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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
Consumer experience in store
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Consumer experience in store
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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!