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Dove- Evolution of a brand

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Harvard Business Case study
Dove-Evolution of a brand

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Dove- Evolution of a brand

  1. 1. When we talk about Dove We have to talk about Unilever.
  2. 2. Unilever was formed in 1930 when the U.K.-based Lever Brothers combined with the Dutch Margarine Unie
  3. 3. Unilever operated on every continent and had particular strengths in India, Africa, Latin America, and Southeast Asia.
  4. 4. Global decentralization brought strengths through diversity, but also Problems of Control.
  5. 5. “Path to Growth” Initiative. A 5 year strategic planning February, 2000 So, Unilever launched
  6. 6. Unilever’s “Path to Growth” Initiative Brand managing was decentralized. 2000 2005 1,600 brands 400 brands MasterBrands Global brand unit for each Masterbrand
  7. 7. “Masterbrands” are the brands that are mandated to serve as Umbrella Identities over a range of product forms. What are MasterBrands?
  8. 8. Entrusted with responsibility for creating it’s Global vision and charged with inspiring cooperation from all geographic markets What are MasterBrands?
  9. 9. Dovewas selected as a Masterbrand
  10. 10. Dove Early Stages: The first Dove product, called a beauty bar, was launched in 1957 with the claim that it would not dry out your skin the way soap did, because it was not technically soap at all.
  11. 11. Marketing in those days:
  12. 12. Until 2000, the brand mainly thrived on claims of Functional superiority backed by the product’s moisturizing benefit
  13. 13. Masterbrand role called on to lend Dove’s name to Unilever entries in Personal Care categories beyond the beauty bar category
  14. 14. Functional Superiority was no longer an option. Unilever decided, instead, that Dove should stand for a Point of view.
  15. 15. Why not? May be Dove didn’t have Functional superiority in all categories May be Competitors already had an advantage in those categories Despite all these, Dove wanted to Succeed May be that’s why, Point of view. Thinking outside the box, Hmmmm… Me
  16. 16. In 2002,Silvia Lagnado, Global brand director for Dove, led a worldwide Investigation into women’s responses to the iconography of the Beauty Industry
  17. 17. “Young, white, blonde and thin” That’s what he found out !
  18. 18. For many women these were unattainable standards, and they Felt Taunted.
  19. 19. For further Clarity, Unilever tapped two experts Nancy Etcoff was a Harvard University psychiatrist and author of the book, Survival of the Prettiest. Suzy Orbach was a London-based psychotherapist and was the author of the book, Fat is a Feminist Issue
  20. 20. , Then, came the Results,
  21. 21. “The Campaign for Real Beauty” In Came the
  22. 22. To create a buzz, The campaign used a range of paid media Starting from Bill-boards to TV Shows. Marketing Brilliance : The Campaign for Real Beauty
  23. 23. Marketing Brilliance : The Campaign for Real Beauty They even build a framework to spark a dialogue and debate about beauty that would ultimately penetrate popular culture to generate broad awareness for “The Campaign for Real Beauty” and establish an Emotional connection with women
  24. 24. But then, Anti-Campaign arguments Started coming up internally,
  25. 25. I would have had mixed thoughts. Though we are Promoting Real beauty, Aren’t we risking our positions by altering the ‘want’ we used to market? May be we are sticking to basics of the ‘need’ of health care products. If I were in their shoes,
  26. 26. This could Probably imbibe Loyalty among the customers. But What’s the use, if the market is on a down , as we are demoting the beauty awareness? Competitors are going to decrease though. If I were in their shoes,
  27. 27. Dove’s mission is to make ‘more’ women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves. But then, Dove came with this
  28. 28. They didn’t even mention a product in this Ad !! Andthis,
  29. 29. The Ad created a Spark Whole media went crazy over the message of the ad
  30. 30. “We knew we were well on our way to achieving our goals when the media began covering the media covering the campaign” -Stacie Bright, Unilever Senior Communications Marketing Manager Marketing Brilliance : The Campaign for Real Beauty
  31. 31. When Controversies came, They chose to fuel the debate They risked their Masterbrand, Dove’s Image Then, they went All Out !
  32. 32. Then it got even Bigger, 3 Million Hits on YouTube
  33. 33. Unilever established the global Dove Self- Esteem Fund to raise the self-esteem of girls and young women. Now, It was time to Walk the talk
  34. 34. In September 2006, Landor Associates identified Dove as one of 10 brands with the greatest percentage gain in brand health and business value in the past three years.
  35. 35. 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.
  36. 36. Why was it a Huge Success? The way they connected with People That was the pick of the lot
  37. 37. They used their Own Customers to create ads rather than using the so called Super Models Thus, creating a Image Differentiation. Why was it a Huge Success?
  38. 38. The other charged with Buildingthe brand. One for Developmentof the brand And Which was indeed attributed to, Unilever’s “Path to Growth” Initiative which split responsibility for a brand between two groups,
  39. 39. Brand Development took responsibility for developing the idea behind a brand, for innovation, and for evolving the idea into the future. Brand Development was centralized and global in scope. Developmentof the brand
  40. 40. Managers in the brand-building chain of command were charged with bringing the brand to life in their marketplace. Brand Building was decentralized in major geographic regions in which Unilever operated. Buildingthe brand.
  41. 41. Created by Sadhique K Kunhahamed, IIITD&M-K, during an internship by Prof. Sameer Mathur, IIM Lucknow.
  42. 42. Thank You
  • trananhdat

    Jan. 22, 2017
  • VisheshJain7

    Aug. 5, 2016

Harvard Business Case study Dove-Evolution of a brand


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