Presentation on theme: "EVOLUTION OF A BRAND. A GENDA Brand Definition Unilever - Category Management Strategy - Brand Management Strategy - Why does Unilever want fewer brands?"— Presentation transcript:
EVOLUTION OF A BRAND
A GENDA 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 Doves market positioning in the 1950s Doves market positioning in The CBBE Model - B RAND D YNAMICS OF D OVE - Marketing Strategy We The PEOPLE - USERs Verdict : MILDNESS IS THE KEY Conflicting brand image Risks to the brand today
B RAND D EFINITION At 2 Levels
U NILEVER S C ATEGORY MANAGEMENT STRATEGY Then Worlds 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 Unilevers brands D OVE E VOLUTION
U NILEVER S B RANDS MANAGEMENT STRATEGY Objective: Bring top of the mind awareness Strategy: Use advertising that connects with consumer needs Let the consumer know more about the products 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 VOLUTION OF BRAND DOVE 1940 Formula for Dove Bar (Mild Soap) 1950 Refined to original Dove Beauty Bar 1960 Launched in the market 1970 Popularity Increased as a milder soap 1980 Leading brand recommended by Physicians 1990 Dove beauty wash successfully launched Extension of Doves 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 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 HY DOES U NILEVER WANT FEWER BRANDS ? Global 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 Selected Masterbrands, mandate to serve as umbrella identities over a range of product forms. - Global brand unit for each Masterbrand.
Beauty. Its not about glamour or fame. Its (Point of Differentiation) about every woman and the beauty that is (Market) (frame of reference) in each of us. Thats what DOVE is all about. (Brand) And thats why More women trust their skin (Point of Differentiation) to DOVE. Beauty. Its not about glamour or fame. Its (Point of Differentiation) about every woman and the beauty that is (Market) (frame of reference) in each of us. Thats what DOVE is all about. (Brand) And thats why More women trust their skin (Point of Differentiation) to DOVE. D OVE : P OP AND P OD Cleanses (Point of Parity) Cleanses (Point of Parity)
P RODUCT L AUNCH 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, Doves Marketing Director CFRB (Campaign for Real Beauty): DOVE FIRMING LOTION Ads named as LETS CELEBRATE CURVES Intended to make more women feel beautiful.
D OVE : THEN AND NOW
D OVE S MARKET POSITIONING IN THE 1950 S 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 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
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 D OVE S MARKET POSITIONING IN 2007
T HE CBBE M ODEL 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 about you ? What about you and me ? What do you stand for ?
Bonding Advantage 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 B RAND D YNAMICS OF D OVE High Loyalty/ Strong Share of Wallet Low Loyalty/ Weak Share of Wallet
M ARKETING S TRATEGY 15 INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERC IALS PROGRAMS THE DOVE SELF- ESTEEM FUND WEBSITE Unconventional strategyStrong emotional touchCross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
W E T HE PEOPLE
Consumers are very happy with the product and above all there is loyalty attached to the product Even though there are no major aspiration- al 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 USER S V ERDICT : MILDNESS IS THE KEY
C ONFLICTING BRAND IMAGE AxeDove
R ISKS TO THE BRAND TODAY 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 Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU