Dove Hips Feel Good

Hips Feel Good

Dove's Campaign for Real Beauty

Durian, Inc. Syndicate

La Ode Arief Akbar - Ryan Koesuma - Wahyu Kumoro

Brand Strategy

Unilever Brand Strategy

Then

World’s largest producer but lacked a unified global identity. Brands managed in a decentralized fashion Years of slow performance Lack of sound corporate strategy Numerous low-volume brands Small global presence compared to competition Mediocre performance in emerging markets

Now

Reduce portfolio to 400 “core” brands Path to growth Initiative (brand building and brand development – separate functions) Concentrate on product innovation to fuel internal growth An initiative to create an overall umbrella brand across all Unilever’s brands

Unilever Brand Strategy

Problems

Global decentralization brought problems of control. Unilever lacked a global identity. Product categories had checkered identities.

Embarked on a 5 year strategic initiative “Path to Growth”:

Narrowing from 1600 brands down to 400. Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms. Global brand unit for each “Masterbrand”.

Unilever Brand Strategy

Objective: Bring top of the mind awareness Strategy: Use advertising that connects with consumer needs

Let the consumer know more about the product’s uses Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo. Converged the marketing of disparate arms due of the lack of brand recognition. Dove's extension into deodorant - long-term strategy built to set global "master" brands. In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up develop their social missions. Since 2002, became more visible to shoppers, with corporate logo appearing on the back of all our product packs.

Masterbrand: Dove

“If you are not crystal clear what the brand’s mission is, you cannot control what happens when people amplify it. Everyone working on Dove knows these words by...