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Dove

FMCG Regional Summit

8 May 2008

Liliana Caimacan Category Manager Dove,

Unilever


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How Dove came to be

If you wish to have the imagination to see tomorrow,

then you must have the wisdom to appreciate yesterday.


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Doves History

The Dove Beauty Bar was launched in 1957 asa superior product with a real, demonstrable

point of difference.

It promised women that it wouldnt dry their skinthe way soap did. And it didnt.


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Doves History

Through the 60s, Dove focussed on the

demonstrable difference between how

Dove feels on your skin, compared with

regular soaps.

Dove bar is not just a soap. It is a soap

and a cream.


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Doves History

In 1979 an independent clinical study

proved the Dove Bar milder than sensitive

leading bar soaps.

Dermatologists recommended it.

Newspaper articles featured it.


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Doves History

In 1981 Doves first direct marketing effort,

which included an at home litmus test, was

mailed to consumers.

This objective proof of Doves superiority

was to become a key tool of Dove


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Doves History

In 1989, Dove entered in Europe (Italy)

Successful test markets in France and

Germany followed in 1990.

In 1991 Dove began its global roll-out.

Between 1991 and 1994 Dove was launched

in 55 new countries.

Today is present in more than 80 countries


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Dove: 1989


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Dove: 2004


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Doves History

In 1995, Dove took its first significantstep outside the cleansing bar categorywith the US launch of Moisturising BodyWash.

In many markets, Body Wash became anintegral part of Dove brand.

Additional categories swiftly followed:

Deodorants: 1997 Body Lotions: 1998

Hair care: 2002


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Critical Factors in Doves Success

Strategic consistency behind the Brands corecompetencies

Differentiation - both real and perceived

The relevance of Doves functional claim

Credible proof of Doves superiority

A powerful connection with Doves target

The use of the Medical Programme


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Dove Today

It is one of Unilevers fastest growing Brands.

It is a Brand built on a simple and enduring

principle:

Make the consumer a real promise and keep it.

Consistency.


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Dove in Romania


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Dove in Romania

Launched in 1997 in Romania as a soapthat was not a soap, but a new

cleansing concept

Closely following the brand support architecture:

Conviction of users campaigns

Objective proof of Doves superiority

Sampling and Medical Programme

Roll-out into other categories on healthy basis

Looking forward to Dove Vision Following Dove mission

Being close to the consumers


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Dove in RomaniaDove in 10 years succeed to:

become no. 1 in the soap market since 2003

it is No. 1 bar despite the fact that it is the most expensive bar

on a market where the average income is 220 Eur

Number 1 in the market in Romania with 19,7% SOM

touch lives ofover 4,5 Mio women

be awarded asThe most trusted brandin Personal Care

15% of the Romanian population used at least 1 Dove bar

Being a healthy brand in PW category and owning the edgein mildness & moisturisation


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How does it start


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1997 1998 1999

Dove bar was launched in

Romania

The market is cluttered and

theres no leader in soap

category.

ROLL-OUT IN

OTHERCATEGORIES

Dove Shower Gel

launched in 1999

Bars still the most

important category

OBJECTIVE PROOF

OF DOVESSUPPERIORITY

Litmus test

Sampling

Communicating clear

the main benefit

Starts with a very clear functional proposition!


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2000 - 2001 2002

2000Grew double digit

Start clearly growing the VMS

2001Grew double digit

Continue to grow in VMS

Litmus test was used toprove Dove bar superiority

Conviction of users - testimonials

deliver Doves promise whilst building the Brand

values

7 days test: delivering the Dove story via the doubter

who has been converted by using Dove for a week

fight barriers against using the brand

Continue to communicate the functional benefit!

Grew double digit

Continue to grow in VMS


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More and more brands entered on the Romanian market and

trying to gain consumers, but

only DOVE was offering a very clear anddistinguish functional benefit

great care for the skin!

What about the market?


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and the story goes on


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2003 2004

Dove becomes NO 1

Bar in Romania in July&remains on TOP

position since

Dove Exfoliating was launched in

May 2003 and soon after became

the best selling variant

DOVE was the most recommended brand by

the dermatologists looking for a mild

cleansing/caring product for their patients for their

everyday routine.

7 days with Dove

& you can see the

the difference

Endorsement

program

Continue to communicate the functional benefit!


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and on the market

More brands entered on the market

Consumer are becoming more demanding

Market is growing

and more and more women are convinced the Dove Bar isthe product they were looking for !


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but Dove bar story goes on

and on


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Want youthful looking skin?

Dove Bar Roses campaign - 2005

Continue to grow

Convince more and more consumers

Start building the emotional bound with the consumers, re-

enforcing the functional credentials.


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2005

Leaflet+minibar 25g(sampling) Visibility: Rosebud neck

hangers & gift boxes

Direct contacts & sampling - reached 72,500

Dove users with Rosebud message

Rosebud amplification in

Malls

Activation in store

Sampling inpublic places


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Consumerinteraction


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and the brand continue to grow

more successful


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2006

Launch Fresh Touch & Cream Oil

Continue to build the emotional bound with the consumers!


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Fresh Touch Launch & Activation

an international pack adapted to the local needs

Full page in key women magazines

Outdoor

TV, Print, Outdoor, Indoor Indoor& buses

PR & Internal Activation


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Trade communication


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Consumer experience - in store


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Fresh Fashion Week

Fresh Touch Pampering

Squad in Students Campuses

PR event

Radio contest

Consumer experience: offices, PR event, campuses,

fashion week.


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Consumer experience: summer activation on the seaside


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Consumer experience: Fresh Touch Villa


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And the market

Continue to grow

More brands are entering or extending portfolio

Consumers are becoming more and more demanding

and Dove is offering a new variant coveringdifferent consumer need - freshness.


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so, we continue our success storyand here we are


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2007

Year of the CORErelaunch of the whole portfolio and CORE communication on Bar & Shower

Grew double digit

Continue to bring new consumers to the brand

Launch to the biggest ever survey

Develop a very

attractive consumer

activation

Further build the emotional bound with the consumers,

re-enforcing the functional credentials.


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Theme TVC for new products

Press ad & survey insert

Special out/indoor special visibility for new bar

Direct mail&sampling to Dove DB about new products and call to action (50 k people)

Internet Developing Dove club and gaining over 50.000 loial consumers in 4 months-posting/newsletter/award

points if fill in survey

Special corners in Malls & offices

Year of the CORE - communication


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Special Media Projects

Indoor

OOH

Advertorials


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Consumer experience in store

At shelf

Secondary placement


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Leaflet

dispenser

leaflet Ceiling hanger

urne

flag



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Dove Beauty Cruise

a unique experience for 40 people across USCE


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Consumer experience - Dove Beauty Cruise


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TV reportages aired during the news

PRAdvertorials in women magazines

Internet: dove.com

Newsletter for Dove Club members

AMPLIFICATION:


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Dove invited women to take part to

the biggest ever survey

50.000 women from Romania participate

92% are using Dove products

87% will recommend Dove products to their best friend Dove has been choose for the second year The most trusted

brands

and Dove is the only brand offering to each women:

the pampering moment Im dreaming for,

the brand that care for me


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How did we get here? Offering a different product and introducing a new concept on the

personal care market: cleaning and care

Clear communicating of the main benefit: moisturisation and great care

for the skin

Sampling and recommendation

Consistence and clarity

Build a close and honest relationship with the consumers and traders

Give them the opportunity to talk and share their experience

Offer them what they were looking for: great product,great experience, a brand talking to them!


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Lets make Dove flyhigher!


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Thank you!

Documents

II 1 Liliana Caimacan 10F