Dove Evolution of brand
BUSINESS DEVELOPMENT & MARKETING MANAGEMENT
“DOVE – EVOLUTION OF A BRAND”
GROUP 6 :
HARSONO
SUHARTO
AUDREY TUMBELAKA
KRISTIN
Executive Summary
In 2007, Unilever’s Dove was the world ‘s number-one “cleansing “ brand in the health and beauty sector. Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are P&G (Procter and Gamble’s) ivory, KAO’s Jergens, Beiersdorf’s Nivea.
The first Dove Product “Beauty Bar” was launched in 1957 with campaign“ Dove Soap doesn’t dry your skin because it’s one-quarter cleansing cream”. Dove positioning their product to functionality superiority product. It’s can no longer be accepted because functionality meant different 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 Real Beauty”.
Now Dove success become masterbrand under the title of The Dove Campaign for Real Beauty. Dove success giving a single identity to the wide range health and beauty products. Dove also organizing for brand management to support this champaign
Question & Analysis
1. What is brand in the definition of Dove ?
Answer :
Based on Merriam-Webster,
Dove is
a. a small wild bird that is related to pigeons
b. a gentle woman or child
c. a person who does not want war and does want peace
Dove is a symbol for peace, love and honesty.
Dove Brand definition is a soap that give you real beauty because its more gentle than another 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
“DOVE – EVOLUTION OF A BRAND”
GROUP 6 :
HARSONO
SUHARTO
AUDREY TUMBELAKA
KRISTIN
Executive Summary
In 2007, Unilever’s Dove was the world ‘s number-one “cleansing “ brand in the health and beauty sector. Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are P&G (Procter and Gamble’s) ivory, KAO’s Jergens, Beiersdorf’s Nivea.
The first Dove Product “Beauty Bar” was launched in 1957 with campaign“ Dove Soap doesn’t dry your skin because it’s one-quarter cleansing cream”. Dove positioning their product to functionality superiority product. It’s can no longer be accepted because functionality meant different 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 Real Beauty”.
Now Dove success become masterbrand under the title of The Dove Campaign for Real Beauty. Dove success giving a single identity to the wide range health and beauty products. Dove also organizing for brand management to support this champaign
Question & Analysis
1. What is brand in the definition of Dove ?
Answer :
Based on Merriam-Webster,
Dove is
a. a small wild bird that is related to pigeons
b. a gentle woman or child
c. a person who does not want war and does want peace
Dove is a symbol for peace, love and honesty.
Dove Brand definition is a soap that give you real beauty because its more gentle than another 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