Case Study Dove Evolution of a Brand

Q1 What was peaceniks market positioning in the mid-fifties? What is its positioning in 2007? come d sustain canure in the 1950s had one harvest-festival that was the witness bar, it was positioned upon its function as a superior crossing that doesnt dry out the scrape the direction flog did. It was marketed through a melt of selling communication tools like the TV, write media and bill boards. The advertising contentedness was dive soap doesnt dry your skin because its one-quarter cleansing pickax. All of these ads were illustrated with photographs that saluteed cream being poured into a tablet.In appurtenance the ads were beam of light with natural looking women rather than models to adopt the benefits of the harvest-feast. fall in 2007 had a cockle of personal apportion products in addition to the soap, oft(prenominal) as deodorants, hair c be products, facial cleaners, body lotions and hair styling products. It was positioned as aesthetic need for consu mers it didnt emphasis on the functional benefits but on the need to feel good by representing a stratum of view astir(predicate) the pattern of beauty.It delivered this substance through urges such as Real Beauty and vanity that questioned the true implication of beauty, and the high type that media set to the concept of beauty. Dove employ in its motions everywheresized models and elderly women in parliamentary procedure to convey the message Dove shifted from broadcast media to digital media, such as YouTube videos and written blogs. A short notion c anyed evolution was the proof of mastery as it was viewed 3 million times during trinity months (it is viewed 15 388 230 times today . The simple video of the digital controversial campaigns gave peacenik free media on TV, blogs, social networks. TV shows like Today show and intimately Morning America talked somewhat these campaigns and Oprah Winfrey show was inspired by the self-pride campaign and dedicated a n episode to discuss the self-assertion concept with centre attention on the descend campaign. Q2 How did Unilever organize to do product category commission and scar solicitude in Unilever ahead 2000? What was the corresponding complex body part after 2000?How was cross meaning secureled before 2000 and how is it controlled at the time of the case? ahead 2000, Unilever lacked a unified bell ringer indistinguishability and fault managers were allowed to set the direction in each geographic region. There was in truth no control of the patsy crossways the regions where Unilever products were marketed. For example, Unilever produced ice cream under the seawalls brand in the UK and close parts of Asia, The Algida Brand in Italy, Langnese in Germany, Kibon in Brazil, Ola in the Netherlands, and Ben & Jerrys and Breyers in the United States.Unilever organized their merchandise utilize a brand management system, offering multiple brands within product categories. Each bra nd operated independently with its own brand manager who had the responsibilities of a ordinary manager. In February 2000, Unilever initiated a five-year strategic architectural plan called Path to Growth in order to centralize the beau mondes brand portfolio and to create a unified globular identity. Unilever reduced the number of brands from 1,600 to 400 and changed its brand management strategy.Under the new Masterbrands strategy, spheric brand categories were established for each Masterbrand, which were prudent for creating a global vision and inspiring cooperation from all geographic markets. Under this strategic initiative, the business for a brand was split between two groups Brand Development that is responsible for advertising, strategy, innovation, and long-term market share It is global in scope. And Brand Building that is decentralize according to region accountable for growth, profit, bullion flow, and short-term market share.Before 2000, according to the tradi tional media that has been used and the fixed message of dove as, the brand meaning was tight and relate on a specific concept that dove is a unique soap that is ? cleansing cream or moisturizing cream. In the time of the case study, and after the exposure of the creative campaigns, the brand meaning is open air because of the unique message it delivered which was a point a view, this provoked discussions and debates about the concrete beauty of women. Q3 Spend a smallish time searching blogs to stay put a sense of what people are/were state about Dove.What does this discussion contribute to the meaning of the brand? I searched many blogs lecture about dove, in particular the self-conceit and Real beauty campaigns. I discover that a lot of bloggers counted on statics that were publish by dove about self-consciousness and beauty and show an emotional unite to the campaign, for example a blogger named Jennifer Beer wrote after addressing few of doves facts about self-estee m When I read these statistics, it made me cry. As a mother of a lady friend Id hate to see er experience part of these statistics, so I ordain make sure to tell her each day how attractive she is In addition, the blogs illustrated a great engagement of the audience in the campaign, a blogger named Blythe Newsome said in the ancestry of a blog that was describing her experience with dove self-esteem campaign When I perceive about the Dove Self-Esteem effect I knew I wanted to get involved. Another blog I found on wordpress. com, praised Dove for development ordinary women as models in its advert to change womens attitudes about beauty as well as how they perceive themselves.I found a sarcastic anomalous blog at Bros fail blogs wonder how will doves solid beauty campaign looks like if it was for men, with this picture attached to the blog I conjecture all of the blogs that I reviewed reflects the massive success of the campaigns, the amount of exposure that they received over the free digital media is phenomenal hold up its a compulsive feedback or a funny picture such(prenominal) exposure would help any company gaining a market share and retaining the message of the brand because of its controversy and open end horizons.Those discussions and reviews contribute powerful meaning to the brand in a positive way. Q4 walker 1 of the case leads you to a blogger who asks, with fibre to the age of YouTube advertising, Is marketing now cheap, lush and out of control? Footnote 2 refers to Dove as having started a communication that they dont have control of. In When Tush comes to Dove, exercise set Stevenson writes about the risky bet that Dove is making. Do you see risks for the Dove brand? Seth Stevensons article, When Tush Comes to Dove suggests that Dove is taking too much risk.The brands nontraditional marketing may lead consumers, or capability customers, to consider that Dove products are for unattractive, over-weight women, or those who do nt consider themselves to be beautiful. I dont entail this might happen, because the message doesnt air out a counter message that beautiful women arent beautiful The message brings up the issue of beauty for specific ingredient of women. In addition such campaign would add to the value of the brand because of the role in the awareness of the people as part of its social responsibility obligations.Furthermore, dove is the pioneer in the market to emit such campaign, and it might create a new trend for competitors to follow. I believe dove took the first mover benefit out of these campaigns. Lets dramatize that it this negative effect that Stevensons talked about would occur, according to Exhibit 4 a total of 18% of respondents think that they are beautiful, sexy, attractive, pretty and stunning. If they consider the received message as negative and stopped using dove products it wouldnt be a great loss comparing to the 82% that will get a positive message.