Download as PDF, PPTX
More Related Content
Dove - Evolution of a brand
- 1. Evolution of abrand Harvard Business School Case
- 2. DOVE ▣ A brandwith its origin in the U.S in the post World War - II era. ▣ Launched in 1957 with its strategic step to create a strong brand position in health and beauty sector by Unilever.
- 3. UNILEVER ▣ Leading global manufacturerof packaged consumer goods. ▣ Operates mainly in the food,home,personal care sectors of the economy.
- 5.
- 6. COMPETITORS ‣ P&G ‣ KRAFTFOODS ‣ NESTLE And many more …
- 8. ‘’ 1. In theFebruary of 2000, Unilever embarked on a five year strategic initiative called “Path - to - Growth”. 2. An important part of this initiative was a plan to winnow its more than 1600 brands to 400.
- 9. !? What was the needfor fewer brands... Let’s find out the reasons .
- 10. REASONS FOR AFEWER BRANDS 1. Global decentralization brought problems in the control of the brands. 2. Lacked a unified global identity. 3. A small number of brands would be selected as “Master Brands” and there would be a global brand unit for each Master Brand.
- 11. EVOLUTION OF BRAND “DOVE ”
- 13. 1957: THE LAUNCH OF “DOVE” Birthof the brand “Dove” .
- 14. 1957 : THELAUNCH OF “DOVE” ▣ The advertising campaign for the launch of the brand “Dove” was created by Ogilvy and Mather advertising agency. ▣ The message was “Dove soap doesn’t dry your skin, because it is one-quarter cleansing cream.”
- 15. IN THE LATE1970 ’s The term “cleansing cream” was replaced with “moisturizing cream” - But dove stayed with the claim not to dry the skin , the refusal to call it a soap , for over 40 years .
- 17. 2000: CAMPAIGN FOR REAL BEAUTY Theturning point to Dove’s success . :)
- 18. ‘’ Silvia Lagnado ,the global brand director for “Dove” , lead a worldwide investigation into women’s responses to the iconography of the beauty industry.
- 20. PRE-CAMPAIGN SURVEY “ Young,white, blond and thin “ were almost the universal characteristics of women portrayed in advertising and packaging. But for many women, these were unattainable standards , and far from being inspired, they taunted !!!
- 21. ‘’ In search foran alternative view of the goal of personal care, unilever tapped two experts.
- 22. Dr.Nancy Etcoff was aHarvard University psychiatrist, working at the Massachusetts General Hospital, author of the book, “Survival of the Prettiest”. EXPERTS TAPPED BY UNILEVER Dr. Suzy Orbach was a London based psychotherapist best known for having treated Lady Diana Spencer and was the author of the book, “ Fat is a Feminist Issue.”
- 23. STEP 1 : Silviahired British photographer 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.
- 24. STEP 2 :Tick-Box Campaign 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.
- 26. STEP 3: The“REAL” Beauty They featured six “real” women cheerfully posing in plain white underwear.
- 27.
- 29. ‘’ 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.
- 31. DOVE : POPand POD Point of Parity (POP) : Cleansing Points of Difference (POD) : ● Trust ● Simple is beautiful ● Emotional bond with the customers
- 32. ‘’ DOVE emerged asa brand with a Point of View. Dove emphasized on more women feeling beautiful instead of woman feeling more beautiful.
- 33. BRAND MANAGEMENT ● Unileverhad organized the 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.
- 34. REVENUE GROWTH ● InSeptember 2006, 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. ● It computed that the brand had grown by $1.2 billion.
- 35. CONTROVERSIES FACED Dove isa product of Unilever which produces AXE deodorant and LYNX shower gel too. (which created a stir with their ads !)
- 36.
- 37. STRENGTHS : 1. Positivesocial messaging. 2. Awakenes individual empowerment. 3. Helping girls to raise their self-esteem.
- 38. 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.
- 39. OPPORTUNITIES : 1. Targetsfemale customers at an emotional level. 2. New opportunities to target male customers too.
- 40. THREATS : Risk ofbeing brand for ‘ average girls ’
- 41.
- 42. Credits Special thanks toall the people who made and released these awesome resources for free: ▣ Presentation template by SlidesCarnival ▣ Photographs by Unsplash ▣ Google Images
- 43. Presentation design Designed By: Praneeth Ponnekanti , IIITD&M Kancheepuram Under an Internship By : Prof. Sameer Mathur , IIM Lucknow www.IIMinternship.com