DOV

EVOLUTIO
E :
BRAN By C7

Unilever
Unilever is one of the fast-moving
consumer goods (FMCG) in the world.
They offer
range a wide
of products in food, beverages,
personal care products, and many more.
The success story of Unilever can be seen
in the annual turnover in the year 2009
which is 39.8billion worldwide and employs
163,000 employees around the world.
Dove
0
1
Dove is a personal care brand
launched in 1957 as a cleansing cream
moisturizing cream Beauty bar with an
advantage over its competition in its
moisturizing properties
In 2000 dove was identified as on
02
of unilevers master brands
As of 2007 dove has sales of 2.5
03
billion dollors in more than 80
countries
Dove ( a subsidiary of Unilever PLC)
04
manufactures and markets soap, facial
cleansers, deodorants and hair care
products through mass market retailers
globally.
 With the help of photographers who are well known for using ordinary
people in supermodel context, they started a tickbox campaign where
billboards were erected and viewers were asked to phone 1-888 342-
DOVE to vote on whether a woman on the billboard was "outsized" or
"outstanding." A counter on the billboard showed the votes in real-time.

SITUATIO
They featured six "real" women cheerfully posing in plain white
underwear to promote a cream that firms the skin, this is know as
firming campaign

N
With these the company wanted to change the way society views
beauty and provoke discussion and debate about real beauty

They filmed executive daughters discussing self-esteem challenges and

ANALYSIS
also young girl ads with freckles to say that the beauty industry was
portraying an unattainable and stereotypical image of beauty.

They filmed a video showing how the face of young women

transformed from plainness to billboard glamour using styling and
editing, known as Evolution campaign

The mission of the real beauty campaign is not about women feeling
more beautiful but more women feeling beautiful by broadening
narrow of beauty and inspire them to take great care of themselves
 Marketing
Strategy Unconventional Strong
Advertis
Strategy emotional
ing touch
TV
Comme Billboards
rcials Intervi Panel
ews Discussi
ng
Progr Dove
Website
The Dove
a
Self ms
Esteem
fund Effective
Cross selling
advertising, free
publicity
possibilities
Continuously
evolving the
campaign
 DOVE

STRENGTHS SWOT Analysis

WEAKNESSES
1. Unconventional strategy
1. Contradictory in nature
2. Effective advertising, Free publicity
2. Objectification of women
3. Continuously evolving the
campaign 3. Use of idealized images in
4. Strong emotional touch other brands under the same
5. Cross-selling Possibilities flagship

THREATS
OPPORTUNITIES
1. Risk of being a brand for "fat
girls" 1. Target male customers

2. Involved marketing risk 2. Maintain better standards of

3. Copy by the competitors quality

4. Undermining the aspiration 3. Unified advertising throughout the

of consumers globe

5. Sustainability of campaign in 4. Continuous innovation

long run
 Media
Planning
•Bought every billboard in Grand Central Station for CFRB
promotions.

• Showcased 'Hates Her Freckles' ad in the Superbowl match.

•Evolution ad released only on YouTube.

•All these media planning activities created a lot of buzz in the

market.
 Unilever established
Public Relation the global Dove Self-
Esteem Fund to raise
the self- esteem of
girls and young
women.
 Brand
•Unilever
Management
had organized the work of marketing in a manner similar to its
main competitor, Procter & Gamble, known as the brand management system.

•Within a product category the form often offered multiple brands, each led
by a brand manager.

•In effect, each brand operated as a separate business, competing with its siblings
as well as the products of other firms.

•Under Path to Growth, Brand Management was split into two

groups: Brand Development
Brand Building
 They featured real women in their
They use effective
campaign as models that were
ways of
too perfect for most women to
campaigning.
aspire for. Also, the idealized
images of models and The CFRB website had

Conclusion supermodels left the consumers various tools that

to feel bad about their own body helped bolster the
image and hurt their self-esteem. self- esteem of the
young girl
Also free publicity was
given They broaden
the definition
of beauty"
The campaign was
quite different from In all these ways
the conventional they grabbed the
approach in the attention of the
beauty industry. customers.
THAN
KYO
Our Team

Raghab Sreejan Vimlendu

Sarba Shamama Suneel