The document provides a report on measuring the brand image of Dove soap through the Brand Asset Valuator model and laddering technique.
The Brand Asset Valuator analysis found that while Dove had high esteem and differentiation, its brand knowledge and relevance were lower compared to competitors like Garnier. Laddering interviews revealed that consumers associate Dove with quality but are less aware it is a full personal care brand.
The document provides a report on measuring the brand image of Dove soap through two research methods: the Brand Asset Valuator model and laddering technique.
The Brand Asset Valuator model examines the brand on dimensions of differentiation, relevance, esteem and knowledge. Surveys were conducted to analyze Dove on these dimensions compared to competitors like Sunsilk, Pantene, Garnier and Olay. Findings show Dove scores highest on esteem but lower on the knowledge dimension.
Laddering is also described as a qualitative research method to understand customer motivations. The report explains why laddering is better than the Zaltman Metaphor Elicitation Technique for
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.
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
Comparison of marketing and promotionsl strategy between dove and pantene sha...Bhavin Agrawal
This document compares the promotional strategies of Pantene and Dove hair care brands. It provides background on both companies and their portfolios. For Dove, it outlines their marketing objectives, mix, target groups, and communication strategy which focuses on telling hair problems and product benefits in a simple, elegant tone. For Pantene, it discusses their various shampoo lines and marketing through television, radio, magazines and more to target female consumers aged 18-34 concerned with hair health, beauty and fashion.
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.
Rexona is a deodorant brand that provides 24-hour protection against odor and wetness. It is tailored for both men and women and does not cause underarm darkening or white marks on clothing. Rexona aims to keep users feeling fresh, confident, and rejuvenated throughout the day. It has a large market share worldwide and is affordable for people of all income levels.
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.
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
The document provides a report on measuring the brand image of Dove soap through two research methods: the Brand Asset Valuator model and laddering technique.
The Brand Asset Valuator model examines the brand on dimensions of differentiation, relevance, esteem and knowledge. Surveys were conducted to analyze Dove on these dimensions compared to competitors like Sunsilk, Pantene, Garnier and Olay. Findings show Dove scores highest on esteem but lower on the knowledge dimension.
Laddering is also described as a qualitative research method to understand customer motivations. The report explains why laddering is better than the Zaltman Metaphor Elicitation Technique for
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.
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
Comparison of marketing and promotionsl strategy between dove and pantene sha...Bhavin Agrawal
This document compares the promotional strategies of Pantene and Dove hair care brands. It provides background on both companies and their portfolios. For Dove, it outlines their marketing objectives, mix, target groups, and communication strategy which focuses on telling hair problems and product benefits in a simple, elegant tone. For Pantene, it discusses their various shampoo lines and marketing through television, radio, magazines and more to target female consumers aged 18-34 concerned with hair health, beauty and fashion.
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.
Rexona is a deodorant brand that provides 24-hour protection against odor and wetness. It is tailored for both men and women and does not cause underarm darkening or white marks on clothing. Rexona aims to keep users feeling fresh, confident, and rejuvenated throughout the day. It has a large market share worldwide and is affordable for people of all income levels.
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.
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
Dove body wash was initially unsuccessful in India when launched in 2004. It was more expensive than competitors like Lux and Palmolive, and Indians prioritized face skincare over body care. Dove then customized their marketing mix - they reformulated the product to include exfoliating beads and moisturizing ingredients appealing to Indian consumers. They maintained price but expanded distribution and used extensive promotion through TV, print ads, billboards and product sampling to target youth in major cities and change perceptions of beauty. This revamped approach helped revive Dove body wash's performance in the Indian market.
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 is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch food-spread, soap and detergent companies. It has operations in around 100 countries and markets its products in about 50 more. Unilever manages its brands under four categories: savory, dressings and spreads; ice cream and beverages; personal care; and home care. Thirteen of Unilever's brands achieve over $1 billion in annual sales each. Recent research commissioned by Unilever found that most women surveyed view their emotions as a source of strength rather than weakness, and that living in tune with one's emotions can promote better physical and mental health.
The document discusses Nivea's brand hierarchy and portfolio management strategies. It outlines Nivea's history dating back to 1911 and expansion over the decades. Key aspects covered include establishing brand positioning through values like trust and care. The summary also discusses implementing marketing programs by mixing brand elements, using subbrands and co-brands to leverage associations. Finally, it touches on Nivea's portfolio structure including its logo evolution and brand hierarchy tree.
Surf Excel is Hindustan Unilever's largest detergent brand in India. It was launched in 1959 as Surf and later rebranded as Surf Excel in 1996. Surf Excel targets women aged 25 and above from upper middle income households in tier 1 and 2 cities. Its 'Daag Acche Hain' campaign from 2005 positioned stains in a positive light and broke conventions. The brand has a strong emotional connection and recall value. Recommendations include increasing rural presence, associating with social causes, and revamping campaigns with taglines like 'Daag Acche Hain, Aur Hamesha Rahenge'.
Unilever introduced the Rexona brand of deodorants to the Indian market in the 1990s, creating an entirely new product segment. At the time, deodorants were unfamiliar and limited to upper classes. Rexona addressed key problems through affordable pricing down to Re 1/gram, educating customers on the need to smell good without offense, and widespread marketing. These strategies were successful, growing the market significantly. Today, deodorants are common and the industry continues to evolve, with Unilever maintaining leadership through brands like Rexona and Axe.
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.
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.
Dettol is a brand of antiseptic liquids and cleaning products owned by Reckitt Benckiser. It was launched in 1933 in the UK and expanded to India in 1991. Dettol has since launched over 30 products including soaps, body washes, and floor cleaners. Some extensions like Dettol soap and floor cleaner failed initially as they did not align with Dettol's core positioning as a germ-fighting brand. The company learned from these failures and successfully relaunched Dettol soap in the 1990s emphasizing its antiseptic qualities. Dettol has also found success with its liquid hand wash, expanding its brand beyond medicine cabinets into daily household cleaning.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
This document provides a brand dossier for Surf Excel detergent produced by Hindustan Unilever Limited (HUL) in India. It discusses the early history of Surf Excel launching in 1959 as India's first detergent powder. It details Surf Excel's product line evolution and repositioning over time from focusing on whiteness to the current "Dirt is Good" tagline. The document also analyzes Surf Excel's generic competitors in India like Nirma and Procter & Gamble and discusses Surf Excel's advertisement, sales promotion, and segmentation strategies over the decades.
This document analyzes the fabric wash market in India and the competition between Surf Excel and Ariel, the top brands. It discusses the market size, major players and their market shares, segmentation opportunities, pricing strategies, marketing objectives, strengths, weaknesses, opportunities and threats. Key points of competition are brand loyalty, new product innovations, and price wars through reduced prices on sachets and large packs. Both brands need to expand into rural areas and develop niche products through further research.
The document outlines a marketing plan for Rexona deodorant targeting two key customer segments aged 20-35 and 36-49. It proposes direct marketing channels like car washes and social media campaigns, as well as indirect channels through media partners and influencers. Product placement will focus on the supermarket Albert Heijn for younger customers and drugstore Kruidvat for older customers through displays and promotions.
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.
The document provides a case study analysis of the detergent market in Pakistan. It analyzes market share and sales data for major brands like Surf Excel, Ariel, Brite, and Bonus. It then compares Surf Excel and Ariel on factors like target market, price, advertising campaigns, and media spend. Some key points identified are that Ariel targets lower socioeconomic groups despite its higher price, and its market share has remained stagnant despite similar ad spending to Surf Excel. The document proposes repositioning Ariel to target higher SEC groups by emphasizing its time-saving and quality cleaning benefits. It suggests updating Ariel's persona and celebrity endorser to reflect this new positioning.
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.
The document analyzes a Vaseline advertisement. The ad takes a documentary format and uses real people to promote Vaseline's skin benefits in a natural way. Camerawork includes various angles to show details of people's skin up close. Fast editing and a soundtrack paired with a clear voiceover keep the message engaging. The ad aims to attract attention through its surreal style, maintain interest through relatable imagery, and create a desire for Vaseline by promising healthy skin. UK advertising is regulated by organizations like Ofcom, ASA, and BCAP to ensure responsible practices.
Surf excel and their strong positioning making dirt good if it is for a social cause, their positioning, target market, segment and strong association with mother sentiments and ariel counter campaign, success of dirt is good campaign
Surf Excel is a detergent powder launched in Pakistan in 1948 and India in 1959. It was initially positioned based on its ability to wash whites, but has since changed its branding to align with Unilever's global "Dirt is Good" strategy. Surf Excel uses promotions like television advertisements, public relations events, and social media to promote the message that dirt can encourage learning in children. It offers various product sizes at different price points to be competitive with other detergent brands in India.
Social Media Report - Soap Brands (APAC Region) May 2016Unmetric
Delve into the social media habits of top soap brands during the month of May 2016. Engagement, campaign intel and a host of other social media metrics in this report.
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 body wash was initially unsuccessful in India when launched in 2004. It was more expensive than competitors like Lux and Palmolive, and Indians prioritized face skincare over body care. Dove then customized their marketing mix - they reformulated the product to include exfoliating beads and moisturizing ingredients appealing to Indian consumers. They maintained price but expanded distribution and used extensive promotion through TV, print ads, billboards and product sampling to target youth in major cities and change perceptions of beauty. This revamped approach helped revive Dove body wash's performance in the Indian market.
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 is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Unilever is a multinational consumer goods company formed in 1930 through the merger of British and Dutch food-spread, soap and detergent companies. It has operations in around 100 countries and markets its products in about 50 more. Unilever manages its brands under four categories: savory, dressings and spreads; ice cream and beverages; personal care; and home care. Thirteen of Unilever's brands achieve over $1 billion in annual sales each. Recent research commissioned by Unilever found that most women surveyed view their emotions as a source of strength rather than weakness, and that living in tune with one's emotions can promote better physical and mental health.
The document discusses Nivea's brand hierarchy and portfolio management strategies. It outlines Nivea's history dating back to 1911 and expansion over the decades. Key aspects covered include establishing brand positioning through values like trust and care. The summary also discusses implementing marketing programs by mixing brand elements, using subbrands and co-brands to leverage associations. Finally, it touches on Nivea's portfolio structure including its logo evolution and brand hierarchy tree.
Surf Excel is Hindustan Unilever's largest detergent brand in India. It was launched in 1959 as Surf and later rebranded as Surf Excel in 1996. Surf Excel targets women aged 25 and above from upper middle income households in tier 1 and 2 cities. Its 'Daag Acche Hain' campaign from 2005 positioned stains in a positive light and broke conventions. The brand has a strong emotional connection and recall value. Recommendations include increasing rural presence, associating with social causes, and revamping campaigns with taglines like 'Daag Acche Hain, Aur Hamesha Rahenge'.
Unilever introduced the Rexona brand of deodorants to the Indian market in the 1990s, creating an entirely new product segment. At the time, deodorants were unfamiliar and limited to upper classes. Rexona addressed key problems through affordable pricing down to Re 1/gram, educating customers on the need to smell good without offense, and widespread marketing. These strategies were successful, growing the market significantly. Today, deodorants are common and the industry continues to evolve, with Unilever maintaining leadership through brands like Rexona and Axe.
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.
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.
Dettol is a brand of antiseptic liquids and cleaning products owned by Reckitt Benckiser. It was launched in 1933 in the UK and expanded to India in 1991. Dettol has since launched over 30 products including soaps, body washes, and floor cleaners. Some extensions like Dettol soap and floor cleaner failed initially as they did not align with Dettol's core positioning as a germ-fighting brand. The company learned from these failures and successfully relaunched Dettol soap in the 1990s emphasizing its antiseptic qualities. Dettol has also found success with its liquid hand wash, expanding its brand beyond medicine cabinets into daily household cleaning.
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
This document provides a brand dossier for Surf Excel detergent produced by Hindustan Unilever Limited (HUL) in India. It discusses the early history of Surf Excel launching in 1959 as India's first detergent powder. It details Surf Excel's product line evolution and repositioning over time from focusing on whiteness to the current "Dirt is Good" tagline. The document also analyzes Surf Excel's generic competitors in India like Nirma and Procter & Gamble and discusses Surf Excel's advertisement, sales promotion, and segmentation strategies over the decades.
This document analyzes the fabric wash market in India and the competition between Surf Excel and Ariel, the top brands. It discusses the market size, major players and their market shares, segmentation opportunities, pricing strategies, marketing objectives, strengths, weaknesses, opportunities and threats. Key points of competition are brand loyalty, new product innovations, and price wars through reduced prices on sachets and large packs. Both brands need to expand into rural areas and develop niche products through further research.
The document outlines a marketing plan for Rexona deodorant targeting two key customer segments aged 20-35 and 36-49. It proposes direct marketing channels like car washes and social media campaigns, as well as indirect channels through media partners and influencers. Product placement will focus on the supermarket Albert Heijn for younger customers and drugstore Kruidvat for older customers through displays and promotions.
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.
The document provides a case study analysis of the detergent market in Pakistan. It analyzes market share and sales data for major brands like Surf Excel, Ariel, Brite, and Bonus. It then compares Surf Excel and Ariel on factors like target market, price, advertising campaigns, and media spend. Some key points identified are that Ariel targets lower socioeconomic groups despite its higher price, and its market share has remained stagnant despite similar ad spending to Surf Excel. The document proposes repositioning Ariel to target higher SEC groups by emphasizing its time-saving and quality cleaning benefits. It suggests updating Ariel's persona and celebrity endorser to reflect this new positioning.
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.
The document analyzes a Vaseline advertisement. The ad takes a documentary format and uses real people to promote Vaseline's skin benefits in a natural way. Camerawork includes various angles to show details of people's skin up close. Fast editing and a soundtrack paired with a clear voiceover keep the message engaging. The ad aims to attract attention through its surreal style, maintain interest through relatable imagery, and create a desire for Vaseline by promising healthy skin. UK advertising is regulated by organizations like Ofcom, ASA, and BCAP to ensure responsible practices.
Surf excel and their strong positioning making dirt good if it is for a social cause, their positioning, target market, segment and strong association with mother sentiments and ariel counter campaign, success of dirt is good campaign
Surf Excel is a detergent powder launched in Pakistan in 1948 and India in 1959. It was initially positioned based on its ability to wash whites, but has since changed its branding to align with Unilever's global "Dirt is Good" strategy. Surf Excel uses promotions like television advertisements, public relations events, and social media to promote the message that dirt can encourage learning in children. It offers various product sizes at different price points to be competitive with other detergent brands in India.
Social Media Report - Soap Brands (APAC Region) May 2016Unmetric
Delve into the social media habits of top soap brands during the month of May 2016. Engagement, campaign intel and a host of other social media metrics in this report.
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.
The document summarizes research conducted on marketing Dove soap to teenage girls. Focus groups and interviews were conducted with teenage girls aged 12-17 and their mothers. The research found that younger teenage girls aged 12-14 were less concerned with skin care and influenced more by what soap was available at home. Older teenage girls aged 15-17 were more skin conscious and influential in soap purchases. Both teenagers and mothers responded positively to a Dove variant for teenage girls. The report recommends targeting girls aged 15-17 and developing advertising directed at them through social media and magazines.
This document provides information about a project report submitted by Harsh Patel and Sahil Shah to the SAL Institute of Management. The report examines the impact of celebrity endorsements on consumer buying behavior toward Lux soap. It includes sections on the institute certificate, declaration, preface, acknowledgements, and table of contents. The report will analyze Lux soap's marketing mix, product life cycle, integrated marketing communications, and conduct a 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 launched its "Dove Real Beauty" campaign in 2004 to promote a broader definition of beauty and challenge stereotypes. The campaign was created in response to declining Dove sales from increased competition and advertising clutter. It featured everyday women of various shapes, sizes, ages and ethnicities in its advertisements. The campaign was highly successful, leading to significant increases in sales of Dove products and increased website traffic. It received praise for bringing awareness to issues of female body image and self-esteem.
Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
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 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.
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
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 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.
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 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.
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.
- 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.
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's strategy to reduce its portfolio to 400 core brands and focus on brand building. It then details how Dove shifted its positioning from focusing on mildness and gentleness in the 1950s to launching its "Campaign for Real Beauty" in 2004 championing a more inclusive definition of beauty. The campaign was intended to make more women feel beautiful and challenge stereotypes. The document also notes some potential risks to Dove's brand from the campaign.
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's brand management strategy of reducing brands and focusing on "masterbrands". It then focuses on how Dove evolved from positioning as a mild soap to launching its Campaign for Real Beauty in 2004 to promote a wider definition of beauty. The campaign used images of everyday women to challenge stereotypes, and was very successful in increasing Dove's market share and brand loyalty. However, it also faces some risks if not implemented carefully.
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 is a multinational consumer goods company with over 40 brands focused on health and wellbeing. Dove is one of Unilever's personal care brands that has been sold since the 1940s. In the 1990s, Dove launched "The Campaign for Real Beauty" featuring real women of all ages and body types to promote positive self-esteem. While successful in building the brand, the campaign has also faced some controversy. The document discusses three options for Dove's direction: continue the campaign, focus on product benefits, or promote products while keeping real women in ads. It ultimately recommends the third option to address relying too heavily on activism while maintaining the campaign's strengths.
Dove marketing mix analysis_Deepika jena.pptxMrToxic6
Dove is a personal care brand owned by Unilever that started in 1955 and came to India in 1995. It uses a marketing mix strategy known as the 4 P's - Product, Price, Place, and Promotion. For products, Dove offers soaps, deodorants, shampoos, conditioners, and other skin and hair care items. It promotes its products through magazines, TV, outdoor advertising, and road shows. Initially, Dove's prices in India were too high, but were lowered after its "Campaign for Real Beauty" to make the brand more accessible to the market. Dove has a global reach and manufactures products in several countries.
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.
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.
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."
This document presents the results of marketing research conducted to determine customer perception of Airtel's new logo compared to the old logo, and whether the new logo successfully reflects Airtel's mission. The research tested hypotheses about whether customer perception changed with the new logo and whether either logo fully conveys Airtel's mission. The research found that customer perception changed positively for some parameters with the new logo. It also found that while the new logo is an improvement, neither logo fully captures Airtel's mission. The researchers recommend Airtel stick with the new logo due to the resources invested, even if it does not perfectly reflect the mission.
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The document provides a business plan for a snack bar at Praxis Business School. It includes an environmental scan of the Indian retail sector, describing the growth of organized and unorganized retail. Key drivers of retail growth are identified as changes in demographics, increased credit availability, rising incomes, media exposure, evolving consumer behavior, and the entry of corporate and foreign retailers. Challenges facing the Indian retail sector are also summarized, such as barriers to foreign direct investment, lack of industry status, structural impediments, high real estate costs, and supply chain bottlenecks.
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Here is the updated list of Top Best Ayurvedic medicine for Gas and Indigestion and those are Gas-O-Go Syp for Dyspepsia | Lavizyme Syrup for Acidity | Yumzyme Hepatoprotective Capsules etc
These lecture slides, by Dr Sidra Arshad, offer a quick overview of the physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar lead (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
6. Describe the flow of current around the heart during the cardiac cycle
7. Discuss the placement and polarity of the leads of electrocardiograph
8. Describe the normal electrocardiograms recorded from the limb leads and explain the physiological basis of the different records that are obtained
9. Define mean electrical vector (axis) of the heart and give the normal range
10. Define the mean QRS vector
11. Describe the axes of leads (hexagonal reference system)
12. Comprehend the vectorial analysis of the normal ECG
13. Determine the mean electrical axis of the ventricular QRS and appreciate the mean axis deviation
14. Explain the concepts of current of injury, J point, and their significance
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. Chapter 3, Cardiology Explained, https://www.ncbi.nlm.nih.gov/books/NBK2214/
7. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
- Video recording of this lecture in English language: https://youtu.be/kqbnxVAZs-0
- Video recording of this lecture in Arabic language: https://youtu.be/SINlygW1Mpc
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
Integrating Ayurveda into Parkinson’s Management: A Holistic ApproachAyurveda ForAll
Explore the benefits of combining Ayurveda with conventional Parkinson's treatments. Learn how a holistic approach can manage symptoms, enhance well-being, and balance body energies. Discover the steps to safely integrate Ayurvedic practices into your Parkinson’s care plan, including expert guidance on diet, herbal remedies, and lifestyle modifications.
Osteoporosis - Definition , Evaluation and Management .pdfJim Jacob Roy
Osteoporosis is an increasing cause of morbidity among the elderly.
In this document , a brief outline of osteoporosis is given , including the risk factors of osteoporosis fractures , the indications for testing bone mineral density and the management of osteoporosis
Muktapishti is a traditional Ayurvedic preparation made from Shoditha Mukta (Purified Pearl), is believed to help regulate thyroid function and reduce symptoms of hyperthyroidism due to its cooling and balancing properties. Clinical evidence on its efficacy remains limited, necessitating further research to validate its therapeutic benefits.
Does Over-Masturbation Contribute to Chronic Prostatitis.pptxwalterHu5
In some case, your chronic prostatitis may be related to over-masturbation. Generally, natural medicine Diuretic and Anti-inflammatory Pill can help mee get a cure.
TEST BANK For Basic and Clinical Pharmacology, 14th Edition by Bertram G. Kat...rightmanforbloodline
TEST BANK For Basic and Clinical Pharmacology, 14th Edition by Bertram G. Katzung, Verified Chapters 1 - 66, Complete Newest Version.
TEST BANK For Basic and Clinical Pharmacology, 14th Edition by Bertram G. Katzung, Verified Chapters 1 - 66, Complete Newest Version.
TEST BANK For Basic and Clinical Pharmacology, 14th Edition by Bertram G. Katzung, Verified Chapters 1 - 66, Complete Newest Version.
TEST BANK For Basic and Clinical Pharmacology, 14th Edition by Bertram G. Katzung, Verified Chapters 1 - 66, Complete Newest Version.
TEST BANK For Basic and Clinical Pharmacology, 14th Edition by Bertram G. Kat...
Pbm phase 1
1. Praxis Business School
BRAND TRACKER
Phase I –Brand Image Measurement
A report
Submitted to
Prof. Govindrajan
In partial fulfilment of the requirements of the course
Product and Brand Management
On 14th August 2011
By
Anindita Choudhary B10002
Deepika Agrawal B10007
Sushmita Agrawal B10035
Arunabha Bagchi B10044
2. LETTER OF TRANSMITTAL
Dove
14/08/2011
To, Prof. Srinivas Govindrajan
Subject:
We are enclosing our report on Dove in partial fulfilment of the requirements of the course.
Anindita Choudhary
Deepika Agrawal
Sushmita Agrawal
Arunabha Bagchi
3. Contents
Executive summary
History and evolution of Dove
Instruments of data collection
Brand Asset Valuator Model
Laddering
Findings and conclusions
Presentation of findings and conclusion for Brand Asset
Valuator model
Presentation of findings and conclusion for laddering method
Annexure
References
5. History and evolution of dove
History of the brand
Dove was first launched in the US in 1957; is one of the leading brands of Unilever globally.
It was launched years after Unilever acquired soap factory De Duif in The Netherlands, from
which the brand name Dove is derived. Dove first appeared on the market in a decade 50 in
the U.S., and is produced in order to care for burns victims were due to the war.
Dove has been available in India since 1995 It is now the world's #1 cleansing brand. Dove
products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland,
Netherlands, Thailand, Turkey and United States. The products are sold in more than 35
countries and are offered for both women and men. Dove's logo is a silhouette profile of the
brand's namesake bird, the colour of which often varies. The Dove Campaign for Beauty has
made the topic of beauty itself controversial, but marketers have kept the message itself
positive. Dove has its footprint in 80 countries worldwide with a range of superior products
from bar, lotions, body washes, face care and creams.
Dove brand now worth 111.8 million only its own table revenue from retail with 35% of the
population of the UK buy products from Dove in 2003.
6. Evolution of the Brand
1980 1990
1950 1970 1995-2001
1940
1960
Leading Dove
Refined to Popularity Extension
Formula for brand beauty
original Launched in Increased of Dove’s
Dove Bar recommend wash
Dove the market as a milder range of
(Mild Soap) ed by successfully
Beauty Bar soap products
Physicians launched
While many people feel that Dove is a long time in England, but the actual bathroom Dove
soap only came here in 1992, the brand name in children 4th in the list of Lever Faberge.
Preeminent quality of the product is reflected through the exploration objective campaign
with new ads, with a guarantee from the customer and a brand name – “Dove do not dry
your skin type as the normal soap “This has helped Dove quickly hold top positions in the
market in 1997.
Dove has been positioned throughout its history without referring to it as "soap", but as a
"beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while
washing in contrast to the drying effects of regular soaps (which their advertising calls
simply "soap").
Real beauty can only be found on the inside and every woman deserves to feel beautiful.
The image: Real beauty is portrayed by women who do not have "runway model" on their
resumes -- they are the women passing by in grocery aisles or sitting in the office next door.
The result: A dialog between Dove and its consumers about the definition of beauty.
Dove's marketing push defied conventional stereotypes and advocated for unconventional
beauty and self-esteem. But before Unilever committed to the controversial campaign, it
secured evidence that the majority of their consumers would relate to it. "The Real Truth
about Beauty," a global research report commissioned by Dove, reported that only two
percent of women worldwide describe themselves as beautiful.
7. In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a
Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than
ordinary soaps. As a result of this study, Unilever started aggressive marketing and won
more than 24% of the market by 2003
In 2002, Unilever downsized from 1,600 brands to 400, nominating Dove to be one of its
master brands. No longer just a beauty bar, Dove was to be a beauty brand, encompassing
products such as body wash, deodorant, hair care and body lotion. Nothing in its heritage
had prepared the brand to represent all of these functions. Dove now had to come up with a
message that could speak for all its products.
Dove launched a” real beauty campaign” and this campaign was launched in 2002. In this
campaign all the dove products were united under one message and it was delivered
through the traditional media. The billboards were placed strategically in locations such as
Grand Central Station, where they would be sure to catch the eye of producers and
reporters. The intention of the advertisement was to engage people to participate in the
campaign, and at that they were successful. While "fat" eventually logged the most votes,
Dove marketers were not discouraged. They decided to take the concept a step further and
talk about self-esteem in 2005. It purports to be "an agent of change to educate and inspire
girls on a wider definition of beauty and to make them feel more confident about
themselves". To this end, Dove created a number of largely online-only short films, including
Daughters, Evolution, Onslaught and Amy. Dove used YouTube to ask their consumers to
help create the Self-Esteem Campaign. To get things started, Dove posted a fast-motion,
one-minute film entitled, "Dove Evolution," which races through the cosmetic artistry and
Photoshop "plastic surgery" that ultimately transforms a model's features into an ethereal
face that then appears on a billboard. The film ends with the tag line: "No wonder our
perception of beauty is distorted."
Products
Hair care Skin care Antiperspirants
Dove intense repair Creme Original
Dove hair fall rescue Fresh moisture Silk dry
Dove daily shine Gentle exfoliating Clear touch
Dove dryness care
Dove dandruff care
8. Instruments of Data Collection
Brand Asset Valuator Model
Y&R (originally Young & Rubicam) is a marketing and communications company specializing
in advertising, digital and social media, sales promotion, direct marketing and brand identity
consulting. They developed the Brand Asset Valuator Model. The BAV model measures the
brand health based on four components namely-Differentiation, Relevance, Esteem and
Knowledge.
Differentiation –This is the ability of the brand to stand apart from its competitors i.e. - how
it distinguishes itself from its competitors and what prevents it from becoming a
commodity. A brand should be as unique as possible and more unique the brand is greater
is the brand value.
Relevance-Relevance tells us how well the consumer connects with the brand, it also helps
us know whether the product has mass appeal or it’s a niche product. It tells us about the
segment to which the product belongs and it also tell us about the household penetration.
Esteem- It tells us what the consumer’s perception about the brand is and also tells us about
the inclining or declining popularity of the brand.
Knowledge- Knowledge tells us about the consumer’s awareness level about the brand and
also how intimate the consumer is with the brand.
We have used a standard questionnaire for the five brands (… Questions each).Our
questionnaire consists of both close ended and open ended questions which helps us obtain
and analyze the data from both a qualitative and quantitative angle providing us with a
better insight in the subject.
Methodology
We have conducted a survey amongst a heterogeneous population (they differ in terms of
regions from which they hail socio-economic status, taste and preferences, etc).
Sample Size for Survey: 47
9. Laddering
Laddering is an interview technique which is one-on-one in nature. This technique is
particularly helpful in eliciting goals and underlying values which helps the user in nascent
stages of his research. It is an unstructured approach trying to probe deep into the
interviewees’ psyche and analysing his responses to come up with the “reason” why and
how the product is important to them so as to derive from that the hidden motivating factor
of the consumer behind buying the product. Laddering techniques involve creating,
reviewing and modifying of hierarchical knowledge, often in the form of ladders (i.e. tree
diagrams).
Why is it better than the “Zaltman Metaphor
Elicitation Technique”?
Zaltman Metaphor Elicitation Technique (ZMET) is a patented market research tool. Patent
#5436830 was issued on July 25, 1995. ZMET is a technique that elicits both conscious and
especially unconscious thoughts by exploring people's non-literal or metaphoric
expressions. It was developed by Dr. Gerald Zaltman at the Harvard Business School in the
early 1990s.
Reasons as to why laddering is better than ZMET:-
Zmet is mostly done on unconscious thoughts and it explores a person’s non-literal
or metaphoric expression and these are subject to relatively more interpretation
and hence are subject to the skill of the person doing the interpretation which
depends on experience and technique used and hence the results might be less
accurate than laddering.
Zmet is more time consuming and needs a larger amount of resources than
laddering
Zmet requires trained people who know the meaning and also needs identification
of the hidden motivations for example using hearing aid is looked upon as old and
flawed and this is why people postpone the purchase of a hearing aid though they
cite that cost is the reason to postpone the purchase. This job is very technical and
requires a lot of analytical skills. Laddering however does not require any such
specific techniques and hence requires relatively less trained professionals.
Moreover in case of ZMET getting such labour force can be a problem and the costs
of maintain such a trained force may be very high.
Zmet is more popular with non-profit organizations .It is more widely used to
address organizational issues.
10. Findings And Conclusions
1. Presentation of findings and conclusion for
Brand Asset Valuator model
The analysis is to study the differentiation, relevance, esteem and knowledge of Dove. The
competitor brands for our study are Sunsilk, Pantene, Garnier and Olay.
Brand Parity
Prior to the analysis of differentiation, relevance, esteem and knowledge of Dove, it was
important to understand whether consumers care about their choice between different
brands of personal care products. The 47 respondents were asked whether brand was
important for them when it comes to personal care products and these were the following
responses:-
Dove
0%
4%
yes
no
may be
96%
Thus from here it can be concluded that respondents do see the difference between the
brands.
11. Brand Knowledge
Knowledge is the extent of the consumer’s awareness of the brand and understanding its
identity. The awareness levels about the brand, and what it means, shows the intimacy that
consumers share with the brand. True knowledge of the brand comes through building of
the brand.
For measuring the brand knowledge of dove, the brand was compared with its competitive
brands.
The first question was on the logo of the brand. The respondents were showed the logo of
few brands with the names removed. This showed the awareness which the respondents
have of the brand. The brand with highest number of correct answers proved to be more
aware in the minds of the respondents.
Similarly, brand knowledge of the respondents was also judged by asking them to identify
the taglines and celebrities involved with the brands.
The results of knowledge for the five brands are as follows- The table indicates points.
Brand Knowledge
Questions Sunsilk Dove Pantene Garnier Olay
Logo 43 45 44 45 19
Taglines 10 4 10 27 5
celebrities 23 25 31 24 34
Sub total 76 74 85 96 58
Percentile 60 40 80 100 20
Brand Knowledge
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
12. Garnier is highest on knowledge. For instance, in India Garnier has floated its tagline as
“Apna Khayal Rakhna”. So, it helps to easily connect the tagline with the brand.
Dove comes fourth in knowledge which is 40 percentile. The survey indicated that people
are not much aware about the brand.
Dove was launched in India in 1995. It not being an old brand still keeps many people
unaware about it. Also not many celebrities are seen in the advertisements by Dove. We
often notice a very common face in their advertisements. This could be a reason why people
are less aware of the brand.
Another survey was done to know about the top of mind recall of respondents when it
comes to the soap category of each brand. Soap category was picked up as during laddering
the brand above was often related to just soap instead of being a complete personal care
brand. Assuming that there was lack of awareness among the respondents of the brand
being a complete personal care brand, we took the core competency of the brand which is
soap.
TOM
25
20
15
1st Recall
10 2nd Recall
3rd Recall
5
4th Recall
0 5th Recall
doy
vivel
lux
lifeboy
cinthol
nivea
dettol
olay
pears
santoor
fiama
dove
savlon
himalaya
godrej
lirel
margo
yardley
pamolive
medimex
jhonson
fair and glow
ponds
Dove brand is in top of the mind recall of 23 respondents out of a total of 47 which clearly
indicates higher level of knowledge and esteem in the soap category.
13. Another aspect we wanted to know through our survey was whether respondents know
that Dove is a complete personal care brand. The response we got from the 47 respondents
was:-
21
16
8
2
0
Strongly Agree Indifferent Disagree Strongly
agree disagree
Esteem
Esteem is the perceived quality and consumer perceptions about the growing or declining
popularity of a brand. Does the brand keep its promises? The consumer’s response to a
marketer’s brand building activity is driven by his perception of two factors: quality and
popularity. Both vary by country and culture.
For measuring esteem of dove the following questions were asked.
Respondents were asked the brand with which they would associate themselves with. If
respondents have esteem for a brand, only then would they want to be associated with it.
Another question was asked on brand promise. If a brand delivers its promise, then esteem
for the brand increases as consumers will have a better perception of the brand.
Trust also indicated the regard the consumer had for the brand. So, we asked the
respondents to mention the brands they trust the most.
The results of the survey are- The table indicates points.
Brand Esteem
Questions Sunsilk Dove Pantene Garnier Olay
Associate 5 23 5 3 11
Promise 7 20 6 7 7
Trust 5 22 7 9 4
Sub- total 17 65 18 19 22
Percentile 20 100 40 60 80
14. Brand Esteem
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
Survey shows that Dove is highest on esteem. The reason for this could be that the
perceived quality and consumer perceptions about dove are good and its popularity is
growing. The brand is keeping its promises. The consumer's response to a marketer's brand-
building activity is driven by his perception of two factors: quality and popularity, both of
which vary by country and culture, which in case of Dove is high in case of Dove indicating
good health of the Brand.
Brand Stature
Esteem and knowledge together create Brand stature, which is a “report card” on a brand’s
past performance and which determines the current power of the brand.
Brand Stature
100
40
Brand Knowledge Brand Esteem
Thus it can be seen that Dove is high on esteem but very low on knowledge.
15. Differentiation
Differentiation is the ability for a brand to be distinguished from its Competitors. A brand
should be as unique a possible. Brand health is built, and maintained by offering a set of
differentiating promises to consumers. And by delivering those promises to leverage value.
For measuring differentiation of Dove, the following questions were asked.
Respondents were asked to identify the brands from the taglines mentioned. This has been
taken as differentiation, because, if a consumer can identify the tagline of a particular
brand, it means that the particular brand is differentiated in the consumer’s mind. In this,
the brand being identified the maximum number of times would get the highest marks and
the remaining would follow accordingly.
Another question was where the respondent, had to identify, if for a particular brand, there
is another brand quite similar in offerings. The brand, for which maximum number of
respondents felt there are not many similar offerings, would get maximum points.
In another question on differentiation, we laid down the various characteristics of personal
care products. The characteristics listed were- less skin/eye irritation, fragrance, and
moisturizing, gentle and less chemicals. These are important characteristics of a personal
care product. These characteristics differentiate one brand from another.
The results of the survey are - The figure indicates points.
Brand Differentiation
Questions Sunsilk Dove Pantene Garnier Olay
Unique 9 28 12 22 33
Characteristics 538 742 657 762 783
Sub total 547 770 669 784 816
Percentiles 20 60 40 80 100
16. Brand Differentiation
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
Olay is highest on differentiation. According, to this Olay has been rated highest in
characteristics such as gentle but Garnier has been rated the highest in less skin/eye
irritation, Garnier.
Characteristics Sunsilk Olay Garnier Pantene Dove
less skin/eye irritation 121 158 167 142 147
Fragrance 91 171 174 138 118
moisturizing 66 151 145 122 189
gentle 159 185 161 130 141
less chemicals 101 118 115 125 147
sum 538 783 762 657 742
20 80 60 40 100
The survey even tried to understand how the respondents perceive the price of different
brands. Price is an important differentiator; therefore, it is important to see how consumers
perceive the various prices.
Characteristics Sunsilk Dove Pantene Garnier Olay
Unaffordable 0 0 0 0 18
Expensive but affordable
12 15 10 24 17
Value for money 21 27 23 16 12
Inexpensive 14 5 14 7 0
The result clearly shows that majority believes that Dove is a brand which is a value for
money.
17. Relevance
Relevance is the actual and perceived importance of the brand to a large consumer market
segment. This gauges the personal appropriateness of a brand to consumers and is strongly
tied to household penetration (the percentage of households that purchase the brand).
For measuring the relevance of Dove, the following questions were asked:-
The respondents were asked the brands they would like to associate with. If a consumer
would want to associate with a brand, then the brand would be relevant for the consumer.
In another question, the respondents were asked a series of questions on why they would
purchase a brand. The respondents were asked the following questions:-
Characteristics Sunsilk Dove Pantene Garnier Olay
Value for money
Complete personal care
Quality
Smell
Less harmful chemicals
Satisfy my needs than others
The results of the survey are-
Brand Relevance
Questions Sunsilk Dove Pantene Garnier Olay
Associate 5 23 5 3 11
Purchase 26 94 25 48 30
Sub- total 31 117 30 51 41
Percentile 40 100 20 80 60
Brand Relevance
100
80
60
40
20
Sunsilk Dove Pantene Garnier Olay
18. From the above survey we can see that Dove is the highest in relevance. This could be
because people could associate more with the brand. Also Dove is a popular brand, used
from quite long now. It is a quality product at expensive but affordable rate.
Moreover, it has wide variety of variants to cater to different consumer preferences. The
product is relevant among wide masses because of its quality and constant innovation.
Brand Relevance
dove is a dove is a dove is not a dove is 1/4th
premium personal feminine moustiring
brand care brand brand
Series1 8 51 -25 30
Respondents strongly agree to the fact that dove is a personal care brand.
Another question we asked the respondents was would they recommend Dove to someone
and the responses are as follows:-
yes no
19%
81%
19. Brand Strength
Differentiation and relevance combine to determine brand strength. They point to the
brand’s future value.
Brand Strength
100
60
Brand Brand relevance
Differentiation
21. 2. Presentation of findings and
conclusion for laddering method
The responses were received from the respondents was analysed to form an A-C-V chain
where A stands for attributes C stands for consequences and V stands for values. The ACV’S
are organized in the following table where similar values, attributes and consequences have
been grouped together. These helped us reach a definitive conclusion telling us about the
underlying consumer motivations behind buying the product, brand health and how the
product makes the consumer feel.
SNO. ATTRIBUTES SUB-ATTRIBUTES
1 Fragrance
2 Moisturize Convenient, saves time and energy
3 Colour White, green and is associated with peace
4 Refreshing
5 Value for money product Not required to use moisturizer so saves
money
6 Gentle to skin
7. No harmful chemicals
8. Packaging Eye catching ,soothing due to liberal usage of
white and green (dove a symbol of peace)
SNO. CONSEQUENCES
9 Wrinkling Moisturizes skin and hydrates it-improper
hydration leads to wrinkling
10 Feel good factor
11 Confidence Makes you stand out in the crowd
12 Soft skin Baby soft feel, smooth texture
13 Spurs performance feels more self assured
Levels
14 Better social life Magnetizes people
15 Fair skin
16 Convenience Less time taking, more like a daily chore
22. SNO. VALUES
17 Sense of achievement
18 Higher self esteem
19 Security
20 Self-assured
The serial numbers of the ACVs from the table were taken as the codes for further analysis.
The ACVs were transformed to the following.
23. Self assured Security Sense of Peace of
achievement mind
Confidence Better social Fair skin
Spurs
life performance
level
Feel good Wrinkling Healthy skin
factor
Moisturizer Colour
Fragrance
Refreshing
No harmful
Value for Gentle to skin chemicals
money
24. One of the core values was sense of security where the respondents felt cared for by
others which was followed by self –assurance where the respondents appreciated
themselves for what they were and felt confident about their presence. This was
followed by peace of mind which arose from the fact that money was well spent and
also was a resultant of better social life. Last but not the least was a sense of
achievement where the respondents felt they performed better and more efficiently
which lead to their appraisal and promotions which filled them with a sense of pride
and achievement.
The consequence which mattered the most was confidence and a spur in the
performance levels both of which are a function each other. It also leads to a feel
good factor. Less wrinkling was a surprise find where many respondents felt that
since the skin remains hydrated the chances of early wrinkles are minimised.
Moreover the lack of harmful chemicals was an important attribute as many people
thought that in today’s world looking good is very important and large number of
face washes, serums, cleansers were available in the market but they are mostly
harsh to skin as they contain various harmful chemicals but Dove proves to be a
good buy as its gentle to the skin and lacks harmful chemicals and this gives them
peace of mind where they don’t have to compromise on the health of the skin to
look good. The litmus test ad seemed to be etched in the respondents mind.
Convenience was also rated high on the ladder as people had a busy schedule and
since Dove acts as a moisturizer people don’t have to use a moisturizing lotion
separately which saves time, money and bother and washing one’s face with Dove
becomes a daily chore and one does not have to take out time to do it .So it’s a
complete skin care solution and hence respondents found it value for money inspite
of being expensive in comparison to the other soaps.
The respondents also stressed on the refreshing quality of the product and its light
fragrance lifted their moods and made them feel more agreeable and confident
about themselves .They felt more agreeable, behaved better and carried with
themselves a positive aura which made their social life scintillating which gave them
peace of mind and also boosted their productivity. They felt more secure which is a
function of being liked accepted and a sense of belongingness prevailed.
Packaging elevated their mood and senses and soothed their eyes as the colours
white and green represent tranquillity.
25. Conclusion
1) Segmentation
Ladder frequency for attribute value linkage
Attribute VALUES
SOCIAL PERSONAL
Security Sense of Total Peace of Self Total
achievement mind Assured
Fragrance 0 0 0 0 1 1
Moisturizer 0 0 0 0 0 0
Colour 0 0 0 0 0 0
Refreshing 0 1 1 1 2 3
Value for 1 1 2 1 0 1
money
Gentle 0 0 0 0 0 0
No harmful 0 1 1 1 0 1
chemicals
Packaging 0 0 0 0 0 0
4 6
The four values are classified into higher level values as follows:-
SOCIAL VALUES
Is associated with how a person is accepted in his peer group and his standing in the society.
Security
This is a function of how well accepted a person is in a group. Belongingness fills a person
with a sense of security. Social acceptance is a function of a variety of factors amongst
which ability to get along with others which comes from being agreeable and confidence
ranks very high. Moreover a pleasant countenance helps matters. One feels sung and cosy
when cared by others which lead to increase in productivity.
26. Sense of achievement
This is a social value .When we see ourselves better off than others monetarily we feel good
and we feel we have achieved in life it is a boost to our self esteem.
Personal values
Is associated with being comfortable of oneself and accepting oneself for what they are.
They are related to one’s expectations of oneself.
Peace of mind
We feel good about ourselves and when we are appreciated by others we attain peace of
mind. We feel we could meet the standards we had set for us which gives us peace of mind.
Self assured
When we feel more confident and beautiful we are more assured of our presence which
comes from a having a better image of oneself in one’s eyes as well as eyes of others.
From the ladder frequencies for attribute- value linkage, the results are as follows:
Social- 4 respondents i.e. 40% respondents
Personal- 6 respondents i.e. 60% respondents
Thus we can conclude that this brand is more concerned with people for whom personal
values play a very important role.
2) Developing Advertising Strategy:
Means- Ends Conceptualisation of Components of Advertising Strategy:
Driving force
The brand needs to orient itself more towards personal values like peace of mind and self
assurance. It MUST make people feel good about them and not crave for an unattainable
hourglass figure and looks. It should aim at accepting oneself the way one is. The
advertisement should aim at how a person should aim at accepting oneself the way he is
and making him realise that “self esteem “is very essential as you can’t be accepted by the
society when you don’t accept yourself for the person you are.
27. Leverage point
Self assurance or self esteem should be reinforced as that is the value to which most
respondents connect.
Excecutional framework
Since the product is perceived to be a value for money product the ads should stress as how
the products are multipurpose .For example the soap acts as both a moisturizer and a
cleanser without the harmful properties of soap. Hence the multipurpose use of the
products should be reinforced.
Consumer benefit
The main consumer benefit as derived from our research is the feel good factor which is
again a combination of various factors like confidence, better social life, healthy and less
wrinkly skin. But confidence is a clear winner and the ad should stress upon the boost in
confidence levels when Dove is used.
Message elements
What emerges from the Hierarchical Value Model is the importance of confidence in the
four major values-Self assurance, peace of mind, sense of achievement and security. The
product attributes which leads to the consequence of Confidence are gentleness, absence of
harmful chemicals and moisturising property. These product attributes need to be
highlighted in the advertisements to induce the need for confidence among the viewers.
28. Annexure
Questionnaire
1. Is brand important for you when it comes to personal care product?
Yes No
2. Can you identify the logo of the brands?
3. Can you identify the taglines of the brands?
Love the skin you are in
Take care
Go fresh
Unforgettable hair
Shine. I believe I can
4. Can you identify the celebrities involved with the brands?
Shilpa Shetty
Sonam Kapoor
Kajol
Priyanka Chopra
Geneila D-Souza
5. Name five brands which come to your mind when you think of soap?
6. Which brand would you associate yourself with?
Sunsilk
Pantene
Dove
Olay
Garnier
7. Which brand fulfils its promise the most?
Sunsilk
Pantene
Dove
Olay
Garnier
8. Which brand do you trust the most?
Sunsilk
Pantene
Dove
Olay
29. Garnier
9. Do you think any brand gives the same offerings as your brand?
Yes No
10. Rate the following on a scale of 1-5(5 being the highest and 1 lowest)?
Characteristics Sunsilk Olay Garnier Pantene Dove
less skin/eye
irritation
Fragrance
moisturizing
gentle
less chemicals
sum
11. How would you rate the price of these brands compared to other brand?
Characteristics Sunsilk Dove Pantene Garnier Olay
Unaffordable
Expensive but
affordable
Value for
money
Inexpensive
12. Can you tell me the reasons why you would purchase a brand?
Characteristics Sunsilk Dove Pantene Garnier Olay
Value for money
Complete personal care
Quality
Smell
Less harmful chemicals
Satisfy my needs than others
13. Is Dove a premium brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
14. Is Dove a personal care brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
30. 15. Is Dove not a feminine brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
16. Is Dove a 1/4th moisturizing brand?
Strongly Agree Agree Indifferent Disagree Strongly Disagree
17. Will you recommend Dove to someone?
Yes No