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Dove Evolution Of A Brand

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Dove Evolution Of A Brand

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EVOLUTION OF A BRAND Group 9 : Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar Bendre, Tejas Bhatt
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND DEFINITION At 2 Levels
UNILEVER’S CATEGORY MANAGEMENT STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DOVE EVOLUTION
UNILEVER’S BRANDS MANAGEMENT STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EVOLUTION OF BRAND ‘DOVE’ 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
WHY DOES UNILEVER WANT FEWER BRANDS? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DOVE : POP AND POD Cleanses (Point of Parity)
PRODUCT LAUNCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1957 2006 DOVE: THEN AND NOW
DOVE’S MARKET POSITIONING IN THE 1950’S
DOVE’S MARKET POSITIONING IN 2007
THE CBBE MODEL Identity Who are you ? What about you ? What about you and me ? What do you stand for ?
Mass appeal to all segments; high patronage Better quality at affordable price Mild, gentle, moisturizing Health and beauty More than 80 countries BRAND DYNAMICS OF DOVE High Loyalty/ Strong Share of Wallet Low Loyalty/ Weak Share of Wallet
MARKETING STRATEGY INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERCIALS PROGRAMS THE DOVE SELF-ESTEEM FUND WEBSITE
‘ WE THE PEOPLE’
[object Object],[object Object],[object Object],[object Object],USER’S VERDICT : MILDNESS IS THE KEY
CONFLICTING BRAND IMAGE ,[object Object],[object Object]
RISKS TO THE BRAND TODAY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU

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Dove Evolution Of A Brand

  • 1. EVOLUTION OF A BRAND Group 9 : Jasmin Sethi, Jatin Gupta, Mayur Mantri, Pushkar Bendre, Tejas Bhatt
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  • 6. EVOLUTION OF BRAND ‘DOVE’ 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
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  • 10. 1957 2006 DOVE: THEN AND NOW
  • 11. DOVE’S MARKET POSITIONING IN THE 1950’S
  • 13. THE CBBE MODEL Identity Who are you ? What about you ? What about you and me ? What do you stand for ?
  • 14. Mass appeal to all segments; high patronage Better quality at affordable price Mild, gentle, moisturizing Health and beauty More than 80 countries BRAND DYNAMICS OF DOVE High Loyalty/ Strong Share of Wallet Low Loyalty/ Weak Share of Wallet
  • 15. MARKETING STRATEGY INTERVIEWS ADVERTISING BILLBOARDS PANEL DISCUSSIONS TV COMMERCIALS PROGRAMS THE DOVE SELF-ESTEEM FUND WEBSITE
  • 16. ‘ WE THE PEOPLE’
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  • 20. Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU