Dove Final Presentation

Dove Final Presentation

• 1.
  UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE Crafted by:
• 2.
  BASIC OUTLINE INTRODUCTIONCASE SUMMARY REASONS MARKETING STRATEGY SWOT ANALYSIS ACHIEVEMENTS RECOMMENDATIONS OUR LEARNINGS
• 3.
  INTRODUCTION UNILEVER --- An Anglo-Dutch company Established in 1930 with the merger of Lever Brothers and Margarine Union . Formed two separate entities: 1) Unilever Plc, London 2) Unilever NV, Rotterdam Leading manufacturer and marketer --- foods, beverages, cleaning agents and personal care products. Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Pond’s and Lifebuoy Revenues for 2005 --- US$ 50 billion Employee Base --- 206,000 people
• 4.
  EVOLUTION OF BRAND‘DOVE’ 1940’s – Formula for Dove Bar (Mild Soap) 1950’s – Refined to original Dove Beauty Bar 1960’s – Launched in the market 1970’s – Popularity Increased as a milder soap 1980’s – Leading brand recommended by Physicians 1990’s – Dove beauty wash successfully launched 1995-2001 – Extension of Dove’s range of products
• 5.
  PRODUCT LAUNCHING 1) APRIL- 2004 launched “DOVE FIRMING LOTION” 2) Ads named as “LETS CELEBRATE CURVES” 3) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN. 4) It was renamed as “CAMPAIGN FOR REAL BEAUTY” 5) Intended to make more women feel beautiful.
• 6.
  CASE-INTRODUCTION “ Wewant to challenge the definition of the beauty.We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.” -Philippe Harousseau, Dove’s Marketing Director CFRB (Campaign for Real Beauty): First Phase Second Phase
• 8.
  REASONS Declining Sales --- lost in crowded market Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson &Johnson Resulting advertising clutter Stagnation in one or two categories --- In spite of increase in product range Need for Brand Positioning --- Evolve brand image without losing their existing customer base
• 9.
  MARKETING STRATEGY ADVERTISINGTV COMMERCIALS WEBSITE BILLBOARDS PANEL DISCUSSIONS INTERVIEWS THE DOVE SELF-ESTEEM FUND PROGRAMS
• 10.
  SWOT ANALYSISOF THE CAMPAIGN
• 11.
  STRENGTHS Unconventional strategy Effective advertising, Free publicity Continuously evolving the campaign Strong emotional touch Cross-selling Possibilities
• 12.
  WEAKNESSES/CRITICISMS Contradictory innature Objectification of women Women featured were comparatively slim Use of idealized images in other brands under the same flagship Contradictory Japanese campaign
• 13.
  OPPORTUNITY/RECOMMENDATION Target malecustomers Maintain better standards of quality Unified advertising throughout the globe Continuous innovation
• 14.
  THREATS Risk ofbeing a brand for “fat girls” Involved marketing risk Copy by the competitors Undermining the aspiration of consumers Sustainability of campaign in long run
• 15.
  SUCCESS OF THECAMPAIGN Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness Positive response from the masses
• 16.
  OUR LEARNING Takingthe initiative Interactive advertising Cause based marketing
• 17.
  THANK YOU Anyqueries please…..