dove evolution of a brand.docx
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HBS Dove caseTRANSCRIPT
: Evolution of a Brand
Unilever was formed in 1930 when the U.K.-based Lever Brothers combined with the
Dutch Margarine Unie, a logical merger given that both companies depended on palm oil,
one for soaps and the other for edible oil products. In 1957, brand Dove launched in market
with the first product called a beauty bar that claimed would not dry out your skin the way
soap did, because it was not technically soap at all. In 1970, the popularity increased as a
milder soap. In 1980, started its global rollout. Dove opened up to markets in 55 countries by
1994, and sold in 80 countries in 1996. Extension of Dove’s range of products happened in
1995 – 2001. Deploying campaign for real beauty in 2002, and self-esteem campaign in
2005.
A brand is a name, term, sign, symbol, design, or some combination of these
elements, intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of competitors. Brands are valuable intangible assets that offer
a number of benefits to customers and firms and need to be managed carefully. The key to
branding is that consumers perceive differences among brands in a product category. Brand
equity should be defined in terms of marketing effects uniquely attributable to a brand. That
is, different outcomes result in the marketing of a product or service because of its brand,
compared to the results if that same product or service was not identified by that brand.
Building brand equity depends on three main factors : The initial choices for the brand
elements or identities making up the brand; the way the brand is integrated into the
supporting marketing program; and the associations indirectly transferred to the brand by
links to some other entity (the company, country of origin, channel of distribution, or another
brand).
Dove like other brand, had identity. On feature dove claim that moisturizing bar not a
soap. On attributes, Dove were exfoliate, unscented, and calming. Moreover, Dove had
different colors like white, pink, light green. On benefits, Dove gave milder effect on skin,
and reliable for daily use in the long run. On performance, Dove Gave high level of
satisfaction for users with dry skin. Beside identity, Dove also had brand personality. The
name of the brand, the logo, and even to the tagline as well as the products, everything about
it was simple and feminine. Furthermore, Dove also had self-acceptance and confidence
personality that highlights the commitment to breaking down stereotypes and enabling
women to celebrate real inner beauty and beauty at every age. Logo of dove was a p erfect
representation of softness, gentleness, sophistication. The image of dove or pie ce pigeon sy
mbolize the purity and softness of a dove in its products. The logo also present honor and
memory of “serve the navy”.
A branding strategy identifies which brand elements a firm chooses to apply across
the various products it sells. In a brand extension, a firm uses an established brand name to
introduce a new product. Potential extensions must be judged by how effectively they
leverage existing brand equity to a new product, as well as how effectively they contribute to
the equity of the parent brand in turn. Brands may expand coverage, provide protection,
extend an image, or fulfill a variety of other roles for the firm. Each brand-name product must
have a welldefined
positioning to maximize coverage, minimize overlap, and thus optimize the portfolio. Brand
Dove positioning the product for everyday women all over the world, who want to keep their
bodies clean and soft. Besides that, dove’s personal care products provide a genuinely
different feel to their skin and hair. Unlike other beauty brands, dove aspires to help all
woman achieve natural-looking beauty as demonstrated by over 50 years of successful
products and their functional benefits. Developing a positioning requires the determination of
a frame of reference by identifying the target market and the resulting nature of the
competition and the optimal points-of-parity and points-of-difference brand associations.
Dove had evolve the brand strategy. Back then, Dove were: world’s largest producer
but lacked a unified global identity, brands managed in 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, Dove
strategy are: reduce portfolio to 400 core brands, path to growth initiative (separate brand
building and brand development function), concentrate on product innovation to fuel internal
growth, an initiative to create an umbrella brand across all unilever’s brands. Unilever didn’t
spent a lot of time promoting its corporate brand to the general market. The brands under it
have different target markets, and this diversification, or segmentation, was the bedrock of
marketing. Thus, dove is able to clearly focus on its target markets.
The key to competitive advantage is relevant brand differentiation, consumers must
find something unique and meaningful about a market offering. These differences may be
based directly on the product or service itself or on other considerations related to factors
such as employees, channels, image, or services. This due to Emotional branding is becoming
an important way to connect with customers and create differentiation from competitors. One
of Dove problem was it had lost control of campaign, because the message overpowers the
brands.
The solution is to make real women real beauty campaign to focus on ho w dove products
help women achieve beauty. Campaign for Real Beauty (CFRB) had message that real beauty
could only be found on the inside and every woman deserves to feel beautiful. And with the
image that real beauty was portrayed by women who didn’t have runway model, result a
dialog between Dove and its consumer about the definition of beauty.
From dove user feedback, I think mildness is the key. Firstly, Consumer were very
happy with the product, and above all there was loyalty attached to the product. Secondly,
even though there were no major aspirational values attached to the product, company was
able to differentiate very well from other “hard-on-skin” soaps. Thirdly, brand had been able
establish itself in all age groups. Lastly, a small number of users do feel that real beauty
campaign is just a marketing gimmick.
To develop an effective positioning, a company must study competitors as well as
actual and potential customers. Marketers need to identify competitors’ strategies, objectives,
strengths, and weaknesses. Dove campaign strengths: unconventional strategy, effective
advertising, free publicity, continuously evolving the campaign, strong emotional touch,
cross-selling possibilities. The weakness: contradictory in nature, objectification on women.
The Opportunities: target male customers, maintain better standards of quality, unified
advertising throughout the globe, continuous innovation. The threats: risk of being a brand
for fat girls or old ladies, copy by competitors, undermining the aspiration of consumers, risk
of exposure in social media.