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
This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
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.
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
This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
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.
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)
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
This slide include the analysis of Harvard Business Review's Case on Dove's brand evolution and its support to Unilever to grow to other market category.
Dove is a personal care brand owned by Unilever originating in the United Kingdom. Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow).
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)
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
This slide include the analysis of Harvard Business Review's Case on Dove's brand evolution and its support to Unilever to grow to other market category.
Dove is a personal care brand owned by Unilever originating in the United Kingdom. Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow).
STAGE 1: Client Campaign Planning
1.0 Situational Analysis
1.1 Background Research and Analysis
Internal Analysis
Maybelline New York is a cosmetics company that was founded in 1915 by Tom Lyle Williams. Its headquarters is in New York City but it is a subsidiary of the French cosmetics company, L’Oreal, which owns 24 different brands, under the Consumer Product Division.
With a ‘mission to offer innovative, accessible and effortless cosmetics for every women’, the brand offers a variety of cosmetics, ranging from foundation, bronzers, eyeliners and mascaras, to nail polish and lip products that are targeted at both young and the mature adults. The Maybelline brand also represents an image that empowers women around the world to portray their creativity and individuality as well as enabling women to ‘express their personal ‘it’ factor’ according to L’Oreal.
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Technology has have a major impact on Maybelline. According to the L’OREAL Annual Report, Digitalisation has enabled Maybelline to launch the Eyestudio Brow to the mass market innovatively. ‘Eyestudio’ is an online platform where consumers are offered advices, tutorials and online diagnoses by leading experts and make up artists regarding eye and eyebrow beauty.
Maybelline is a company that is able to cope with changes and they have the ability to develop and implement successful Integrated Marketing Communications Programme. Baby Lips is an example of this. Maybelline did not offer any products in the Lip Balm segment and have hence created which is targeted at 13 to 17 year olds, their younger audience. By advertising it as a ‘fashion accessory’, and not merely a practical way to moisturise lips, they created a product that is considered, ‘fun and cool’. The advertisements were shown in fashion magazines such as Cosmopolitan and .
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I worked as one of the creatives on Boston University's team for the National Student Advertising Competition (NSAC). We created a campaign for Mary Kay Cosmetics. This is the plans book for the campaign.
Overview of a case study regarding 2 of the most complementary brands of Unilever namely Axe and Dove and how Unilever used personal marketing to win respective target audience.
Similar to Harvard Business School Case Study | Evolution of the Brand : Dove (20)
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Harvard Business School Case Study | Evolution of the Brand : Dove
1. Evolution of a Brand
Symbiosis Institute of Business
Management, Bengaluru
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2. Unilever
Formed in 1930
Anglo-Dutch merger between Lever Brothers and
Margarine Unie
Headquartered in Rotterdam, Netherlands and London,
United Kingdom
3rd
largest Consumer products company in the world
after P&G and Nestle
Unilever operated in every continent and had particular
strengths in India, Africa, Latin America and Southeast
Asia
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Management, Bengaluru
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3. By 1980:
Reduced Palm Oil Dependence
Globalized market
Later:
Global Decentralization
Brand portfolio grew in laissez-faire manner
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Management, Bengaluru
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4. By 2000:
More than 1600 brands
Problem of control
No unified global identity
February 2000:
5 year strategic plan
“Path to Growth”
1600 brands
400 brands
Some of them
“Masterbrands”
Own Global Brand Unit
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Management, Bengaluru
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5. Evolution of Brand “Dove”
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Management, Bengaluru
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6. 1957: Launched in market
The 1957 launch advertising campaign for Dove was
created by the Ogilvy and Mather advertising agency.
The message was, “Dove soap doesn’t dry your skin
because it’s one quarter cleansing cream.”
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Management, Bengaluru
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7. 1970’s: Popularity increased as
milder soap
The term “cleansing cream” was replaced by
“moisturizing cream” – but Dove stayed with the
claim not to dry skin, and the refusal to call itself
a soap, for over 40 years.
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Management, Bengaluru
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8. 2000: Pre-Campaign
Silvia Lagnado, global brand director of Dove, led a
worldwide investigation into women’s responses to
the iconography of the beauty industry to find a new
brand definition.
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Management, Bengaluru
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9. Pre-Campaign Survey
“Young, white,
blonde and thin” –
unattainable
standards for
general women
Taunted by ads
featuring beauty
icons
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Management, Bengaluru
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10. Pre-Campaign Survey
Unilever survey results of 3000 women in 10 countries
Result:
Only 2% of respondents worldwide chose to describe themselves as
beautiful
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Management, Bengaluru
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12. 2005: New Brand Definition
More Women Feeling Beautiful
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Management, Bengaluru
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13. Campaign For Real Beauty
In September 29, 2004, Dove launched
“Campaign for Real Beauty”
The ad campaign was designed by Ogilvy &
Mather
The PR was handled by Edelman
Raise Consciousness of the issues surrounding
beauties
Purpose was to challenge the stereotypes set by
the beauty industry
Intended to make more women feel beautiful
everyday.
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Management, Bengaluru
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14. Release Of a Global Academic Research Study
That Explores The Relationship That Women From
Around The World Have With Beauty And its Links
To Their Happiness And Well-Being
Advertising That Inspires Women And Society To
Think Differently About What Is Defined As
Beautiful.
Fundraising Initiatives (Sponsored by the DOVE
SELF-ESTEEM FUND) To Help Young Girls With
Low Body-Related Self Esteem.
Symbiosis Institute of Business
Management, Bengaluru
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Campaign For Real Beauty
15. EVERY WOMEN HAS SOMETHING
BEAUTIFUL ABOUT HER
68% agree with the fact that unrealistic
standards of beauty exist in the media &
advertisement world.
47% agreed that only attractive women are
portrayed in popular cultures.
Over 85% believed that beauty could be
achieved through attitude & spirit.
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Management, Bengaluru
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16. WHY CFRB??
Real beauty comes in many shapes, sizes and ages
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
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Management, Bengaluru
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17. Change
the idea of beauty
In 4 stages of
advertisements
Start of the Campaign
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Management, Bengaluru
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18. Stage 1: TICK-BOX billboards
Campaign
In this campaign, billboards were erected and viewers
were asked to phone and vote on whether a woman on
the billboard was “outsized” or “outstanding”. A counter
on the billboard showed the votes in real time.
Symbiosis Institute of Business
Management, Bengaluru
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19. Stage 2: Firming Campaign
This campaign featured six “real” women cheerfully
posing. The aim was to “change the way society views
beauty,” and “provoke discussion and debate about
real beauty.” Functional Benefit: Skin firming cream
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Management, Bengaluru
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20. Stage 3: Executive’s daughters
discussing their self esteem
challenges
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Management, Bengaluru
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21. Stage 4: Film – “Evolution”
112-second film, popularized on YouTube. It
showed the face of a young woman as
cosmetics, hair styling and Photoshop editing
transformed it from plainness to billboard
glamour.
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Management, Bengaluru
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22. Strengths
o Unconventional strategy
o Effective advertising, Free publicity
o Continuously evolving the campaign
o Strong emotional touch
o Cross-selling Possibilities
Weaknesses/Criticism
oContradictory in nature
oObjectification of women
oWomen featured were comparatively slim
oUse of idealized images in other brands
under the same flagship
oContradictory Japanese campaign
Opportunity Recommendation
oTarget male customers
oMaintain better standards of quality
oUnified advertising throughout the globe
oContinuous innovation
Threats
oRisk of being a brand for “fat girls”
oInvolved marketing risk
oCopy by the competitors
oUndermining the aspiration of consumers
oSustainability of campaign in long run
SWOT Analysis
23. Consumer Point of View
Real Ads by Real Women Contest, to invite
consumers to create their own ads for Dove
Cream Oil Body Wash
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Management, Bengaluru
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24. Media Planning
Bought every billboard in Grand Central Station for
CFRB promotions
Showcased ‘Hates Her Freckles’ ad in the Superbowl
match
Evolution ad released only on Youtube
All these media planning activities created a lot of
buzz in the market
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Management, Bengaluru
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25. Public Relation
Unilever established
the global Dove Self-
Esteem Fund to raise
the self esteem of girls
and young women
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Management, Bengaluru
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26. Brand Management
Unilever had organized the work of marketing in a manner
similar to its main competitor, Procter & Gamble, known as the
brand management system.
Within a product category the form often offered multiple
brands, each led by a brand manager.
In effect, each brand operated as a separate business,
competing with its siblings as well as the products of other
firms.
Under Path to Growth, Brand Management was split into two
groups:
1. Brand Development
2. Brand Building
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Management, Bengaluru
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27. Dove in top 10 brands in health and business value
Sales of firming lotion in UK rose by 700%
Sales in the US went up by 11.4%
Revenues for 2005 - (39.67 billion & employed 206,000)
Firming Lotion sales 1st
six months 2004- 2.3 million bottles
Total Sales for the Dove Brand rose 6%
No. of visitors to website increased by 200%
Grand EFFIE award for advertising effectiveness(M & O)
Silver Anvil Award for PR (Edelman)
Success
Growth of $1.2 billion
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Management, Bengaluru
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28. Criticism
• No strong connection between ads and Dove products
• People may question Dove’s socially responsible image; Is
it real?
• Limits their future marketing campaigns
• Focused too much on the cause and not on the product
• Hypocrisy of criticizing beauty industry and selling beauty
products
Symbiosis Institute of Business
Management, Bengaluru
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29. Our Perspective
• They featured real women in their campaign as models were
too perfect for most women to aspire for. Also they realized
images of models and supermodels left the consumers feel bad
about their own body image and hurt their self-esteem.
• They broaden the definition of “ beauty”
• They use effective ways of campaigning.
• The CFRB website had various tools that helped bolster self-
esteem of the young girls.
• In all these ways they grabbed the attention of the customers.
• The campaign was quite different from the conventional
approach in the beauty industry.
• Also free publicity was given
• It broke the rule of the advertising business that “ only
beautiful models sell”
Symbiosis Institute of Business
Management, Bengaluru
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