This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
Use of ordinary people in supermodel context in the vision of :
Changing the way society views beauty.
Provoking discussion and debate about real beauty.
Promoting dove as a skin firming-cream which deliver a functional benefit.
Unilever crafted a mission statement to serve
as an anchor to the variety
of creative initiatives that unified
“The campaign for real Beauty”
Company focuses to choose major media types like
Superbowl media, on Opera Winfrey show, and talk show of Jay Leno.
Unilever also created too much ads concentration for greater
brand impact without paid media.
Ads released on You Tube with contribution on topics like anorexia and heartfelt
Interchanges between fathers and daughters
It was among the most downloaded commercial ever to appear.
It generated volumes of discussion on chat rooms.
It popularity became the subject of considerable newspaper, radio, and television coverage.
Unilever’s public relation strategy consists the following
as an integral approach to marketing Planning :
It is centralized and global in scope.
It take responsibility for developing the idea behind a brand, for innovation, and for evolving
the idea into the future. It is accountable for medium- to long-term market share,
for brand health, for measures of innovativeness, and for creating value in the category.
It is decentralized according to the major geographic regions in which Unilever
operated. Brand-building chain of command were charged with bringing the brand to
life in their marketplace. They are accountable for growth, profit, cash flow, and short-term
market share. Working within the mission inherited from brand development, they have the
freedom to use imagination to break through their particular market’s media clutter.