Brand Image

• ·         "Imagery" refers to how well your brand meets your customers' needs on a social and psychological level. Your brand can meet these needs directly, from a customer's own experiences with a product; or indirectly, with targeted marketing, or with word of mouth
• ·         .Dove has been capitalizing on its “Campaign of real beauty”. The advertising message had been so well received that till 1995, Dove sold only one product, a cleansing bar with one message- “It’s not a soap”. For five decades it used the same marketing image of cream pouring on to a white curvy bar signifying softness, purity and moisture. Like any other Winner bran.
• ·          Dove has remained consistent in its IMC while launching additional products like moisturizing body wash, facial care cleansersand daily moisturizer: all staying in its frame of  reference of personal cleansing products that are less abrasive than soap.
• ·          Dove has a brand image of providing mild yet effective beauty products endorsed by real people and not “photoshoped” celebrities. Doing so helps inaccomplishing its mission of redefining the “beauty of a woman” to include all ages, shapes and sizes, helping them to realize real beauty is not limited to how they look.
• ·         Dove’s marketing push has defied conventional stereotypes and advocated for unconventional beauty and self-esteem.
• ·          Dove appeals to women in the age group of 30-40. These are women who have not started using skin firming products for wrinkles and cellulite problems..
• ·         Dove stresses on self confidence, moral aspects and emotional ties in all its campaigns. Dove is meaningfully differentiated from its competitors because of its unconventional marketing strategy, effective advertising, strong emotional touch and continuously evolving product line.
• ·         Dove has set itself apart from other brands by going against the stereotypes and advocating unconventional beauty and self-esteem. All its ads have a message of real beauty which goes beyond current super-thin, silky-hair, perfect skin standards.
• ·         Dove’s brand image grew because people began associating concepts of true beauty with Dove and its products.  Dove is considered as a brand with a point of view- “every woman is beautiful and she should take care of her beauty.”The product’s packaging reflects its identity. Dove’s packaging features like white background with light shades of blue have signified pureness
• ·        .After broadening its product line, Dove’s best marketing strategy has been to encompass all its products under one message through the launch of “Campaign for Real Beauty” in 2005, which invited participation of women all over the world. Ads featuring women who were not models appeared on billboards, and invited people to vote whether these real women were “fab” or “fat.” The billboards were placed in strategic locations such as Grand Central Station, where they would be sure to catch the eye of the consumers. The intention of the advertisement was to engage people to participate in the campaign and while “fat” eventually logged the most votes and a survey result showed that only 2% of the women thought that they were beautyfull.

  IMPROVEMENT IN IMAGE (YEARLY)

• 2004: The Campaign for Real Beauty launched in September 2004 with a much talked-about ad campaign featuring real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge the women’s looks (oversized or outstanding? and wrinkled or wonderful?), and invited them to cast their votes at campaignforrealbeauty.com.
• 2005: Dove® kicked off the second and most iconic phase of the Campaign for Real Beauty in June 2005, with advertising featuring six real women with real bodies and real curves. The phase of the campaign was created to debunk the stereotype that only thin is beautiful and it drovethousands of women to campaignforrealbeauty.com to discuss beauty issues.
• 2006: In September 2006, a news and media furor erupted when Spain banned overly thin models from its fashion runways. The debate spoke to the heart of the Dove® Campaign for Real Beauty mission. In response, Dove® produced a compelling short film, Evolution, depicting the transformation of a real woman into a model and promoting awareness of how unrealistic perceptions of beauty are created.
• As so many girls and young women develop low self-esteem from hang-ups about their looks, and consequently fail to reach their full potential in life, Dove® established the Dove® Self-Esteem Fund. The Dove® Self-Esteem Fund was created to act as an agent of change to inspire and educate girls and women about a wider definition of beauty. This same year, the brand released a commercial called Little Girls during the Super Bowl, reaching an estimated 89 million viewers.
• 2007: Continuing its ongoing commitment to widen the narrow definition of beauty, Dove®launched the third phase of the Campaign for Real Beauty in February 2007. The Dove® global study, Beauty Comes of Age, revealed that 91% of women ages 50–64 believe it is time for society to change its views about women and aging. The campaign celebrated the essence of women 50+—wrinkles, age spots, grey hair and all. It was brought to life through a communications campaign created with internationally renowned photographer Annie Leibovitz.
• When the Campaign for Real Beauty focused on the idea that girls are bombarded with unrealistic, unattainable images and images of beauty that impact their self-esteem, the brand teamed up with the entertainment industry to show that what girls see in movies and magazines represents an unrealistic standard of beauty. Onslaught, an online film dramatizing the barrage of beauty images girls face, dramatized this point.
• A Bold New Vision: The Dove® Movement for Self-Esteem
• In 2010, Dove® set out a bold new vision for the brand with the Dove® Movement for Self-Esteem. The Dove® Movement for Self-Esteem provides women everywhere with opportunities to mentor the next generation and celebrate real beauty. There are many ways to become involved. Dove®invites women everywhere to join the brand in making its vision a reality. Together with experts and key partners (in the U.S., Dove® supports the work of the Girl Scouts of the U.S.A., Girls Inc., and Boys & Girls Clubs of America) Dove® has created self-esteem- building, educational programs and activities that encourage, inspire and motivate girls around the world. Dove® has reached over 7 million girls so far with these programs, and set a global goal of reaching 15 million girls by 2015.
• In 2011, Dove® released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety about looks begins at an early age. In a study of over 1,200 10-to-17-year-olds, a majority of girls, 72%, said they felt tremendous pressure to be beautiful. The study also found that only 11% of girls around the world feel comfortable using the word beautiful to describe their looks, showing that there is a universal increase in beauty pressure and a decrease in girls' confidence as they grow older. Though Dove® efforts have moved the needle in a positive direction, there is more to be done.
•  
• RECOMMENDATION
• ·         Should improve its promotional strategy via social media , viral marketing and by increasing number of campaigns.
• ·         Should improve its self esteem by focussing on all kinds of age groups.
• ·         It should also enhance its promotional strategies world wide.
• ·         It should include more emotions and must relate to culture of nation so that people can link to it easily.

BRAND RESONANCE

• Remember the 'Is it love? No it's Dove' ads? In the 1990s, when everything had to be low priced, consumer goods major Hindustan Unilever launched a brand of soap that was considered expensive, frightfully expensive
• Superior and "Gentle on skin" properties, 1/4 cost and 3/4 love property. Rs 10 dove soap largely made an impact due to less cost.
•  Last year, HUL executives claim that Dove has grown by 100% in shampoos and by 42% in soaps. "Dove is the largest premium brand in the Hindustan Unilever portfolio," says Rajaram Narayanan, vice president, hair care and Lakme, HUL. Now the Dove portfolio delivers Rs 400 crore in sales. 
• Dove has capitalised on this trend. Apart from distribution in modern format stores, where Dove claims to be one of the leading brands with 11.54% share, the brand has also entered adjacent categories. In body washes, Dove claims to be nearly 19% of the market, while hair conditioners gets the brand sales of around Rs 40 crore.
• Studies showed that 57% of Dove's Target audience was averse to regular advertising. Hence testimonials became even more critical for the success of the brand, say HUL executives. The team identified close to 50 women from uppermiddle class Indian households and handed them trial packs of Dove soap. After trying out the brand, their reactions were recorded and the most spontaneous responses (8 of them) were chosen to be the face of the brand.
• The testimonials did have the desired effect and soon the gentle effect that Dove had on skin was being recommended for babies as well — in a way, baby care major Johnson & Johnson was finding an unlikely contender in Dove. "Dove's honesty struck a chord with its audience," says Hephzibah Pathak, president, Ogilvy, Mumbai, the agency that handles Dove's advertising.
• Camera crews in Mumbai, Delhi and Bangalore asked women questions on hair care. In less than two weeks about 1,000 minutes of video footage was recorded and uploaded on popular portals. In a span of 9 days, over 250 women were interviewed and 1,000 minutes of footage recorded. This content when uploaded online elicited a huge response and according to HUL took the online involvement of consumers to a new high. As Rajaram points out, over the last few years Indian consumers have also been doing a lot of treatments to their hair. If consumers were not colouring their hair, they were straightening it. "In the search for ideal elusive hair, one ends up damaging it," he says.

RECOMMENDATIONS

Brand should work on following

• Behavioral loyality
• Attitudinal attachment
• Sense of community
• Active engagement             

BRAND PERFORMANCE

DOVE PERFORMANCE

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.

Rankig of Dove as per League tables

Rank 6 in the Netherlands 50 2013. 
Rank 28 in the Brands of British Origin Top 50 2013. 
Rank 276 in the Global 500 2013. 
Rank 7 in the Top 50 Cosmetics Brands 2013. 
Rank 199 in the Global 500 2012. 
Rank 7 in the Top 50 Cosmetics Brands 2012. 
Rank 6 in the Netherlands 50 2012. 
Rank 22 in the Brands of British Origin Top 50 2012. 
Rank 8 in the Top 50 Cosmetics Brands 2011. 
Rank 216 in the Global 500 2011. 
Rank 6 in the Netherlands 50 2011. 
Rank 24 in the Brands of British Origin Top 50 2011. 
Rank 40 in the Brands of British Origin Top 50 2010. 
Rank 479 in the Global 500 2009. 

Brand value$4,242m 
Brand ratingAA 
Enterprise value$10,690m 
Value / ent. value39.7% 

* Figures taken on 31st December 2012.

Brand value$5,045m 
Brand ratingAA 
Enterprise value$10,250m 
Value / ent. value49.2% 

* Figures taken on 31st December 2011.

Brand value$4,517m 
Brand ratingAA 
Enterprise value$8,715m 
Value / ent. value51.8% 

* Figures taken on 31st December 2010.

Brand value$1,889m 
Brand ratingAA 
Enterprise value- 
Value / ent. value- 

* Figures taken on 31st December 2009.

Brand Barometer: Social media performance of Dove

DOVE REAL BEAUTY SKETCHES WINS 19AWRDS-  CAMPAIGN PERFORMANCE TO GET INSPIRED BY!!

www.youtube.com/watch?v=XpaOjMXyJGk

Now this is a campaign to get inspired by! The 19 Awards at Cannes Lions are well deserved - after all, the video ad is today the most viewed online video ad ever with over 165,000,000 views. Not only has the film been viewed in record numbers around the world, it is also the most shared video ad in over a year.

Fernando Machado, global brand development VP Dove Skin at Unilever, speaking at the Cannes Lions festival said: “It wasn’t like anything we had ever seen with a regular TV campaign. We knew that we had something special with Dove Real Beauty Sketches, but didn’t just wait around for the magic to happen. Strategically, we felt that the film would reach the most scale on YouTube and quickly put a clever paid media strategy in place to increase exposure of the campaign. We worked nimbly and broke every rule in the Unilever book on how to deploy campaigns. As a result, we were able to ride the wave of interest and scale the campaign globally.”

The approach with YouTube’s TrueView product – enabling Unilever to pay only once a user had decided to not to skip and then watch at least 30 seconds of the 3 minute film – supported and drove reach for content that was already strong enough to really resonate and connect emotionally with consumers, resulting in highly efficient scale

Joel Pearson, Innovation Director at PHD (the media agency of Unilever) said, “Crucial to our strategy working globally was the ability to be nimble, responsive and operate centrally. Our global control centre enabled real-time monitoring, optimisation and response to media performance, conversations, sentiment and content distribution. All activity was monitored daily, and activity was optimised against cost, interaction and engagement, market penetration, and pace of delivery – ensuring that Dove Real Beauty Sketches was being seen by the right people, in the right place, at the right time” continued Pearson.

Now all the clever marketing strategy and PR work is surely part of the success formula, but my personal opinion is that what makes this ad so successful is that it really touches people in the very personal space of self-esteem and value. It reaches out to people in a very personal manner, showing very personal and touching emotions almost everyone relates to immediately. The idea itself is highly creative, and the message is not: "you‘ll look better if you use our product", instead the message is "you‘re more beautiful than you think, and here‘s the proof".

The Dove team who won the Titanium Grand Prix award

That Dove sells beauty products, is a given, but it is not in focus of the campaign. This brilliant campaign must have given an incredible image boost to the company. Well done! Again, it‘s really about unique, creative content that touches hearts!

And here are the 19 awards won by the Dove Real Beauty Sketches campaign:

1.    Titanium Grand Prix – Dove Real Beauty Sketches

2.    Gold Lion, Titanium & Integrated – Dove Real Beauty Sketches

3.    Gold Lion, Film – Dove Real Beauty Sketches

4.    Gold Lion, Branded Content and Entertainment – Best Non-Fiction Program, Series, or Film where client has successfully created a reality, documentary, or entertainment show around a product or brand – Dove Real Beauty Sketches

5.    Gold Lion, Promo and Activation - Best use of Social Media Marketing in a Promotional Campaign - Dove Real Beauty Sketches

6.    Gold Lion, Promo and Activation - Corporate Image & Information – Dove Real Beauty Sketches

7.    Gold Lion, PR – Best use of Social Media – Dove Real Beauty Sketches

8.    Gold Lion, PR – Best Integrated Campaign Led by PR – Dove Real Beauty Sketches

9.    Gold Lion, Media, Best Use of Social Media – Dove Real Beauty Sketches

10. Gold Lion, Cyber, Online Video - Dove Real Beauty Sketches

11. Gold Lion, Press – Dove Real Beauty Sketches

12. Silver Lion, Direct - Best Use of Digital Direct Marketing Social Media & Viral Marketing – Dove Real Beauty Sketches

13. Silver Lion, Direct - Product & Service Corporate Image & Information – Dove Real Beauty Sketches - Silver Lion, Design Dove Real Beauty Sketches

14. Bronze Lion, Direct - Best Integrated Campaign - Dove Real Beauty Sketches

15. Bronze Lion, Media, Best Use of Integrated Media – Dove Real Beauty Sketches

16. Bronze Lion, Media, Corporate Image & Information – Dove Real Beauty Sketches - Bronze Lion, Outdoor, Billboards & Street Furniture – Dove

17. Bronze Lion, Cyber, Best video - Dove Real Beauty Sketches

BRAND SALIENCE

Dove Feeling

• ·        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
• ·        From the beginning Dove has always celebrated real women at the heart of everything the brand does and believes. Real beauty embraces diversity - no woman is or should feel excluded from the world of beauty that the brand represents. Real women are the brand’s true inspiration.
• ·        In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove’s Social Mission is to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realize their full potential.
• ·        Dove's just selling deodorant and soap in a new way, while peddling the same old beauty standards as empowerment
• ·        In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove’s Social Mission is to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realise their full potential
• ·        Dove’s Self-Esteem Fund promotes the development of body confidence among girls. It provides tools and resources to build their self-esteem, using the support of their families and communities. Over 8.5 million young people have received our help since 2005, with over 1 million participating in the Dove Self Esteem Programme in 26 countries in 2011 alone. By 2015 we aim to have helped 15 million girls.
•  
• ·        The latest Dove Day gave over 5,000 pupils the tools to develop their self-confidence and overcome the pressures to conform to beauty stereotypes that can hold them back from reaching their full potential.·