UNILEVERS

REAL BEAUTY
DOVE
Created
by:

BASIC OUTLINE

INTRODUCTION

CASE SUMMARY

REASONS

MARKETING STRATEGY

SWOT ANALYSIS

ACHIEVEMENTS

RECOMMENDATIONS
2

OUR LEARNINGS

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, Ponds and Lifebuoy

Revenues for 2005 --- US$ 50 billion

Employee Base --- 206,000 people

EVOLUTION OF BRAND
DOVE
1940s Formula for Dove Bar (Mild Soap)
1950s Refined to original Dove Beauty Bar
1960s Launched in the market
1970s Popularity Increased as a milder soap
1980s Leading brand recommended by Physicians
1990s Dove beauty wash successfully launched
1995-2001 Extension of Doves range of products

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.
5

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, Doves Marketing Director

CFRB (Campaign for Real Beauty):

First Phase
Second Phase

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

MARKETING STRATEGY

ADVERTISING

TV COMMERCIALS

WEBSITE

BILLBOARDS

PANEL DISCUSSIONS

INTERVIEWS

THE DOVE SELF-ESTEEM FUND

PROGRAMS

SWOT ANALYSIS
OF THE Dove

10

STRENGTHS
o

Unconventional strategy

Effective advertising, Free publicity

Continuously evolving the campaign

Strong emotional touch

Cross-selling Possibilities

11

WEAKNESSES/CRITICISMS
Contradictory

in nature

Objectification
Women

of 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
Unified

better standards of quality

advertising throughout the globe

Continuous

innovation

13

THREATS
Risk

of being a brand for fat girls

Involved
Copy

marketing risk

by the competitors

Undermining

the aspiration of consumers

Sustainability

of campaign in long run

14

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

15

OUR LEARNING
Taking

the initiative

Interactive
Cause

advertising

based marketing

16

THANK
YOU
Any queries please..
17