Dove
FMCG Regional Summit 8 May 2008
Liliana Caimacan Category Manager Dove, Unilever
Agenda
How Dove came to be Dove in Romania
How Dove came to be
If you wish to have the imagination to see tomorrow, then you must have the wisdom to appreciate yesterday.
Doves History
The Dove Beauty Bar was launched in 1957 as a superior product with a real, demonstrable point of difference. It promised women that it wouldnt dry their skin the way soap did. And it didnt.
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.
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.
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
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
Dove: 1989
Dove: 2004
Doves History
In 1995, Dove took its first significant step outside the cleansing bar category with the US launch of Moisturising Body Wash. In many markets, Body Wash became an integral part of Dove brand. Additional categories swiftly followed:
Deodorants: 1997 Body Lotions: 1998 Hair care: 2002
Critical Factors in Doves Success
Strategic consistency behind the Brands core competencies 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
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.
Dove in Romania
Dove in Romania
Launched in 1997 in Romania as a soap that 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
Dove in Romania
Dove 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 of over
4,5 Mio women most trusted brand in Personal Care
be awarded as The
15% of the Romanian population used at least 1 Dove bar
Being a healthy brand in PW category and owning the edge in mildness & moisturisation
How does it start
Starts with a very clear functional proposition!
1997
Dove bar was launched in Romania The market is cluttered and theres no leader in soap category.
1998
OBJECTIVE PROOF OF DOVES SUPPERIORITY
Litmus test Sampling Communicating clear the main benefit
1999 ROLL-OUT IN OTHER CATEGORIES
Dove Shower Gel launched in 1999 Bars still the most important category
Continue to communicate the functional benefit!
2000 - 2001
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
2002
Litmus test was used to prove Dove bar superiority
2000
Grew double digit Start clearly growing the VMS
2001
Grew double digit Continue to grow in VMS Grew double digit Continue to grow in VMS
What about the market?
More and more brands entered on the Romanian market and trying to gain consumers, but
only DOVE was offering a very clear and distinguish functional benefit great care for the skin!
and the story goes on
Continue to communicate the functional benefit!
2003
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
2004
DOVE was the most recommended brand by the dermatologists looking for a mild cleansing/caring product for their patients for their everyday routine. Endorsement 7 days with Dove program & you can see the the difference
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 is the product they were looking for !
but Dove bar story goes on and on
Dove Bar Roses campaign - 2005
Start building the emotional bound with the consumers, reenforcing the functional credentials.
Continue to grow Convince more and more consumers
Want youthful looking skin?
2005
Direct contacts & sampling - reached 72,500 Dove users with Rosebud message Sampling in public places Activation in store
Leaflet+minibar 25g
(sampling)
Visibility: Rosebud neck hangers & gift boxes
Rosebud amplification in Malls
Consumer interaction
and the brand continue to grow more successful
Continue to build the emotional bound with the consumers! 2006 Launch Fresh Touch & Cream Oil
Fresh Touch Launch & Activation
an international pack adapted to the local needs
TV, Print, Outdoor, Indoor Indoor& buses
Outdoor Full page in key women magazines
PR & Internal Activation
Trade communication
Consumer experience - in store
Consumer experience: offices, PR event, campuses, fashion week.
PR event Fresh Fashion Week
Fresh Touch Pampering Squad in Students Campuses
Radio contest
Consumer experience: summer activation on the seaside
Consumer experience: Fresh Touch Villa
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 covering different consumer need - freshness.
so, we continue our success story and here we are
Further build the emotional bound with the consumers, re-enforcing the functional credentials. 2007 Year of the CORE
relaunch of the whole portfolio and CORE communication on Bar & Shower
Launch to the biggest ever survey
Develop a very attractive consumer activation
Grew double digit Continue to bring new consumers to the brand
Year of the CORE - communication
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
Special Media Projects
Indoor OOH Advertorials
Consumer experience in store
At shelf
Secondary placement
Consumer experience in store
leaflet Leaflet dispenser Ceiling hanger
urne
flag
Consumer experience in store
Dove Beauty Cruise a unique experience for 40 people across USCE
Consumer experience - Dove Beauty Cruise
AMPLIFICATION:
TV reportages aired during the news PR Advertorials in women magazines Internet: dove.com Newsletter for Dove Club members
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
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!
Lets make Dove flyhigher!
Thank you!
