UNILEVER’S UNILEVER’S “REAL BEAUTY” “REAL BEAUTY” CAMPAIGN FOR CAMPAIGN FOR

DOVE DOVE Crafted by:

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BASIC OUTLINE INTRODUCTION

CASE SUMMARY

REASONS

MARKETING STRATEGY

SWOT ANALYSIS

ACHIEVEMENTS

RECOMMENDATIONS

OUR LEARNINGS2

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 3

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

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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.

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CASE-INTRODUCTION

“We want 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

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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

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MARKETING STRATEGY ADVERTISING

TV COMMERCIALS

WEBSITE

BILLBOARDS

PANEL DISCUSSIONS

INTERVIEWS

THE DOVE SELF-ESTEEM FUND

PROGRAMS9

SWOTSWOT ANALYSIS ANALYSIS OF THE CAMPAIGNOF THE CAMPAIGN

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STRENGTHS

o Unconventional strategy

o Effective advertising, Free publicity

o Continuously evolving the campaign

o Strong emotional touch

o Cross-selling Possibilities11

WEAKNESSES/CRITICISMS

Contradictory in nature

Objectification of women

Women featured were comparatively slim

Use of idealized images in other brands under the same flagship

Contradictory Japanese campaign 12

OPPORTUNITY/RECOMMENDATION

Target male customers

Maintain better standards of quality

Unified advertising throughout the globe

Continuous innovation

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THREATS Risk of being a brand for “fat girls”

Involved marketing risk

Copy by the competitors

Undermining the aspiration of consumers

Sustainability of campaign in long run

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SUCCESS OF THE CAMPAIGN 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

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OUR LEARNING

Taking the initiative

Interactive advertising

Cause based marketing

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THANK THANK YOUYOU

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Any queries please…..