New Era University

College of Business Administration

Bachelor of Science in Accountancy

MINI-MARKETING
PLAN

SUBMITTED BY:
Reginfel Dianne Nasol
Vanessa Olleres
Rofel Padilla
Magic Earvin Rodriguez
Jeraldine Rosales
Herzavet Rosanes
Rheman Rosas
Irish Mae Salazar
Christine Joy Suyom
Ma. Cecilia P. Tagay
Venice Vicente

2BSA2 (MW 1:00-2:30PM)

CHAPTER 1
Background and History of the Company
History of the Company
Unilever is a BritishDutch multinational fast-moving consumer goods
company. Its products include foods, beverages, cleaning agents and personal
care products. It is the world's third-largest consumer goods company measured
by revenues and the world's largest maker of ice cream.
The company started in the 1890s, William Hesketh Lever, founder of Lever
Bros, wrote down his ideas for Sunlight Soap his revolutionary new product that
helped popularize cleanliness and hygiene in Victorian England. It was 'to make
cleanliness commonplace; to lessen work for women; to foster health and
contribute to personal attractiveness, that life may be more enjoyable and
rewarding for the people who use our products'. This was long before the phrase
'Corporate Mission' had been invented, but these ideas have stayed at the heart
of our business.
In a history that now crosses three centuries, Unilever's success has been
influenced by the major events of the day economic boom, depression, world
wars, changing consumer lifestyles and advances in technology. And throughout
we've created products that help people get more out of life cutting the time
spent on household chores, improving nutrition, enabling people to enjoy food
and take care of their homes, their clothes and themselves.
In the late 19th century the businesses that would later become Unilever were
among the most philanthropic of their time. They set up projects to improve the
lot of their workers and created products with a positive social impact, making
hygiene and personal care commonplace and improving nutrition through adding
vitamins to foods that were already daily staples.
Today, Unilever still believes that success means acting with 'the highest
standards of corporate behavior towards our employees, consumers and the
societies and world in which we live'. Over the years we've launched or
participated in an ever-growing range of initiatives to source sustainable supplies
of raw materials, protect environments, support local communities and much
more.
At the beginning of the 21st century, our Path to Growth strategy focused us
on global high-potential brands and our Vitality mission has taken us into a new
phase of development. More than ever, our brands are helping people 'feel good,
look good and get more out of life' a sentiment close to Lord Leverhulme's
heart over a hundred years ago.
Building on this heritage, our priorities now are inspiring people to take small

everyday actions that can add up to a big difference for the world from laundry
brands that help minimize wasted water and packaging to nutritious, easily
prepared and affordable meals and snacks.
History in the Philippines
Unilever Philippines, Inc. was established in the year 1927. Known until a few
years ago as Philippine Refining Company (PRC), Unilever Philippines started as
an oil milling business which at its peak produced nearly 100,000 tons of coconut
oil annually.
The company has been a leader in introducing new technologies into the
country since the early days of its existence - margarine production in the 1930's,
non-soap detergents, shampoos and toothpaste in the 1960's and 1970's and
state of the art sulphonation technology and cogeneration power plant in the
1980's. The nineties has seen the company focusing on several improvements in
the Environment front one of which was the introduction of the first 100%
biodegradable detergent bar in the Philippines.
Timeline

19t1910'1920'1930'1900'
h1940'ssCents u r y

1950'1960'1970'1980' ss
1990'21s t s Cent u r y

Logo
Obviously the big blue U of our logo stands for Unilever.
But look a little closer and youll see there is much more to
it.
Our logo was designed to include 24 icons, each of
which represents something important to Unilever.
From a lock of hair symbolizing our shampoo brands to a
spoon, an ice cream, a jar, a tea leaf, a hand and much
more, the little icons all have a meaning.

Sun
Our primary natural resource, the sun evokes Unilever's origins in Port
Sunlight and can represent a number of our brands. Flora, SlimFast and
Omo all use radiance to communicate their benefits.
Hand
A symbol of sensitivity, care and need. It represents both skin and touch.
Flower
Represents fragrance. When seen with the hand, it represents moisturizers or
cream.
Bee
Represents creation, pollination, hard work and bio-diversity. Bees
symbolize both environmental challenges and opportunities.

DNA
The double helix, the genetic blueprint of life and a symbol of bio-science. It is the
key to a healthy life. The sun is the biggest ingredient of life, and DNA the smallest.
Hair
A symbol of beauty and looking good. Placed next to the flower it evokes cleanliness
and fragrance; placed near the hand it suggests softness.

Palm tree
A nurtured resource. It produces palm oil as well as many fruits coconuts and
dates and also symbolizes paradise.
Sauces or spreads
Represents mixing or stirring. It suggests blending in flavors and adding taste.

Bowl
A bowl of delicious-smelling food. It can also represent a ready meal, hot drink
or soup.

Spoon
A symbol of nutrition, tasting and cooking.
Spice & flavours
Represents chilli or fresh ingredients.

Fish
Represents food, sea or fresh water.
Sparkle
Clean, healthy and sparkling with energy.
Bird
A symbol of freedom. It suggests a relief from daily chores, and getting more
out of life.
Tea
A plant or an extract of a plant, such as tea. Also a symbol of growing and
farming.
Lips
Represent beauty, looking good and taste.
Ice cream
A treat, pleasure and enjoyment.

Recycle
Part of our commitment to sustainability.
Particles
A reference to science, bubbles and fizz.
Frozen
The plant is a symbol of freshness, the snowflake represents freezing. A

transformational symbol.

Container
Symbolises packaging - a pot of cream associated with personal care.

Heart
A symbol of love, care and health.

Clothes
Represent fresh laundry and looking good.

Wave

Symbolises cleanliness, freshness and vigour.

Liquid
A reference to clean water and purity.

Mission

As a multi-local multinational we aim to play our part in addressing global environmental

and social concerns through local actions and in partnership with local governments and
organizations.

Vision
Every day, our products touch the lives of over 160 million people whether
that's through feeling great because they've got shiny hair and a brilliant smile,
keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying
meal or healthy snack.
1. A clear direction
The four pillars of our vision set out the long term direction for the company
where we want to go and how we are going to get there:

We work to create a better future every day

We help people feel good, look good and get more out of life with brands
and services that are good for them and good for others.

We will inspire people to take small everyday actions that can add up to
a big difference for the world.

We will develop new ways of doing business that will allow us to double
the size of our company while reducing our environmental impact.

2. Small actions, big difference

Weve always believed in the power of our brands to improve the quality of
peoples lives and in doing the right thing. But today, with the scale of the
challenges the world faces, its easy to believe that our individual actions are
too small to make a difference.
3. A better future for the planet
As our business grows, so do our responsibilities. We recognize that global
challenges such as climate change concern us all. Considering the wider
impact of our actions is embedded in our values and is a fundamental part of
who we are.
Objectives

Were constantly learning more about the links between food and well-being it helps
us create more foods that make a positive contribution to health.
1. Adding vitality to the Filipino child
With Unilevers strong re-entry to the foods business in Asia, an opportunity was
presented to expand our CSR efforts, focusing this time on undernourished children.
As a direct consequence of poverty, a considerable number of Filipino children are
malnourished or undernourished. This condition in the early years of children hinder
proper body and mental development, directly affecting the mental and physical
capacity of the general citizenry in the long term.
2. Sustainable supplemental feeding
Under this program we aim to establish a sustainable supplemental feeding and
livelihood program in selected communities. Together with partner organisations
such as Kabisig ng Kalahi, Mead Johnson, and various local government units, the
program provides a venue for employees to share their time, knowledge, and talents
with the people in these chosen communities usually in areas where we operate.
3. Increase parenting skills
Pasiglahin aims to normalize the nutritional levels of children within a span of
six months by providing 1 hot nutritious meal a day and by increasing the awareness
and skills of their parents. Each project module feeds 30 of the most undernourished
children from 0 to 6 years old from selected communities close to where Unilever
operates.
4. Science & technology
From small improvements to big ideas, innovation enables us to meet people's
needs and aspirations in ways that engage and appeal.

Board of Directors
Executive Directors
The Executive directors are those members of the Unilever executive (UEX), including
the group chief executive, who are also directors of Unilever.
Paul Polman Chief Executive Officer
Paul Polman, Chief Executive Officer, was appointed an
Executive Director to the Boards of Unilever PLC and Unilever
NV in October 2008, the first time an external candidate was
chosen for the role.

Jean-Marc Huet - Chief Financial Officer

Jean-Marc Hut joined Unilever in February 2010 as Chief
Financial Officer.

Non-Executive Directors
The non-executive directors are the independent element in Unilever's governance.

Michael Treschow Chairman Unilever N.V. and PLC

Michael has had a distinguished career with a range of
multinational companies in both Executive and Non-Executive
roles. He has been awarded prestigious honours by Sweden,
Spain and France in recognition of his contribution to trade
relations.
Louise Fresco
Louise Fresco is an agricultural scientist and a Professor of
International Development and Sustainability at the University of
Amsterdam.

Ann

Fudge

An

MBA graduate of Harvard University, Ann M. Fudge is an honorary

director of Catalyst, a director of The Rockefeller Foundation and is on

the

board of overseers of Harvard University.

Charles Golden
An MBA graduate of Lehigh University in Pennsylvania, Charles Golden subsequently
distinguished himself in two industries: automotive and pharmaceutical.
Dr Byron Grote
Byron Grote has a PhD in Quantitative Analysis from Cornell University. After holding
various executive posts within BP, he was appointed as a Managing Director in 2000 and
became Chief Financial Officer in 2002.
Sunil Bharti Mittal
Sunil Bharti Mittal is an entrepreneur who founded the Indian group, Bharti Enterprises. Its
telecoms company, Bharti Airtel, has operations in 19 countries in Asia and Africa, with over
223 million customers.

Hixonia Nyasulu
A

former Unilever marketing employee, Hixonia Nyasulu now chairs the

Board of Sasol Ltd and serves on the JPMorgan SA Advisory Board.

The

Rt Hon Sir Malcolm Rifkind, MP

Sir Malcolm Rifkind has been a Member of the UK Parliament since

1974

and served as a minister under Conservative governments over an 18-

year

period, eventually becoming Foreign Secretary. He is also a qualified

barrister and Queens Counsel.

Kees Storm
Kees Storms financial career saw him rise to become Chairman at AEGON in 1993 a
position which he held with great distinction until 2002. He now serves on supervisory Boards
at KLM, PON Holdings, AEGON, Baxter and InBev, as well as at Unilever.
Paul

Walsh

Paul

Walsh was appointed Chief Executive Officer of Diageo in 2000.

Recognising his success in building Diageo into a world renowned

company,

Paul received the Decade of Excellence Award at the UK National

Business Awards in 2008.

UNILEVER Leadership Executive (ULE)

The Unilever Leadership Executive (ULE) is responsible for managing profit and loss,
and delivering growth across our regions, categories and functions.
Paul Polman Chief Executive Officer
Paul Polman, Chief Executive Officer, was appointed an Executive Director
to

the Boards of Unilever PLC and Unilever NV in October 2008, the first time

an

external candidate was chosen for the role.

Douglas Anderson Baillie Chief HR Officer

Douglas Baillie is a British national, born (1955) and educated in Zimbabwe. Doug
graduated from the University of Natal with majors in Business Finance, Marketing and
Business Administration and joined Unilever South Africa in 1978.

Professor Genevive Berger Chief Research & Development Officer

Genevive Berger was educated in physics and medicine, and holds three
doctorates: a PhD in Physics, a PhD in Human Biology and a Medical
Doctorate.
Kevin Havelock President, Refreshment
Kevin Havelock was appointed President of Unilevers Refreshment category, which comprises
our ice cream and drinks brands, in September 2011. Previously, he was Executive Vice President
for Unilevers global Ice Cream businesses.

Jean-Marc Hut - Chief Financial Officer

Jean-Marc Hut joined Unilever in February 2010 as Chief Financial Officer.

Alan Jope President, North Asia

Alan Jope was appointed President of Unilevers businesses across North Asia in September
2011. The region includes China, Hong Kong, Taiwan, Japan and Korea.
Dave Lewis - President, Personal Care
Dave Lewis has had a long career at Unilever, starting in 1987 and moving through different
roles in home and personal care in Europe, South America and Asia.
Harish Manwani Chief Operating Officer
Harish Manwani is an honours graduate from Mumbai University and has a master's degree in
management studies. He also attended the Advanced Management Program at the Harvard
Business School.

Antoine de Saint-Affrique President, Food

Antoine de Saint-Affrique was appointed President of Unilevers Food
category in September 2011. He has worked in roles across Unilever
since 2000, most recently as Executive Vice President for Unilevers
world-leading skincare brands.
Pier Luigi Sigismondi - Chief Supply Chain Officer
Pier Luigi Sigismondi was appointed Chief Supply Chain Officer and a
member of the Unilever Executive in September 2009. An Italian national,
he

holds a Masters in Industrial & Systems Engineering from the Georgia

Institute of Technology, Atlanta, Georgia.

Keith Weed - Chief Marketing and Communication Officer

Keith Weed began his career with Michelin and joined Unilever in 1983,
moving on to senior positions in France and the USA and global roles. He
holds a first-class degree in engineering from the University of Liverpool.
Jan

Zijderveld - President, Europe

Jan Zijderveld joined Unilever in 1987, moving through a variety of roles in
Australasia, Europe, the Middle East and Asia.

Senior Corporate Officers

Unilever's senior corporate officers are responsible for ensuring that Board meetings
and Board committee meetings are supplied with the information they need.

Tonia Lovell - Chief Legal Officer & Group Secretary

and

Tonia Lovell has a degree in law from Sidney Sussex College, Cambridge
was admitted as a solicitor and a member of the Law Society in November
1993.

Akhter Mateen Chief Auditor

Akhter Mateen has an MBA in Finance from the Institute of Business Administration
Karachi. Akhter was born in Pakistan in 1962.

Charles Nichols - Group Controller

Charles Nichols was born in the UK in 1961. He has a degree in
chemistry from Jesus College, Oxford and is a fellow of the Chartered
Association of Certified Accountants.

Branches
Unilevers Laboratory Branches
Our strategic research and development laboratories are located in the UK, the
Netherlands, the US, China and India.

Bangalore, India
The Bangalore R&D centre contributes to
brands including Lifebuoy, Pureit, Ponds,
Fair and Lovely, Radiant, Omo, Brooke
Bond, Lipton, Walls and Knorr. Unilever's
recent initiative on water purification was
also driven out of this laboratory.

Colworth, UK
The Colworth lab is part of an innovation
eco-system

where

Unilever

R&D,

entrepreneurs and academics (the site is

near Oxford and Cambridge universities)
can network and collaborate.

Port Sunlight, UK
Port Sunlight is one of Unilevers largest
centres for research and development,
creating new and improved products for
global markets.

Shanghai, China

Our Shanghai research centre focuses

on

global research and development for

brands

including

Amora,

Clear,

Dove,

Hellmanns,

Knorr,

Domestos,

Lipton, Lux, Magnum, OMO, Ponds and

Rexona.

Trumbull, North America

Trumbull R&D centre supports over a
dozen brands across Unilevers Skin,
Hair

and

including

Deodorants

Ponds,

Lux,

categories
Dove,

Axe,

Vaseline, Fair & Lovely, Lifebuoy, Suave,

Q-Tips, Degree, Sunsilk, Caress, Lever
2000 and TIGI.

Vlaardingen, the Netherlands

Vlaardingen

R&D

is

the

global

development centre for our spreads and

dressings

brands,

and

the

regional

development centre for laundry, skincare,

haircare and machine dishwashing products.

Facilities and Factory Layouts

About 150 million times a day

someone somewhere chooses a
Unilever product. Unilever's food
products range includes the Knorr
brand, Bertolli pasta sauces and
dressings, Walls and Ben & Jerry's ice
creams and Lipton and Brooke Bond
teas, while its cleaning products
include brands such as Cif, Comfort,
Domestos and Persil.
What is unusual in such a fast changing and market sensitive business, is
that Unilever is still located in its original HQ built in the 1930's when the
company was formed. Over the past 70 years, the building at 100 Embankment
has become a Thames-side landmark on the north end of Blackfriars Bridge.
Home to Unilever's global HQ, '100VE'- as it is now called - has undergone a
transformation behind its listed faade and art deco entrance to bring the
workplace into 21st century.
100VE last had a major refit in the 1970s and since then both workplace
design and philosophy -and the company - have moved on. Recognizing that a
cellular office environment was unsuitable for a growing global business, Unilever
faced the choice of relocating to another site in London or beyond, or undertaking
a major refurbishment of the existing
building. Unilever chose the latter in
part to retain this strong link with its
historic home.
Floor plates create a central
atrium that gives an impressive 'wow'
factor on entering but also provides
transparency and links between the
floors. Glass floored walkways across the space provide ghostly footprints as
people walk from one side to the other.
'
Transparency' was identified as key objective in developing its new
workplace. During the consultation process it was discovered that feeling
connected to the business was directly linked to the visibility of those who lead it.
To achieve improved 'transparency', senior executives and the boardroom are
situated within the workspace on the sixth floor and not tucked away on the top

floor as had been the case previously. Elsewhere, the use of natural light and
glass has been maximized, and bold branding panels create a vibrant open plan
workspace.

CHAPTER 2
Product History
History of Soap
Soap is a cleansing agent created by the chemical reaction of a fatty acid with an
alkali metal hydroxide. Chemically speaking, it is a salt composed of an alkali metal,
such as sodium or potassium, and a mixture of "fatty" carboxylic acids. The
cleansing action of soap comes from its unique ability to surround oil particles,
causing them to be dispersed in water and easily rinsed away. Soap has been used
for centuries and continues to be widely used as a cleansing agent, mild antiseptic
and ingestible antidote to some forms of poisoning.
However, it is unknown exactly when soap was discovered. Ancient writings suggest it
was known to the Phoenicians as early as around 600 B.C., and was used to some extent
by the ancient Romans. During these times, soap was made by boiling tallow (animal fat) or
vegetable oils with alkali containing wood ashes. This costly method of production coupled
with negative social attitudes toward cleanliness made soap a luxury item affordable only to
the rich until the late eighteenth century.

Methods of soapmaking improved when two scientific discoveries were made in

the late eighteenth and early nineteenth centuries. In 1790, the French chemist
Nicholas Leblanc (1742-1806) invented a process for creating caustic soda (sodium
hydroxide) from common table salt (sodium chloride). His invention made
inexpensive soap manufacture possible by enabling chemists to develop a
procedure whereby natural fats and oils can react with caustic soda . The method
was further refined when another French chemist, Michel Eugne Chevreul (17861889), discovered the nature of fats and oils in 1823. As soap production became
less expensive and attitudes toward cleanliness changed, soapmaking became an
important industry.
Before the end of World War II, soap was manufactured by a "full-boiled"
process. This process required mixing fats and oils in large, open kettles, with
caustic soda (NaOH) in the presence of steam. With the addition of tons of salt, the
soap was made to precipitate out and float to the top. Here, it was skimmed off and
made into flakes or bars. This process required large amounts of energy and over
six days to complete one batch.

After World War II, a continuous process of soap manufacture became popular. In
the continuous process of soap manufacture, fats and oils react directly with caustic
soda. The saponification reaction is accelerated by being run at high temperatures
(248F; 120C) and pressures (2 atm). Glycerin is washed out of the system and
soap is obtained after centrifugation and neutralization. This process has several
advantages over the "full-boiled" process. It is more energy efficient, time efficient,
allows greater control of soap composition and concentration, and the important byproduct, glycerin, is readily recovered.
Both manufacturing methods yield pure soap. Certain chemicals can be added to
this pure soap to improve its physical characteristics. The foam in soap is enhanced
by additives such as fatty acids. Glycerin is added to reduce the harshness of soap
on the skin. Other additives include fragrances and dyes.

Kinds and Varieties of Soap

While soaps original objective to remove dirt and germs from users skin
remains its primary function, in recent years there has been a mini-revolution of
sorts, resulting in a plethora of soap choices. The array of soap types, scents and
textures all must be considered when it comes to keying into customer preferences.
From conventional soaps to foams and powders, cleaning contractors and end users
have many options to choose from, including:
Conventional soaps
Conventional soaps are activated by the action of an alkali on fat or fatty acids. They
come in liquid, bar or powder form. These are the soaps that we use mainly to
remove dirt from our skin. We use them to wash our hands or when taking a
showering. They come in liquid, bar or gel form and they are usually scented. Some
soap has moisturizers to prevent having dry skin.
Antimicrobial soaps
They are formulated to destroy or inhibit the growth of microorganisms. These are
popular among hospitals.
Antiseptic soaps
Antiseptic soaps fight bacterial invaders of the body. An antiseptic hand wash agent
has antimicrobial activity and is designed for use on skin to remove bacteria. The
most popular form is the hand sanitizers. These usually come in handy when youre
out of the house and there is a need for you to wash or clean your hand even
without the use of soap and water. Hand sanitizers usually come in small bottle
containers so they can conveniently fit your purse.
Foam soaps
They are infused with air, creating lather for more thorough coverage. Less water is
used for lathering, which cuts hand washing time.

Beauty soaps
Beauty soaps are likely to feature attractive fragrances; they also carry ingredients to
address a variety of skin type issues. There are soaps specifically for oily skin types,
dry skin types, etc. Still, there are beauty soaps to treat various skin ailments such
as acne. Beauty soaps that whiten skin are also very popular.
Novelty Soaps
Soaps that take the shape of various items, such as a rubber, duck or soap-on therope, are termed as novelty soaps. Their purpose is not only cleaning dirt and grime,
but also providing amusement and enjoyment. Manufactured especially for kids,
such soaps are generally designed a novel manner to allure the kids.
Perfumed Soaps
With a few additional ingredients and perfumes, manufacturers are out with soaps.
Some even give the soaps a new design to fit their varied range of products, but the
fact is that these perfumes can be easily attained in the form of colognes and
deodorants as well. Furthermore, he basic idea behind using soap is to rise the dirt
off. By adding perfumes, the soap counts as a potential source of skin irritation for
allergic people.
Guests Soaps
Miniature soap that are molded and shaped into attractive shapes are gust soap.
These are basically meant for use by the guests either in the main bathroom or
separate guest bathroom. Flowers, sea shells and rounds are some popular and
commonly used shapes for guest soaps.
Medicated Soaps
Medicated soaps are also similar to original soaps, the only difference being the
addition of antiseptics and disinfectants. While some are highly useful, others simple
tag their soaps as medicated for the sake of inducing customer to buy them. It
possesses strong bactericidal and anti-inflammatory properties. Their ingredients
used to produce such soap include menthol, camphor, carbolic acid, and formalin.
Laundry Soaps
Formulated especially to clean grease, solid particles and organic compounds from
clothes, laundry soaps are mild disinfectants that are available in liquid, powder and
gel forms. They can be used in different conditions and water temperatures.
However, they work best in hot or warm water.
Kitchen Soaps
Kitchen soaps are further categorized into two: cleaners and dish detergents.
Cleaners assist in eliminating heavy oil or solid particles and hard-to-remove stains
and hence, are prepared with mild abrasives. Dish detergents, on the, other hand,

fight against grease and release the solid dirt particles in the foam that is produced
by the detergent. Dish detergents are of two types, namely, machine dishwasher and
hand dishwashing detergents.
Health Benefits of Soap
Hand washing for hand hygiene is the act of cleaning the hands with or without
the use of water or another liquid, or with the use of soap, for the purpose of
removing soil, dirt, and/or microorganisms. The Centers for Disease Control says the
most important way to prevent the transmission of dangerous diseases is to
frequently wash your hands with soap and water and/or use a hand sanitizer. If soap
and water are not available it is recommended to use a hand sanitizer that contains
at least 60 percent alcohol or contains a "persistent antiseptic" such as SHBAN
Alcohol Free Hand Sanitizer with povidone-iodine. It also has high viricidal activity
against many different kinds of viruses, including enveloped viruses such as the flu
virus, the common cold virus, and HIV, though is notably ineffective against the
rabies virus. According to Rotter (1999), soaps are approximately 100 times more
effective against viruses than any form of hand washing.
The application of water alone is inefficient for cleaning skin because water is
often unable to remove fats, oils, and proteins, which are components of organic
soil. However, since pathogens removed from the skin have to be rinsed away, there
must be a reasonable flow of water. Therefore, removal of microorganisms from skin
requires the addition of soaps or detergents to water. Currently most products sold
as "soaps" are actually detergents, so that is the substance most used to wash
hands. Hot water that is comfortable for washing hands is not hot enough to kill
bacteria. Bacteria grow much faster at body temperature (37 degree Celsius).
However, warm, soapy water is more effective than cold, soapy water at removing
the natural oils on your hands which hold soils and bacteria. Contrary to popular
belief however, scientific studies have shown that using warm water has no effect on
reducing the microbial load on hands. Solid soap, because of its reusable nature,
may hold bacteria acquired from previous uses. Yet, it is unlikely that any bacteria
are transferred to users of the soap, as the bacteria are rinsed off with the foam.
This hygienic behavior has been shown to cut the number of child deaths
from diarrhea (the second leading cause of child deaths) by almost half and
from pneumonia (the leading cause of child deaths) by one-quarter. There are five
critical times in washing hands with soap and/or using of a hand antiseptic related
to fecal-oral transmission: after using a bathroom (private or public), after changing a
diaper, before feeding a child, before eating and before preparing food or handling
raw meat, fish, or poultry, or any other situation leading to potential contamination
and see below. To reduce the spread of germs, it is also better to wash the hands
and/or use a hand antiseptic before and after tending to a sick person.
In other words, using soap everyday and including it in our daily routine provides
the following health benefits:

helps minimize the spread of influenza

diarrhea prevention
avoiding respiratory infections
a preventive measure for infant deaths at their home-birth-deliveries

Brand and Product Chosen

Dove Soap
Dove is a personal care brand owned by Unilever. Dove
products are manufactured in Argentina, Australia,
Brazil, Canada, Germany, India, Ireland, Netherlands,
Thailand, Turkey and United States. The products are
sold in more than 35 countries and are offered for both
women and men. The Dove trademark and brand
name is currently owned by Unilever. Dove's logo is a
silhouette profile of the brand's namesake bird, the
colour of which often varies.
We chose the Dove Pink Beauty Cream Bar in this marketing plan to enrich the
popularity and market share of the product through
making evaluations and suggestions in its marketing
make up. We have chosen this variant of the Dove Soap
because it is less popular than the all-known Dove White
Beauty Bar.
Dove care solutions are no doubt is the most widely
recognized brands of body care treatment items such as
Dove soap currently. Plenty of individuals trust Dove
goods to become kind and gentle to their skin colour.
Dove items are made in USA, Brazil and Germany. Even though their packaging varies
in colour, the all bear the same brand. Dove is widely recognized as nice body care
Dove soap; it also produces numerous personal treatment solutions. Dove solutions,
formulated to become pH neutral, contain numerous kinds of synthetic surfactants and
vegetable oil based elements that happen to be known for their gentleness about the
pores and skin. The firm requires so much pride from the unique moisturizing properties
of its attractiveness soaps that they changed the phrase cleaning cream to moisturizer
cream.
Although it may well be considered a fairly basic procedure, it is truly critical that you
should use correctly if you would like to have the most beneficial chance of beating
acne. Soap is fixed into our minds from our birth. There is a confusing quantity of diverse
forms of soap out there. You will find a host of unique forms of cleansers readily
available right now as well. You can find Dove Soap that clean your skin tone as you
wash and also the truth is that these soaps usually strip your pores and skin of important
oils and dry them out entirely. It is also a best to wash your face far more than once
within the morning and before sleeping. It is been advised to wash your face just twice a
day with dove soap.
Cosmetics and skin tone treatment solutions quantity to over many billion in sales.
Mothers wish to keep their babies skin tone irritation and need to control marks. As we
get older we need to have items for our skin tone as it gets a lot more dry and sensitive.

One of the most typical soap is Dove soap is very best for obtaining up dirt off the skin
tone so it might be washed off. This soap gives much more moisture and makes it less
irritating for the skin colour. The marketing of soap does really small to inform the
customer of how the soap is made and how the elements affect your skin tone.
Individuals, it would seem do not have to believe about elements; they merely buy based
on simplicity. Instead, they use soaps that contain fragrances and other elements that
may cause allergic reactions.
When you need to appear and feel your ideal, occasionally you need to have a
support from skin colour treatment goods. When it comes towards the finest body care
and face care treatment merchandise, you really should know you will find a variety of
price ranges and high quality which are obtainable for a customer working with any kind
of budget. If you have oily pores and skin, Dove Soap can be a very best pores and skin
treatment item to combat this specific appearance includes use of gentle
Cleansing Wash, which is soap and oil-free. For normal to combination skin colour, Dove
Soap is self-foaming cleanser and treatment of oil, as nicely as removes dead skin
colour cells. Oily skin tone consumers really should appear for items which are oil-free,
as nicely as non-pore clogging.
The Dove Product

One of the most popular beauty products Philippines in terms of soaps and
body washes is Dove Soap. For years, Dove has been one of the Philippines' top
soaps that offer a way to gain smooth and fair looking skin without worrying too
much on how old the user is. But have you ever asked where did one of the top
beauty products Philippines came from? One thing that all Filipinos know is that
Dove Soap came from one of the biggest corporation in the Philippines today,
Unilever. So what is Dove? Dove is a personal care brand owned by Unilever.
Dove is primarily made from synthetic surfactants, as well as some vegetable oil
based soap ingredients, such as sodium palm kernelate. Dove is formulated to
be pH neutral, with a pH that is usually between 6.5 and 7.5. The Dove
trademark and brand name is currently owned by Unilever. Dove's logo is a
silhouette profile of a dove, the color of which often varies. History wrote that
Dove has been positioned throughout its history without referring to it as
"soap", but as a "beauty bar" with one-fourth cleansing cream; they stress its
moisturizing of skin while washing in contrast to the drying effects of regular
soaps (which their advertising calls simply "soap"). Advertisements reinforced the
message by showing the cream being poured into the beauty bar. In 1979, the
phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a
Pennsylvania dermatologist showed that Dove dried and irritated skin
significantly less than ordinary soaps. As a result of this study, Unilever started
aggressive marketing and won more than 24% of the market by 2003. Popular
Marketing Campaigns In 2006, Philippines witnessed one of Dove's greatest
campaign, the Dove Self-Esteem Fund. As one of the best beauty products
philippines, Dove purports to be "an agent of change to educate and inspire girls
on a wider definition of beauty and to make them feel more confident about
themselves". To this end, Dove have created a number of largely online-only
short films, including Daughters (which also aired in a 75-second spot during the
Super Bowl XL), Evolution (which won two awards at the Cannes Lions

International Advertising Festival), Onslaught, and Amy.Visit the website

http://www.myayala.com.
Marketing campaigns

In 2006, Dove started the Dove Self-Esteem Fund. It purports to be "an agent
of change to educate and inspire girls on a wider definition of beauty and to make
them feel more confident about themselves". To this day, Dove have created a
number of largely online-only short films, including Daughters (which also aired in
a 75-second spot during the Super Bowl XL), Evolution (which won two awards
at the Cannes Lions International Advertising Festival), Onslaught, and Amy..
The Dove

Campaign for Real Beauty

The Dove brand is rooted in listening to women. Based on the findings of a major
global study, The Real Truth About Beauty: A Global Report, Dove launched the
Campaign for Real Beauty in 2004. The campaign started a global conversation about
the need for a wider definition of beauty after the study proved the hypothesis that the
definition of beauty had become limiting and unattainable. Among the studys findings
was the statistic that only 2% of women around the world would describe themselves as
beautiful. Since 2004, Dove has employed various communications vehicles to
challenge beauty stereotypes and invite women to join a discussion about beauty. In
2010, Dove evolved the campaign and launched an unprecedented effort to make
beauty a source of confidence, not anxiety, with the Dove Movement for Self-Esteem.
Dove Soap Ingredients
Dove Beauty Products and the Dove soap ingredients can actually improve your
skin's appearance.
For example, the Dove face products contain five essential nutrients along with
vitamins, green tea extract and spring water. Instead of just cleansing and moisturizing,
the Dove soap ingredients leave your skin so healthy it glows.

What is Dove soap composed of?

The Dove soap ingredients for the "white bar" are: sodium cocoyl isethionate,
stearic acid, coconut acid, sodium tallowate, water, sodium isethionate, sodium
stearate, cocamidopropyl betaine, sodium cocoate or palm kernelate, fragrance,
sodium chloride, tetrasodium EDTA, trisodium etidronate, BHT, titanium dioxide
and sodium dodecyl benzene sulfonate.

Each of the Dove soap ingredients has its purpose and role to play in providing you with
the cleanest, freshest and softest slin possible. Besides Dove and soap products, you
can consider experiencing one of Dove's unique shampoos and conditioners that
effectively moisturize your hair without weighting it down.

Dove Soap Variants

Dove White Beauty Bar
The key to beautiful skin is: moisture.
Now you now why dove created moisturizing cream and
put it into a beauty bar.

Dove Fresh Moisture Beauty Bar

Dove has combined its hydrating milk with the scent of cucumber
and green tea that leaves you with the clean, cool feeling of
hydrated skin.

Dove Pink Beauty Cream Bar

The key to beautiful skin is: moisture.

Now you now why dove created moisturizing cream and put it into a beauty bar.

Dove Gentle Exfoliating Beauty Bar

Dove beauty bar combines ultra-fine exfoliating beads to

clear away the old, dull skin with its moisturizing milk to nurture new, radiant skin

Dove Go Fresh Energizing Beauty Bar

Invigorating beads that act as a little wake-up calls for your skin. It is
the sparkling scent of grapefruit and lemongrass in an ultra-light
hydrating formula.

CHAPTER 3
Evaluation and Recommendation of Product
Brand Name

Brand name is any name, design, style, words or symbols, singly or in

combination that distinguish one product from
another in the eyes of the customers.. It is seen
as a crucial part of marketing now. It also
considered as the psychological wrapping around
the product. Brands are used by people or
company to establish their status.
In a world of hype and stereotypes, Dove
provides a refreshingly real alternative for women
who recognize that beauty comes in all shapes
and sizes. Dove has grown from a US-only soap
bar into one of Unilever's biggest global brands. It
is now the world's #1 cleansing brand. During the 1990s, the group began to extend the
brand across the complete personal care spectrum, and Dove now encompasses a wide
range of products from bar soap to shower gel, and from deodorants to shampooconditioners. Dove has attracted widespread media attention since 2004 for its
marketing. The series of ads for Dove portraying the "real beauty" of ordinary women.
Dove Evolution Campaign can be a very good example of brand evolution when the
company use viral advertisment to clarify their brand message so that it is more
understandable to the consumers and/or partners.
Since the brand was launched in 1957, the Dove advertising message has been a
constant: It's not soap. It's a beauty bar. The picture of cream pouring into the bar was
the iconic image Dove used in ads for nearly five decades. No longer just a beauty bar,
Dove was to be a beauty brand, encompassing products such as body wash, deodorant,
hair care and body lotion. Nothing in its heritage had prepared the brand to represent all
of these functions. Dove now had to come up with a message that could speak for all its
products. And the message is "The Real Truth About Beauty" as you can see from the
commercials.

To help the customers their own brand of beauty, Dove provides a wide range of
cleansing and personal care products that make a genuine difference to the condition
and feel skin and hair. Now the world's top cleansing brand, Dove started its life in 1957

as a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than
other leading soaps: half of women have dry skin. This promise remains at the heart of
the brand and has been extended to a number of other products, supported by the
industry's longest-running medical program. Since the 1980s, for example, we've
launched a moisturizing body-wash, deodorants, body lotions, facial cleansers and
shampoos and conditioners, giving the consumers a comprehensive range of solutions
to bring out your true inner beauty.

The commitment to delivering real results is mirrored in the advertisements. The

current campaign has been featured on over 25 major TV channels and in more than
800 articles in opinion leading newspapers from El Pais to Le Parisien, from The Sun to
The Times, as well as in popular women's magazines. Over the last few years, Dove has
focused on delivering products that inspire women to enjoy their own beauty and
individuality. As part of the Campaign for Real Beauty, the Dove Self-Esteem Fund
(DSEF) demonstrates commitment to the brand's mission 'to make more women feel
beautiful every day, by widening today's view of beauty and by inspiring women to take
great care of themselves. The DSEF aims to educate and inspire young girls through a
series of tools and workshops which ultimately protects and nurtures their body-related
self-esteem and enables them to become fully realized adults.

Packaging
Packaging involves designing and producing the
container or wrapper for a product. The package may
include the products primary, secondary and the
shipping package.
The dove soap packaging is basically made of carton
inside out. It is the typical packaging used for soaps
because it has moisturizing barriers, easy open and
handy.

Labeling
Labeling is any written, electronic, or graphic communications on the packaging. It
requires all consumer commodities be labeled to disclose net contents, identity of the
product, and the name and place of business of the product's manufacturer, packer or
distributor.

The labeling of Dove followed the necessary contents

in the packaging area. It has the logo, name,
manufacturers name, ingredients, barcode and hazards
that all can be found at the back part of the soap carton.

Recommendation
The dove soap was already known in the past years since it started to boom
when the millennium comes. There is no other thing that the group could
recommend on the brand itself, because it already proves its stability on the
market for several years as stated earlier. Perhaps a variety of products could be
done, by making a liquid soap, laundry soap and even cleaning agents such as
acids that remove stains on our toilets and even fresheners. It was
recommended to at least deal with producing this variety because it promotes a
guarding family from any bacteria and even caring with the skin of individual. It
could be under the scope of the objective that may satisfy the consumers
desires. And another thing is their target market that focuses only to the young
girls and women. It can be possible if they could make brand of Doves for men
for extensive usage just like how they do for women.
On the other hand, packaging and labeling were closely related to each other,
because after the packaging, simultaneously it was labeled, and because of this
the Uniliver Company were successful from the very beginning when they take
the risk of releasing their product in the market. Since then, from our in depth
research, the first thing that the company must comply was producing products
including packaging with the aim of helping our environment. We think that there
is no other recommendation on packaging and labeling since it already stands for
many years. In case it may be improved by means of producing recyclable
packaging, with a minimal cost expectedly.

CHAPTER 4
Evaluation and Recommendation of Price
Dove Pink Beauty Cream Bar
Dove Pink returns for the sixth consecutive year to proudly support The National
Breast Cancer Foundation. Every product in the range has been splashed with pink and
have soft, floral fragrances which provide a fresh and feminine scent. Dove Pink Beauty
Cream Bar has a refreshing light formula that helps skin retain its natural moisture. It
contains Doves signature moisturising cream helping to improve the condition of skin.
Uses ultra mild pH neutral cleansers to ensure skin is enriched with essential moisture
and cleansed without irritation or dryness. It is suitable for all skin types, including
sensitive skin.

It helps skin retain its natural moisture, bringing out its softness and true beauty
without leaving skin dry like soaps can. Dove Pink Beauty Bar is pH neutral and suitable
for all skin types, including sensitive skin. Dove believes real beauty reveals itself in
many different ways. One of those ways is when people get together and support each
other during difficult times in life. Do something really beautiful. Buy any product from the
Dove Pink range and make a difference by supporting the NZ Breast Cancer
Foundation.

Ingredients (from box)

Sodium Cocoyl Isethionate, Stearic Acid, Coconut Acid, Sodium Tallowate, Water,
Sodium Isethionate, Sodium Stearate, Cocamidopropyl Betaine, Sodium Cocoate Or
Sodium Palm Kernelate, Fragrance, Sodium Chloride, Tetrasodium EDTA, Tetrasodium
Etidronate, BHT, Titanium Dioxide (CI 77891), Red 17 (CI 26100).

Product Information
Dove Pink Beauty Bar is made in Germany and distributed Unilever.

Evaluation

Dove products specially Dove pink beauty cream bar prefer to use the marketskimming pricing because when they offer their new product they prefer to use a high
pricing strategy. They only offer a small amount of price or lesser amount when the
product is release for months. They offer a lesser quantity of the products like from the
original release from 135grams for 55 pesos and decrease to 100grams for 45 pesos.
They also use market bundle, they pack a 3 pieces of 100 grams for only 120 pesos to
encourage the costumers to buy because they can save 15 pesos when they buy it.

One of the closest competitors of Dove is the Olay products they are also
offer similar product like Dove. They offer Olay whitening soap as same as Dove
offered. Olay whitening soap is much higher than Dove soap with a quantity of
120grams they offer it for also 55 pesos and their 90grams for 45 pesos. As you
can see Olay used same price like dove but the customers cant see the real
difference between the two products in first see. They will think that the two
products are the same even if theres a big difference regarding to the content
and the quantity it posses.
Another competitor of Dove is Belo. Belo products also have similarities
with Dove but they offer their products much lower than Dove and Olay. They
offer Belo soap with a quantity of 90grams for 40 pesos.

Olay

Dove

Belo

120grams-55pesos

135grams-55pesos

90grams-45pesos

100grams-45pesos

90grams-40pesos

As you can see in the diagram above, the price of the Dove soap is on the middle
of the prices of the Olay and Belo soap. Therefore, Break-even pricing is used. The
Dove soap is not much higher or not much lower. The price is just exact and can afford
by the customers.
Recommendation
The researchers found out that the price of Dove pink beauty cream bar soap has a
great impact to market. Dove has an excellent selling points because there are lot of
sales promotion happening in the brand. Many customers are purchasing Dove soap.
Among the 3 compared soaps above, Dove soap is on the middle of the two. The
customers maybe prefer to choose Dove because it has a high quantity and has an
affordable price. It can also purchase by whole sale that can cost much lower than that
when you buy one by one.

The consumers must be wise in buying soaps. It is not only the price that we should
see first but most of all the quantity and the benefits of the chosen product.

The price was set to break-even to make a target profit. The price of the soap is just
exact and it has been purchase by many consumers all over the world. It was highly
recommended not just because of the contents or the ingredients of the products but
also on the quantity and price itself.

CHAPTER 5
Evaluation and Recommendation of Place

Researches
The study on the dove products which was under the parent company
Unilever sought that the place of the products where it was first released doesnt
have any remarkable studies. Perhaps, the said products were driven out to the
market by means of going hand in hand with the promotions and marketing
strategies to introduce doves products. Hence, from the beginning the place
would be on England, and then later on United States. It was known for the later
years by means of getting along with the idea of the UN and dealing with the
probable cause of answering peoples needs.
History of product release
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his
ideas for Sunlight Soap his revolutionary new product that helped popularize
cleanliness and hygiene in Victorian England. It was 'to make cleanliness
commonplace; to lessen work for women; to foster health and contribute to
personal attractiveness, that life may be more enjoyable and rewarding for the
people who the said products. This was long before the phrase 'Corporate
Mission' had been invented, but these ideas have stayed at the heart of our
business. Even if their language and the notion of only women doing
housework has become outdated. In a history that now crosses three centuries,
Unilever's success has been influenced by the major events of the day
economic boom, depression, world wars, changing consumer lifestyles and
advances in technology. And throughout we've created products that help people
get more out of life cutting the time spent on household chores, improving
nutrition, enabling people to enjoy food and take care of their homes, their
clothes and themselves.
In the late 19th century the businesses that would later become Unilever were
among the most philanthropic of their time. They set up projects to improve the
lot of their workers and created products with a positive social impact, making
hygiene and personal care commonplace and improving nutrition through adding
vitamins to foods that were already daily staples. Today, Unilever still believes
that success means acting with 'the highest standards of corporate behavior
towards our employees, consumers and the societies and world in which we live'.
Over the years we've launched or participated in an ever-growing range of
initiatives to source sustainable supplies of raw materials, protect environments,
support local communities and much more. Through time dove has evolved. At
the beginning of the 21st century, our Path to Growth strategy focused us on
global high-potential brands and our Vitality mission has taken us into a new
phase of development.
Dove
Unilevers Dove product line began in the United States in 1957 when the
company launched a personal cleansing bar made from a pH-neutral cleanser
and moisturizing component. Based on formula developed as a non-irritating skin
cleanser for the treatment of burns and wounds during World War II, the

introduction of the Dove Beauty Bar provided the first ever non-soap cleansing
bar. Because it was not a soap, Unilever marketed Dove to women with the
promise that it would not dry their skin According to Dove, by the 1970s an
independent clinical dermatological study recognized its Beauty Bar to be milder
than 17 other leading bar soaps, and by the 1980s its Beauty Bar had become
the number one physician-recommended cleansing bar. While Doves only
product through 1995 was this cleansing bar, at this time the brand began
launching more personal care products. Aimed at expanding its commitment to
provide personal cleansing products less abrasive than soap, Doves new
products included a moisturizing body wash, sensitive skin bar, facial care
cleanser, facial cleansing scrub and facial care daily moisturizer. Additionally, an
all-day moisturizing body wash was introduced in 1999, followed by a line of antiper spirants and deodorants in 2001 and a hair-care line in 2003. Finally, in 2004,
Dove launched its Campaign for Real Beauty in an effort to continue its mission
of expanding the definition of beauty among women around the world. Drawing
from its roots as a brand that provides mild yet effective beauty products, Dove
says it continues to provide products that make a genuine difference to the
condition and feel of your skin and hair. Doing so helps to accomplish its mission
of expanding womens definition of beauty to include all ages, shapes and sizes,
helping them to realize real beauty is not limited to how they look.
Dove launched the Campaign for Real Beauty in September 2004 in
response to the results of a study it commissioned, The Real Truth About
Beauty: A Global Report. This report highlighted how 3,200 women from 10
countries feel about beauty and found only 2 percent describe themselves as
beautiful, while 31 percent describe themselves as natural, 29 percent as
average, 9 percent as attractive, 8 percent as feminine, 7 percent as goodlooking and 7 percent as cute. Additionally, the study found 42 percent of
women strongly agreed they felt uncomfortable describing themselves as
beautiful and, while most women defined their beauty and attractiveness as
average, they felt their body weight was too high, a more common perception
among older respondents. In addition to its global report, Doves The Dove
Report: Challenging Beauty focused specifically on how women in the United
States define beauty, noting most do not measure it solely according to the
dimension of physical appearance; in fact, 36 percent of women felt their looks
were above average, but only 18 percent rated their beauty the same way. Other
statistics from the study provide greater insight into how women in the United
States view beauty. Seventy-five percent feel beauties is defined more by
qualities such as spirit and love of life than physical appearance, but 79 percent
still wish a woman could be considered beautiful if she is not physically perfect.
Additionally, 71 percent expressed a desire for the media and advertising
industry to expand their definition of beauty to include women of varying physical
appearances.
Overall, the study showed women feel their understanding of beauty is
impacted heavily by societal influences, and it concludes: [the] findings clearly
indicate women are ready for a new definition of beauty that celebrates real types
of women rather than stereotypes. With the use of the report, Dove hopes to

begin a process where a new definition of beauty will free women from selfdoubt and encourage them to embrace their real beauty, a revolution whose
viability Dove finds affirmed in the results of the report. Based on the findings
revealed in this research, Doves Campaign for Real Beauty looks to extend
Unilevers vitality mission by leading a change in the definition of beauty both in
the United States and around the world. To do this, Dove began its campaign by
asking viewers to judge the appearance of models, which it felt did not meet the
stereotypical image of beauty, according to whether they were oversized,
outstanding, wrinkled or wonderful. Next, in June 2005, Dove began the second
phase of its campaign with ads featuring six women photographed in their
underwear, though they were not professional models and their bodies differed in
shape and size. Encouraging women to Stand Firm to Celebrate Their Curves,
these ads worked to change the definition of beauty by addressing body image.
In addition to these print ads, Dove has also relied on discussions and
fundraising to raise awareness of its Campaign. For example, to foster a greater
connection among women from across the United States, Dove created
opportunities on its website for them to comment about advertisements and
discuss on bulletin boards different issues related to beauty. Additionally, Dove
relied on panel events at the national and local levels, bringing together women
from the American Women in Television and Radio to participate in the former
and sponsoring local market panel events as part of the latter. Regarding
fundraising, Dove created the Self-Esteem Fund to publicize the link between
beauty and body-related self-esteem. Working through the Unilever Foundation,
Dove uses money contributed to the Fund to support global projects that
increase the self-esteem of girls and young women. Dove has also relied on
several emotionally compelling videos to spread the Campaign for Real Beautys
message. In Self-Esteem, pictures of young girls flash across the screen with
captions intended to insinuate how the current understanding of beauty might
taint its perception among these young girls. For instance, a red-headed girls
picture would appear with the phrase Hates her freckles, while an Asian girls
picture was tagged with the phrase Wishes she were blond.
Doves Evolution video, which won both a Film Grand Prix and Cyber Lion (a
Grand Prix for cyber-marketing) at the 2007 Cannes Lion International
Advertising Festival, takes a different approach. By highlighting the extent to
which pictures of models are often modified and retouched in advertisements,
these video points out the unrealistic nature of many models appearances.
Showing how much a models appearance can change from its natural state at
the beginning of a photo shoot, thanks to make-up, stylists and computers,
Evolution is intended to challenge women not to accept a type of beauty that is
unrealistic and attainable only through the use of editing and retouching. Finally,
Onslaught is another high-profile video from the Campaign released in October
2007. Opening with the image of a young girl crossing the street, it reveals a
montage of images selected to depict the portrayal of beauty in pop culture. The
first half of the images are advertisements depicting young and thin models in a
variety of everyday places, while the second half show the plastic surgeries
perhaps necessary to achieve the appearance of people in the first. The video

then closes with another shot of the young girl and the line, Talk to your
daughter before the beauty industry does. Doves Onslaught made the list of
the top ten viral videos of 2007, ranked by YouTube impressions, according to
GoViral, a viral marketing agency that seeds and tracks viral campaigns for
creative agencies, media agencies and advertisers around the world.
It clearly relied on viral marketing for their 2007 campaigns, neither are
strangers to the viral marketing world. Doves Campaign for Real Beauty has
utilized viral marketing in several ways since its 2004 launch. As previously
mentioned, the Campaigns website includes several different types of interactive
features, each of which offer an Invite a Friend link at the bottom of the page.
Specifically, the section of the site devoted to Self-Esteem Fund offers
opportunities for girls as well as moms and mentors to participate in online
activities. The section designed for girls offers an interactive Self-Esteem Zone,
which allows girls to measure and improve their self-image, post and respond to
discussion boards and ask questions of an expert. The section designed for
moms and mentors offers downloadable guides for developing self-esteem in
different-aged girls, kits for holding a Real Beauty workshop and online training
videos in building self-esteem. Both of these sections include a link entitled SelfEsteem is Worth Sharing, which allows the content to be emailed or provides a
link for code to the website so that it can be embedded easily in other sites.
Additionally, there is also a link to make a donation to the Self-Esteem fund, and
the Inside the Campaign section of the sight allows visitors to send Real
Beauty e-cards to help develop the self-esteem of others.
In addition to relying on viral marketing to popularize the interactive features
of its site, Dove also relied heavily on it to spread the messages of its videos.
The Self-esteem Fund section of the Campaign for Real Beauty site also
contains a film gallery of videos produced by the campaign, including
Onslaught, Evolution, Amy and Hair. With each video, there is a link
allowing the viewer to share the film, in addition to the Invite a Friend link visible
on every page
Regarding their popularity, Evolution has been viewed on YouTube over 12
million times since its posting in Oct. 2006, and Onslaught was viewed more
than 500,000 times in its first ten days, contributing to its over 1 million views by
mid December 2007. After its launch, Evolution garnered over 1.7 millions
views in its first month, making it the most viewed on YouTube for a day, week
and month in October 2006; moreover, on Oct. 24, 2006, it was both ABC.coms
lead story and CNN.coms most viewed story. Because of its popularity, the video
enjoyed segments on ABCs The View, Good Morning America, Ellen, NBCs
The Todays Show, CNN, Entertainment Tonight and Foxs Geraldo. This
media exposure, according to Creativity, provided $150 million of free media time
for Doves Campaign. Perhaps in response to the viral success of its campaign,
Dove has also experienced a positive impact on its bottom line. Todd Tillemans,
Unilevers VP for skin care, North America, notes that the Campaign for Real
Beauty, assisted by the popularity of Evolution, has increased substantially
consumers brand loyalty to the Dove name, evidenced in the number of brand
sales generated by people buying more than one product. In Oct. 2006, these

sales accounted for two-thirds of Doves total sales, up from one-third before the
Campaign for Real Beauty began three years earlier.
In addition to brand loyalty, Dove has benefited in other ways. At the end of
2006, Dove had gained market share in four of its five major product categories,
including personal wash, hair care, and deodorant and hand-body lotion.
Additionally, Dove sales increased 12.5 percent in 2005, the first year after the
launch of the Campaign, and 10.1 percent in 2006. Sales for the 52 weeks
leading up to August 2007, however, had risen only 1.2 percent, prompting
Advertising Age to question whether the brand took its Pro-Age message too
far, citing data showing Proctor and Gambles Olay Anti-Aging products outsold
Doves line of Pro-Age products eightfold in the first six months of 2007.
Evaluation
Dove become known and boom by launching Evolution an advertising
campaign launched by Unilever in 2006 as part of its Dove Campaign for Real
Beauty, to promote the newly created Dove Self-Esteem Fund. The centre of the
Unilever campaign is a 75-second spot produced by Ogilvy &
Mather in Toronto, Canada. The piece was first displayed online on 6 October
2006, and was later broadcast as a television and cinema spot in
the Netherlands and the Middle East. The ad was created from the budget left
over from the earlier Daughters campaign, and was intended to be the first in a
series of such online-focused spots by the company.
Later pieces include Onslaught and Amy. Evolution was directed by Canadian
director Yael Staav and Tim Piper, with sound design handled by the Vapor
Music Group, and post-production by SoHo. The advert was a critical, popular,
and financial success. It won a number of awards in the advertising industry,
including two Cannes Lions Grand Prix awards and an Epica D'Or. It has been
discussed in many mainstream television programs and print publications, and
the exposure generated by the spot has been estimated to be worth over
$150M. Evolution has also spawned numerous unofficial alternate versions,
including a title sequence to a BBCsketch show and the short parody Slob
Evolution, which has gone on to itself be nominated for a Daytime Emmy Award.
More than 6,000 scientists, engineers, chefs and technicians work in Unilever's
R&D centers around the globe - inventing new products and improving existing
products to delight consumers everywhere. However reducing waste in factories,
sharing sustainable agriculture advice with farmers, and using knowledge of safe
hygiene practices or fortified foods to benefit local communities through
innovative marketing proves that through time, the dove able to stabilize and as
well develop new products to be in line with the generation today.
Recommendation
Over the last few years, Dove has focused on delivering products that inspire
women to enjoy their own beauty and individuality. As part of our Campaign for
Real Beauty, the Dove Self-Esteem Fund (DSEF) demonstrates our commitment
to the brand's mission 'to make more women feel beautiful everyday, by widening
today's view of beauty and by inspiring women to take great care of them.' The
DSEF aims to educate and inspire young girls through a series of tools and
workshops which ultimately protects and nurtures their body-related self-esteem

and enables them to become fully realized adults. Promote stability by their
promise of remaining at the heart of the brand as well as extending to a number
of other products, supported by the industry's longest-running medical
programs.
Perhaps this would help also:
Target male customers
Maintain better standards of quality
Unified advertising throughout the globe
Continuous innovation

CHAPTER 6
Evaluation and Recommendation of Promotions
Advertising
Advertising helps inform people about the benefits of our products and
innovations. It is also a way for us to engage with consumers on issues that
matter to them. The Dove promotions have clearly seen objectives and goals that
guide their promotions:

They committed to building trust through responsible practices and through

transparent communication both directly to consumers and indirectly
through other key stakeholders and thought-leaders.

They fully support a perception that beauty is how we view ourselves and
how we handle our self-esteem.

They use a combination of channels, which includes product labels,

websites, Careline phone numbers and/or consumer leaflets to communicate
openly with consumers.

As a leading global consumer goods company, the Unilever promote the

benefits of our products using many different channels of brand communication.
Advertising can be a powerful force for behavior change.
Advertising helps inform people about the benefits of our products and
innovations. It is also a way for us to engage with consumers on issues that
matter to them. For example, Dove's Campaign for Real Beauty challenges
current stereotypes about beauty.
Online advertising and communication is a growing trend. With people
everywhere being able to access online material, internet marketing guidelines
were published internally in 2008 to ensure that campaigns aimed at a particular
market are sensitive to cultural differences in other parts of the world.
Commercial Rating and Evaluation
In 2004, Dove launched its Campaign for Real Beauty, featuring women of all
shapes and sizes. Interestingly, our Dove 'real women' models may have a BMI
typically in the range of 25 to 30, which is the upper level associated with good
health.
In 2007, Dove's short film 'Evolution' was one of the most downloaded clips
on YouTube. The video shows a woman being transformed through make-up,
lighting and airbrushing. A second Dove film, called 'Onslaught', showed a young
girl being bombarded by advertising campaigns portraying unrealistic images of
beauty. Both videos go on to promote self-esteem workshops.
The Dove Commercial with the theme song True Colors comes the third. At
the start, the commercial shows girls who are discontented or longing for
something more in their personal appearance. As the advertisement continues, it
portrays the girls who are now contented with what they are. The theme of the
commercial is to promote the perception that beauty is in the persons point of
view of him/herself and in his/her self-confidence. The impact of the commercial
in the social aspect is very much effective. It pushes peopleespecially the girls,
their main target in the market segmentationto believe in themselves.
This Dove Commercial also take its part of the Campaign for Real Beauty, the
Dove Self-Esteem Fund (DSEF) demonstrates commitment to the brand's
mission 'to make more women feel beautiful every day, by widening today's view
of beauty and by inspiring women to take great care of themselves. The DSEF
aims to educate and inspire young girls through a series of tools and workshops
which ultimately protects and nurtures their body-related self-esteem and
enables them to become fully realized adults.
Practically wise, the television commercial also helps the product gain more
share of the market as it obtains more and more sympathizers with the

perception of their television advertisement.

Message Execution Style
The Dove advertisement stated above uses a combination of message
execution styles and advertising strategy: Slice of Life and Mood or Image.
The Slice of Life is used as its message execution style and advertising
strategy. The situation in the commercial is always seen in the everyday life.
Losing or lacking self-confidence is a usual feeling to people especially with
women.
The Mood or Image execution style is also used as an advertising strategy as
it touches and triggers the viewers feelings as they sympathizes with the feelings
and situations of the girls featured in the commercial.
In connection with the everyday trends in our present society, the commercial
also somewhat objects the practice of ending up with the extensive use of
cosmetic products and supplements. It focuses on the idea that what makes a
person beautiful is not what others think of what they look like but in their own
perception of themselves and how they carry their selves across their daily lives
with self-confidence.
Sales Promotions
The Dove Beauty Bar also uses short-term incentives to encourage the
buyers to buy their product.
They use BUNDLE PACKS ranging from two to four contents which sells with
lesser prize to promote their sales.
They also use SAMPLES and produce size versions smaller than the
standard ones to make the product more affordable to more buyers and for the
possible gain of more percentage in the market share.

Public Relation
The management of that heads the Dove promotions is effective in its
objective of building good relations with the society through various ways.
First, it builds a good corporate image through their commercial and other
advertisements. They use these tools of promotion wisely and very delicately that

most of their commercials were to be seen and implores values.

Second, they build relationship with their targeted market segment by
obtaining favorable image through their workshops and seminars to young girls
through their Dove Self-Esteem Fund (DSEF) demonstrates commitment to the
brand's mission 'to make more women feel beautiful every day, by widening
today's view of beauty and by inspiring women to take great care of themselves.
The DSEF aims to educate and inspire young girls through a series of tools and
workshops which ultimately protects and nurtures their body-related self-esteem
and enables them to become fully realized adults.
Advertising Objective
The Doves advertising objective is to persuade the viewers to buy their
products and also to their advocacyto widen the present view of beauty and
inspiring women to take great care of themselves.
They aim to persuade and educate and inspire young girls through a series of
tools and workshops which ultimately protects and nurtures their body-related
self-esteem and enables them to become fully realized adults.
Suggestions and Recommendations
The dove soap was already known in the past years since it started to boom
when the millennium comes. There is no other thing that the group could
recommend on the brand itself, because it already proves its stability on the
market for several years as stated earlier.
However, the dove soap must improve their promotions especially their sales
promotions. We recommend additional sales promotion to increase their sales
and also increase patronage from a lot more customers. They may also have
advertising specialty such as towels as it is related to the main product, yet,
gives more satisfaction to the customers.
They may also make commercials with different themes and genres and
make use of all the media (TV, Radio, and Newspapers) with the suggestion to
make their product more visible in the advertisements. Sometimes, it is also
helpful to make the ads obvious as there is a saying, Out of Sight, Out of Mind,
which is very applicable in the promotions and advertisement aspect of a certain
product.
Other than that, we find no other recommendations and suggestions
regarding the Promotions aspect of our chosen product. In case of, it is
expected to be of the least possible cost.