This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
12. DOVE EVOLUTION OF A BRAND
1940
Formula for
Dove Bar
(Mild Soap)
1950
Refined to
original
Dove Beauty
Bar
1960
Launched in
the market
1970
Popularity
Increased as
a milder soap
1980
Leading brand
recommended
by Physicians
1990
Dove beauty
wash
successfully
launched
1995-2001
Extension of
Dove’s range of
products
16. Global decentralization brought
problems of control.
Company’s brand portfolio had grown
is a relatively laissez-faire manner.
Unilever lacked a global identity.
17. 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
22. Bonding
Advantage
Performance
Relevance
Presence
Mass appeal to all segments;
high patronage
Better quality at
affordable price
Mild, gentle, moisturizing
Health and beauty
More than 80 countries
BRAND DYNAMICS OF DOVE
High Loyalty/
Strong Share of
Wallet
Low Loyalty/
Weak Share of
Wallet
24. 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 skin
(Point of Differentiation)
to DOVE.
Dove : Pop and Pod
Cleanses
(Point of Parity)
25. CAMPAIGN FOR REAL BEAUTY
Beautiful
Attractive
Average
Natural
Others
A survey conducted in 2004 in 10 countries.
26. WHY THIS CAMPAIGN?
Declining Sales --- lost in crowded market
Increased competition
Advertising clutter
Stagnation in one or two categories --- In spite
of increase in product range
Need for Brand Positioning --- Evolve brand
image without losing their existing customer
base and driving aggressive growth
31. The market positioning of Dove in
1950’s was focused upon providing a
better product than soap, and provided a
theme of ‘beauty bars’. The idea behind
the particular marketing strategy was
that Dove does not dry out the skin of
consumers as it works as a skin cleanser
and a moisturizer.
34. It’s television commercials were
related to the particular theme in
which it described that Dove creams
your skin while taking a bath. Dove
was focused on replacing the normal
toilet soap with Dove cream bar. In
another advertisement, the idea
related to surpassing the old soaps
which were referred to as old-
fashioned soaps which needs the
replacing with Dove.
37. 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
America’s most recognizable brand icons.
43. The market positioning of Dove was
focused upon ‘The real beauty
campaign’. As described by Dove in
its mission statements that it is aimed
at making women feel more beautiful
by applying Dove.
49. Consumers are very happy with
the product and above all there is
loyalty attached to the product
Even though there are no major
aspiration-al 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
USER’s Verdict : MILDNESS IS THE KEY