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Branding and Marketing Communication. A group assignment for class discussion. Feel free to give us any comment as sharing knowledge along with your rate.
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MM6016 Branding and Marketing Communication
29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa Mirhelina29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem
Evolution of a Brand
“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)
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”
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”