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Dove: evolution of a brand
Dove is a skincare brand owned by Unilever that was launched in 1957. In the 1970s, Dove increased in popularity as a milder soap. In the 2000s, Dove launched campaigns promoting "real beauty" by featuring ordinary women. This helped shift perceptions of beauty away from unrealistic standards. Dove also began the Self Esteem Project in 2002 to help raise girls' self-confidence. Through its campaigns and focus on diversity, Dove has grown its brand value while also facing some controversies related to Unilever's other brands.
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Introduction to Dove as a cleansing brand owned by Unilever in health and beauty care.
Unilever's founding in 1930 from Lever Brothers and Margarine Unie, highlighting its global impact.
Unilever's portfolio management, rationale for reducing brands from 1600 to 400 for control and identity.
Key milestones in Dove's evolution: launch in 1957, product range expansion, and increasing popularity.
Dove's 2000 campaign exploring women's perceptions of beauty through surveys involving 3000 women.
Execution steps of the Real Beauty campaign, including hiring diverse models and interactive community engagement.
Dove's unique positioning focusing on emotional connection and redefining beauty standards.
Overview of Unilever's brand management approach similar to Procter & Gamble.
Significant growth reported by Landor Associates, along with controversies related to brand image.
Strengths, weaknesses, opportunities, and threats faced by Dove in the beauty and personal care market.
Credits for the presentation created by Rashmi Choudhary during an internship at IIT Bombay.
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Dove: evolution of a brand
- 1. Dove: Evolution ofA Brand Case Analysis
- 2. Dove is a“cleansing” brand in health and beauty care sector owned by Unilever. What is Dove?
- 3. What is Unilever? Unileveris a leading global manufacturer of packaged consumer goods, operates in the food, home, and personal care sectors of the economy.
- 4. Lever Brothers Margarine Unie Birth of Unilever Unileverwas formed in 1930 when the U.K.-based Lever Brothers combined with the Dutch Margarine Unie, a logical merger given that both companies depended on palm oil, one for soaps and the other for edible oil products. Unilever
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- 6. Competitors of Unilever (Annualrevenue of $69 billion) (Annual revenue of $68 billion) (Annual revenue of $34 billion)
- 7. In February 2000Unilever embarked on a five-year strategic initiative called “Path to Growth.” An important part of this initiative was a plan to winnow its more than 1,600 brands down to 400.
- 8. What was theneed for fewer brands?
- 9. 1) Global decentralizationbrought problems of control. 2) Lack of a unified global identity. 3) A small number of brands would be selected as “Masterbrands” and there would be a global brand unit for each masterbrand.
- 10. Evolution of brand“Dove”
- 11. 1957 Launched in the market 1970’s Popularity increased as milder soap 2000 Campaign forreal beauty 2002 Self-esteem project 1995 Extension of Dove’s range of products
- 12. 1957: Launched inmarket The 1957 launch advertising campaign for Dove was created by the Ogilvy and Mather advertising agency. The message was, “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream.”
- 13. 1970’s: Popularity increasedas milder soap the term “cleansing cream” was replaced with “moisturizing cream”—but Dove stayed with the claim not to dry skin, and the refusal to call itself a soap, for over 40 years.
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- 15. 1995: Extension ofDove’s range of products During 1995 to 2000 Dove extended its range of products. It also stepped its feet in men’s beauty products.
- 16. 2000: Campaign forreal beauty Silvia Lagnado, global brand director for Dove, led a worldwide investigation into women’s responses to the iconography of the beauty industry.
- 17. Unilever made someuse of surveys. It went to 3,000 women in 10 countries and explored some of the hypotheses generated by the psychologists. Among the findings was the fact that only 2% of respondents worldwide chose to describe themselves as beautiful. Pre-Campaign Survey
- 18.
- 19. “Young, white, blondeand thin” were the almost universal characteristics of women portrayed in advertising and packaging, but for many women these were unattainable standards, and far from feeling inspired they felt taunted. Pre-Campaign Survey
- 20. In the searchfor an alternative view of the goal of personal care, Unilever tapped two experts. Nancy Etcoff was a Harvard University psychiatrist working at the Massachusetts General Hospital, author of the book, Survival of the Prettiest. Suzy Orbach was a London- based psycho-therapist best known for having treated Lady Diana Spencer and was the author of the book, Fat is a Feminist Issue. Start of the campaign
- 21. Silvia hired Britishphotographer John Rankin Waddell, an avant guarde fashion photographer well-known for using ordinary people in supermodel contexts and for books of nudes featuring plain-looking models. Step 1.
- 22. step 2. tick-boxcampaign In this campaign, billboards were erected and viewers were asked to phone 1-888- 342-DOVE to vote on whether a woman on the billboard was “outsized” or “outstanding.” A counter on the billboard showed the votes in real time.
- 24. They featured six“real” women cheerfully posing in plain white underwear. Step 3.
- 25.
- 26. At a Doveleadership team offsite meeting, an effort was made to engage executives in the idea behind The “Campaign for Real Beauty” by filming their own daughters discussing their self-esteem challenges.
- 27. Break the normalstereotypes of beauty Such ads Much emotional branding wow!
- 28. Dove: POP andPOD Point-of-parity: Cleansing Points-of-difference: Trust, simple is beautiful, emotional bond with customers
- 29. Dove emerged asa brand with a point of view Dove emphasized on more women feeling beautiful instead of woman feeling more beautiful.
- 30. Unilever had organizedthe work of marketing in a manner similar to its main competitor, Procter & Gamble, known as the brand management system. Within a product category the firm often offered multiple brands, each led by a brand manager. In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms. Brand Management
- 31. Revenue Growth In September2006, Landor Associates identified Dove as one of 10 brands with the greatest percentage gain in brand health and business value in the past three years.3 It computed that the brand had grown by $1.2 billion.
- 32. Controversies Faced 1) Dovecomes from Unilever which produces Axe deodorant and LYNX shower gel too.
- 33. SWOT analysis Strengths - 1)Positive social messaging. 2) Awakenes individual empowerment. 3) Helping girls to raise their self-esteem.
- 34. Weaknesses - 1) Adsare contradictory in nature. 2) Unilever used hotties in sexually suggestive ads to promote its Axe brand. 3) Doves “Real Beauty” pics could be big phonies.
- 35. Opportunities - 1) Targetsfemale customers at an emotional level. 2) New opportunities to target male customers too. Threats - 1) Risk of being brand for ‘average girls.’
- 36. Disclaimer Presentation created by- Rashmi Choudhary, IIT Bombay During an internship by Prof. Sameer Mathur, IIM Lucknow http://www.iiminternship.com