Dove Evolution Of A Brand

EVOLUTION OF A BRAND Group 9 : Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar Bendre, Tejas Bhatt

AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

UNILEVER’S CATEGORY MANAGEMENT STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DOVE EVOLUTION

UNILEVER’S BRANDS MANAGEMENT STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

EVOLUTION OF BRAND ‘DOVE’ 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

WHY DOES UNILEVER WANT FEWER BRANDS? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DOVE : POP AND POD Cleanses (Point of Parity)

PRODUCT LAUNCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DOVE’S MARKET POSITIONING IN THE 1950’S

DOVE’S MARKET POSITIONING IN 2007

THE CBBE MODEL Identity Who are you ? What about you ? What about you and me ? What do you stand for ?

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

MARKETING STRATEGY INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERCIALS PROGRAMS THE DOVE SELF-ESTEEM FUND WEBSITE

[object Object],[object Object],[object Object],[object Object],USER’S VERDICT : MILDNESS IS THE KEY

CONFLICTING BRAND IMAGE ,[object Object],[object Object]

RISKS TO THE BRAND TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU

Dove Evolution Of A Brand

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Dove Evolution Of A Brand

Semelhante a Dove Evolution Of A Brand (20)

Último

Último (20)

Dove Evolution Of A Brand