of the entire
category.
Methodology: The content analysis is based on secondary research. We went through ads (media/print),
analyzed campaigns, did a literature review, and browsed through related researches. The qualitative
research and thus, determining consumers’ perception is limited to our target group. The research only
includes in-depth interviews. Surveys were carried out only for further re-affirmation and not to
quantitatively confirm any hypotheses generated.
About Dove Brand: Dove, a personal care brand of Unilever, was introduced initially in 1955. Its logo is
a silhouette profile of Dove bird. It has many product lines and some products include body washes,
deodorants, beauty bars, hair care, moisturizers, facial care products etc. It offers countries with products
unique to their culture, climate, and skin texture.
Brand Evolution Story of Dove
1957-67
When Unilevers’ novel Dove ‘beauty bar’ initially debuted the American marketplace in 1957, Ad
intention seized a considerably changed approach from the custom, concentrating on the belief that it was
‘far enhanced for your skin’ than soap because of its mildness and its constituents of ‘one-fourth
cleansing cream.’ The taglines like ‘Suddenly soap is old-fashioned!’ and ‘Dove creams your skin
while you wash’ pressed the soaps POD, with its innovative arched outline and modest gold and blue
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wrapping presenting the unique logo of the bird which appears still today.
Newspaper Ads were black and white and were communicated along with TV. Lot of the Ads
highlighted the appearance of cream flowing into the Dove soap to stress its moisturizing feature. In the
starting decade, Dove promotion concentrated mostly on the facial utility.
1967-77
Subsequent the feminist crusade of the 1960s, further females began to move in the labor force and
regulate domestic expenditure, compelling publicists to changeround the means they were exhausting to
spread a progressively significant marketplace division. Promotion to womenfolk was not constrained to
foodstuff, apparel and domestic goods. And as females progressively initiated to be depicted further in
proficient characters, numerous advertising anathemas began to be shattered.
During the late 1960s, Dove first initiated to practice ‘real women’ in its marketing. The endorsements,
apparently made before a veiled camera, sustained the tactical emphasis on the product’s non-drying
advantage into the 70s. This was an intermediate period in which females arose to mainstream from the
restraints of the kitchen to exhibit their new age dresses, though the necessity for male sanction still
remained, as revealed by a 1971 Dove Ad displaying a sad lady helping beverages to her get-together
invitees, vexing as her spouse talks cheerfully with an attractive young lady. The narration states:
‘Somewhere amid the vacuum cleaner and the kitchen sink you got mature, and it shows…You can
help your skin look younger. Change from soap to Dove.’
Alternative runs of adverts in America in 1976 highlighted an imaginary beauty expert, ‘Liz,’ who reveals
the influence of Dove to her clients. Also it was through the 1970s that O & M created the unique
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Canadian impression, ongoing with the ‘real women’ endorsement layout established in the States.
1977-87
The 70s labor force fairness crusade generated certain sexual protagonist reverse, and towards the decade
sunset the beauty trade’s customary object-of-desire/external approval-driven positioning also upturned,
to be substituted or amplified by additional self-fulfillment-centric positioning, highlighting youth,
prestige and imaginary.
Now Dove cream-pouring appearance sustained to be vital in the Ads, nonetheless the tagline transformed
from ‘one - fourth cleansing cream’ to ‘one - fourth moisturizing cream,’ in guardianship with ladies’
lotion reverence, and the foundation of multipurpose attributes. The packing was transformed marginally
through the initial ’80s to a mainly white packet with blue inscription and a gold dove icon.
In 1979, a report stated the Dove soap to be slighter mild than other principal soaps. This outcome was
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utilized in numerous copies and commercials, with communications such as: ‘Dermatologists have put
something remarkably robust in this skin cleanser. Their trust.’ This was the major period a scientific
verdict was used in Dove promotion, specifying a steady swing in the practice womenfolk were spoken.
1987-97
During this period, Dove began its worldwide expansion. By 1997 the product was retailing in over 70
nations and endorsements of non-believers transforming to Dove were interpreted keen on several lingos.
In the early 90s the confirmations evolved to the practice of only a single woman, mean a complementary
in depth interpretation of how Dove has upgraded her self-respect as glowing as her skin. The currently
famous ‘Litmus test’ adverts arose in 1991, compelling the product one phase yonder the derma Ads of
1979 by proposing graphic, methodical evidence of Dove’s dominance. The advertisements display
zooms of additional cleansers with litmus impressions of pH 9.9 equated to Dove’s pH 7, which is
neutral.
1997-2007
The Internet age unlocked up a total new ecosphere of promotion occasions with the inauguration of
beauty sites, e - selling and viral promotions. Dove propelled novel products in the Y2K era: deodorants,
body lotions, cleansers and shampoo. Hand- and face-care domain followed in 2003, captivating Dove
from a lone product to a full beauty brand.
The Real Beauty Campaign
In 2000, Unilever entitled on Dove to develop a Masterbrand since of its endless accomplishment as a
frontrunner in the soap business. Sideways with the Masterbrand name, Unilever sought to arrive into
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further personal care groups. Dove was the impeccable contender for this brand extension since of its
progressive brand equity and its reverberation with the market.
Dove had continually embodied natural looking females, so the brand grasped information and headed the
“Campaign for Real Beauty”. The Dove brand was surfacing from its functional daintiness bar to an
extension of personal care goods that intended natural beauty.
Proposition: To vend practicality, not illusory beauty prospects to its customers, by concentrating on and
involving with females to makes them feel authorized and self-confident
Belief: Dove bonds with its consumers and stresses on issues on more involving than the level of beauty.
They endorse self-esteem and encourage self-confidence.
Tonality: When a consumer selects Dove, they select an item which makes them feel together bodily and
sensitively optimistic. The campaign has fixed the population’s thoughtfulness by reveling women’s
beauty, concentrating on the customer, and changing their interpretation on their own attractiveness and
self-assurance.
"Evolution" was the inclining idea, spiraling the Campaign For Real Beauty into a family appellation. For
countless new females, "Evolution" hit a major chord, giving a reality check to the squeaky descriptions
of beauty they bred up with and the way metaphors were deployed to fit said standards.
Dove's initial act in the Campaign For Real Beauty encompassed "Tick Box" hoardings, which started in
Canada and went transversely across America and Britain. The open-air hoardings included descriptions
of ladies with two tick-box choices next to them such as "fat or fit?" and "grey or gorgeous?
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Refer Exhibit 1 for Brand Prism, which reflects the complete Brand Identity.
Dove Value Proposition
Dove is committed to helping women realize their personal potential for beauty by engaging them with
products that deliver real care. Dove tries to deliver products that improves the condition of skin and give
a pleasurable experience of care because when you look beautiful and feel beautiful it makes you feel
happier.
Perception about dove soap:
• ¼ moisturizing cream
• Does not make skin dry
• Less in chemicals
• Makes skin softer
• The white color of milk
• The symbol and name (DOVE)
All this leaves an enduring impression about the brand
New Generation Dove
In India only 20% women color their hair as compared to 90% in developed market. So Dove launched
Go play Campaign to promote hair coloring in women with tagline “Go play, dove would take care of the
rest!”
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Brand Personality
• Honest, straightforward and simple.
• More realistic.
• We know that we cannot change our hair so much! Thus dove shows more realistic image and
becomes trustworthy.
• Feeling beautiful in whatever color or texture of hair you have.
• Used real women, not models.
• Widen the definition of beauty- ‘Real Beauty campaign’
• Touching at the emotional side of women- their sensitivity towards how they feel about
themselves. Thus more caring brand.
Dove Latest Campaign
Dove’s latest ad campaign calls for women around the world to renounce the media’s narrow, unattainable
standards of beauty and replace them with a message of female empowerment. The new campaign centers
on a nearly four-minute video showing women in five global cities being offered the option to enter a
building through either of two doors: one labeled “beautiful,” the other “average.” Most women walk
through the “average” door. But soon, amid swelling keyboards, their gaits grow more confident and their
faces glow as a procession of them—the beaming woman with her daughter, the young woman in a
wheelchair—warm to the inspiring possibilities for those who #ChooseBeautiful.
“It’s quite a triumphant feeling,” one woman says. “It’s like telling the world, ‘I think I’m beautiful.’”
“Choose Beautiful” is the latest iteration of Dove’s polarizing yet phenomenally successful “Movement for
Self-Esteem” (called “Campaign for Real Beauty” until 2010). In 10 years, it has reportedly helped boost
Dove sales from $2.5 billion to $4 billion. Ad Age has named it the best advertising campaign of the 21st
century. Previous ads in the series include the 2005 “Tested on Real Curves” photos of non-models in white
underwear and the 2013 “Real Beauty Sketches” video, by some counts the most viral ad ever.
Already, “Choose Beautiful” has reached more than 5 million viewers on YouTube, and the search term
“Dove ‘choose beautiful’” yields more than a million entries on Google.
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Product Categories in India
Dove Washing & Bathing (Beauty bar, Body wash)
Skin Care (Moisturizing, Dry skin care, Body lotion, Face wash)
Antiperspirant/Deodorant (antiperspirant deodorant spray)
Hair Care (Shampoo, Conditioner, Hair oil, Dry hair treatment, Hair fall treatment, Anti-dandruff
treatment, Damager hair care)
Dove Collections (Dove go fresh, Purely pampering, Dove elixir oil, Dove oxygen moisture)
Application of Frameworks to analyze Dove’s evolution
Maslow’s hierarchy of needs
As per Maslow’s hierarchy of needs, we see Dove have evolved from satisfying safety needs in 1950s by
positioning itself as a cleansing agent which can save you from a dry skin or remove dryness of your skin,
to a beauty bar which can pamper one or make one feel prettier. As consumers’ esteem and self-
actualization needs came into recognition, Dove was quick to tap onto this need and with its Real Beauty
campaign made women feel beautiful within and feel confident when they use Dove products. Below
diagram captures the essence.
Fig: Mapping Maslow’s hierarchy of needs with Dove’s communication strategies- from bottom rung:
Physiological, Safety, Love and Belongingness, Esteem, Self-Actualization.
2000s
2000's - Real
Beauty
Campaign
1960's to 1990's- Pamper
yourself (Love), Feel
prettier
1950's- Safety from dry skin
---
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Customer Based Brand Equity (CBBE) Model
Dove, before “Real Beauty” campaign in 2000s, took the rational route in the CBBE model. But, after the
campaign, it started to focus more on the emotional route to achieving brand loyalty and repeat purchases
by customers.
Stages in CBBE Model: -
1. Identity- Dove has established an identity as the world’s leading soap brand in health and beauty
sector. It has developed strong brand equity owing to its high brand awareness and it being a top-
of-mind brand.
2. Meaning- Earlier Dove focused on functional performance aspects, like its moisturizing ability,
mildness, and ability to remove dryness. After the new campaign, it started to focus on emotional
aspects by showing its superior ability in protecting sensitive skin.
3. Response- Dove’s main target audience has remained women. The only difference is that before
the campaign, women loved and trusted the brand’s functional aspects, and post the campaign,
women developed self-esteem and self-respect owing to its new advertisements.
4. Relationship- Owing to the new campaign and series of advertisement campaigns, women
developed brand loyalty and affiliation for Dove, leading to repeat customers.
Social Learning Theory
Social learning theory is a combination of cognitive, environmental and observational learning. By
modeling certain behaviors, consumers are likely to observe, retain, acquire and perform those behaviors.
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OBSERVATIONAL LEARNING:
Dove has launched, besides soaps, hair and body care products in India. It has used concepts of
observational learning and has avoided using celebrities in the advertisements. Instead, it has used
testimonials from “real women”, with which consumers could easily identify themselves, and retain,
acquire and perform the behavior displayed in the advertisements. The women displayed in the
advertisements recommended Dove products and this led to women buying its products.
Positive Reinforcement
Consumers become loyal towards a brand and start patronizing it as long as the results of their purchases
are reward yielding and satisfying. When the consumer purchases a Dove product, he/she is rewarded in
terms of satisfaction that he/she receives, which increases the probability of repeat purchases by him/her.
This develops brand loyalty for Dove.
Logo evolution of Dove using JND and Color Personality Framework
Marketers use JND to make crucial decisions on price, quality or quantity to penetrate new markets and
remain competitive in existing ones. They can also use JND to update their existing packaging to stay
relevant to the evolving consumer habits. Consumers decode the information in two ways: the literal
meaning and the psychological meaning. Dove has evolved the color of its logo to communicate
meanings in line with its positioning and thus, achieved differential threshold over the years.
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Analysis of Dove’s logo
1955-1963
Dove was positioned to deliver functional benefits
such as moisturizer and cleansing agent. Thus, the
color selected was White because of the milky
appearance. It was in line with Dove’s positioning.
1969-2003
Dove’s positioning changed to conveying more of
emotional than functional benefits. The
advertisements communicated excessive indulgence,
softness etc. So, the color of the logo was changed to
golden. It radiated charisma, individuality, and
personality. Thus, it helped to strengthen Dove’s
positioning.
2003- till now
After Dove’s successful “Real Beauty” campaign in
2003, the brand has focused on “inner beauty”. The
color grey is widely perceived to be “neutral” and
accepted by all.
Findings and Analysis of the Research
Objective: To gauge the current perception of consumer regarding DOVE as a brand.
In-Depth Interview: A total of five in-depth interviews were conducted of which, four were female and
one was male, all of them pgp2 students of IIM-Lucknow. The questions asked in in-depth interview was
more on the lines of consumer perception of Dove as a brand. The projective techniques used were word-
sort and Brand personification. Please refer to Exhibit 2 for detailed in-depth interview questionnaire and
responses.
Of the five in-depth interview that was conducted, all five of them at some point of time used one or more
product of Dove. Dove beauty bar was the product that was predominantly used by all of them. Apart
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from the beauty bar, people also used face wash, hair care and lotion of Dove.
As far as product usage period is concerned, couple of them have been loyal customers of Dove as they
have been using it for last 5-6 years. Rest of them have been switching brands and are not frequent buyer
of Dove products.
When asked about the benefits they expect to get from the product, almost all of them were on the same
page that they expect Dove product to be soft, smooth, gentle and a quality product.
These five respondents, when first started using Dove product perceived Dove as a premium category
product and very soft to skin. But their perception regarding Dove as a brand has changed over time.
Some of the respondents, think that Dove as a brand is over hyped nowadays but for the majority it has
delivered as expected over the years.
These 5 respondents most recently used 4 different product of Dove namely, Beauty bar, Lotion, Hair
Care, Anti-Dandruff Shampoo which hints us regarding the diversity of the respondents.
Qualitative Techniques: As a part of word association exercise, each respondent was provided with 16
chits, each containing one characteristics that could be associated with Dove. They were told to associate
as many characteristics as possible to the various products of Dove. Once they have identified the
characteristics they can relate to Dove product category, they were told to rank these attributes to know
further which attribute according to them defines Dove the best. According to four out of five
respondents, moisturizing effect of Dove is the most obvious characteristics they could associate with
Dove products. Apart from that other important characteristics out of the 16 listed, according to them are
Freshness, Softness, removing dryness, feeling young, nurture and fragrance.
The other qualitative technique used is Brand Personification. For this we asked the respondents “If Dove
was a person, who do you think he/she be? And why??” Most of the respondents were of the opinion that,
if Dove was a person, he/she would be more likely to be sincere, honest, gentle, calm, confident, takes
good care of himself and a common man.
Online Survey: Based on the response we got from the in-depth interview, we framed hypothesis that
“Dove products are associated with Softness and moisturizing effect” and “Dove as a brand is perceived
as that of self-acceptance and Independent.” To test these 2 hypothesis we prepared survey questionnaire
keeping the target segment as students of IIM Lucknow. Please refer to Exhibit 3 for detailed analysis of
the survey questionnaire.
To test these 2 hypothesis questions that were asked in the survey was as follows
1. Rank the Characteristics below that you associate with Dove
a. Nurture
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b. Fresh
c. Fragrance
d. Removing Dryness
e. Softness
f. Feel young
g. Moisturizer
2. Rank your perception regarding Dove as a Brand
a. Independent
b. Self-acceptance
c. Luxury
d. Rebel
e. Glamour
f. Equality
The output of the 80 responses that we got from the online survey floated are as follows:
1. Most of the respondents use Beauty bar and Hair care product of Dove
2. Regarding the number of years they have been using Dove product, the response was sporadic. It
ranged from less than a year to more than five years.
3. Regarding the characteristics that respondents associated with Dove majority of them rated
softness, moisturizer and freshness as the characteristics that they more likely to associate with
Dove.
4. As far as Dove as a brand is concerned the respondents described Dove Brand as being that of
Equality, Independent, and self-acceptance.
Conclusion
The above content analysis highlights the journey taken up by Dove, the reasons for the same and the
successful evolution strategies surrounding it. From the applications of various frameworks, we learnt
how Dove used concepts of Observational Learning, JNDs, and development of brand loyalty using
Brand Equity Model and emotional routes to build its brand. Based on the research findings, we can infer
that our sampling unit is aware of various product lines of Dove, and perceive Dove as a brand
showcasing self-acceptance, equality and inner beauty, and thus, concur with the integrated marketing and
communication strategies of Dove.
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Opportunities for further research
Though the content analysis talks about the evolution of Dove, the research methodology to determine the
perception of consumers could be carried out at a much larger scale. Initially, during the initial in-depth
interview phase, Zaltman Metaphor Elicitation Technique (ZMET), which reveals the latent motives
surrounding a customer’s association with a brand/his perception/purchase behavior, could be employed
for better and more reliable hypotheses. These could then be tested by designing surveys for a larger
target group and employing quantitative techniques (like factor analysis, cluster analysis, discriminant
analysis etc.) using SPSS. This would validate the hypotheses generated during qualitative researches,
with some amount of statistical significance entrenched into it. Further, a perceptual map could be
generated using SPSS/Marketing Engineering add-in (using Positioning Analysis) to find out how the
product is viewed vis-à-vis competitors.
References
Pandey, Anuja. “Understanding Consumer Perception of Brand Personality.” All India Management
Association.
https://en.wikipedia.org/wiki/Dove_(toiletries)
http://strategyonline.ca/2007/12/01/tributedove-20071201/
https://www.unilever.com/brands/our-brands/dove.html
https://www.marketingsociety.com/the-library/how-dove-changed-rules-beauty-game
http://www.peopledesign.com/brand-evolution
http://heavy.com/social/2013/08/evolution-logos-brands-companies-old/11/
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Annexures
Exhibit 1: Making Brand Dove “Shine through the prism” (Brand Positioning)
Exhibit 2: In-Depth Interview Responses
S.No Questions Responses
A B C D E
1 Age bracket 26 23 24 25 23
2 Gender M F F F F
3 Region Lucknow Goa Mumbai Chattisgarh Chennai
4 Have you ever used
Dove product?
Yes Yes Yes Yes Yes
5 Of the below products,
which products of
Dove you use
regularly?
a) Body Wash
b) Beauty bar
c) Lotion
d) Deodorant
e) Face wash
B,e,f A,b,c,d,f B,c,f B B,c,f
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f) Hair care
6 For how many years
have you been using
this product?
5-6 years 1-2 Years Used it once
or twice
6 Years Not a
regular
user.
7 What benefits do you
expect from that
product?
Cream
(Smooth),
not acidic,
level of
quality of
hair care
Very Soft,
Smooth,
Feminism
Absorbed
easily, hair
becomes
freezy
Soft Skin Gentle,
Creamy
8 How have you
perceived Dove
product when you first
started using it?
Premium
category,
Smoothness
of skin
Very Soft Moisturizing Premium Incredibly
soft
9 What’s your
perception regarding
the product now?
Very Soft,
Mild
Over Hyped Very
soothing on
skin
Not really
ineffective,
Again and
again
10 When was the last
time you used Dove?
2 Days back 4-5 Months
back
3-4 years
back
2-3 Months
back
1 year
11 What Dove product
did you use?
Beauty Bar Lotion Hair Care Soap Anti-
Dandruff
Shampoo
12. Select all the words you associate with dove. (Preference)
S.No Characteristics A B C D E
1 Nurture 4 3 2 4
2 Self-
Acceptance
4 1 10
3 Sexy 2 8
4 Beautiful 4 2 9
5 Commoner 5 1 7
6 Fresh 2 2 2 1 6
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7 Fragrance 4 1 2
8 Expensive 3 3
9 Removing
Dryness
1 1 1 2
10 Moisturizer 3 1 1 1 1
11 Dermatologist
Recommended
4 4
12 Pampered 5 3 5
13 Softness 1 4 1 3
14 Value for
money
2 3 2
15 Antiseptic 0 5
16 Feel younger 2 2
13. If Dove was a person, who do you think would he/she be? Why?
What characteristics of that person do you think associates very well with Dove?
Sl No Characteristics A B C D E
1 Independent 2 3 2 3 3
2 Gentle 1 1 1 1 2
3 Takes good care of
himself
5 5 5 5 1
4 Common Man 6 7 7 7 6
5 Confident 3 4 4 4 4
6 Calm 4 2 3 2 5
7 Honest 7 6 6 6 7
8 Self-acceptance 8 8 8 9 8
9 Luxury 9 9 9 8 9
10 Rebel 10 10 10 10 10
11 Glamour 11 11 11 11 11
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Exhibit 3: Online Survey Response Summary
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Exhibit 4: Some other Dove Ads over the years
1950s (TV ad: https://www.youtube.com/watch?v=jWD0co3qFpI ) Print Ad
1960s
1980s: TV Ad: http://www.youtube.com/watch?v=9MGl7KovMKU
1970s
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1990s TV Ad: http://www.youtube.com/watch?v=gan7oFsK9Ec
2000s: TV Ad: http://www.youtube.com/watch?v=iYhCn0jf46U
2013: TV Ad: http://www.youtube.com/watch?v=1wvGssI-Sis