Dove Cholocate
Mars Dove Chocolate Brand Audit IMC 613 Brand Equity Management
Chocolate is one of America’s favorite treats, and companies like Hershey’s, Ghirardelli and Dove, have captured consumers minds, body and emotions with delicious tasting chocolates for more than 100 years. After examining three brands in Dove’s competitive set- Hershey’s, Ghirardelli and Unilever Dove- it became obvious that the Dove Chocolate brand has an unfavorable brand association with Unilever Dove soap and does not resonate as well in consumers’ minds next to competitors within the chocolate industry. For Dove to compete with Hershey and Ghirardelli, as well as Unilever, the brand must increase awareness by differentiating itself from the variety of chocolate brands, further emphasizing brand personality through “indulgences,” and defining Dove’s brand identity among confused consumers. By devoting branding recourses in these key areas, Dove Chocolate will build recognition, market share, and brand equity, and re-establish itself in the chocolate industry lessening its association with Unilever.
Background
Dove Chocolate is known as a silky, creamier indulgence made of quality ingredients that evokes “me time.” In the 1950s, Greek-American, Chicago candy store owner, Leo Stefanos, developed the Dovebar out of concern for his children’s safety racing after ice cream trucks. The ice cream was hand-dipped in premium chocolate and named after the founder’s candy shop, chosen for its “peaceful” quality. However, it was the owner’s son who grew the Dove brand into success and it soon became part of another family of expert chocolatiers. M&M/Mars acquired Dove in 1986, and refined its purity and taste before introducing milk and dark chocolate bars in the 1990s (Dove, 2009). Mars is produces brands like M&Ms, Snickers, Twix, Three Musketeers, Milky Way, Skittles and Starburst. As Dove Chocolate creates only chocolate indulgences, careful attention is paid to quality, ensuring a silky, smooth
Chocolate is one of America’s favorite treats, and companies like Hershey’s, Ghirardelli and Dove, have captured consumers minds, body and emotions with delicious tasting chocolates for more than 100 years. After examining three brands in Dove’s competitive set- Hershey’s, Ghirardelli and Unilever Dove- it became obvious that the Dove Chocolate brand has an unfavorable brand association with Unilever Dove soap and does not resonate as well in consumers’ minds next to competitors within the chocolate industry. For Dove to compete with Hershey and Ghirardelli, as well as Unilever, the brand must increase awareness by differentiating itself from the variety of chocolate brands, further emphasizing brand personality through “indulgences,” and defining Dove’s brand identity among confused consumers. By devoting branding recourses in these key areas, Dove Chocolate will build recognition, market share, and brand equity, and re-establish itself in the chocolate industry lessening its association with Unilever.
Background
Dove Chocolate is known as a silky, creamier indulgence made of quality ingredients that evokes “me time.” In the 1950s, Greek-American, Chicago candy store owner, Leo Stefanos, developed the Dovebar out of concern for his children’s safety racing after ice cream trucks. The ice cream was hand-dipped in premium chocolate and named after the founder’s candy shop, chosen for its “peaceful” quality. However, it was the owner’s son who grew the Dove brand into success and it soon became part of another family of expert chocolatiers. M&M/Mars acquired Dove in 1986, and refined its purity and taste before introducing milk and dark chocolate bars in the 1990s (Dove, 2009). Mars is produces brands like M&Ms, Snickers, Twix, Three Musketeers, Milky Way, Skittles and Starburst. As Dove Chocolate creates only chocolate indulgences, careful attention is paid to quality, ensuring a silky, smooth
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