BRAND

A
• Brand Definition
• Unilever
- Category Management Strategy
- Brand Management Strategy
- Why does Unilever want fewer brands?
• Evolution of Brand ‘Dove’
- Dove: POP & POD
- Product Launch
- What compelled Dove to go for CFRB
• Dove’s market positioning in the 1950’s
• Dove’s market positioning in 2007
- The CBBE Model
- B RAND D YNAMICS OF D OVE
- Marketing Strategy
• ‘We The PEOPLE’
- USER’s Verdict : MILDNESS IS THE KEY
• Conflicting brand image
• Risks to the brand today

B
D
At 2 Levels

U
’
C
Then



World’s largest producer but lacked a unified global identity.
Brands managed in a decentralized fashion
Years of slow performance




Lack of sound corporate strategy
Numerous low-volume brands
Small global presence compared to competition
Mediocre performance in emerging markets
Now
 Reduce portfolio to 400 “core” brands
 Path to growth Initiative (Brand building and brand development – separate functions)
 Concentrate on product innovation to fuel internal growth
 An initiative to create an overall umbrella brand across all Unilever’s brands

U
’
B
Objective: Bring top of the mind awareness
Strategy: Use advertising that connects with consumer needs
 Let the consumer know more about the product’s uses
 Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo.
 Converged the marketing of disparate arms due of the lack of brand recognition.
 Dove's extension into deodorant - Long-term strategy built to set global
"master" brands.
 In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up develop their social missions.
 Since 2002, became more visible to shoppers, with corporate logo appearing on the back of all our product packs.

E
‘
’
1940
1950
1960
1970 1980
Formula for
Dove Bar
(Mild Soap)
Refined to original
Dove Beauty
Bar
Launched in the market
Popularity
Increased as a milder soap
Leading brand recommended by Physicians
1990
Dove beauty wash successfully launched
1995-2001
Extension of
Dove’s range of products
In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes
and sizes. - UNILEVER Website

W
U
?
 Global decentralization brought problems of control.
 Company’s 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”.

D
: P
P
(Point of Differentiation)
(Market) (frame of reference)
DOVE
(Brand)
(Point of Differentiation)
(Point of Parity)

P
L
“We want to challenge the definition of the beauty.
We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.”
-Philippe Harousseau, Dove’s Marketing Director
CFRB (Campaign for Real Beauty):
“DOVE FIRMING LOTION”
Ads named as “LETS CELEBRATE
CURVES”
Intended to make more women feel beautiful.

D
: THEN
NOW
1957 2006

D
’
1950’
Product
• First Dove product  Beauty Bar  Launched in 1957
• It claimed not to dry out the skin the way soap did
• Technically not soap at all, formula came from military research
Marketing and Advertising
• Blend of marketing communication tools- TV, print media and billboards
• 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
Outcome
• As 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 America’s most recognizable brand icons

D
’
2007
Products
• Hair care: Shampoo, Spray and Gel
• Skin Care: Soap and Moisturizer
• Deodorants
“Real Beauty” and “Self Esteem Campaign”
• Appealed to aesthetic needs of the consumers
• Did not focus on functional benefits, but on need to feel good
• Used oversized models, elderly women to convey the message
Dove Evolution Film
• Shift from broadcast media to digital media, YouTube & Blogs
• Film “evolution” viewed by 3 million visitors in 3 months
• Marketing communications gave Dove a wide exposure

T
CBBE M
Much affiliation and attachment , creates patronage
(Dove Self
Esteem Fund)
Women love and trust the dove brand , Using the dove brand
Develops self esteem
/self respect
Mild , moisturizing, ¼ cleansing cream
World number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the market
Identity
Who are you ?
What do you stand for ?
What about you and me
?
What about you ?

B
D
D
High Loyalty/
Strong Share of
Wallet
Bonding
Advantage
Low Loyalty/
Weak Share of
Wallet
Performance
Relevance
Presence
Mass appeal to all segments; high patronage
Better quality at affordable price
Mild, gentle, moisturizing
Health and beauty
More than 80 countries

M
S
ADVERTISING
BILLBOARDS
TV
COMMERC
IALS
PROGRAMS
PANEL
DISCUSSIONS
INTERVIEWS
WEBSITE
THE DOVE SELF-
ESTEEM FUND
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free publicity
Continuously evolving the campaign
15

‘W
T
PEOPLE’

USER’
V
: MILDNESS IS THE KEY
 Consumers are very happy with the product and above all there is loyalty attached to the product
 Even though there are no major aspirational values attached to the product, company is able to differentiate very well from other
‘hard-on-skin’ soaps
 Brand has been able to establish itself in all age groups
 When compared to other brands under the parent company, like SLIM FAST, a small number of users do feel that ‘real beauty campaign’ is just a marketing gimmick

C
Axe Dove

R
 Risk of being a brand for “fat girls”
 Undermining the aspiration of consumers
 Undermining the aspirational essence in itself is a big risk. Dove is completely eliminating the reference group which kills the aspirational element from the whole ad campaign.
 The objectification of women and hence the risk of being rebuked by hardcore feminists.
 Copy by the competitors(Olay total effects).
 Sustainability of campaign in long run
 Risk of exposure in social media

Dove celebrates “Real Beauty”
Pretty Cute