Date post: | 14-Apr-2017 |
Category: |
Business |
Upload: | pramey-zode |
View: | 2,559 times |
Download: | 1 times |
Evolution of a Brand
Symbiosis Institute of Business Management, Bengaluru 1
Unilever Formed in 1930
Anglo-Dutch merger between Lever Brothers and Margarine Unie
Headquartered in Rotterdam, Netherlands and London, United Kingdom
3rd largest Consumer products company in the world after P&G and Nestle
Unilever operated in every continent and had particular strengths in India, Africa, Latin America and Southeast Asia
Symbiosis Institute of Business Management, Bengaluru 2
By 1980: Reduced Palm Oil Dependence Globalized marketLater: Global Decentralization Brand portfolio grew in laissez-faire manner
Symbiosis Institute of Business Management, Bengaluru 3
By 2000:More than 1600 brandsProblem of control No unified global identity
February 2000:5 year strategic plan“Path to Growth”
1600 brands
400 brands
Some of them “Masterbrands”
Own Global Brand UnitSymbiosis Institute of Business
Management, Bengaluru 4
Evolution of Brand “Dove”
Symbiosis Institute of Business Management, Bengaluru 5
1957: Launched in market
The 1957 launch advertising campaign for Dove wascreated by the Ogilvy and Mather advertising agency. The message was, “Dove soap doesn’t dry your skin because it’s one quarter cleansing cream.”
Symbiosis Institute of Business Management, Bengaluru 6
1970’s: Popularity increased as milder soap
The term “cleansing cream” was replaced by “moisturizing cream” – but Dove stayed with the claim not to dry skin, and the refusal to call itself a soap, for over 40 years.
Symbiosis Institute of Business Management, Bengaluru 7
2000: Pre-Campaign
Silvia Lagnado, global brand director of Dove, led a worldwide investigation into women’s responses to the iconography of the beauty industry to find a new brand definition.
Symbiosis Institute of Business Management, Bengaluru 8
Pre-Campaign Survey “Young, white,
blonde and thin” – unattainable standards for general women
Taunted by ads featuring beauty icons
Symbiosis Institute of Business Management, Bengaluru 9
Pre-Campaign SurveyUnilever survey results of 3000 women in 10 countriesResult: Only 2% of respondents worldwide chose to describe themselves as beautiful
Symbiosis Institute of Business Management, Bengaluru 10
Symbiosis Institute of Business Management, Bengaluru 11
2005: New Brand DefinitionMore Women Feeling Beautiful
Symbiosis Institute of Business Management, Bengaluru 12
Campaign For Real Beauty
In September 29, 2004, Dove launched “Campaign for Real Beauty”
The ad campaign was designed by Ogilvy & Mather The PR was handled by Edelman Raise Consciousness of the issues surrounding
beauties Purpose was to challenge the stereotypes set by
the beauty industry Intended to make more women feel beautiful
everyday.
Symbiosis Institute of Business Management, Bengaluru 13
Release Of a Global Academic Research Study That Explores The Relationship That Women From Around The World Have With Beauty And its Links To Their Happiness And Well-Being
Advertising That Inspires Women And Society To Think Differently About What Is Defined As Beautiful.
Fundraising Initiatives (Sponsored by the DOVE SELF-ESTEEM FUND) To Help Young Girls With Low Body-Related Self Esteem.
Symbiosis Institute of Business Management, Bengaluru 14
Campaign For Real Beauty
EVERY WOMEN HAS SOMETHING BEAUTIFUL ABOUT HER
68% agree with the fact that unrealistic standards of beauty exist in the media & advertisement world.
47% agreed that only attractive women are portrayed in popular cultures.
Over 85% believed that beauty could be achieved through attitude & spirit.
Symbiosis Institute of Business Management, Bengaluru 15
WHY CFRB??Real beauty comes in many shapes, sizes and
ages
Declining Sales - lost in crowded market
Increased competition
Advertising clutter
Stagnation in one or two categories - In spite of increase in product range
Need for Brand Positioning - Evolve brand image without losing their existing customer base and driving aggressive growth
Symbiosis Institute of Business Management, Bengaluru 16
Change the idea of
beauty
In 4 stages of advertisements
Start of the Campaign
Symbiosis Institute of Business Management, Bengaluru 17
Stage 1: TICK-BOX billboards Campaign
In this campaign, billboards were erected and viewers were asked to phone and vote on whether a woman on the billboard was “outsized” or “outstanding”. A counter on the billboard showed the votes in real time.
Symbiosis Institute of Business Management, Bengaluru 18
Stage 2: Firming Campaign
This campaign featured six “real” women cheerfully posing. The aim was to “change the way society views beauty,” and “provoke discussion and debate about real beauty.” Functional Benefit: Skin firming cream Symbiosis Institute of Business
Management, Bengaluru 19
Stage 3: Executive’s daughters discussing their self esteem
challenges
Symbiosis Institute of Business Management, Bengaluru 20
Stage 4: Film – “Evolution”
112-second film, popularized on YouTube. It showed the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it from plainness to billboard glamour. Symbiosis Institute of Business
Management, Bengaluru 21
Strengths o Unconventional strategy
o Effective advertising, Free publicity
o Continuously evolving the campaign
o Strong emotional touch
o Cross-selling Possibilities
Weaknesses/CriticismoContradictory in nature
oObjectification of women
oWomen featured were comparatively slim
oUse of idealized images in other brands under the same flagship
oContradictory Japanese campaign
Opportunity Recommendation
oTarget male customers
oMaintain better standards of quality
oUnified advertising throughout the globe
oContinuous innovation
ThreatsoRisk of being a brand for “fat girls”
oInvolved marketing risk
oCopy by the competitors
oUndermining the aspiration of consumers
oSustainability of campaign in long run
SWOT Analysis
Consumer Point of View
Real Ads by Real Women Contest, to invite consumers to create their own ads for Dove Cream Oil Body Wash
Symbiosis Institute of Business Management, Bengaluru 23
Media Planning Bought every billboard in Grand Central Station
for CFRB promotions
Showcased ‘Hates Her Freckles’ ad in the Superbowl match
Evolution ad released only on Youtube
All these media planning activities created a lot of buzz in the market
Symbiosis Institute of Business Management, Bengaluru 24
Public Relation
Unilever established the global Dove Self-Esteem Fund to raise the self esteem of girls and young women Symbiosis Institute of Business
Management, Bengaluru 25
Brand Management Unilever had organized the work of marketing in a manner
similar to its main competitor, Procter & Gamble, known as the brand management system.
Within a product category the form often offered multiple brands, each led by a brand manager.
In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms.
Under Path to Growth, Brand Management was split into two groups:
1. Brand Development2. Brand Building
Symbiosis Institute of Business Management, Bengaluru 26
Dove in top 10 brands in health and business value Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Revenues for 2005 - (39.67 billion & employed 206,000) Firming Lotion sales 1st six months 2004- 2.3 million
bottles Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness(M & O) Silver Anvil Award for PR (Edelman)
Success
Growth of $1.2 billion
Symbiosis Institute of Business Management, Bengaluru 27
Criticism• No strong connection between ads and Dove products
• People may question Dove’s socially responsible image; Is it real?
• Limits their future marketing campaigns
• Focused too much on the cause and not on the product
• Hypocrisy of criticizing beauty industry and selling beauty products
Symbiosis Institute of Business Management, Bengaluru 28
Our Perspective• They featured real women in their campaign as models were too
perfect for most women to aspire for. Also they realized images of models and supermodels left the consumers feel bad about their own body image and hurt their self-esteem.
• They broaden the definition of “ beauty” • They use effective ways of campaigning.• The CFRB website had various tools that helped bolster self-
esteem of the young girls.• In all these ways they grabbed the attention of the customers.• The campaign was quite different from the conventional approach
in the beauty industry.• Also free publicity was given• It broke the rule of the advertising business that “ only beautiful
models sell”
Symbiosis Institute of Business Management, Bengaluru 29
Thank You!
Symbiosis Institute of Business Management, Bengaluru 30