Escolar Documentos
Profissional Documentos
Cultura Documentos
At 2 Levels
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
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
DOVE EVOLUTION
Then
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.
1940
1950 1960
Launched in the market
1970
1980
1990
Dove beauty wash successfully launched
1995-2001
Extension of Doves range of products
Refined to Formula for original Dove Bar Dove Beauty (Mild Soap) Bar
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
to DOVE. Cleanses
(Point of Parity)
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
Bonding
Advantage
Performance
Relevance
Presence
MARKETING STRATEGY
ADVERTISING
BILLBOARDS
Cross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
WEBSITE
PROGRAMS
10
Consumers are very happy with the product and above all there is loyalty attached to the product Even though there are no major aspirational 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
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