Dove : Evolution of a Brand

Mars Ega LP Rizal Abdullah Rohimat Efendi Nur Fadly S

Company Profile
Was formed in 1930, a merger from : Lever Brothers (U.K based) + Dutch Margarine Unie VISION : Helping people to look good, feel good and get more out of life Currently Unilever is a leading global manufacture of packaged consumer goods, which operated in food, home, and personal care sector of economy Operated in every contonent Strength 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 campaign
The post World War II (1957) : A Beauty bar (contained high levels of natural skin moist) Dove Soap doesnt dry your skin because its onequarter cleansing cream Slogan : the term cleansing cream -> moisturizing cream 1980s -> endorsed by physicians and dermatologists to treat dry skin In 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 View

Silvia Lagnado : Young, white, blonde, and thin Research by Nancy etcoff (psychiatrist) and Suzy orbach (psychotherapist) : the fact that only 2% of respondents describe themselves as beautiful -> Tick-Box campaign outsized or outstanding June, 2005. Dove True Colors self esteem challenges 2006, Dove The Evolution of Beauty

A Brand With a Point of View

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 View

In late 2006, Dove brand builders announced a contest to invite consumers to create their owns ads for Dove Cream Oil Body Wash Try 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 Relations
Generate

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 elite walk the talk -> established the global Dove Self-Esteem Fund to raise the self esteem of girls and young women

Organizing for Brand Management

1.

2.

Historically 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

1940
Formula for Dove Bar (Mild Soap)

1950 1960
Refined to original Dove Beauty Bar Launche d in the market

1970

1980

1990

1995-2001
Extension of Doves range of products

Popularit Leading Dove y brand beauty Increase recomme wash d as a nded by successfull milder Physicians y launched soap

Q1 : What is

Knudtzen and Bjerre, 2009. There is two brand managemnt paradigm :

Positivistic paradigm Constructivist / Interpretive paradigm

Q2 : Why Does Unilever to want fewer of them

Global decentralization brought problems of control. Companys brand portfolio had grown is a relatively laissezfaire 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 2007

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 In 2007, started campaign for the real beauty Marketing and Advertising Blend of marketing communication tools- TV, print media and billboards Advertising message: Dove soap doesnt 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 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 2000

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 Unilevers brands

Q6: How was brand meaning controlled before 2000 and how is it controlled at the time of the case

Before 2000, Unilevers brand management strategy was decentralized and cannibalistically capitalistic, pushing each brand manager to compete with inhouse 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.