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Copy of Dove!
Transcript of Copy of Dove!
Building a Global Brand
Meaad Al Baloushi & Mariam Al Hallami Presented to:
Dr. Mustafa Colak Outline Introduction
Brief background about Dove
Summary of the case
Answers to Case Questions
Conclusion Introduction Dove is one of Unilever 400 brands that manufactured in 13 different counters all over the world and its consider to be one of the most popular brand of them side by side with Axe, Lux, Pond’s, Rexona, Signal and Sunsilk.
Dove was lunched on 1955 with moisturizing soap and it become today a brand that completely build on functional benefits without offering an emotional hook .
Dove known by its famous campaigns that they conduct towards the stereotypes of the real beauty of women (The natural beauty). History Dove Time Line Formula for Dove Bar
(Mild Soap) 1940's 1960's Refined to original
Dove Beauty Bar Launched in
the market 1950's popularity increased
as milder soap 1970's Become Leading brand recommended
by physicians 1980's Dove beauty wash
and its products
rang got extended later on 1995 1990's Real beauty campaigns
Started to advertise through different kind of media
Extending in products 2000's Skin care products range Hair care products range Antiperspirants Main product/service offerings Major failures or success - Unilever succeed in positioning Dove as a global brand through the effect of media, advertising and campaigns.
- The beauty campaigns that Dove had done through the last few years to increase the awareness of the inner and true beauty of the women all over the world as will as self-esteem to encourage finding the real beauty inside yourself, had different reaction through the world. Case Summary Starting off basically as a bar of soap produced and sold by Unilever, Dove has primarily led the way for the company’s attempts to achieve global recognition
In 2003, Dove was repositioned from product-based to an emphasis on an entire beauty brand Message
The brand should stand for the real beauty of all women Mission To make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves Case Summary Dove Photo Tour was introduced, meanwhile in Germany the concept of “real beauty” In 2004, the Dove Campaign for Real Beauty
launched globally In 2005, the Dove “self-esteem fund” was launched Questions
Answers Question 1 Historically Unilever has had a reputation for customizing its product offering and marketing messages to local market conditions. What are the benefits of this approach? What are the drawbacks? Question 2 Why do you think Unilever chose to move away from its local customization strategy, and tried to position Dove as a global brand? What emerging conditions in the global marketplace made this strategy feasible? Q3: Answer Unilever could not have pursued the same basic strategy 30 years ago simply because:
Role of Media
The fact that the media did not influence people’s perception of beauty back then as it does now.
Nowadays people turn to the media in order to keep up with what is accepted as beautiful.
Emerging factors in the global marketplace
Falling of trade barriers Q2: Answer Positioning Dove as a global brand
It was already positioned in the beauty industry
Recognizable brand icon in America
Emerging conditions in the global marketplace
Falling of trade barriers Q1: Answer Benefits
Achieve local responsiveness: strong position against their local competitors
Avoid cultural differences Problems
Avoid the issues associated with the compliance of a given country’s advertising regulations Q4: Answer Tweaking the Dove campaign from nation to nation
Brand image consistency
National differences in consumer behavior
Crucial influences that culture has on consumers’ behaviors from one nation to another
Dove’s Real Beauty campaign in Germany was viewed as political once it reached the United Kingdom.
In America, it is better not to show women touching each other on Ads, while in Latin America it does not shock anybody to do so. Question 3 Do you think Unilever could have pursued the same basic strategy 30 years ago? If not, why not, and what has changed to make it possible today? Despite being globally branded, Unilever still tweaked the Dove campaign from nation to nation. Why did it do this? What does this tell you about national differences in consumer behavior? Question 4 Conclusion While Unilever and other companies all over the world are moving toward global branding, still total global standardization is not possible.
Cultural differences, trade barriers, differences in product and technical standards, and differences in advertising regulations are the reasons for not achieving global standardization.
Theodore Levitt’s theory is probably to some extent correct in assuming convergence of certain taste and preference among consumers.
In reality, cultural and economical differences remind us that standardization of consumer taste and preferences across nations will never occur.
Constrained ability to achieve global brand recognition
Adverse impact on the financial performance
Not being able to exploit experience and distinguished competencies that develop from marketing efforts at local markets. Thank