1. EVOLUTION OF A BRAND

2. Agenda Brand Definition Unilever - Category Management Strategy
11/7/2008
Agenda
Brand Definition
Unilever
- Category Management Strategy
- Brand Management Strategy
- Why does Unilever want fewer brands?
Evolution of Brand ‘Dove’
- Dove: POP & POD
- Product Launch
- What compelled Dove to go for CFRB
Dove’s market positioning in the 1950’s
Dove’s market positioning in 2007
- The CBBE Model
- Brand Dynamics of Dove
- Marketing Strategy
‘We The PEOPLE’
- USER’s Verdict : MILDNESS IS THE KEY
Conflicting brand image
Risks to the brand today
GROUP 6

3. I O: Identity & Ownership
Brand Definition
AMA Definition: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
I O: Identity & Ownership
D: Delivering Quality
V A: Value Addition
D: Differentiation
Brand is DIODVAC
C: Confidence
Heart  Intangible
Head  Tangible
At 2 Levels

4. Unilever’s Category management strategy
Then
World’s largest producer but lacked a unified global identity.
Brands managed in a decentralized fashion
Years of slow performance
Lack of sound corporate strategy
Numerous low-volume brands
Small global presence compared to competition
Mediocre performance in emerging markets
Now
Reduce portfolio to 400 “core” brands
Path to growth Initiative (Brand building and brand development – separate functions)
Concentrate on product innovation to fuel internal growth
An initiative to create an overall umbrella brand across all Unilever’s brands
Dove Evolution

5. Unilever’s Brands management strategy
Objective: Bring top of the mind awareness
Strategy: Use advertising that connects with consumer needs
Let the consumer know more about the product’s uses
Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo.
Converged the marketing of disparate arms due of the lack of brand recognition.
Dove's extension into deodorant - Long-term strategy built to set global "master" brands.
In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up develop their social missions.
Since 2002, became more visible to shoppers, with corporate logo appearing on the back of all our product packs.

6. Evolution of brand ‘dove’
11/7/2008
Evolution of brand ‘dove’
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
Extension of Dove’s range of products
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
GROUP 6

7. Why does Unilever want fewer brands?
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.
Embarked on a 5 year strategic initiative “Path to Growth”:
- Winnowing 1600 brands down
to 400.
- Selected “Masterbrands”,
mandate to serve as umbrella identities
over a range of product forms.
- Global brand unit for each “Masterbrand”.

8. Dove : Pop and Pod 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
to DOVE.
Cleanses
(Point of Parity)

9. Product Launch CFRB (Campaign for Real Beauty): “DOVE FIRMING LOTION”
11/7/2008
Product Launch
“We want to challenge the definition of the beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.”
-Philippe Harousseau, Dove’s Marketing Director
CFRB (Campaign for Real Beauty):
“DOVE FIRMING LOTION”
Ads named as “LETS CELEBRATE
CURVES”
Intended to make more women feel
beautiful.
GROUP 6

10. Dove: THEN and NOW
1957
2006

11. Dove’s market positioning in the 1950’s
Product
First Dove product  Beauty Bar  Launched in 1957
It claimed not to dry out the skin the way soap did
Technically not soap at all, formula came from military research
Marketing and Advertising
Blend of marketing communication tools- TV, print media and billboards
Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream”
Rather than models, it used natural looking women to convey the benefits of the product
Outcome
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

12. Dove’s market positioning in 2007
Products
Hair care: Shampoo, Spray and Gel
Skin Care: Soap and Moisturizer
Deodorants
“Real Beauty” and “Self Esteem Campaign”
Appealed to aesthetic needs of the consumers
Did not focus on functional benefits, but on need to feel good
Used oversized models, elderly women to convey the message
Dove Evolution Film
Shift from broadcast media to digital media, YouTube & Blogs
Film “evolution” viewed by 3 million visitors in 3 months
Marketing communications gave Dove a wide exposure

13. The CBBE Model What about you and me ? What about you ?
Much affiliation and attachment , creates patronage
(Dove Self Esteem Fund)
Women love and trust the dove brand , Using the dove brand Develops self esteem /self respect
Mild , moisturizing, ¼ cleansing cream
World number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the market
What about you and me ?
What about you ?
What do you stand for ?
Dove can reintroduce the inspirational element by choosing successful ambassadors who are not anorexic like the models portrayed in other Ad campaigns.
Identity
Who are you ?

14. Brand Dynamics of Dove Better quality at affordable price
High Loyalty/ Strong Share of Wallet
Low Loyalty/ Weak Share of Wallet
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

15. Marketing Strategy Unconventional strategy Strong emotional touch
11/7/2008
Marketing Strategy
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free publicity
Continuously evolving the campaign
ADVERTISING
TV COMMERCIALS
BILLBOARDS
INTERVIEWS
PANEL DISCUSSIONS
WEBSITE
PROGRAMS
THE DOVE SELF-ESTEEM FUND
GROUP 6

16. ‘We The PEOPLE’

17. USER’s Verdict : MILDNESS IS THE KEY
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

18. Conflicting brand image
Axe
Dove
Critics noted that Uniliver used the same old images and stereotypes in its other brands like Slimfast, Lynx, Axe, Lux and Sunsilk

19. Risks to the brand today
Risk of being a brand for “fat girls”
Undermining the aspiration of consumers
Undermining the aspirational essence in itself is a big risk. Dove is completely eliminating the reference group which kills the aspirational element from the whole ad campaign.
The objectification of women and hence the risk of being rebuked by hardcore feminists.
Copy by the competitors(Olay total effects).
Sustainability of campaign in long run
Risk of exposure in social media

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