MM6016 Branding and Marketing Communication

29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa Mirhelina29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem

Evolution of a Brand

Fact#1

“Women, they are a complete mystery…”Prof.Stephen Hawkings

“The real success comes from the shape,

the promise (of beauty),

the reason to believe (mildness and moisturization),

and the powerful recommendation of dermatologist”

What is Dove?

1930 ’57 ’80 2000 ’02 ’05 ’07

Beauty Bar (1/4 CLEANSING CREAM)

Treat dry skin

Cleansing bar MOISTURIZING CREAM

2% Beautiful

#1 WORLD`s

cleansing bar

$2.5 Bill a year

Case Highlights

Campaign for Real Beauty

Firming Campaign

MASTERBRANDS

Functional ExperientialSymbolic

Silvia Lagnado(Brand Director)

Nancy & Suzy(Psychiatrist)

(AMA)

What is Brand?

Why does Unilever want to fewer them ?

FEB 2000“Path to Growth”

1600 400MASTERBRANDS

Define and POSITION the brand & aggressively MAINTAIN the category dominance

LACKED a unified global identity1. UNCONTROLLABLE

1. Slimming down the COST

1. EXTRA marketing cash

Simplify and make major IMPROVEMENTS

Concentrate resources onthe STRONGEST brands

“Brand should design with a good mission”

“Positioning is about putting the brand inside customer`s mind”

“Dove soap doesn’t dry your skin

because

it`s ¼ cleansing cream”

Market positioning in 1950s

Honesty, authenticity

(Using real woman & natural)

Differentiation in 1950s

Advertisement

Brand ASSOCIATE

Content

Context

Infrastructure

What

How

Where

¼ cleansing cream

The look is not like a soap

For body & face

Dept. store, Pharmacy

NEW CONCEPTgeneration

Market positioning in2007

“Real Woman, Real Beauty”

real beauty can be found on the inside, every woman deserves to feel beautiful

real beauty is portrayed by women who don’t have runway model

Message:

Image:

Positioning Statement

“Dove`s mission is to make women

feel beautiful every day

by widening today’s stereotypical view of beauty

&

inspiring women to take great care of themselves”

BeautyInspiring women

Feel beautiful(¼ Moisturizer

¾ LOVE)

Frame of Reference

Competitive Edge

Point ofDifferentiation

Women

Target Market

Dove

Brand

Brand Management

“TRADITIONAL Brand Management

Strategy”

“MODERN Brand Management

Strategy”

BEFORE 2000 AFTER 2000

Brand BuildingBrand

Development team

LONG TERM strategy

SHORT TERM strategy

Brand Manager

Brand Associates

Brand Manager

Brand Manager

VSBrand

AssociatesBrand

AssociatesVS

CENTRALIZED in globe scope

DECENTRALIZED in Major Geographic region

Marketing strategy

Brand Building: Bringing the brand to life in the marketplace

Brand Development: Bringing the brand evolving to the future, Innovation, IMAGE

Media’s Standard of beauty : 67%

Wish of portraying women : 74%

• Natural : 31%

• Average : 25%• Attractive : 9%

• Feminine : 8%

• Good-looking : 7%

• Cute : 7%

• Pretty : 5%

• Beautiful : 2%• Sophisticated : 1%

• Sexy :1%

• Stunning : 1%

• Georgeous : 0%

Self-descriptions Study Highlights

Research

“By observing conversation and other online behaviorscompany can LEARN HOW customer use their product”

What does this discussion contribute to the meaning of the brand?

Words Of Mouth Dialogue Positive impact society

Market Leader(Promotion Tools)

RELATIONSHIP(TRUST & LOYALTY)

Brand IDENTITY (Image & Awareness)

Sharing EXPERIENCE (media dialogue)