DOVE: Evolution of a Brand

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Presentation transcript:

DOVE: Evolution of a Brand

Overview of Unilever Leading global manufacturer of packaged consumer goods operating Food Home Personal Care Combining Local Roots with Global Scale

Problem: Need of fewer brands Lack of control due to global decentralization Missing global identity Growing brand portfolio in a laissez-faire manner with numerous low volume brands Checkered Identities of product categories Issues Faced by Unilever Create an overall umbrella brand Reduce Portfolio to 400 core brands Global Brand unit for each Masterbrand Path to growth initiative: Brand Building Brand Management Resolving the issues The Campaign for Real Beauty Digital film known as “Evolution” Real Ads by Real Women Strategies

Evolution of the brand Dove 1957 (Launched in market as beauty bar) 1980 (Endorsed by physicians & dermatologists) 2000 (To become a Masterbrand) 2002 (Campaign of real beauty) 2005 (Self –Esteem Campaign) PRODCUTS From first beauty bar to hair care, skin care and deodorants MARKETING Shift from a mix of communication tools such as TV, print to digital media Focus moved from functional benefits to need of feeling good RESULTS Recognized brand icon Wide Exposure Connected with aesthetic needs of customers Frame of reference Beauty Point of Parity As a cleansing agent Point of Differentiation Women trusting skin to Dove Beauty is not about glamour & fame

Brand Management Brand Development Brand Building Take responsibility for developing the idea behind a brand, for innovation and for evolving the idea into the future to gain medium to long term market share Brand Building Bringing the brand to life in their market place for growth , profit, cash flow and short term market share Establishing emotional connect through unique and unconventional strategies Brands under Unilever has distinct customer segments and this helps Dove to focus on its marketing strategy Brand Personality to celebrate real inner beauty at every age

Challenges faced by Dove Campaigns Undermining the aspirations of consumers Risk of being a brand for old ladies or fat girls Implementing similar strategy by competitors Shift of focus from the main products/brand to social and personal issues Brand message overpowering the products Long run sustainability of the campaign Challenges faced by Dove Campaigns

Master brand name helps leveraging single brand identity Learning Cause based marketing is helpful till the main focus is on the brand or the products Master brand name helps leveraging single brand identity Target segment knowledge is essential when corporate brand has multiple products Values delivered by brand and perception of consumers about the brand or product must match

Thank you….