2Agenda Brand Definition Unilever - Category Management Strategy 11/7/2008AgendaBrand DefinitionUnilever- 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 CFRBDove’s market positioning in the 1950’sDove’s market positioning in 2007- The CBBE Model- Brand Dynamics of Dove- Marketing Strategy‘We The PEOPLE’- USER’s Verdict : MILDNESS IS THE KEYConflicting brand imageRisks to the brand todayGROUP 6
3I O: Identity & Ownership Brand DefinitionAMA 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.I O: Identity & OwnershipD: Delivering QualityV A: Value AdditionD: DifferentiationBrand is DIODVACC: ConfidenceHeart IntangibleHead TangibleAt 2 Levels
4Unilever’s Category management strategy ThenWorld’s largest producer but lacked a unified global identity.Brands managed in a decentralized fashionYears of slow performanceLack of sound corporate strategyNumerous low-volume brandsSmall global presence compared to competitionMediocre performance in emerging marketsNowReduce 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 Unilever’s brandsDove Evolution
5Unilever’s Brands management strategy Objective: Bring top of the mind awarenessStrategy: Use advertising that connects with consumer needsLet the consumer know more about the product’s usesShifted 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.
6Evolution of brand ‘dove’ 11/7/2008Evolution of brand ‘dove’1940Formula for Dove Bar (Mild Soap)1950Refined to original Dove Beauty Bar1960Launched in the market1970Popularity Increased as a milder soap1980Leading brand recommended by Physicians1990Dove beauty wash successfully launchedExtension of Dove’s range of productsIn a world of hype and stereotypes, Dove provides a refreshingly realalternative for women who recognise that beauty comes in all shapesand sizes UNILEVER WebsiteGROUP 6
7Why does Unilever want fewer brands? 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 downto 400.- Selected “Masterbrands”,mandate to serve as umbrella identitiesover a range of product forms.- Global brand unit for each “Masterbrand”.
8Dove : Pop and Pod Beauty. It’s not about glamour or fame. It’s (Point of Differentiation)about every woman and the beauty that is(Market) (frame of reference)in each of us. That’s what DOVE is all about.(Brand)And that’s why More women trust their skinto DOVE.Cleanses(Point of Parity)
9Product Launch CFRB (Campaign for Real Beauty): “DOVE FIRMING LOTION” 11/7/2008Product Launch“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 DirectorCFRB (Campaign for Real Beauty):“DOVE FIRMING LOTION”Ads named as “LETS CELEBRATECURVES”Intended to make more women feelbeautiful.GROUP 6
11Dove’s market positioning in the 1950’s ProductFirst 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 researchMarketing and AdvertisingBlend of marketing communication tools- TV, print media and billboardsAdvertising 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 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 America’s most recognizable brand icons
12Dove’s market positioning in 2007 ProductsHair care: Shampoo, Spray and GelSkin Care: Soap and MoisturizerDeodorants“Real Beauty” and “Self Esteem Campaign”Appealed to aesthetic needs of the consumersDid not focus on functional benefits, but on need to feel goodUsed oversized models, elderly women to convey the messageDove Evolution FilmShift from broadcast media to digital media, YouTube & BlogsFilm “evolution” viewed by 3 million visitors in 3 monthsMarketing communications gave Dove a wide exposure
13The CBBE Model What about you and me ? What about you ? 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 respectMild , moisturizing, ¼ cleansing creamWorld number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the marketWhat about you and me ?What about you ?What do you stand for ?Dove can reintroduce the inspirational element by choosing successful ambassadors who are not anorexic like the models portrayed in other Ad campaigns.IdentityWho are you ?
14Brand Dynamics of Dove Better quality at affordable price High Loyalty/ Strong Share of WalletLow Loyalty/ Weak Share of WalletBondingAdvantagePerformanceRelevancePresenceMass appeal to all segments; high patronageBetter quality at affordable priceMild, gentle, moisturizingHealth and beautyMore than 80 countries
17USER’s Verdict : MILDNESS IS THE KEY Consumers are very happy with the product and above all there is loyalty attached to the productEven though there are no major aspiration- al values attached to the product, company is able to differentiate very well from other ‘hard-on-skin’ soapsBrand has been able to establish itself in all age groupsWhen 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
18Conflicting brand image AxeDoveCritics noted that Uniliver used the same old images and stereotypes in its other brands like Slimfast, Lynx, Axe, Lux and Sunsilk
19Risks to the brand today Risk of being a brand for “fat girls”Undermining the aspiration of consumersUndermining 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 runRisk of exposure in social media
20Beautiful Smart Attractive Dove celebrates “Real Beauty”Gorgeous GracefulBeautiful Smart AttractiveAdorable ElegantPoisedPretty CuteTHANK YOU