Dove : The Mildest One

Brand : Dove
Company: HLL
Agency: O&M
Brand Count: 102
Dove is a $2 bn brand waiting to spread its wings in the Indian Premium soap market. Dove was globally launched in 1957. This brand came to India in 1995. Internationally this brand has a cult status and is a major player in the global premium soap market.

The brand is positioned as the Mildest Soap. Dove is PH neutral and this makes the soap soft on all kind of skin types. Internationally this brand is positioned as a brand that celebrates the " Real Beauty" . Dove defines real beauty as " beauty is not about how you look but about how you feel". The Dove's official site " campaignforrealbeauty.com" highlights this brand value. I think this is one of the best brand values a beauty product can have.

In India, the brand did not had the success of its global counterpart. One reasons are the small " Premium " market and another is the price barrier. Dove's initial price was around Rs50 that put off even the premium customers.

The brand has undergone some repositioning in recent times. Earlier the brand was positioned on the platform of " Trial for Results" idea. Later it was changed to the moisturizing platform.
The brand is claiming that it is milder than the 25 leading soaps thus proving its legitimacy to being the mildest soap in the country. Globally also this brand is positioned not as a soap but a cream bar.

Although the "Campaign For Real Beauty" and the mildness are excellent selling points, the brand is still not able to catch the fancy of Indian beauties. With lot of sales promotions happening with the brand like 1+1 free , there is a possibility of brand value erosion.With the brand now priced at Rs 28, the price has somewhat become reasonable.

I feel that still the brand does not fit into the " value for money" proposition for the Indian consumer. It is a truth that Indian consumer looks for " Value " even in premium products. Dove have a negative point in that the soap usually does not last enough ( partly because of our bathroom habits). This have reduced the value proposition for this brand.

With the emergence of an attractive market in the premium cosmetic market in India, Dove have lot of potential to become a key player, it has got the positioning right, now it has to set the " Value" right for the Indian consumer.

Marketing Fundamentals : Branded Content

Concept: Branded Content is a form of advertising where the content is generated by the brand to promote itself. While it is a form of content marketing, the major difference is that the brand takes the center-stage in the content generated. It is a form of storytelling that revolves around the brand. Unlike the advertisements, branded content are more elaborate in terms of content and format. The examples of branded content are the Redbull's events of extreme stunts/sports, Amul's topicals, Dove's Campaign for Real Beauty. 

The popularity of social media has created a huge demand for content that has the power to grab the attention of the audience. While traditional content revolved around the brand, in branded content, the story is on the brand or the values that brand project. The engagement is more direct in the case of branded content. 

Application: While Harvard Business Review calls Branded Content as a digital version of content marketing, the application of branded content strategy involves more investment and involvement than the traditional content marketing. Forbes Magazine in an article suggests that the consumer engagement in branded content is much more than traditional promotional tools like ads. There is a sticky factor attached to a well designed branded content. Also, it helps the brands to move up the value that brand projects ( brand laddering). The task will be to identify meaningful stories that the brand can adopt and deliver. 

Marketing Funda Series # 1

Fa : Feel Good Freshness

Brand : Fa
Company : Henkel
Agency : Mudra

Brand Analysis Count : 397

Fa is one of the largest deo brand in India. The brand is from the global giant Henkel. I was surprised to know that Fa is one of the largest selling body care brand in Europe.
Fa was launched in India in 2000. The brand has a portfolio of talcs ,deos,bodywash, soap etc. It is a personal care brand endorsing multiple products.

Fa is famous in India for its range of Deos. I used to buy their unique glass bottled roll on deos that comes in various fragrances like Aqua, Lemon etc.

Despite its legacy and its international pedigree, Fa has not got the kind of respect an international brand gets.That is why the brand is still a small brand in the personal care segment compared to the brands like Lux, Ponds etc.

Fa globally is positioned on Freshness. Its global tagline is " Feel Good Freshness".

Regarding the marketing practices of this brand in the Indian market , Fa was never an aggressive player in terms of promotion or brand building. I remember a couple of ads of this brand but no memorable promotional campaigns. How ever the brand was able to create a strong association with freshness which is a strength for this brand.

Watch an ad for Fa here : Pink or Black

Most of the ads of Fa was directly imported from its parent brand's database. The advantage of foreign ads is that it creates an international image . But the biggest disadvantage is that the local connect will be lost. Brands like AXE escaped this danger but Fa failed to create a connect with the Indian consumer.

Why Axe was successful because they were talking to a globally connected younger crowd. But Fa is talking to an older crowd who do not feel connected with the brand. That is why this brand is not able to reach its potential.

Understandably this brand operates on a limited budget. Hence one cannot equate the promotinoal activities of Fa with brands like Axe. But  I have a feeling that the brand undertakes sporadic promotional campaigns rather than an organized contonuous brand campaign. 

As a consumer, it has been a long while since I came across any campaign of Fa either in print or in visual media. Henkel is a global gaint and has the money power to drive reasonable brand promotion. 

Fa had a relaunch in 2004 when the company undertook a rationalization of its product portfolio . Fa was identified as a core brand and its ad spend increased. 

Fa fights with the best brands in one of the hottest segment in the Indian consumer market. It battles the gaints like P&G, HUL and the likes. Fa also has a rich heritage and international pedigree. What the brand needs is the WoW factor and a great campaign. Dove made it to the iconic league through a great campaign - campaign for real beauty.

Fa desperately needs a break-through campaign. Freshness platform is a very relevant positioning for the brand but the brand has to utilize this platform through some clutter breaking campaign. If the brand continues to import its international campaign and continues its unorganized /unfocused media spends, the brand will at best survive in its current position. 

Fa has some good products , what it needs is some breakthrough campaigns.

Marketing Q&A : Brand Laddering

Marketing Practice Reader Vivek asks about the concept of Brand Laddering.

Professor Kevin Lane Keller defines Laddering as follows

"Brand Laddering involves progression from attributes to benefits to more abstract values or motivations. Laddering involves repeatedly asking what the implication of an attribute or benefit is for the customer."

According to Keller, failure of laddering up sometimes reduce the strategic alternatives available to the brand. Keller also suggests that there is a means-end chain which takes the following structure :

Attribute ( descriptive features) lead to benefits ( meaning attached to attributes) which leads to values ( enduring personal goals and motivations).

The concept of laddering has its application in positioning of the product. When the brand is launched, the focus will be more on attributes and benefits. But once these basic functionality has been established in the mind of the consumers, the brand has to deepen the meanings associated with the brand.

For example, Dove's campaign has transcended from the basic functionality of the product to " Celebrating real beauty ". Nike is all about Athletic Performance . An Indian example would be Raymonds which has transcended the basic functionality of apparels to a more deeper meaning of " A Complete Man ".

Laddering is not always easy. The task for the marketer is to first have a clear understanding of the brand's core values. Also laddering will work only if the consumers are convinced and satisfied with the basic functionality of the brand.

The advantage of laddering is that the brand will breakfree from the product restrictions. That gives lot of flexibility to the brand manager. Flexibility in extending the brand aswellas in communicating.

References

Strategic Brand Management by Kevin Lane Keller