Thursday, March 7, 2019
Case Study Dove Evolution of a Brand
Q1 What was genus Columbas market perspective in the 1950s? What is its positioning in 2007? genus Columba back in the 1950s had one production that was the smash bar, it was positioned upon its function as a superior product that doesnt dry come forth the shinny the way soap did. It was marketed through with(predicate) a mix of trade communication tools like the TV, print media and poster boards. The advertising heart was Dove soap doesnt dry your skin because its one-quarter cleansing toss. All of these ads were illustrated with photographs that generateed woof being poured into a tablet.In rundown the ads were shot with natural looking women rather than models to convey the benefits of the product. Dove in 2007 had a mix of personal c be products in addition to the soap, much(prenominal)(prenominal) as deodorants, hair care products, facial cleaners, body lotions and hair styling products. It was positioned as aesthetic need for consumers it didnt focus on the fun ctional benefits further on the need to feel good by representing a institutionalise of view about the concept of beauty.It delivered this heart through campaigns such as Real Beauty and Self-Esteem that questioned the true substance of beauty, and the high standard that media set to the concept of beauty. Dove used in its campaigns oversized models and olden women in army to convey the message Dove shifted from broadcast media to digital media, such as YouTube videos and written blogs. A short movie called ontogeny was the proof of success as it was viewed 3 million times during iii months (it is viewed 15 388 230 times today . The wide expo legitimate of the digital controversial campaigns gave descend free media on TV, blogs, social networks. TV shows like at present show and Good Morning America talked about these campaigns and Oprah Winfrey show was inspire by the conceit campaign and dedicated an episode to discuss the self-confidence concept with centre attenti on on the plunge campaign. Q2 How did Unilever organize to do product category management and bell ringer management in Unilever ahead 2000? What was the corresponding structure after 2000?How was stigmatize meaning controlled before 2000 and how is it controlled at the time of the subject field? Before 2000, Unilever lacked a corporate bulls eye individuation and brand managers were allowed to set the direction in each geographic region. there was very no control of the brand across the regions where Unilever products were marketed. For example, Unilever produced ice cream under the walls brand in the UK and most part of Asia, The Algida trademark in Italy, Langnese in Germany, Kibon in Brazil, Ola in the Netherlands, and Ben & Jerrys and Breyers in the United States.Unilever organized their marketing using a brand management system, offering multiple brands within product categories. Each brand operated independently with its own brand manager who had the responsibiliti es of a general manager. In February 2000, Unilever initiated a five-year strategic plan called Path to Growth in order to centralize the companys brand portfolio and to create a unified orbicular identity. Unilever reduced the number of brands from 1,600 to 400 and changed its brand management strategy.Under the modernistic Masterbrands strategy, global brand categories were established for each Masterbrand, which were responsible for creating a global vision and inspiring cooperation from all geographic markets. Under this strategic initiative, the responsibility for a brand was split between two groups Brand outgrowth that is responsible for advertising, strategy, innovation, and long-term market share It is global in scope. And Brand Building that is decentralized according to region accountable for growth, profit, cash flow, and short-term market share.Before 2000, according to the traditional media that has been used and the fixed message of dove as, the brand meaning was tight and centered on a circumstantial concept that dove is a unique soap that is ? cleansing cream or moisturizing cream. In the time of the case study, and after the flick of the germinal campaigns, the brand meaning is open because of the unique message it delivered which was a headland a view, this provoked discussions and debates about the real beauty of women. Q3 Spend a little time searching blogs to witness a sense of what mess are/were saying about Dove.What does this discussion contribute to the meaning of the brand? I searched many blogs talking about dove, in particular the self-esteem and Real beauty campaigns. I noticed that a lot of bloggers counted on statics that were published by dove about self-esteem and beauty and show an emotional link to the campaign, for example a blogger named Jennifer Beer wrote after addressing some of doves facts about self-esteem When I read these statistics, it made me cry. As a mother of a daughter Id hate to check er become part of these statistics, so I will make sure to tell her every day how beautiful she is In addition, the blogs illustrated a enceinte engagement of the audience in the campaign, a blogger named Blythe Newsome said in the start-off of a blog that was describing her experience with dove self-esteem campaign When I heard about the Dove Self-Esteem Movement I knew I wanted to get involved. Another blog I open on wordpress. com, praised Dove for using ordinary women as models in its advertizing to change womens attitudes about beauty as well as how they perceived themselves.I found a sarcastic funny blog at Bros fail blogs wondering how will doves real beauty campaign looks like if it was for men, with this picture attached to the blog I compute 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 weather its a positive feedback or a funny picture Such exposure would help any c ompany 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 Footnote 1 of the case leads you to a blogger who asks, with reference to the age of YouTube advertising, Is marketing now cheap, fast and out of control? Footnote 2 refers to Dove as having started a conference that they weart have control of. In When Tush comes to Dove, Seth 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 potential customers, to believe that Dove products are for unattractive, over-weight women, or those who dont consider themselves to be beautiful. I dont think this might happen, because the message doesnt send a counter message that beautiful women arent b eautiful The message brings up the issue of beauty for specific segment of women. In addition such campaign would add to the value of the brand because of the contribution in the cognizance of the people as part of its social responsibility obligations.Furthermore, dove is the initiate in the market to launch such campaign, and it might create a new trend for competitors to follow. I believe dove took the first public mover advantage out of these campaigns. Lets assume that it this negative tack that Stevensons talked about would occur, according to Exhibit 4 a entirety 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.