DOVE Evolution of Brand

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LOGO

DOV Evolution of brand


E:
Arranged by:
Adityo Wibowo
Muhammad Yusuf
Yohan Suryanto Pramono

Case Study
Brand had grown by $1.2 billion. Much of the growth
was attributable to new personal care categories, and
exactly how much could be credited to The Campaign
for Real Beauty.

Internet post questions about


Unilevers sincerity, its
objectivity, its motives and
Doves strategy as follows,
Taking up the cudgels for
reality is a risky strategy for
Dove.
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, Doves Marketing Director-

Dove: The Functional Benefit Era


1957 : Dove soap doesnt dry your skin because its one-quarter cleansing cream,
-Ogilvy and Mather advertising agency-

1970 : Popularity increased as a milder soap.


1980 : Dove beauty bar was widely endorsed by physicians and
dermatologists to treat dry skin.
1990 : Litmus test Opened up to markets in 55 countries
Sold in 80 countries.
2000 : The brand depended on claims of functional superiority
backed by the moisturizing benefit and become a
Masterbrand in February.
2002 : Campaign for Real Beauty.
2005 : Self Esteem Campaign.
-To build the Masterbrand needed to do something2007 : A process of exploratory market research, consultation with experts,
conversations with women, and message testing led to:
The Campaign for Real Beauty.

Dove: The Functional Benefit Era


Campaign for Real Beauty
Message : Real beauty ca only be
found on the inside and every
woman deserves to feel beautiful.
Image : Real beauty is portrayed by
women who do not have runaway
model.
Result : A dialog between Dove and
itrs customers about the definition
Self esteem fund:
beauty.
Carried forward the real of
beauty
campaign.
Series of Commercials launched to promote
this.
Evolution launched first on You Tube later on
Super Bowl

A Brand With a Point of View


Unilevers surveys: 3,000 women in 10 countries was the fact that only 2% of respondents
worldwide chose to describe themselves as beautiful

Wrinkled?
Wonderful?

44 and hot?
44 and not?

Flawed?
Flawless?

Evolution.
It showed the face of a young
woman as cosmetics, hair
styling and Photoshop editing
transformed it from plainness to
billboard glamour.

Grey?
Gorgeous?

Oversized?
Outstandin
g?
Hates her
freckles.

Doves mission is to make more women feel beautiful every day by


broadening the narrow

From Brands to the Consumers Point of View


In 2006 the Dove announced a contest, titled: Real Ads by Real Women, to
invite consumers to create their own ads for Dove Cream Oil Body Wash.

When youre using Dove Cream Oil Body Wash, take note of what you feel, smell, see
and hear:
Are you reminded of any pleasant experiences or interesting places?
Look up luxury in the dictionary. What does it mean? What could it mean?
Explore the world around you. What luxuries do you find in your world?

Media Planning

When the advertising agency brought the Evolution advertisement idea to


Unilever, it was prepared to go forward without paid media at all.

The ad was released to YouTube and Good Morning


America

Public Relations
Generate broad awareness for the Campaign for Real Beauty
and establish an emotional connection with women

Build coverage and interest with more than


200 local news programs and more than 60
national broadcast and print outlets

Build advocacy and generating discussion among


the media elite also developed a strategic
partnership with an advocacy organization.

Established the global Dove Self - Esteem Fund to


raise the self-esteem of girls and young women

Organizing for Brand Management


A brand is a name, term, sign, symbol or design, intended to identify
the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
Unilever began to split responsibility for a brand
between two groups:

Brand Development:
Take responsibility for developing the idea
behind a brand, for innovation and for
evolving the idea into the future.

Brand building:
Charge with bringing the brand to life
in their Marketplace.

Organizing for Brand Management


Brand
Personality
Self-acceptance & Confidence : Highlights the
commitment to breaking down stereotypes and
enabling women to celebrate real inner beauty.
Feminity & Mildness : The name of
the brand, the logo and even to the
tagline as well as the product,
everything about it is simple an
feminim.

SWOT

ANALYSIS OF
THE CAMPAIGN

Strength
o Unconventional strategy
o Effective advertising,
Free publicity
o Continuously evolving
the campaign
o Strong emotional touch
o Cross-selling
Possibilities

Weakness / Criticisms
Contradictory in nature
Objectification of women
Women featured were
comparatively slim
Use of idealized images in
other brands under the same
flagship
Contradictory Japanese
campaign

Opportunity / Recomendation
Target male customers
Maintain better standards of
quality
Unified advertising throughout
the globe
Continuous innovation

Threat
R i s k o f b e i n g a b r a n d
for fat girls
I n v o l v e d m a r ke t i n g r i s k
C o p y b y t h e
competitors
U n d e r m i n i n g t h e
aspiration of
consumers
S u s t a i n a b i l i t y o f
campaign in long run

Success Of The Campaign


Sales of firming lotion in UK rose by
700%
Sales in the US went up by 11.4%
Total Sales for the Dove Brand rose
6%
No. of visitors to website increased
by 200%
Grand EFFIE award for advertising
effectiveness
Positive response from the masses

Our Learning

Taking the initiative


Interactive
advertising
Cause based
marketing

LOGO

Thank You !

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