Dove : Evolution of a Brand

Dove : Evolution of a BrandMars Ega LPRizal AbdullahRohimat EfendiNur Fadly S

1Company Profile

Was formed in 1930, a merger from :Lever Brothers (U.K based) + Dutch Margarine UnieVISION : Helping people to look good, feel good and get more out of lifeCurrently Unilever is a leading global manufacture of packaged consumer goods, which operated in food, home, and personal care sector of economy

Operated in every contonentStrength in India, Africa, Latin America and southeast Asia

Global competitors of Unilever :

Dove .Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Indonesia, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird.

Dove Competitors

Dove campaignThe post World War II (1957) : A Beauty bar (contained high levels of natural skin moist)Dove Soap doesnt dry your skin because its one-quarter cleansing creamSlogan : the term cleansing cream -> moisturizing cream 1980s -> endorsed by physicians and dermatologists to treat dry skinIn February 2000, was tapped to become a Masterbrand -> entries personal care categories -> needed to do something different -> Stand for point of view -> The Campaign for Real Beauty

A Brand With a Point of View2002, Silvia Lagnado : Young, white, blonde, and thinResearch by Nancy etcoff (psychiatrist) and Suzy orbach (psychotherapist) : the fact that only 2% of respondents describe themselves as beautiful -> Tick-Box campaign outsized or outstandingJune, 2005. Dove True Colors self esteem challenges2006, Dove The Evolution of Beauty

A Brand With a Point of ViewThe Campaign for Real Beauty

Doves mission is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves

Harousseau : ..doesnt say Dove is about women feeling more beautiful, butabout more women feeling beautiful

To the Consumers Point of ViewIn late 2006, Dove brand builders announced a contest to invite consumers to create their owns ads for Dove Cream Oil Body WashTry the product and describe the experiences, look up luxury, explore the world around.

Strategy :Public relations together with media planning, advertising, consumer promotions, customer marketing, in an integrated approach to marketing planning

Public RelationsGenerate broad awareness for the campaign for real beauty and establish an emotional connection with women.Use Influencers as played a central role in building advocacy and generating discussion among the media elitewalk the talk -> established the global Dove Self-Esteem Fund to raise the self esteem of girls and young women

Organizing for Brand ManagementHistorically had organized known as the brand management system.In 2000, guided by the Path to Growth initiative began to split responsibility for a brand between 2 groups :Brand Development : Developing the idea behind a brand, innovation, and for evolving the idea into the future. Accountable for medium-long term market share, brand health, measures of innovativeness, and for creating value in the category.Brand Building : Charged with bringing the brand to life in their marketplace. Accountable for growth, profit, cash-flow, and short term market share.

Evolution of Dove

Q1 : What is 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 nameThe American Marketing Association at 1960 describe Brand is a name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitorsKnudtzen and Bjerre, 2009. There is two brand managemnt paradigm :Q2 : Why Does Unilever to want fewer of themGlobal decentralization brought problems of control.Companys brand portfolio had grown is 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.

Q3 : What was Doves market positioning in the 1950s and 2007ProductFirst Dove product Beauty Bar Launched in 1957It claimed not to dry out the skin the way soap didTechnically not soap at all, formula came from military researchIn 2007, started campaign for the real beauty

Marketing and AdvertisingBlend of marketing communication tools- TV, print media and billboardsAdvertising message: Dove soap doesnt dry your skin because it is one-quarter cleansing creamRather than models, it used natural looking women to convey the benefits of the productOutcomeAs a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix Dove became one of the Americas most recognizable brand icons

Q4 : How did Unilever organize to do product category management and brand management Unilever before 2000 Before 2000 brand management was highly decentralized and Unilever had spread itself across a variety of product categories within the general one of consumer packaged goods. Even though there were some advantages to such a structure, they were outweighed by the issues of control of brand management. There was no unified vision on what the portfolio should look like. Moreover, some brands even had different identities in the various locations around the world where they were sold. As a result of Unilever's brand confusion, in 2000

Q5: What was corresponding structure after 2000Reduce portfolio to 400 core brandsPath to growth Initiative (Brand building and brand development separate functions)Concentrate on product innovation to fuel internal growthAn initiative to create an overall umbrella brand across all Unilevers brands

Q6: How was brand meaning controlled before 2000 and how is it controlled at the time of the caseBefore 2000, Unilevers brand management strategy was decentralized and cannibalistically capitalistic, pushing each brand manager to compete with in-house brands. After 2000, organizationally Dove sought to thin the heard and focus on building super-brands. Prior to 2000, the meaning of Dove was simple and aspirational: soap that would not dry your skin. After 2000, Dove used emotional stimulus to implant the product deep in the customers minds. Dove became a statement of who you are.