dove case study

1. EVOLUTION OF A BRAND
NO WONDER OUR PERCEPTION OF BEAUTY IS
Group 2 : DISTORTED
APARNA MOHAN, SONALI GROVER, KARAN BAJWA, POOJA SINGH
SAYANTANI ROY, SHREYA KHASTAGIR, DEBANGSHEE DAS

2. WHAT IS A BRAND ?
AMA ( American Marketing Association ) Definition
 A Brand is a Name , Term, Sign , Symbol or Design or a combination of them , intended to identify the
goods & services of one seller group or group of sellers and of differentiate them from those of
competition.
Difference between Product & Brand
 Product is something we offer to satisfy a Need/Want
 Brand has dimensions that differentiates a product in some way from other products designed to satisfy
the SAME NEED.
 These differences maybe Rational & tangible – Mind Share or and Emotional & Intangible – Heart share
DIODVAC - Brand is
 D - delivering Quality IO – Identification & ownership D – Differentiation VA – Value Addition C – Confidence

3. UNILEVER’S CATEGORY MANAGEMENT
STRATEGY

4. WHY WINNOWING OF BRANDS?
 This was majorly done to :
 Create global vision
 Inspire cooperation from all geographic markets
 Improve brand identity to have a better association with the customers
 Improve control over brands by centralization
 To gain global identity
 Coordinating all geographic markets

5. EVOLUTION OF BRAND ‘DOVE’
In aaworld of hype and
In world of hype and
stereotypes, Dove
stereotypes, Dove
provides aarefreshingly
provides refreshingly
real alternative for
real alternative for
women who recognize
women who recognize
that beauty comes in all
that beauty comes in all
shapes and sizes. - -
shapes and sizes.
UNILEVER Website
UNILEVER Website

6. DOVE IN THE INITIAL STAGES

7. RESTAGE OF DOVE
Maintained refusal to call it a SOAP. Projected honesty & authenticity
Maintained refusal to call it a SOAP. Projected honesty & authenticity

8. CAPTURING THE TRANSITION

9. Dove: THEN and NOW
1957
Dove_1957.flv Dove evolution 2006.avi

10. 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
“Dove is not about women feeling more beautiful,
but about more women feeling beautiful. Our
notion of beauty is not elitist. It is celebratory,
inclusive and democratic.”
- Philippe Harousseau, Dove’s Marketing Director

11. SUCCESS STORIES

12. THE CBBE MODEL

13. BRAND DYNAMICS OF DOVE
High Loyalty/
High Loyalty/ High patronage due to focus
Strong Share of
Strong Share of on everyday natural women
Wallet
Wallet
Unique moisturizing
formulation. Beauty bar not
soap
Mild, gentle
Health and beauty
Low Loyalty/
Low Loyalty/ More than 80 countries
Weak Share of
Weak Share of
Wallet
Wallet

14. SWOT

15. CONQUERING
THE HEARTS

16. WHAT IS THE“REAL BEAUTY”
NONE OF
THESE
WOMEN IS
A MODEL,
AFTER
ALL
NEITHER
ARE YOU

17. THANKYOU