EVOLUTION OF A BRAND AGENDA Brand Definition Unilever

EVOLUTION OF A BRAND

AGENDA • Brand Definition • Unilever - Category Management Strategy - Brand Management Strategy - Why does Unilever want fewer brands? • Evolution of Brand ‘Dove’ - Dove: POP & POD - Product Launch - What compelled Dove to go for CFRB • Dove’s market positioning in the 1950’s • Dove’s market positioning in 2007 - The CBBE Model - BRAND DYNAMICS OF DOVE - Marketing Strategy • ‘We The PEOPLE’ - USER’s Verdict : MILDNESS IS THE KEY • Conflicting brand image • Risks to the brand today

BRAND DEFINITION AMA Definition: Definition A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Brand is DIODVAC D: Delivering Quality I O: Identity & Ownership D: Differentiation V A: Value Addition C: Confidence Head Tangible At 2 Levels Heart Intangible

STRATEGY 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 DOVE EVOLUTION Then

UNILEVER’S BRANDS MANAGEMENT STRATEGY Objective: Bring top of the mind awareness Strategy: Use advertising that connects with consumer needs Let the consumer know more about the product’s uses Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo. Converged the marketing of disparate arms due of the lack of brand recognition. Dove's extension into deodorant - Long-term strategy built to set global "master" brands. In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up develop their social missions. Since 2002, became more visible to shoppers, with corporate logo appearing on the back of all our product packs.

EVOLUTION OF BRAND ‘DOVE’ 1940 1950 Formula for Refined to Dove Bar original Dove (Mild Soap) Beauty Bar 1960 1970 1980 Leading brand Popularity Launched in Increased as a recommended the market milder soap by Physicians 1990 Dove beauty wash successfully launched 1995 -2001 Extension of Dove’s range of products 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? § 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”.

DOVE : POP AND POD Beauty. It’s not about glamour or fame. It’s (Point of Differentiation) about every woman and the beauty that is (Market) (frame of reference) in each of us. That’s what DOVE is all about. (Brand) And that’s why More women trust their skin (Point of Differentiation) to DOVE. Cleanses (Point of Parity)

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 CFRB (Campaign for Real Beauty): “DOVE FIRMING LOTION” Ads named as “LETS CELEBRATE CURVES” Intended to make more women feel beautiful.

DOVE: THEN AND NOW 1957 2006

DOVE’S MARKET POSITIONING IN THE 1950’S Product • First Dove product Beauty Bar Launched in 1957 • It claimed not to dry out the skin the way soap did • Technically not soap at all, formula came from military research Marketing and Advertising • Blend of marketing communication tools- TV, print media and billboards • Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream” • Rather than models, it used natural looking women to convey the benefits of the product Outcome • As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix Dove became one of the America’s most recognizable brand icons

DOVE’S MARKET POSITIONING IN 2007 Products • Hair care: Shampoo, Spray and Gel • Skin Care: Soap and Moisturizer • Deodorants “Real Beauty” and “Self Esteem Campaign” • Appealed to aesthetic needs of the consumers • Did not focus on functional benefits, but on need to feel good • Used oversized models, elderly women to convey the message Dove Evolution Film • Shift from broadcast media to digital media, You. Tube & Blogs • Film “evolution” viewed by 3 million visitors in 3 months • Marketing communications gave Dove a wide exposure

THE CBBE MODEL Much affiliation and attachment , creates patronage (Dove Self Esteem Fund) What about you and me ? Women love and trust the dove brand , Using the dove brand Develops self esteem /self respect Mild , moisturizing, ¼ cleansing cream World number one cleansing brand in the health and beauty sector. Has achieved both depth and breadth in the market What about you ? What do you stand for ? Identity Who are you ?

BRAND DYNAMICS OF DOVE High Loyalty/ Strong Share of Wallet Low Loyalty/ Weak Share of Wallet Bonding Mass appeal to all segments; high patronage Advantage Better quality at affordable price Performance Mild, gentle, moisturizing Relevance Health and beauty Presence More than 80 countries

MARKETING STRATEGY ADVERTISING Unconventional strategy Strong emotional touch BILLBOARDS TV COMMERC IALS Cross-selling Possibilities INTERVIEWS Effective advertising, Free publicity Continuously evolving the campaign PANEL DISCUSSIONS WEBSITE PROGRAMS THE DOVE SELFESTEEM FUND 15

‘WE THE PEOPLE’

USER’S VERDICT : MILDNESS IS THE KEY Consumers are very happy with the product and above all there is loyalty attached to the product Even though there are no major aspirational values attached to the product, company is able to differentiate very well from other ‘hard-on-skin’ soaps Brand has been able to establish itself in all age groups When compared to other brands under the parent company, like SLIM FAST, a small number of users do feel that ‘real beauty campaign’ is just a marketing gimmick

CONFLICTING BRAND IMAGE Axe Dove

RISKS TO THE BRAND TODAY Risk of being a brand for “fat girls” Undermining the aspiration of consumers Undermining the aspirational essence in itself is a big risk. Dove is completely eliminating the reference group which kills the aspirational element from the whole ad campaign. The objectification of women and hence the risk of being rebuked by hardcore feminists. Copy by the competitors(Olay total effects). Sustainability of campaign in long run Risk of exposure in social media

Dove celebrates “Real Beauty” Gorgeous Graceful Beautiful Smart Attractive Adorable Elegant Poised Pretty Cute THANK YOU