IUBAT

International University of Business Agriculture and

Technology

Assignment No – 02
Course Name: Legal Environment of Business
(MGT 202)
Section: B

Submitted To
Dewan Muhammad Nur E Yazdani
Faculty of CBA
IUBAT

Submitted By
Nur Nahar
Id: 16302045
Sec: B

Date of submission: 8th April, 2020

 Case 1

a. The case talks about the campaigns and advertising of Unilever’s Dove Intensive Firming
Range of Products. It focuses on how Dove gained popularity over the years by these
campaigns and got praised by many experts also. They made people feel comfortable to
invest their money for buying their products.
Although they have gone through some tough times and many criticisms, they defended
themselves and stood up again with more refined products.
So, with the discussion, one thing is clear that the case is basically developed on
Commercial law. It is sometimes called as Business law also. And in some ways, it also
indicates the conditions of Consumer Rights law.
Commercial law is the body of law which governs business and commercial transactions.
It regulates corporate contracts, manufacture and sales of consumer goods.
The case says how Unilever launched the Dove soap bar which was actually used for
cleaning wound before treatment during the World War ||. The actual soap bar that we use
today was developed later on in 1950s after Unilever further refined the soap’s formula.
As a study showed that the soap was milder than most of the other soaps, people intended
more to buy it and it gained popularity. Here, the point of manufacture and sales of
consumer goods is highlighted.
On the other hand, Consumer rights and consumer protection law provides a way for
individuals to fight back against abusive business practices. These laws are designed to
hold sellers of goods and services accountable when they seek to profit by taking
advantage of a consumer's lack of information or bargaining power. It includes
(Advertising, pricing, sales and business practices. Product branding and so on).
The whole case basically promotes Dove beauty care products by many forms of
advertising and campaign. This actually makes the branding. The case says, marketing
messages in the beauty industry are largely aspirational and the consumers are usually
attracted to attractive images and makes an unknown connection with the advertise. Some
experts felt that Dove’s campaign had a significant marketing risk as it had to convince
 women that they need Dove products to look even better. In my opinion it falls under the
discussion of taking advantage of consumer’s lack of information or abusive business
practices.

b. The important facts about this case are discussed below:

● In 2004, Unilever launched a global campaign called ‘Campaign for Real Beauty’
(CFRB) to promote its Dove range of personal care products and in 2005 Dove
was the world’s largest cleansing brand with annual sales of €2.5 billion in more
than 80 countries. According to the company, the main purpose of CFRB was to
challenge the stereotypes set by the beauty industry over the years and they used
regular women (non-models) for their campaign.
● The formula of Dove soap bar was actually developed in 1940 and was used to
clean wounds before treatment during the World War ||. In 1960s the formula was
further refined and the new soap came to market and as it was milder than any
other soap brands at that time it gained popularity.
● In early 2004, Dove conducted a global study to know the perception and attitude
of women toward their beauty and surveyed 3,200 women from 10 different
countries in the age group of 18 to 64. The findings were shocking as only 9%
women thought that they were attractive. Another study was conducted in 2005
and also got a shocking result when 60% of the women described themselves as
coarse.
● Dove continuously tries to make people feel good about themselves and feel
confident about their body. They featured six women of various body types for
the launch and advertising of their body lotion. They also aired commercial
during Super Bowl XL.
● Where Dove’s campaign and commercials gained success, many experts also felt that the
campaigns had a significant marketing risk as it had to convince women that they needed
Dove products to look even better.
Though their marketing team dismissed the criticism and said that their intension was to
make women take care of themselves and their beauty and they wanted them to feel good
about themselves.