Dove: Evolution of a Brand

Group 4
Nikhil Saraf 13P028
Nishant Madan 13P029
S. Aswin 13P038
Milan Sachdeva 13P085
Pavneet Kaur 13P096
Sonakshi Gupta 13P112

Case Problem
Brand had grown by $1.2bn
Growth attributed to new personal care categories
How much to be credited to The Campaign for
Real Beauty

Internet post questions about Unilevers sincerity, its objectivity, its
motives Doves strategy as follows: Taking up the cudgels for reality is
risk strategy for Dove
Evolution of Brand: The functional
Benefit Era
Formula for
Dove bar
(Mild Soap)
1940
Refined to
original
Dove beauty
bar
1950
Launched in
the market
1960
Popularity
increased as
a milder
soap
1970
Leading
brand
recommend
ed by
physicians
1980
Dove beauty
wash
successfully
launched

1990
Extension of
Doves range
of products
1995-2001
Unilever decreases the brands
2000: Unilever follows Path to Grow
Decrease 1600 brands to 400 masterbrands
Reasons:
Uncontrollable lacked a unified global identity
Slimming down the cost simplify and make
major improvements
Extra marketing cash focus on strongest brands
Define and Position the brand and aggressively maintain the category dominance
Market Positioning in 1950s
Beauty Bar
Claimed not to dry out the skin the way soap did
Formula came from military research
Product
Blend of marketing communication tools TV, print ads and
billboards
Message: Dove soap doesnt dry out your skin because it is
cleansing cream
Used natural looking women to convey the benefits
Marketing and
Advertising
One of the most recognizable brand icons
Outcome
Market Positioning in 1970s
Hair Care shampoo, spray and gel
Skin Care soap and moisturiser
Deodrants
Products
Appealed to aesthetics needs of consumer
Used oversized models, elderly women to
convey the message
Real Beauty and
Self Esteem
Campaign
Shifts from broadcast media to digital
media
Viewed by 3mn visitors in 3 months
Dove Evolution
Film
Brand Dynamics of Dove
Mass appeal to all segments Bonding
Better quality at affordable
prices
Advantage
Mild, gentle and
moisturizing
Performance
Health and Beauty Relevance
More than 80
countries
Presence
Brand Management
Before 2000
(Traditional Brand
Management)
Brand Manager
Brand Associates
Brand Manager
Brand Associates
After 2000
(Modern Brand
Management
Strategy)
Brand
Development
Team
Brand Building
Consumer Research
Happy with the product and loyal to it

Very well differentiated from hard-on-skin
soaps

Established in all age groups

Challenges Ahead
Risk of being a brand for fat girls

Undermining the aspiration of consumers

Objectification of women and hence the risk of
being rebuked by hard core feminists

Sustainability of campaign in long run

Risk of exposure in social media
Thank You!