Dove Evolution of brand Essay Example for Free

dove Evolution of spot screenIn 2007, Unilevers plunk was the world s number-one cleansing brand in the health and dish aerial sector. Dove Competed in all categories like cleansing bars, form washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are PG (Procter and Gambles) ivory, KAOs Jergens, Beiersdorfs Nivea. The first Dove Product Beauty eject was launched in 1957 with campaign Dove Soap doesnt dry your skin because its one-quarter cleansing skim over.Dove military power their product to functionality superiority product. Its can no longer be recognized because functionality meant distinct things in different categories Dove was tapped to become master brand in 2000, Dove entries in all personal categories and Dove become masterbrand. To build masterbrand needed to do something different. Dove do a process of exploratory market research, consultation with experts, conversation with women, and message testing led to The Campaign for square Beauty. Now Dove success become masterbrand to a lower place the title of The Dove Campaign for actual Beauty. Dove success giving a single identity to the wide range health and steady products. Dove also organizing for brand management to support this champaign.Read AlsoIdeas for an Exploratory Essay interrogate Analysis1. What is brand in the definition of Dove ?Answer Based on Merriam-Webster,Dove isa. a small wild bird that is related to pigeonsb. a gamy woman or childc. a person who does not want war and does want peaceDove is a symbol for peace, hunch over and honesty.Dove differentiate definition is a cleanse that give you truly beauty because its more gentle than an another(prenominal) soap so it would not dry out your skin the way soap did. So people does not worries about dry skin if used it because it was not technically soap at all. It is milder than soap-based bars.2. What does Doves market positioning in the 1950s? What is its positioning in 2007? Answer In 1950sThe first Dove product, called a beauty bar was launched in 1957. It was positioned upon its function as a superior product that doesnt dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the Television, print media and bill boards. The advertising message was Dove soap doesnt dry your skin because its one-quarter cleansing cream which was illustrated with photographs that showed cream being poured into a tablet. The advertising aspired to cipher honesty and authenticity, preferring to have natural looking women testifying to Doves benefits rather than stylized fashion models. In 2007Dove become a Masterbrand, its name is used for all beauty bar category in Unilever, such as deodorants, hair care products, facial cleansers, body lotions, and hair styling products. The old positioning of Dove is focus on functional superiority and it can no longer be accepted because functionality meant different things in different categories. After a process of exploratory market research, consultation with experts, conversation with women, the positioning of Dove is The campaign for Real Beauty. The campaign begin with using ordinary people in supermodel contexts and for books of nudes featuring plain-looking models. The result was the so-called Tick-Box campaign. In this campaign, billboards were erected and viewers were asked to phone 1-888-342-DOVE to vote on whether a woman on the billboard was outsized or outstanding.The next campaignwere known internally as the Firming campaign because they promoted a cream that firmed the skin. They featured six real women cheerfully posing in plain white underwear. The society wanted the ads to change the way society views beauty and provoke discussion and debate about real beauty. The next step in the campaign was particularly controversial. At a Dove leadership police squad offsite meeting, an effort was made to engage executives in the idea behind The Campaign for Real Beauty by filming their own daughters discussing their self-esteem challenges. Stage four of the Real Beauty campaign involved not an advertisement, but a film. The resulting digital film was known as Evolution. Given its unusual length, idiot box was not an option, and in October 2006 the film was posted to YouTube and within three months, it had been viewed three million times.3. How did Unilever organize to do product category management and brand management in unilever before 2000? What was the corresponding structure later on 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? Answer Before 2000, within a product category the firm often offered multiple brands, each led by a brand manager. In effect, each brand operated as a separate task, competing with its siblings as well as the products of other firms. A staff of brand assistants executed the policies of the brand manager. Each brand manager wa s charged with the responsibilities of a general manager in relation to the brand, including design of strategy, delivery of profit targets, and power over some of day-to-day marketing decisions such as advertising and target promotions that were needed to achieve profitability.In 2000, Unilever began to cave in responsibilty for a brand between two groups, one charged with development of the brand and the other charged with building the brands in specific markets. Brand instruction was centralized and global in scope. Brand structure was decentralized according to the major geographic regions in which Unilever operated. Before 2000, brand meaning controlled by Brand Manager, but at the time of case brand meaning idea is created by Brand Development but bringing to life by Brand Building.4. Spend a little time intrusive blogs, using Google search, and any social media, to get a sense of what people saying about Dove today. What does this discussion contribute to the meaning of the brand?Facebook Dove Indonesia have 23.027.326 FansFollowers Dove Indonesia 19.4KYes, people is determine the real beauty of themselves by using Dove. Dove makes the Real Beauty. RecommendationIn the Future dove must be have line extension product such as cosmetic product, to flip ones lid their category product, but must have same positioning with their campaign For Real Beauty The position must be stand for a point of viewDove can enlarge their business to retail shop (cosmetic shop) to sell all dove product and communicated their brand. To organize Brand Management, Dove under Unilever must maintain split responsibility between Brand Manager and Brand Development.