1. DOVE: Evolution of a Brand

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. Thank you….