Dove Essay

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Presented by: Adnan Ahmed Ahmed Atif Abdullah Umesh Nair Dove evolution of a brand Case Write Up Introduction: Dove is a personal care brand owned by Unilever which was introduced in 1955. In 2007 Unilever Dove was the world’s number one cleansing brand in the health and beauty sector with sales of over $2.5 billion a year in more than 80 countries. It competed with brands like Procter and gamble’s ivory, Kao’s Jergens and beiersdorf’s Nivea. Unilever a leading global manufacturer of packaged consumer goods, where it operated in food , home and personnel care sectors of the economy. Eleven of its brands had global revenue of more than $1 billion. Dove: The Functional Benefit Era 1957: Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream. The first Dove product called a beauty bar was launched in 1957. 1970: Popularity increased as a milder soap 1980: Dove beauty bar was widely endorsed by physicians and dermatologists to treat dry skin. 1990: “Litmus test” – Opened up to markets in 55 countries – Sold in 80 countries 2000: The brand depended on claims of functional superiority backed by the moisturizing benefit and become a Masterbrand in February 2002: Campaign for Real Beauty 2005: Self – Esteem Campaign 2007: A process of exploratory market research, consultation with experts, conversations with women, and message testing led to - The Campaign for Real Beauty. Campaign for Real Beauty * Message: Real beauty can only be found on the inside and every woman deserves to feel beautiful. * Image: Real beauty is portrayed by women who do not have “runaway model”. * Result: A dialog between Dove and its customers about the definition of beauty. Self – esteem fund: * Carried forward the real beauty campaign. * Series of Commercials launched to promote this. * Evolution launched first on “You Tube”

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