DOVE

EVOLUTION OF BRAND
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Backgrounds Stories(2007)
Become no 1 “cleansing” brand (in health & beauty
sector)
Sales : over $ 2.5 billion
Coverage : 80 countries
Products : cleansing bars, body washes, hand washes,
face care, hair care, deodorants, antiprespirant, & body
lotion.
Competitors : PNG’s Ivory, Kao’s jergens, & Beirsdorft’s
Nivea.
Unilever
Leading global maufacturer of package consumer goods
(food, home, and personal care sectors of the economy.
Annual revenue $ 50 billion
11 brand (annual revenue over $ 1 billion) Knorr,
Surf, Lipton,Omo, Sunsilk, Dove, Blueband,
Lux,Helmann’s, Becel, & The Heart Brand Logo,
Pond’s, Suave, Vaseline, Axe, Snuggle, Bertolli, Ragu<
ben & Jerry’s and Slim Fast.
Competitors : Nestle ($69 B), P&G ($ 68 B), Kraft
Foods ($34 B)
Historical Background
1930 : UK Based Level Brothers + Dutch Margarine
Unie, they are all dependent in palm oil, one for soaps
& the other for edible oil products.
1980 : shrunk, shape the highly multinational
enterprise, oparated in every continent, cribed as
combining local roots with global scale.
Systems
Global decentralization
 Strength strength in diversity
 Weakness problem of control, brand portfolio had grown, lack
unified global identity, for example ice cream Walls in UK &
Asia, Algida in Italy,langsanese in Germany, etc
 Feb 2000= Path To Grow
 1600 brand down to 400.
 A small number called as Master Brand
 Each master brand, responsible for create its global vision and
charged with inspirinf cooperation from all geographic market
The Functional Benefits Era
(until 2000)
Launched post world war II era (1957)
First products : beauty bar (it would not dry out your skin, because it
was not technically soap at all)
Campaign :Ogilivy & Mather advertising agency
Message : Dove soap does’nt dry your skin because it’s one quarter
cleansing cream (2nd advertising change by moisturizing cream), and for
40 years refusal to call itself a soap.
Ilustrated : photo that showed cream being pured into tablet. (and then use
natural looking woman rather than an stylized fashion model)
Media : TV, print, billboard, etc
Results : One of US’s most recognizable brand icons
1980s  endorsed by physicians & dermatologist to treat dry skin
Until 2000 the brand dependent in functional superiority backed by the
products’s moisturining benefit.
The Dove Campaign Real Beauty
(from 2000)
Change from Functional Benefit era to “The Dove
Campign Real Beauty)
Unqualified success, coz give single identity to wide
range of health & beauty products
Unruly and unmapped world internet media
Marketings comentator sais that Dove’s management
was abdicating its responsibility to manage what was
said about the brand and was putting its billion dollar
asset at risk