DOVE EVOLUTION OF A BRAND JOHN DEIGHTON PDF

It has been developing globally during the years, creating several of the most successful brands of the world. Its expansion allowed a geographical diversification but also brought some problems of controls; especially the brand portfolio had grown in an unstructured way and required a change of course. As a logical consequence, its advertisements had always been centered in promoting the cited higher functionality, preferring natural-looking women rather than fashion model icon in order to communicate honesty and authenticity. The Scenic Hotel is as well. As such a fiercely competitive industry, Scenic hotel have to adapt the Pursuing the best way to develop the proper image, the management had to slightly change the approach to the promotion.

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It has been developing globally during the years, creating several of the most successful brands of the world. Its expansion allowed a geographical diversification but also brought some problems of controls; especially the brand portfolio had grown in an unstructured way and required a change of course.

As a logical consequence, its advertisements had always been centered in promoting the cited higher functionality, preferring natural-looking women rather than fashion model icon in order to communicate honesty and authenticity. The Scenic Hotel is as well. As such a fiercely competitive industry, Scenic hotel have to adapt the Pursuing the best way to develop the proper image, the management had to slightly change the approach to the promotion.

The scientific research was no longer used to prove product functionality; but, it was the starting point of the new strategy: a worldwide investigation led by the global brand director for Dove, Silvia Lagnado, and interpreted with the help of two experts, revealed that women generally perceived aesthetic canons, typically illustrated in the advertisements, as very distant and unreachable. The misalignment generated frustration in women and, as a relevant consequence for Dove, negatively affected the sales of health and care products.

So, aware of women dissatisfaction, of their personality, of their need to feel beautiful and keeping in mind Dove internal goals, the management gave life to the revolutionary strategy and decided that Dove should have stood for a point of view. The campaign for real beauty was setup and ready to be implemented.

But the Dove brand stands for high-quality products and promotes real beauty in their campaigns so they rely on loyal The problem can thus be formulated a follows: What should Dove do to prepare for the re-launch of Dove beauty products And here the real purpose of the whole initiative became clearer.

With the declared aim to develop the common values for the Masterbrand and to overcome the beauty-related mismatch, emerged from the scientific research, Dove started the campaign. Then, inducing the community to a proactive involvement and to debate on such meaning, the company began in a certain sense the democratization process of the beauty.

What made the campaign effective? Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion. The combination of different elements made the design and the implementation of the campaign so successful.

The structure of the organization introduced by the Path to Growth strategy, which split the responsibility for each brand between two groups, the Brand Development, centralized and global in scope, and Brand Building, decentralized according to the regions in which Unilever was involved and responsible to bring the brand to life in each marketplace, substantially helped in defining a global mission.

And exactly this process is the feature that I consider the sharpest and the most effective of the whole strategy. Indeed Dove, proposing and supporting its unconventional point of view, with the aim to provoke discussion and debate, really made people feel part of revolution and, at the same time, outstandingly got the company closer to its potential clients.

This aspect was part of a further successful feature of the strategy, the so-called Media planning, which was revolutionary and tailored as well. Given all the changes in the branding strategy for Mobinil over the years, has the Mobinil brand conveyed a consistent meaning to customers? Is this a benefit or detriment as the mobile service provider business moves forward in Egypt with the entry of Etisalat and Vodafone? In my opinion, Mobinil has conveyed a consistent meaning to customers because even after years of existing, they still It included the purchase of a Superbowl advertising space.

Critics, discussions and parodies rose in sequence, did nothing but increased the relevance of the campaign and amplified its range, exactly as planned by Dove.

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Dove : evolution of a brand

Journal of MarketingMayVol. Cancel Forgot your password? Article Journal of Advertising Research. Making Loyalty Pay TN. Rethinking the Profession Formerly Known as Advertising: Who is the target market, wine connoisseurs or the newly rich?

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Dove: Evolution of a Brand

Dizshura Often, one and the same retailer offers several of these options, and multichannel retailing has become common in most product categories. The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. The name field is required. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. Advertising ; Measurement and Metrics. The Territory of Consumer Research: The exercise provides students with first-hand understanding of important concepts in consumption domain e.

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