PROJECT

Brand management:

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UNILEVER

Product category

DOVE

Submitted to:

Madam Zoya Khan

Submitted By:

Group Members

M.KASHIF

M.ATIF

MUDASIR ALI

FARAZ KHAN

IRFAN LATIF

Subject:

Strategic Brand Management

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Acknowledgement

We have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. We would like to extend my sincere thanks to all of them.

We are highly indebted to (mis. Zoya khan) for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project.

We would like to express my gratitude towards our parents & member of (FUUAST) for their kind co-operation and encouragement which help me in completion of this project.

We owe many thanks to our classmate and group members and all of my friends, that always support and give full attention for us to solve our problem. They always help us in exchanging any ideas and give the enjoyable studying environment.

We would like to express our special gratitude and thanks to industry persons for giving me such attention and time.

Our thanks and appreciations also go to my colleague in developing the project and people who have willingly helped us out with their abilities.

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TABEL OF CONTENTS

1. History.2. Unilever’s products.3. Major competitors:4. DOVE4.1. MISSION STATEMENT

4.2 VISION

4.3. EVOLUTION OF BRAND ‘DOVE’ 1995-2001:

4.4. MEDIA PLAN:

4.5. Beauty

4.6. PRODUCT RANGE:

4.7. DEFINING TARGET AUDIENCE:

4.8. MARKET STRATEGIES FOR DOVE:

4.9. Targets every day women and older women :

The Dove Campaign for Real Beauty 

5.MARKET STRATEGIES OF DOVE:

a. Surveyed women all over the world

6. MARKET POSITIONING: (in beauty industry)

a. OVERVIEW7. USERS AND CONSUMERS THINKING ABOUT DOVE BRAND:

8. 4 P’s OF MARKETING

9.Brand elements of Dove: OVERVIEW: (about price)

9. DOVE SWOT ANALYSIS10.Recommendation:

11.Questionnaires.

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Unilever (Euro next: UNA, LSE: ULVR) is an Anglo–Dutch multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company measured by 2011 revenues (after Procter & Gamble and Nestlé) and the world's largest maker of ice cream.

1. History 1930 to 2000:

Lever House in New York City, which was the United States headquarters of Unilever from 1952 to 1997 Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens, Samuel van den Bergh and William Hulme Lever, 2nd Viscount Leverhulme.

2000 to 2011

Global employment at Unilever 2000–2008

Black represents employment numbers in Europe, light grey represents the Americas and dark grey represents Asia, Africa, and Middle East.

Between 2000 and 2008 Unilever reduced global workforce numbers by 41%, from 295,000 to 174,000.

Notes: Europe figures for 2000–2003 are all Europe; from 2004 figures in black are Western Europe. For 2004–2008 figures for Asia, Africa and Middle East include Eastern and Central Europe.

Source: Unilever Annual Reports 2004, 2008

2011 to present;

On 23 March 2011, it was announced that Unilever had entered into a binding agreement to sell the Sanex brand to Colgate-Palmolive for €672 million, and that Unilever would acquire Colgate-Palmolive's laundry detergent brands in Colombia (Fab, Lavomaticand Vel) for US$215 million.

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2. Unilever’s Products:

3. Major competitors:

Unilever's largest international competitors are Nestlé and Procter & Gamble

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4. DOVE

4.1. MISSION STATEMENT

Dove believes that beauty - feeling and looking your personal best - is the result of proper care. Dove always aims to deliver products which tangibly improve the condition of skin or hair and give a pleasurable experience of care, because when you look and feel beautiful, it makes you feel happier. It’s a feeling every woman should experience every day.

4.2. VISION

Dove® is committed to building positive self-esteem and inspiring all women and girls to reach their full potential—but we need your help.

We're building a movement in which women everywhere have the tools to take action and inspire each other and the girls in their lives. It could be as simple as sending a word of encouragement to a girl in your life or supporting self- esteem education in your town. From mentoring the next generation to celebrating real beauty in ourselves and others, we can open a world of possibilities for women and girls everywhere.

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4.3. EVOLUTION OF BRAND ‘DOVE’ 1995-2001:

Extension of Dove’s range of products 1990 Dove beauty wash successfully launched 1980 Leading brand recommended by Physicians 1940 Formula for Dove Bar (Mild Soap) 1970 Popularity Increased as a milder soap 1950 Refined to original Dove Beauty Bar 1960 Launched in the market In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes.

4.4. MEDIA PLAN:

4.5. Beauty. It’s not about glamour or fame. It’s about every woman and the beauty that is in each of us. That’s what DOVE is all about. And that’s why More women trust their skin to DOVE.

4.6. PRODUCT RANGE:

Dove’s products include: Antiperspirants/Deodorants Body washes. Beauty bars. Lotions/Moisturizers. Hair care. Facial care products.

4.7. DEFINING TARGET AUDIENCE:

Targets girls and women of all ages, shapes and sizes. Especially targets the working women as they have busy schedules and cannot take out time for themselves so by using one soap they can get the benefits of a soap as well as a moisturizer. Targets on the higher income groups because they are the only people who can afford a soap which is priced at a premium rate (Rs. 28). Dove uses the market specialization concept.

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4.8. Targets every day women and older women :

First of all Unilever’s Dove brand was used to target erveryday women of all shapes sizes and ages. Now the company is fine. Tuning is matketing campaign to tap into the 50+age group.

The move falls line with the much heralded potenial consumer power of the graying baby boomer generation .a group that particularly in the US, has never had so much spending power unilever says that its latest dove marketing campain will tap in to the older female consumers perception that older women are largely ignored by the media.

4.9. The Dove Campaign for Real Beauty is a worldwide marketing/public relations campaign launched in 2004 that includes advertisements, video, workshops, sleepover events and the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves. Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada). Part of the overall project was the "Evolution" campaign.

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5. MARKET STRATEGIES OF DOVE:

Mass appeal to all segments; high patronage High Loyalty/ Strong Share of Wallet Better quality at affordable price Mild, gentle, moisturizing Health and beauty Low Loyalty/ Weak Share of Wallet More than 80 countries.

Surveyed women all over the world

Found their thought and attitude toward women’s beauty’ Made aplane to change their stereotype of the beauty Launched the campaign ‘REAL BEAUTY’

6. MARKET POSITIONING: (in beauty industry)

Dove became one of the PAKISTAN’s most recognizable brand icons.It claimed not to dry out

the skin the way soap did Technically not soap at all, formula came from military research

Dove’s market positioning in the 1950’s 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,, Beauty Bar,, Product First Dove product

→OVERVIEW

Dove is positioned as a personal care brand. Dove soap positions itself not as a soap but as the mildest bathing bar containing ¼ the moisturizer. Maximum moisturizing content. As the add campaign of dove says that use it on half of your face and see the difference. Image differentiation: it is now considered as a “moisturizing bar” and “beauty bar”. Dove is currently at its growth stage. Consumers perceives high prices as an indicator of quality

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7. USERS AND CONSUMERS THINKING ABOUT DOVE BRAND:

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. And after questioners it is proved that consumers are happy from all the attachments.

8. 4 P’s OF MARKETING

1. PRODUCT

Dove product line includes a variety of skin care soaps. Its range includes a variety of

products such as antiperspirants/deodorants, body washes, beauty bars,

lotions/moisturisers, hair care and facial care products .

2. PLACE

The dove products are manufactured in The Netherlands, Hammold, Indiana, USA,

Germany, Ireland and Brazil. Dove enjoys its highest share in Canada, unilever Canada

played the lead role in the global marketing push for the brand.It markets its products

globally.

3. PROMOTION Media channels:

consumer magazines, tv, outdoor ,road shows.Dove regularly uses magazines for

advertisement such as, cosmopolitian, marie claireand elle.Dove released a marketing

campaign in 2008- playing less on super models, laying more emphasis on “real beauty”, real

normal people posing for the camera.

4. PRICE

Initially the brand was not successful in India because of its high prices.(example: dove soap’s

initial price was around Rs. 50 that put of even the premium customers).After the “Campaign

for real beauty” the brand lowered its prices which had somewhat become reasonable.

(example: dove soap was now available at Rs 28).

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9.Brand elements of Dove:

Doves, usually white in color, are used in a variety of settings as symbols of love, peace or as messengers. Doves appear in the symbology of Judaism and Christianity and of both military and pacifist groups

Peace symbol

Doves, usually meaning domesticated Rock Pigeons, are a traditional Christian symbol of love and peace, see Peace dove and is of white colour.

 Dove Logo Design:

Dove is a sub-brand of Unilever and deals in personal care products like shampoos and soaps. Its

logo design, created in 1957, portrays a figure of a literal dove bird that represents the brand

name.

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Dove packaging:

In the first of a series of reports looking at the packaging strategies of leading fmcg brands, Euromonitor International considers Dove, the world’s biggest name in bath and shower. Dove’s pack requirements are diverse but it uses simple clean lines to reflect its moisturising and skin-kind benefits so integral to the brand’s image. Dove’s packaging strategy has to balance the demands of consumer with cultivating an instantly recognisable image as it expands around the world.

Moisturizing packaging. …

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BRAND NAME ANALYSIS:

Brand name analysis shows that how many consumers accept the DOVE for his self satisfaction and it shows that there is level of satisfied up in the satisfaction graph.

highly satisfied satisfied dissatisfied highly dissatisfied0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

26%

42%

10% 10%

brand name dove

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male female0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11%

89%

gender

Bellow 50000 Bellow 51000-99999

Bellow 100000 – 149999

Bellow 150000 and above

0%

10%

20%

30%

40%

50%

60%

3%13%

29%

55%

family income level

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OVERVIEW: (about price)

Dove products are priced at a premium. Product quality leadership: High levels of perceived qualities with price just high enough not to be out of customers

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10.DOVE SWOT ANALYSISa. Streangth:

Effective advertising/ free publicity continuously evolving the campaingn consistent brand image- purity Divers line and products

b. Weakness:

Contradictory in nature Objectification of women use of idealized images in other brands under the same flagship.

Contradictory Japanese campaign Dove is owned by Unililever , the parent company of AXE body spray. Most Dove models still basically conform to typical

beauty standards.

c. Opportunities

Target male customers maintain better standards of quality unified advertising throughout the globe continues innovation.

The fashion world is becoming more resistant to using emaciated models.

Dove could collaborate with people in the fashion industry.

Also they might consider sponsoring some kind of feminist organization

d. Threats:

Failure of catching consumer’s though about environment eco-freindley (e.g beyond)

Over lapping message with other brands such as Bobbie brown’s pretty wonderful’ campaign.

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11.Recommendation:

The distribution process should be improved so that the product is available in the market for purchase at the same time when the advertisements are being aired.

The price of the product should be lowed so that it has an increase in demand resulting in a high share since it is a fairly new product in the market as compared to its competitors.

Promotional activities should take place to make the population more aware of the product and its attributes. There should be activities such as free hair washes like one that happened a few years ago by sunsilk, this would result in people noticing the feel of the products and so considering it for purchase.

Free sampling could be one so that potential customers can use the products and realize its quality before purchase, due to this when they see the product available in the market they could using it is they know the product works.

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Questionnaires.

Dear Sir/Madam

We are student of MBA and BBA from FUUAST.Thank you for sparing some of your precious time to fill this questionnaire. It is being distributed to you purely for academic purpose and all responses will be kept confidential .Your unbiased choices will be highly appreciated and make this research valuable.

Personal Demographic Information

PART A

1. AGE

6 to 11

12 to 17

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 & over

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2. Marital Status:

Married

Single

Widowed

Divorced or separated

3. Education:

Grade School or less (grades 1-8)

Some high school

Graduated from high school (grades 9-12)

Some college

Graduated from college

Some postgraduate college

Scale

Strongly

Agree

Agree Not sure Disagree Strongly

Disagree

1 2 3 4 5

Please circle the appropriate number against each statement, according to the scale given below

1 DOVE a natural soap, which is suitable for all types of skin.

1 2 3 4 5

2 DOVE has a reasonable set of price

1 2 3 4 5

3 DOVE very popular and 1 2 3 4 5

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trendy in the market.

4 Customers prefer to use

DOVE because of the

long lasting effect and

satisfactory experience

1 2 3 4 5

5 Brand name Highly satisfied Satisfied dissatisfied Highly dissatisfied

PART B

Questions about dove ad

6. In the past month how many times have you seen an advertisement for this brand?

Never

1

2

3

4

5+

7. Please answer yes or no to the following questions regarding the ad

Was the ad appealing to your eye?Yes

No

Was the ad fun to watch? No

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Yes

Would you talk to someone else about this ad?Yes

No

Did you have a positive reaction to the ad?Yes

No

Would you like to see similar ads like this in the future? Yes

No

Are more likely now to purchase the product offered? Yes

No

8 Dove is specifically formulated for women of all ages to solve most common skin problems faced by women around the globe.

1 2 3 4 5

9.

By using Dove your skin has

become smooth and feel beauty

1 2 3 4 5

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10.

Have you think Dove is a real truth about

beauty.

1 2 3 4 5

11. What in your opinion are the three main benefits of this brand?

Ans:

Questionnaire analysisWe the student of FUUAST BBA/MBA conduct survey in our university mostly from female. We distribute 50 questionnaire papers which include 10 questions after analysis the result has quite interesting.

Dove questionnaires analysis conducted in FUUAST

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17%

80%

1% 2%

1.dove a natural soap, which is suitable for all types of skins

strongly agree agree not sure disagree

30%

60%

10%

2. dove as a resonable set of price.strongly agree agree not sure strongly disagree

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14%

55%

25%

6%

3. dove is very populer & trendy in market

strongly agree agree not sure disagree

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18%

30%43%

9%

4. customer prefer to use dove b/c of the long lasting effect and satisfac-

tory

strongly agree agree not sure disagree

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6%

9%

21%

12%18%

35%

5. in the past month how many times have you seen an advertisment for this brand?

never 1x 2x 3x 4x 5+

]

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was

the

ad a

peal

ing

to y

our

aye?

was

the

ad fu

n to

wat

ch?

wou

ld y

ou ta

lk to

som

eone

els

e ab

out

this

ad?

did

you

have

pss

itive

rea

ction

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?

1 2 3 4

0%

20%

40%

60%

80%

YESNO

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17%

37%

33%

13%

7. dove is speciallly formulated for women of all ages to solve most common skin problems

faced bystrongly agree agree not sure disagree

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)

30

26%

39%

26%

10%

8. by using dove your skin has become smooth and feel beauty?strongly agree agree not sure disagree

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10. What in your opinion are the three main benefits of this brand?

ANS: In ans we get different benefits of dove soap. But mostly girls say that (After using dove skin become dry)

1. the main benefits skin become dry after use it2. using dove your skin has become smooth and feel beauty3. dove is a real truth about beauty4. suitable for oily skin not for dry5. suitable for old age6. high quality7. rate is reasonable8. Smell is good9. nice smell 10. oil free soap11. No side effect of dove12. It is not more expensive13. Good quality14. Trusty product15. It makes skin smooth