PURPOSE OF THE CASE STUDYPURPOSE OF THE CASE STUDY

Factors Influencing :

Consumer Buying Behaviour

Buying Decisions

Purchase Decisions

Post Purchase Behaviour

UNILEVER

Formed in 1930 by the merger of British soap-maker Lever Brothers and Dutch margarine producer Margarine union.

Merged unit formed two separate entities : Unilever Plc in London and Unilever NV in Rotterdam.

Some Personal Care Brands: Dove, Vaseline, Sunsilk, AXE, Lux, Pond’s, and Lifebuoy.

Revenues for 2005 were 39.67 billion euro and it employed over 206,000 people worldwide.

Product segment-wise Breakup of Revenues

Product segment-wise breakup of operating profit

DOVEDOVE

Developed formula for Dove Soap Bar in 1940.

Dove became recognized as a mild soap as it did not irritate skin.

 As of 2005, Dove was world’s largest

cleansing brand with annual sales of 2.5 billion Euros in more than 80 countries.

A Glimpse of Dove Range

DOVEDOVEIn 2005 personal care segment accounted for

26 percent of group’s turnover and 34 percent of operating profits.

In 1995, the company extended the Dove range by increasing personal care products.

In the 21st century, Dove launched antiperspirants/deodorants, hair care line, massage body wash, cool moisture body wash and bar & firming line.

Need for a New CampaignNeed for a New CampaignHigh growth in `90s with a growth rate of 20% per

annum.

Extension of product range did not convert into market share.

Difficulty in communication to customer due to aggressive marketing by competitors.

Dual target for an established brand - Keep existing customers and attract new customers

against competition.

Need for a New CampaignNeed for a New Campaign

Main competitors were OLAY (Procter and Gamble), Nivea (Beiersdorf AG) and Neutrogena (Johnson & Johnson).

Against the above backdrop, Dove decided to conduct a market survey amongst women in 2004.

Dove’s ResearchDove’s Research …The Real Truth

About beauty 

  

Dove’s ResearchDove’s Research68% held media responsible for creating beauty

stereotypes85% agreed that every woman has something that

makes her beautifulLow on self esteem.Transferred insecurity in minds of women.Pressure to match up to definition of beauty set

by the society.

Was the foundation of Campaign for Real Beauty (CFRB).

Existing Trends in Marketing Existing Trends in Marketing Beauty ProductsBeauty Products

 

 

Creation of stereo types by the beauty industry.

Augmentation of the products sale by influence of

Aspiration reference group.

Creation of a desire to fit in.

Idealized images of models and celebrities .

Vast difference between the model and the

average user.

What is CFRB?What is CFRB?Based on Dove’s research, Unilever launched a

new campaign for promoting its brand across the globe – Campaign for Real Beauty.

Campaign was intended to make more women feel beautiful everyday- “celebrating diversity & real beauty by challenging today’s stereotypical view of beauty”.

Basic aim of the campaign was to boost sales by connecting to women.

CELEBRATING CURVES

First phase & Evolution of CFRBFirst phase & Evolution of CFRBStarted on September 29, 2004. Intention to re-position the Dove brand. CFRB

was launched throughout Europe, the US, Canada, Argentina & Brazil.

On the launch, a six member panel discussion was co-hosted by American Women in Radio & Television Inc with several women executives of the entertainment industry.

Campaign contains images of five women of different shapes, sizes & ages who did not fit the conventional beauty stereotypes.

First phase & Evolution of CFRBFirst phase & Evolution of CFRBCampaign Manifesto of the CFRB: “For too long, beauty has been defined by

narrow, stifling stereotypes. Women have told s its time to change all that. Dove agrees. We believe real beauty comes in many shapes, sizes and ages. That is why Dove is launching the Campaign for real beauty.

Dove’s global Campaign for Real Beauty aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. A view of beauty that all women can own and enjoy every day.”

Black or Beautiful ??? Black or Beautiful ???

GREY OR GORGEOUS ???GREY OR GORGEOUS ???

First Phase & Evolution of CFRBFirst Phase & Evolution of CFRBAds posted on billboards & print media.

Public asked to make judgments about the look of women. For instance a woman with gray hair asked the public to choose between gray and gorgeous.

Public invited to vote on the website Campaignforrealbeauty.com and take part in discussions “What constitutes beauty?”

Interactive billboards setup at Times Square in New York to increase participation.

First Phase & Evolution of CFRBFirst Phase & Evolution of CFRBMobile 365was used in the first ever outdoor

mobile marketing campaign.

Partnered Woodhill Institute for Ethical leadership in organizing a panel discussion on subject of beauty in Atlanta & Chicago.

Dove Self Esteem fund (DSEF) started for young girls to protect & bolster their self esteem through various tools, programs & funds.

Second phase of CFRBSecond phase of CFRB In early 2005, second global study was commissioned by

Dove.

In June 2005, ads for “Dove Intensive firming range” launched in US.

Six women (non-models) of various body types in their underwear.

Taglines in these ads- “Let’s face it, firming the thighs of a size 2 supermodel

is no challenge,” “New Dove firming. As tested on real curves”.

Ads put in women's magazines, giant outdoor billboards, highly visible spots like major transportation hubs in various cities of US and on sides of buses.

New Dove Firming – As Tested on Real Curves

Superbowl CommercialSuperbowl Commercial

Second phase of CFRBSecond phase of CFRBCommercial during the superbowl: A 45-second spot commercial shown during the

Superbowl XL in February 2006, for DSEF.

Commercial shows images of small girls dissatisfied with their looks. It shows how common it was for girls to suffer from complexes regarding their body images.

CRFB website contained tools to bolster self-esteem including a self-check quiz “True You”, articles by self-esteem experts & self-esteem discussion board.

New campaign for Dove Natural glow lotion showed husband telling viewers all about what it was that made his wife beautiful. Eight such stories aired on CNN.

CFRB- Critical Review CFRB- Critical Review Definition of being beautiful

No established models used

“You are beautiful as you are” vs. “launch of firming line”

CONTRAST:CONTRAST:TRADITIONAL BEAUTY PRODUCT MARKETING; -“I wish I could look like her… perhaps if I buy this lip gloss, I will”

-REVLON FOUNDER –CHARLES REVLON:-“In our factories we make cosmetics. In the store we sell hopes.”

DOVE; - “that chick in the ad sort of looks likes me, and yet she seems really happy and confident… perhaps if I buy this DOVE Firming Cream, I’ll stop hating myself”

CASE ANALYSISCASE ANALYSIS

Strengths:   More than 50 years existence of the brand.

CFRB helped in repositioning its brand “DOVE”.

 Aim of the campaign successfully achieved – “Break the stereotypical portrayal of beauty”.

Constant innovation of the campaign e.g DSEF, Super Bowl XL,….

Reaching out to women of all backgrounds, shapes & sizes.

Weakness: Conflicting ideas and attitudes of brand marketing.Risk of brand being labeled a fat people’s product.

Lack of aspirational element.

Different advertising policies in different geographical region.

Product being over priced

CASE ANALYSISCASE ANALYSIS

Opportunities

Surveyed around 3200 women from 10 countries and found:

•2 % --- Beautiful•9% --- Attractive•31% --- Natural•29 % --- Average

Customers were bogged down by the unrealistic concept of beauty i.e. too perfect to aspire for.

Unconventional approach caused lot of free publicity.

Threats

Competitors maligning the campaign.

Plagiarism of a successful campaign by competitors.

Objectification of women.

Entire Campaign may just be a novelty in the short run and may fizzle out in the long run.

RecommendationsRecommendations Continuous innovation & evolution of the campaign like Real beauty

pageants, scholarships for the underprivileged girls, etc.

Application of this marketing models to other upcoming markets.  Constant interaction with girls and women, through all sorts of

medium should be used to achieve maximum penetration.  Dove should try and apply the real beauty concept to all it’s cosmetic

range.

Dove being a fifty year old brand, even if it tries something radical, people will still appreciate the

brand as a symbol of quality.

THANK YOUTHANK YOU

ANY ANY QUESTIONS ????QUESTIONS ????