Dove Brand Analysis
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Areas Covered : Evolution of the Brand Brand Identity Brand Personality Logo of the Brand Tagline of the Brand Brand Connect with intended customer Where does the Brand fit in the company’s scheme of things?? Ad campaign analysis (both Print and TVC)
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Dove Brand Analysis
- 4. 1970’s – Popularity Increased as a milder soap
- 5. 1980’s – Started its global rollout
- 6. 1990’s – “Litmus test” spots began in 1991 – Opened up to markets in 55 countries by 1994 – Sold in 80 countries by 1996
- 7. 1995-2001 – Extension of Dove’s range of products
- 8. 2002 – Campaign for Real Beauty
- 9. 2005 – Self-Esteem CampaignEvolution of brand ‘Dove’
- 10. Brand Identity Feature Moisturizing Bar not a soap Attributes Exfoliate , Unscented, Calming Different Colors – White, Pink , Light Green Benefits Milder effect on skin Reliable for daily use in the long run Performance High level of satisfaction for users with dry skin
- 11. Feminity & Mildness the name of the brand, the logo and even to the tagline as well as the products, everything about it is simple and feminine Self-acceptance & Confidence highlights the commitment to breaking down stereotypes and enabling women to celebrate real inner beauty and beauty at every age. Brand Personality
- 12. Logo of Dove is a perfect representation of Softness Gentleness Sophistication The image of dove or peace pigeon symbolizes the purity and softness of a dove in its products. In honor and memory of its original use: serve the navy Dove Logo
- 13. The tagline changed from "one-quarter cleansing cream" to "one-quarter moisturizing cream” The tagline is also supported by the reinforced advertising campaigns which show moisturizing milk being poured into the bar. Tagline Of Dove
- 14. It's not a soap. It's a beauty bar. This differentiated it from normal soaps. Through its ad campaign, it made its users feel pampered. Through Dove’s real beauty campaign, it was able to connect with women on an unparalleled scale. Brand Connect with intended customer
- 15. Unilever has several brands under it. Dove brand is a category master, as Unilever calls it. Unilever doesn’t spend 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, is the bedrock of marketing. Thus, dove is able to clearly focus on its target markets. Brand Fit in Company Scheme of Things
- 17. Message - Real beauty can only be found on the inside and every woman deserves to feel beautiful
- 18. Image - Real beauty is portrayed by women who do not have "runway model
- 19. Result- A dialog between Dove and its consumers about the definition of beauty.Ad Campaign
- 20. Fund started in 2006 Carried forward the real beauty campaign Series of Commercials launched to promote this Evolution launched first on “You Tube” later on “Super Bowl” CFRB – Self Esteem Fund
- 21. We will embed the evolution video World Famous Evolution Ad
- 23. Effective advertising, Free publicity
- 24. Continuously evolving the campaign
- 29. Copy by the competitors
- 30. Undermining the aspiration of consumers
- 32. Maintain better standards of quality
- 33. Unified advertising throughout the globe
Editor's Notes
- Launched in the United States in 1957, years after Unilever acquired factory De Duif (Dutch: The Dove) in the Netherlands1979: A Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps - Replaced the phrase “cleansing cream” with “moisturizing cream”1980s: Ogilvy in Canada- "Put your best face forward with Dove” - Started its global rollout1990s: The now famous "Litmus test" spots began in 1991 - Opened up to markets in 55 countries by 1994 - Was selling in over 80 countries by 19962002: Unilever nominated Dove to be one of its master brands - Campaign for Real Beauty 2005: Self-Esteem Campaign - Advocated for unconventional beauty and self-esteem
- FEATURES:The first distinctive feature of Dove is that it is a moisturizing bar. It is a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than other leading soaps and this is feasible because half of women have dry skin. The product includes antiperspirant deodorant spray, hair care products, body wash, hand wash, skin care products like lotions and face care and tools like shaving kit.ATTRIBUTES:The different additional attributes of Dove beauty bar are cool moisture, exfoliated, unscented, calming, pro-age and energy glow. They also come in different colours like white, pink and light green. In the case of shampoos and body wash, they come in different colours and are differentiated to meet the needs of different consumers.BENEFITS: The most important benefit of the products is that is has a milder effect on the skin thus making it reliable for everyday use as well as in the long run. It also leaves the skin moisturized and soft which appeals to people with normal and dry skin. Women need not apply moisturizer again. It is unique in pricing in the senses that it is slightly higher priced than normal soaps which gives it an edge and yet lower than most perfume scented beauty bars which are out of the price range of majority of the targeted consumers. PERFORMANCE:Dove is highly positioned as compared to other products as we have seen before. This could be due to the performance of the beauty bar as the satisfaction level of the consumer is very high. 30% of the sample population expresses extreme level of satisfaction and 50% of them are also satisfied. But an important issue to be taken into consideration is that since it is a moisturising bar, it appeals mostly to people with dry skin. Thus the higher satisfaction level of performance would imply that it is better suited for people with dry skin and may not necessarily have the same impact on people with normal skin and definitely not on people with oily skin.
- The strongest brand personality associated with Dove would be feminity. The consumers clearly identify the feminine trait in advertisements as well as the attributes of the brand. From the name of the brand, the logo and even to the tagline as well as the products, everything about it is simple and feminine.Of late, Dove also portrays the quality of self-acceptance and confidence. It highlights the commitment to breaking down stereotypes and enabling women to celebrate real inner beauty and beauty at every age. It encourages every woman to enjoy their beauty and individuality and not be misled by the standards set by media and society at large
- Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps (which their advertising calls simply "soap").The tagline is also supported by the reinforced advertising campaigns which show moisturizing milk being poured into the bar. Therefore the tagline “one-quarter moisturizing cream” lays emphasis on the mildness and the moisturising attribute. In addition, 60% of the sample population feels that the tagline enhance the fact that it is a beauty bar and not an ordinary soap. Also “beauty bar” distinguishes it from any other soap thus it helps in unique (35%) and superior (65%) positioning in the minds of the customers.
- The moisturizing action in dove gave its users more than what a normal soap does. Through its ad campaign, it made its users feel pampered.Dove’s real beauty campaign redefined beauty by doing away with stereotypes on beauty.
- Evolution - http://www.youtube.com/watch?v=iYhCn0jf46UAs part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the self-esteem concept, which to date includes Daughters (which also aired as a 75-second television spot suring the Super Bowl XL), Evolution (which went on to win a number of honours, including two Cannes Lions Grand Prix awards)[3], Onslaught, and Amy.
- Sales of firming lotion in UK rose by 700%Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness