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Evolution of Dove: Brand Growth & Impact

Dove has evolved from launching as a beauty bar in 1957 that claimed to be milder than soap, to becoming a $2.5 billion brand sold in over 80 countries. Over the decades, Dove expanded its product line and used marketing campaigns like "Real Beauty" and "Self Esteem" to appeal to consumers' need to feel good about themselves rather than just focus on functional benefits. Dove also increased its use of integrated marketing across TV, print, digital media, and partnerships to promote messages of inner beauty and self acceptance. These campaigns have helped drive increases in Dove's sales and engagement with their brand mission.

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184 views15 pages

Evolution of Dove: Brand Growth & Impact

Dove has evolved from launching as a beauty bar in 1957 that claimed to be milder than soap, to becoming a $2.5 billion brand sold in over 80 countries. Over the decades, Dove expanded its product line and used marketing campaigns like "Real Beauty" and "Self Esteem" to appeal to consumers' need to feel good about themselves rather than just focus on functional benefits. Dove also increased its use of integrated marketing across TV, print, digital media, and partnerships to promote messages of inner beauty and self acceptance. These campaigns have helped drive increases in Dove's sales and engagement with their brand mission.

Uploaded by

JAIK182
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Evolution of dove

Presented By

Binu narayanan
jai kumar
Introduction
Dove is a personal care product
Launched in 1957
Sales of over $ 2.5 billion in over 80 countries
Product Range
Bar/Body Wash
Lotions
Deodorants
Hair care
Men Care
Dove - 1960
Product
 Beauty Bar launched in 1957.
 Differentiated itself by claiming not to dry out skin like the way
soap did
Marketing Strategies
 Media
 TV, Print Media and Billboards
 Tag line
 “ Dove doesn't dry your skin like soap does because it is one quarter
cleansing cream”
Results
 With its Unique Positioning it became one of Americas most
recognizable brand icons
Dove - Advertisements
1964 1970 1980
Dove
Brand Identity
Features
Brand Personality
Moisturizing Bar not a soap Feminity & Mildness
Attributes Brand, logo, tagline and
Exfoliate, unscented, calming the product is very simple
Benefits and very much feminine
Milder effect on skin Self Acceptance &
Reliable for daily use in long
Confidence
run Enable Women to enjoy
Performance
High Level of Satisfaction
real inner beauty at every
for customers with dry skin
age
Dove
Dove Logo Tagline
Logo is representation "one-quarter cleansing
of cream."
Softness "Suddenly soap is old-
Purity fashioned!“
"Dove creams your skin
while you wash"
2005 2002 2000 1990 1980 1970
• Self Esteem • Campaign for • The brand • Litmus test– • Dove beauty bar • Popularity
Campaign Real Beauty. depended on Opened up to was widely increased as a
claims of markets in 55 endorsed by milder soap
functional countries –Sold physicians and
superiority in 80 countries. dermatologists to
backed by the treat dry skin.
moisturizing
benefit and
become a
Masterbrand
Evolution of Dove
Evolution of Dove
Product Range: Expanded Product line

Hair care products
Shampoo, Spray & Gel.
Skin care products
Soap and moisturizers.
Deodorants
Men + Care

Campaigns

“Real Beauty” and “Self esteem campaign”-appealed to the aesthetic need of the
consumers
Focus less on functional benefits of soap but targeted primarily on the need to feel good.
Used oversized models, elderly women, housewives to convey the message

Integrated Marketing Media



Dove expanded to include digital media.
Made a film “Dove evolution film” viewed by 3 million visitors in 3 months
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” later on

“Super Bowl”
From Brand’s to the Consumer’s Point
of View
When you’re using Dove Cream Oil Body Wash, take note
of what you feel, smell, see and hear: Are you reminded of
any pleasant experiences or interesting places?

 Look up “luxury” in the dictionary. What does it mean?


What could it mean?

 Explore the world around you. What luxuries do you find


in your world?
Public Relations
Generate broad awareness for the Campaign for Real
Beauty and establish an emotional connection with women
Build better coverage
200 Local News Programs
60 National Broadcast
Print Outlets
Build advocacy and generating discussion among the media
elite also developed a strategic partnership with an
advocacy organization.
Established the global Dove Self - Esteem Fund to raise the
self-esteem of girls and young women
Conclusion
Total Sales for the Dove Brand rose 6%

Sales of firming lotion in UK rose by 700%

Sales in the US went up by 11.4%

No. of visitors to website increased by 200%

Positive response from the masses


THANK YOU

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