19271931 dove-final-presentation-1

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Transcript of 19271931 dove-final-presentation-1

1. Shades of beauty
2. OVERVIEW OF THE CASE
WE WANT TO CHALLENGE THE DEFINITION OF BEAUTY. WE BELIEVE THAT BEAUTY HAS BECOME TOO NARROW IN DEFINITION. WE WANT TO DEFY THE STEREOTYPE THAT ONLY THE YOUNG ,BLOND AND TALL ARE BEAUTIFUL.
PHILIPPE HAROUSSEAU
DOVES MARKETING DIRECTOR
I FEEL LIKE A 65 YEAR OLD CINDERELLA. - MARY
3. 1940 DOVE SOAP BAR
1960 ORIGINAL DOVE BEAUTY BAR
1980 LEADING BRAND.
1990 DOVE BEAUTY WASH.
1995 EXPANSION IN RANGE.
2001 DOVE ANTI-PERSPIRANT.
2003 DOVE HAIR CARE LINE.
2004 BODY FIRMING LINE.
SEPTEMBER 2004 LAUNCHED CFRB.
2005 - WORLDS LARGEST CLEANSING BRAND.
4. GOAL OF THE CAMPAIGN
REDEFINE
BEAUTY
BOOST SELF ESTEEM
5. ABOUT THE STUDY AND METHODOLOGY
The RTABS was commissioned by Dove, one of Unilevers largest Beauty Brand.
Understand - women, beauty and well-being and the relationship between them, globally.
Concern- limited portrayal of beauty
Doves mission was to explore emperically
How women define beauty
How satisfied they are with their beauty
How they feel about female beauty portrayal in the society.
Weather it was possible to think and talk bout female beauty in a more authentic, satisfying and empowering way.
The Study managed by StrategyOne specialist applied research firm based in New York.
Collaboration with Dr. Nancy Etcoff of Harvard University and Dr. Susie Orbach of the London School of Economics.
The findings are based on quantitative data collected from a global study of 3200 Women ,aged 18 to 64, conducted across 10 countries.
Telephonic Interviews.
6. Description of Ones Looks
Total Respondents
All figures in percentages. Excludes none of these, dont know and refused
7. Description of Ones Looks
All figures in percentages
8. Discomfort in Describing Oneself as Beautiful
Total Respondents
I do not feel comfortable describing myself as beautiful
All figures in percentages.
9. Discomfort in Describing Oneself as Beautiful
I do not feel comfortable describing myself as beautiful
strongly agree
All figures in percentages.
10. Defining Ones Weight
Total Respondents
All figures in percentages.
11. Perception of Weight vs. The Reality of Weight
All figures in percentages.
12. Satisfaction with Factors in ones Life
Total Respondents
All figures in percentages
13. Importance in Making You Feel Beautiful
Total Respondents
All figures in percentages.
14. Importance in Making You Feel Beautiful
Total Respondents
All figures in percentages
15. Importance of Attributes in Making Women Feel Beautiful- (1 of 2)
Total Respondents
All figures in percentages
16. Importance of Attributes in Making Women Feel Beautiful (2 of 2)
Total Respondents
All figures in percentages
17. The Media and Beauty
Total Respondents
All figures in percentages
18. The Media and Beauty
All figures in percentages.
19. Better Ways to Depict Women in the Media
Total Respondents Top Two Choices
All figures in percentages
20. Better Ways to Depict Women in the Media
Total Respondents Top Two choices
All figures in percentages.
21. CONCLUSIONS
The word Beauty has become functionally defined as physical attractiveness.
This definition is communicated through the media .
Women try to achieve it.
Since this idea is difficult to achieve, women find it difficult to think of themselves as beautiful.
This leads to unhappiness and low self esteem and self worth.
The study outlines the components of beauty clearly.
Along with physical attractiveness, the components also include happiness, kindness, wisdom, dignity, love, authenticity and self-realization.
Women believe that media can also be a force for reconfiguring the image of beauty it has perpetuated.
True beauty should be the new standard with the unprecedented power to open minds and move emotions.
The challenge for Media is to know true beauty, feel it and represent it faithfully in the ways they speak about it.
22. LETS CELEBRATE CURVES
23. Use
sunsilk
24. Use
dove
25. MARKETING STRATEGIES
PROBLEM RECOGNITION.
CAPTURING MARKETING INSIGHTS. 26. CONNECTING WITH CUSTOMERS :- ESP Vs USP
TWO PHASE MARKETING 27. NO PAGE LEFT UNTURNED 28. WEBSITE 29. MOBILE OUTDOOR MARKETING. 30. PRESS RELEASES AND MEDIA DEBATES.