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  • Dove Case Study

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    Deepuchowdary 4u
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    Dove began as a cleansing beauty bar in 1957 and was later established as a "Masterbrand" by Unilever in 2000. Unilever surveyed women worldwide and found that only 2% described themselves as beautiful, inspiring Dove's "Real Beauty" campaign featuring common women. This campaign and others on YouTube aimed to change stereotypes by replacing models with everyday women. While successful in growing the brand by $1.2 billion, Dove also faced challenges in evolving its vision beyond feelings of beauty to include representing more women feeling beautiful.

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    Dove

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    Dove began as a cleansing beauty bar in 1957 and was later established as a "Masterbrand" by Unilever in 2000. Unilever surveyed women worldwide and found that only 2% described themselves as beautiful, inspiring Dove's "Real Beauty" campaign featuring common women. This campaign and others on YouTube aimed to change stereotypes by replacing models with everyday women. While successful in growing the brand by $1.2 billion, Dove also faced challenges in evolving its vision beyond feelings of beauty to include representing more women feeling beautiful.

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    2 views12 pages

    Dove Case Study

    Uploaded by

    Deepuchowdary 4u
    Dove began as a cleansing beauty bar in 1957 and was later established as a "Masterbrand" by Unilever in 2000. Unilever surveyed women worldwide and found that only 2% described themselves as beautiful, inspiring Dove's "Real Beauty" campaign featuring common women. This campaign and others on YouTube aimed to change stereotypes by replacing models with everyday women. While successful in growing the brand by $1.2 billion, Dove also faced challenges in evolving its vision beyond feelings of beauty to include representing more women feeling beautiful.

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    of 12

    CASE STUDY ON

    DOVE
    CREATION, EVOLUTION AND TRANSFORMATION
    +
    CONTENTS

     Introduction of company
     Emergence of brand

     ‘Path to grow’

     Marketing strategy

     Challenges

     Conclusion
    UNILEVER

     Formed in 1930 when the UK-based Lever


    Brothers merged with Dutch company ran by
    Margarine Unie.
     It had sales over USD 2.5 billion and is present
    in more than 80 countries, as of 2007 data.
     Annual revenues of USD 50 billion as compared
    to Nestle(USD 69 billion), Procter and
    Gamble(USD 68 billion) and Kraft Foods(USD
    34 billion).
     Primarily, Dove had origins in the US at the
    time of post-WWII era.
     Dove was first launched in 1957 and was
    started out as a “cleansing beauty-bar”.
     As a part of unifying scattered brands,
    Unilever had brought its brands down from
    1600 to 400 .
     Dove was finally initiated as a “Masterbrand”
    in 2000.
    ‘PATH TO GROW’

     Silvia Lagnado led a worldwide investigation to


    iconography in the beauty industry.
     Unilever surveyed 3000 women from 10
    countries and explored some of the hypotheses
    generated by the psychologists.
     Only 2% of respondents worldwide chose to
    describe themselves as beautiful.
     Campaign for ‘Real Beauty’
     Replacing prominent models with common
    women and changing the stereotype of
    beauty.
     Tick-box campaign.

     Superbowl ad films(2006)

     YouTube and Media Marketing by posting


    video films.
     Thought-starter campaign(2007)
     Supporting American girls scout group(8-17)

     Real beauty discussion initiation in open


    forums.
    CHALLENGES

     Vision
    “Dove is not about women feeling more beautiful,
    but more women feeling beautiful.”
     Change from ‘real beauty’ stereotype.

     New and Unconventional Marketing platforms.

    YouTube, Open Discussion Platforms, Contest


    Websites
    CONCLUSION

     Landor Associates computed the brand growth


    by 1.2 billion USD.
     Identified as one of the brands with greatest
    percentage gain in brand health and business
    value.
     Marketing Campaigns touched public
    sentiments and initiated a new thought change.
    Presentation created by TEAM 9

     Manan Mehta
     Khush Shinde

     Rohit Kumar Dada

     Dedeepya Sai S. Chennupatty

     Digvijay Pagar (CAPTAIN)

     Elizabeth Anthony

     Dominic Varghese
    THANK YOU!

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