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

1. Evolution of a brand

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

3. By 1980:
 Reduced Palm Oil Dependence
 Globalized market
Later:
 Global Decentralization
 brand portfolio grew in laissez-faire manner

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

5. Evolution of Brand “Dove”

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.”

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.

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.

9. Pre-Campaign Survey
 “Young, white, blonde
and thin” –
unattainable
standards for general
women
 Taunted by ads
featuring beauty icons

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

12. 2005: New Brand Definition
More Women Feeling Beautiful

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.

14. CAMPAIGN FOR REAL BEAUTY
• 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.

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.

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

17. Change
the idea of beauty
In 4 stages of
advertisements
Start of the Campaign

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.

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

20. Stage 3: Executive’s daughters
discussing their self esteem challenges

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.

22. Consumer Point of View
Real Ads by Real Women Contest, to invite consumers
to create their own ads for Dove Cream Oil Body Wash

23. 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

24. Public Relation
Unilever established the
global Dove Self-Esteem
Fund to raise the self
esteem of girls and
young women

25. 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

26. • 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

27. 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

28. 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”

29. How Dove Has Evolved
At the very beginning, Dove focused its advertising on the benefits of
their beauty bar—that it is made with ¼ cleansing cream and that it
creams while it cleans. The ads are strongly comparative, urging
women to try Dove for themselves and compare it to other ordinary
soaps to feel the difference. Dove is all about being different (as one of
their current taglines is simply, “Dove is Different”).
The advertisements from the 1960’s begin to get more feminine and
flirty, featuring classically beautiful, made up, and thin models and
focus on feeling girly and pampered when using Dove. The 1970’s
advertising begins to take a turn toward the anti-aging benefits of
using Dove soap, making consumers feel self-conscious about their
skin being dry and thus looking aged and wrinkly. Dove is promised as
the solution to staying young and beautiful looking. This
advertisement goes strongly against what Dove stands for today.
The 1980’s and 1990’s focus heavily on comparative advertising, using
test strips to show the difference between the moisturizing, gentle
qualities of Dove compared to the harsh chemicals in other soap bars.
This method of advertising still remains, often with candid footage of
real woman reacting in a focus group type of setting.

30. How Dove Has Evolved Ctd.
In 2004, the brand changed completely. The introduction of the Dove
Campaign for Real Beauty defined the brand in a new light, not as a company focused
on selling their products but as a movement passionate about activating self esteem,
redefining beauty, and challenging stereotypes. From this campaign branched the
Dove Movement for Self-Esteem and the Dove Self-Esteem Fund, dedicated to
mentoring children and helping them to have confidence and self esteem, and to
believe in their own beauty. The focus comes off of selling the products themselves
and instead focuses on the message of the campaign behind the brand. In fact, Dove
promises that “each time you buy Dove, you help us and our charitable partners
provide inspiring self-esteem programming for girls” (Dove.com)
Dove has also conducted studies throughout the years about “women’s
relationship with beauty” called The Real Truth About Beauty. These studies reveal
startling facts about women and girls and their feelings about themselves and their
bodies. Dove actively works to improve these statistics through their campaign efforts.
Dove has defined itself as an emotional supporter rather than a brand. Most women
are affected by the issues that Dove addresses so they are extremely relatable. Self
esteem is a topic often ignored but Dove tackles this issue head-on with strong
emotional appeal. This is done without trying to manipulate women into buying their
products to achieve an unrealistic beauty ideal. Instead, Dove has evolved to
celebrating realness, an entirely original and refreshing brand concept which has been
remarkably successful and impactful. Although Dove’s men’s care ads take an entirely
different approach, Dove’s advertising targeted at women has been extremely
focused on these efforts.