...REV: MARCH 25, 2008 JOHN DEIGHTON Dove: Evolution of a Brand In 2007, Unilever’s Dove was the world’s number-one “cleansing” brand in the health and beauty sector, with sales of over $2.5 billion a year in more than 80 countries. It competed in categories that included cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotions. It competed with brands like Procter and Gamble’s Ivory, Kao’s Jergens, and Beiersdorf’s Nivea. Dove had recently launched what it termed a Masterbrand campaign under the title of The Dove Campaign for Real Beauty. For some marketing observers the campaign was an unqualified success, giving a single identity to the wide range of health and beauty products. But the vivid identity owed much to the campaign’s use of the unruly, unmapped world of Internet media.1 Were there risks to putting the “Real Beauty” story out on media like YouTube, where consumers were free to weigh in with opinion and dissent? On blogs and in newsletters, marketing commentators argued that Dove’s management was abdicating its responsibility to manage what was said about the brand, and was putting its multibillion-dollar asset at risk.2 Unilever A leading global manufacturer of packaged consumer goods, Unilever operated in the food, home, and personal care sectors of the economy. Eleven of its brands had annual revenues globally of over $1 billion: Knorr, Surf, Lipton, Omo, Sunsilk, Dove, Blue Band, Lux, Hellmann’s, Becel,...
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...This case is about the brand Dove, a successful brand for last 40 year. In 1957 it was positioned as the beauty bar. So in which business they Dove is in? It is beauty. So how do we define beauty? Beauty can be described as natural, pure, clean, fresh, aspiration, dream etc. It is difficult to define beauty, so it is more difficult to describe real beauty. The present case scenario is of 2007 where Unilever wants to reduce its 1600 brands to 400 brands and Dove would be one of the master brands. Dove has launched its “Real Beauty” campaign. At this point of time it has positioned as number one cleansing brand, with sales of $2.5 billion and presence in 80 countries. It started with a product beauty bar and now extended to body wash, face care, hair care, deodorants, anti- perspirants and body lotion. Huge investment is done for the brand promotion in advertisements, films, campaigns, events etc. The purpose of these campaigns could be that it wants to move to real beauty from cleansing agent. But before, one should know the core identity and extended identity of Dove, and does it need to be changed with time. Dove 1957 Dove 2007 BM Case Write Up Dove: Evolution of Brand EI CI CI EI Basically Dove is known for moisturizing the skin. The customer value proposition is the non dry skin, which has given it a unique position in the market. They have never called themselves as soap; it is always as a beauty bar. But beauty is not its core identity, it could be the EI....
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...forward thinking series ‘Evolution of beauty’ Dove Case Study An applied buzz & brand activation research model IS-2007-008 2 ‘Evolution of beauty’: Dove Case Study An applied buzz & brand activation research model Summary / Abstract In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Insights in the content and dynamics of these conversations could be very useful to understand the success (or failure) of a campaign however. Traditional approaches also neglect the actions people undertake after having viewed a commercial message, while commercials can be found on sites like YouTube and are shared around the world. This study tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing...
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...Campaign I HW#4 Dove: Evolution of a Brand Discuss whether or not these changed over time. If so, discuss which parts have changed, which have not, and what are the implications of the change(s). The brand equity pyramid changed over time. Compare with the before 2002 and after 2002 one, Salience of two period of time almost remains the same, which means the recognition, main objective, logo of the brand are almost the same. However, the objective and service might change over time to adapt to social & economic background. One thing that seldom changes is the company definition of “Who we are?” since this will be the heritage of company. Even today Dove still produces and sell the Dove bar. For second layer of pyramid, Performance & Imagery changed a lot over time. After 2002, Dove puts forward the “The Campaign for Real Beauty”, which demonstrates a great difference...
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...Dove Brand Analysis * Brand Description Dove is the world’s number one personal care brand owned by Unilever, selling products such as beauty bar, deodorants, hair care products and facial cleansers in more than 80 countries. Brand History Dove launched its first product — beauty bar in 1957 and then became a leading brand. In 2000, Dove became a Masterbrand of Unilever and expanded to personal care category. Since then Dove started series of new revolutionary campaigns such as “ the Campaign for Real Beauty”, which triggered hot social discussion and attracted considerable social attentions. Product Characteristics Functional: Dove’s products are characteristic of mild, moisturizing, and one-quarter cleansing cream. Dove stays with the claim not to dry skin the way any other personal care products do and is widely endorsed by dermatologists. Emotional: Consumers can become more beautiful on their own way, feel more confident and self-esteem, and celebrate their individuality and unique real beauty. Brand Values and Personality Dove values real beauty, self-esteem, inclusion and diversity, and social responsibility. Dove tries to change the traditional way society views beauty and highlights real beauty. Dove wants to be considered as a real, confident, innovative, and unique brand. In consumers’ minds, Dove is always associated with naturalness, purity, sincerity, youth, high self-esteem and real beauty on own way. * Consumer Description Target Audience ...
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...[pic][pic] Consumer Behaviour Introduction to the brand Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies. Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream. Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer. [pic] Target Audience The target audience for Dove is basically • Women who want to care for their skin • Who want to look and feel their personal best • Aged 30 – 50 • Beginning to feel the effects of dry skin It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps...
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...MANAGEMENT Team Case Analysis DOVE: EVOLUTION OF A BRAND (2008) Zuzana Husarova Sayantan Jana Papitha Mohan Arianna Parmigiani Subject: Brand Management Summer Term 2015 Date of submission: 2015-05-28 Dove: Evolution of a brand The aim of this team case analysis is to describe and analyse the evolution of the brand Dove with respect to its current strong position in American, European and increasingly even in the Asian market. What enables the brand to be so successful? Why is Dove today synonymous with care and beauty? We believe that the answers to these questions can be found in changes that took place almost a decade ago and shaped perspectives, values, corporate culture and point of view of the brand and, consequently, also of Dove´s customers and the public in general. 2 Brand Management in Unilever Because of global decentralization and the lack of transparency in all operations Unilever decided to change its organization structure with the aim to create a unified global identity. Thus, in February 2000 they launched an initiative “Path to Growth” that would clearly define their goals in order to strengthen the brand under a changing marketplace scenario. The most important changes are described in a table below. BRAND MANAGEMENT CHANGES pre 2000 after 2000 Leadership Style Laissez-faire Decentralization Centralization Product Category Multiple brands each led by a brand manager competing with its siblings...
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...Case Dove: Evolution of a Brand Nowadays Dove is one of the most recognizable bands all over the world. It is a leading global company providing different kinds of consumer goods in the beauty market segment. Its first product was beauty bar, which contained moisturizing elements. They reached their popularity claiming that their milder soap does not to dry the skin as the simple soap do and it is premium for the every day usage. In their advertising campaign they brought into playing natural looking women to transmit to the audience the functional benefits their products. Since 1950´s and until 2000´s in their marketing strategy they used traditional communication tools. They were advertising through television, newspapers and magazines, billboards. Thus they were able to impose a tight control over the main point of the idea transmitted to consumers. Dove’s transformation into a Masterbrand led to a search for a point of view that would broaden the meaning for the brand beyond a straight focusing on its functional benefits. The solution was found in after a women´s survey in different countries and was concluded in the statement that the present perception of beauty has been distorted by media. As a result «The Campaign for real beauty» was launched in order to improve the women´s self esteem but first of all to increase the brand awareness by provoking public interest. In their ads oversized and elder models were used in attempt to break the stereotypes...
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...Dove To: John Wussow From: Manager Copies to: Managers Date: October 14, 2013 Subject: Dove Marketing Table of Contents Purpose Background Product Description Sales Competitors S.W.O.T Analysis Purpose This five-year marketing plan for Dove has been created by its founders to document how adding a new line of facial products can enhance Dove as a brand and bring in higher market sales. Dove is ranked 7th for the highest leading cosmetic brand in the world, Dove has gone done in marketing value by nearly a million dollars. Dove currently only offers beauty products for your body and hair. Woman have always valued their youth and will do anything to preserve it, which is why anti-aging products are the highest grossing. In order for Dove to compete with to beauty brands such as Olay and L’Oreal, both of which offers these products in variety, Dove needs to add line anti-aging products such as face washers and lotions. Industry The beauty industry is one of the most top grossing markets in the world. We are a part of a society that indulges in make-up, lotions, body washes, hair styling and hair removal, nail and tanning salons, massage parlors, shaving products, perfumes, colognes and more. With a world filled with people with imperfections the beauty market is ever changing and innovative, the beauty market has taken a global expansions and is expected to have 8.4% growth by 2014. Customers DOvea can be used by anyone but is specifivally targetd...
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...Dove * 1. UNILEVER’S CATEGORY MANAGEMENT STRATEGY * Then * World’s largest producer but lacked a unified global identity. * Brands managed in a decentralized fashion * Years of slow performance * Lack of sound corporate strategy * Numerous low-volume brands * Small global presence compared to competition * Mediocre performance in emerging markets Now * Reduce portfolio to 400 “core” brands * Path to growth Initiative (Brand building and brand development – separate functions) * Concentrate on product innovation to fuel internal growth * An initiative to create an overall umbrella brand across all Unilever’s brands * 2 WHY DOES UNILEVER WANT FEWER BRANDS? * * Global decentralization brought problems of control. * Company’s brand portfolio had grown is a relatively laissez-faire manner. * Unilever lacked a global identity. * Product categories had checkered identities. * Embarked on a 5 year strategic initiative “Path to Growth”: * - Winnowing 1600 brands down to 400. - Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms. * - Global brand unit for each “Masterbrand” * 7. ‘BEAUTIFUL YOU- TODAY, TOMORROW’ - A CALCULATED RISK? Media Explosion on the idea of ‘BEAUTY’ Increased pressure to ‘Look beautiful’ according to popular perception Worldwide criticism of Fashion Brands and...
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...Cologne Business School (CBS) Beauty in the advertising industry Term Paper in Media Management Summer Semester 2012 Lecturer: Jana Baum Christin Schwarzhoff BA11 International Culture and Management / Media Management Student-Nr.: 1.6 11 306 Table of content 1. Introduction 3 2. Effects of Advertisings on Women 2.1 Dissatisfaction with the body shape 4 2. Statistics and surveys 5 3. The Image of a Woman in the Beauty Industry 3.1 Gender display in commercials 6 2. Criticism of advertising and thoughts about solutions 7 4. Dove Campaign 4.1 Campaign for Real Beauty 8 4.2 Dove ‘Evolution’ 9 4.3 Success of Dove Campaign 9 5. Conclusion 10 6. Bibliography 11 7. Declaration 13 1. Introduction The term paper at hand deals with the beauty in the commercial industry. Looking at commercials in magazines, on billboards or on television, it is recognizable that most of these advertisings use the image of a perfect world. Especially in beauty advertisings beautiful flawless women present products promising the consumer to look as beautiful as the model after using them. But how effective are these advertisings and how do they affect society? This term paper will discuss the negative influence of those commercials on women in today’s society. Furthermore it will figure out whether a television commercial with a realistic understanding of beauty can be successful in a consumer-based...
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...Dove and Axe: Examples of hypocrisy or good marketing? Introduction Should a company be criticized when one of its brands undertakes a campaign to improve the self-image of women around the world? In the fall of 2007, the Campaign for a Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its “Campaign for Real Beauty” while Axe, another of Unilever’s brands, ran campaigns focusing on how its products increased the sexual appeal of young men, especially among physically attractive, suggestively dressed young women. While the CCFC initially called only for an online letter-writing campaign to Unilever’s CEO, its discontent was publicized quickly through blogs and traditional media, raising awareness of the issue. Eventually, some activists, bloggers, and journalists alike were questioning the ethics of one company using what they deemed to be conflicting messages that exploited stereotypes for profit. Since the Campaign for Real Beauty’s message went beyond product promotion to social responsibility, working to improve the ways women evaluated their self-esteem and self-worth, the objectification of women in the Axe ads only fueled their complaints. Critics also noted both brands’ use of viral tactics, suggesting this reliance on the consumer to generate publicity only furthered...
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...insight in to the quality of the Dove Beauty bar, its evolution and its strengths and the threat faced by the competitor. Dove brand evolved in early 1957and is owned by Unilever. Dove came up with the different strategy and that is the Real Beauty concept. They emphasized that beauty of a women is not the outer beauty but the actual beauty is her inner self. There ads included normal ordinary women who were not only slim trimmed and toned but they were fat, simple and aged too. Dove differentiated its beauty bar by emphasizing that it contains moisturizing cream and milk and unlike other soaps namely like Lux it does not leave the skin dry but its moisturizing cream effect softens and moisturizes the skin. Initially Dove did not have many competitors but now the completion has been strengthened by the new entrants and therefore Dove now needs to safeguard it equity constantly. Hope you all enjoy reading this report as much as I enjoyed compiling and completing it. INTRODUCTION Dove is a personal care brand owned by Unilever. It started in 1957 The brand came to India in 1995. It is imported and marketed by Hindustan Unilever Limited (HUL). By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay. In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove PRODUCT STRATEGY A combination...
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... In the “Dove: Evolution of a Brand” case, Deighton identified several problems that Unilever faced with Dove's “Real Beauty” campaign. First, Unilever "risked moving the [Dove] brand ... at odds with its heritage" (Deighton, 34). In doing so, they lost the aspirational element, the brand did not promise attractiveness, and they effectively debunked "the whole reason to spend ... more for the product (34). Secondly, to that end, “The Campaign for Real Beauty,” in some circumstances, did not mention a product, and therefore, measuring return on investment in media became difficult (34, 37). Unilever/Dove stood for a point of view, “real beauty,” to unify functionality by presenting an "alternative view of the goal of personal care" (33). However, in doing so, they abdicated "responsibility to manage what was said about the brand" and put their multibillion-dollar asset at risk (31). They risked "putting the 'Real Beauty' story out on media like YouTube, where consumers were free to weigh in with opinion and dissent" (31). Unilever/Dove tried to account for media dissent: resulting parodies; and questions about Unilever's sincerity, objectivity, and motives (36, 38). They attempted to "make sense of the [brand] strategy that was building meaning by courting controversy" (38). They also had a risky strategy of taking up the “cudgels for reality,” where in how to express it was difficult (38). Did honesty "leave women enough freedom to dream" or identify Dove as a "brand for fat girls"...
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...goods company measured by 2011 revenues (after Procter & Gamble and Nestlé) One of the first multinational companies, it currently operates in over 100 countries. Leading manufacturer and marketer of food, beverage, house and personal care products Evolution of Dove 1960 1940 Dove soap bar Dove beauty bar launched 1990 Dove body wash launched 2001 Dove deodorants line 2004 Dove firming line 1950 Dove beauty bar developed 1970 Leading brand of cleaning bars 1995 Range of beauty products 2003 Dove hair care line Dove’s difficulties encountered Modern brand positioning needed (without losing existing customers base) Declining sales, lost in a crowded market Increasing competition (L’Oreal / P&G / Nivea, etc.) Why a new campaign? Stagnation in one or two categories of products, instead of increase product ranges Low impact on advertising results Campaign for real beauty In September 29th, 2004, Dove launched « Campaign for real beauty ». The ad campaign was designed by Ogilvy & Mather. Campaign’s objectives Raise consciousness of the issues surrounding beauties Challenge the stereotypes set by the beauty industry Intended to make more women feel beautiful everyday Develop a trust relationship between the brand and its target Further engagement and differentiation with competitors Campaign for real beauty Every women have something beautiful about her 68% agree with the fact that unrealistic standards of beauty exist in the media and advertisement...
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