Dove Campaign Ppt

7/29/2019 Dove Campaign Ppt

http://slidepdf.com/reader/full/dove-campaign-ppt 1/21

Unilever’s “Real beauty” Campaign

for

Group : 5 Rising Stars

Harshul Mittal (GL) 12 BSP 0464

Anmol Gupta 12 BSP 0190

Alok Anand 12 BSP 0111

Abid Hussain 12 BSP 2366

Chundru Prabhu Kiran 12 BSP 0315



What we are going to discuss:

• Introduction to Dove.

• Definition of “Beauty”

• 4 P’s of Marketing

• SWOT analysis for the Real Beauty Campaign

• Summary of the case



• Dove is a personal care brand owned by Unilever.

• This brand came to India in 1995.

• It is imported and marketed by Hindustan Unilever

Limited (HUL).

• By the end of the dove “Real Beauty” campaign,

Dove was ranked #3 in the body lotions market,

ahead of L’oreal, Garnier & Olay.• In the year 2004, Unilever won the “Marketer of

the Year” award for Dove brand.

INTRODUCTION



“We want to challenge the definition of beauty.

We want to defy the stereotype that only theyoung, blond and tall are beautiful.”

-Mr. Philippe Harousseau(Dove’s Marketing Director)



BEAUTY

• STUDY METHODOLOGY

• FINDINGS

women's relationship's to their own

beauty



STUDY METHOLODOGY

• a specialist applied research firm based in New York.

• The study consisted of a 3,200-respondent

• U.S., Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil,Argentina and Japan.

• (300) interviews AND (500) interviews

• February 27 and March 26, 2004

• telephone field services of MORI International based in London.



WOMEN’S RELATIONSHIP TO THEIR OWN

BEAUTY

• women perceive and experience themselves as beautiful, and

the reasons why?

•

how comfortable, level of satisfaction, impact on their senseof well-being, important.



OWNERSHIP OF THE WORD “BEAUTIFUL”

• “beautiful” is not a word women willingly associate with

themselves

• positive or neutral adjectives to describe their looks (including;

“natural,” “average,” “beautiful,” “sexy” and “gorgeous”)

• are most comfortable using the words natural (31%) or average

(29%) to describe their looks. 4% of 18-29 year-olds choosing

“beautiful”

• Beautiful-2%, fewer even than choose “attractive” (9%), “feminine”

(8%), “good-looking” (7%) or “cute” (7%).



SELF-EVALUATIONS OF BEAUTY AND PHYSICAL

APPEARANCE

• went on to conduct an assessment of how women evaluate

their own beauty.

• women were asked to evaluate both their beauty and their

physical attractiveness.



PRODUCT

• Brand name

• Styling

•

Quality• Functionality

• Consumer attraction



PRICE

• Penetration

• Seasonal pricing



PROMOTION

• Advertising

• Sales promotion

•

Public relation• Aimed at middle class families



PRODUCT DISTRIBUTION

• Distribution channels

• Market coverage

•

Distribution centres• Transportation



STRENGTHS OF THE CAMPAIGN•

Positive social messaging• Free publicity

• Elevates dove above clutter

• Credits consumer intelligence

• Awakens individual empowerment

• Directs women to change the status quo

• Has helped raise girls self esteem



WEAKNESS OF CAMPAIGN

• Dove’s “Real Beauty” Pics could be Big Phonies.

• Unilever was slammed for hypocrisy for using perfect

shaped models in sexually suggestive ads to promotethe AXE Brand.

• Ads are contradictory in nature.



OPPOTURNITIES…

A Potential opportunity for the new Dove line will be:

Its ability to embrace what has traditionally been a very high

profile female brand to touch the middle class and launch its

new Dove for men line of products.



THREATS…

• Risk of becoming a brand of “Fat Girls”.

•

Women will eventually get bored with thefeel-good, politically correct message.

•

Dove’s Onslaught video inspired a variety of parodies.



SUMMARY

Unilever, anAnglo-Dutch company, was formed in 1930

Lever Brothers and Dutch margarine producer.

1970 Dove bar milder than 17 other leading soap.

early 1990s, launched , a body wash product, which was

a success in the market despite being priced at a 50 %

premium over other body wash brands.

2004 conducted global study on the perception &

attitudes of women.

2004 CFRB critics gave lot of free publicity leads to

sales increase.



April 2004 lets celebrate CURVES

ADS challenging stereotype

2005 Worlds largest brand with annual sales 2.5 billion EURO

in 80 countries.

According to Sylvia Lagnado”how women defines BEAUTY.

Dove Self-Esteem Fund (DSEF) was created with the

objective of building the self-esteem of young girls.

Dove aired a commercial during the Super Bowl 45 seconds



AWARDS

•EFFIE.

•

SILVER ANVIL PRSA.•EACA EURO-EFFIEs

•EPICA



Ad Model Question

“Wrinkled? Wonderful?” Irene Sinclair, 95, of London,

England with a wrinkled face

“Will society ever accept old

can be beautiful?”

“Gray? Gorgeous?” Merlin Glozer, 45, of London,

England with gray hair

“Why aren’t women glad to

be gray?”

Oversized?Outstanding?”

Tabatha Roman, 34, of New

York, a plus-size woman “Does true beauty only

squeeze into a size 6?”

“Half empty? Half full?” Esther Poyer, 35, of London,

England with small breasts

“Does sexiness depend on

how full your cups are?”

“Flawed? Flawless?” Leah Sheehan, 22, of London, England with marks on her

body

“Does beauty mean looking like everyone else?”

Dove Campaign Ppt

Documents

Transcript of Dove Campaign Ppt