dove case study


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dove case study

  1. 1. Dove: Evolution of a Brand Section A ; Group 9 Ajay Bharathi G FT12306 Harendra Singh FT12127 Kushagra Prasad FT12227 Rohit Agrawal FT12351 Tushar Arora FT12168
  2. 2. What is Brand? AMA Definition: A name, term, design, symbol, or any other feature that identifies one seller‟s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand is DIODVAC. Section A GROUP 9 2
  3. 3. Why does Unilever to want fewerof Brands? Global decentralized brought problems of control. Company‟s brand portfolio had grown in a relatively laissez-faire manner. Unilever lacked a global identity. Product categories had checkered identities. Embarked on a 5 year strategic initiative ”Path to Growth” ◦ Winnowing 1600 brands down to 400 ◦ Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms. ◦ Global brand unit for each “Masterbrand” Section A GROUP 9 3
  4. 4. Dove‟s market positioning in the1950 First Dove product was launched in 1957 as „beauty bar‟. It claimed not to dry out skin the way soap did Technically was not soap at all, formula came from military research. Advertising message: “Dove soap doesn‟t dry your skin because it is one-quarter cleansing cream” Rather than models, it used natural looking women to convey the benefits of the product. Dove positioned itself as being in the beauty industry and focused on functional benefits. Section A GROUP 9 4
  5. 5. Dove‟s market positioning in the2000 Products: ◦ Hair care: shampoo, spray and gel ◦ Skin care: soap and moisturizer ◦ Deodorants Appealed to the aesthetic needs of the consumer Did not focused on functional benefits, but on need to feel good. Used oversized models, elderly women to convey the message Section A GROUP 9 5
  6. 6. Product category managementand brand management Before 2000 ◦ Product category offered multiple brands, each lead by a brand manager. ◦ Each operated as a separate business, competed its own siblings. ◦ Brand manager responsible for both brand development and brand building After 2000 ◦ Brand management split between two groups. ◦ Brand development – develop idea behind the brand – centralized – global scope. ◦ Brand building – bring the brand to life in local market – decentralized – local scope. Section A GROUP 9 6
  7. 7. What do the Blogs say? HBR Blogs: “The principle made plain by Dove‟s success is that in social networks brands must seek to provoke conversation not to dominate it. The locus of control in the marketplace shifts from marketer to consumer, and success is built on a model of co-created meaning. In Web 2.0, marketers accept that it is enough to rouse, to stimulate, to stir. Dove‟s strategy was to move away from functional claims and to present itself as a brand with a point of view. It placed itself as a brand with a point of view. It placed itself as odds with its competitors. Consumers loved the conflict. They lit up the digital media, generating millions of pass-along clips for YouTube, clips like Evolution and „Hates Her Freckles‟. Section A GROUP 9 7
  8. 8. Do we see risks for the dovebrand today? No ◦ Current users are ready to defend their brand because they really identify themselves in the ads and so they want to believe in it; hence they are not likely to blog and so, more negative reactions than positive ones are seen. ◦ This new way of advertising only enhances the brand awareness and the attachment and loyalty of consumers of the Dove brand. Section A GROUP 9 8
  9. 9. Thank You Section A GROUP 9 9