Dove - Brand and Social Media case study — Presentation Transcript * 1. Real Women, Real Beauty JAAB Consulting Team Alicia Gayle Holt Amy Hsieh Belinda Liu Jamie Joung Jan. 27, 2009 * 2. Refocus on Dove: Real Women, Real Beauty Dove Brand Evolution The Campaign for Real Beauty Summary Analysis/Evaluation Recommendation for future marketing campaign Refocus on Dove brand and products JAAB Consulting Team * 3. Evolution of a Brand Brand Development Brand Building JAAB Consulting Team * 4. Brand Footprint “ I’m clean and moisturized, but still me.” Functional benefits: One-quarter cleansing cream Mild Good for your skin Core Values: Gentle Clean Moisturizing Personality: Every day woman who enjoys taking care of herself JAAB Consulting Team * 5. Brand Positioning JAAB Consulting Team For everyday women all over the world Who want to keep their bodies clean and soft Dove’s personal care products Provide a genuinely different feel to their skin and hair. Unlike other beauty brands, Dove aspires to help all women achieve natural-looking beauty As demonstrated by over 50 years of successful products and their functional benefits. * 6. Refocus on Dove: Real Women, Real Beauty Dove Brand Evolution The Campaign for Real Beauty Summary Analysis/Evaluation Recommendation for future marketing campaign Refocus on Dove brand and products JAAB Consulting Team * 7. 1950s – Then and Now – 2007 JAAB Consulting Team Campaign Cleansing Cream Moisturizing Cream Campaign for Real Beauty Brand image projected to audience Honesty, Authenticity (natural women) Functional Superiority Beauty comes in all shapes and sizes Confidence in the beauty within Media Channels Television, print, billboard Television, print, billboard, radio, internet, workshops * 8. Category Management Unilever has a personal care category which includes: Cannibalization Mixed messaging with “Campaign for Real Beauty” JAAB Consulting Team * 9. JAAB Consulting Team
* 10. Pros and...
Please join StudyMode to read the full document