Dove Case Study Analysis

Dove Final Presentation - Presentation Transcript
1. UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE Crafted by:
2. BASIC OUTLINE o INTRODUCTION o CASE SUMMARY o REASONS o MARKETING STRATEGY o SWOT ANALYSIS o ACHIEVEMENTS o RECOMMENDATIONS o OUR LEARNINGS
3. INTRODUCTION o UNILEVER --- An Anglo-Dutch company o Established in 1930 with the merger of Lever Brothers and Margarine Union . o Formed two separate entities: o 1) Unilever Plc, London o 2) Unilever NV, Rotterdam o Leading manufacturer and marketer --- foods, beverages, cleaning agents and personal care products. o Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Pond’s and Lifebuoy o Revenues for 2005 --- US$ 50 billion o Employee Base --- 206,000 people
4. EVOLUTION OF BRAND ‘DOVE’ o 1940’s – Formula for Dove Bar (Mild Soap) o 1950’s – Refined to original Dove Beauty Bar o 1960’s – Launched in the market o 1970’s – Popularity Increased as a milder soap o 1980’s – Leading brand recommended by Physicians o 1990’s – Dove beauty wash successfully launched o 1995-2001 – Extension of Dove’s range of products
5. PRODUCT LAUNCHING o 1 ) APRIL- 2004 launched “DOVE FIRMING LOTION” o 2) Ads named as “LETS CELEBRATE CURVES” o 3) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN. o 4) It was renamed as “CAMPAIGN FOR REAL BEAUTY” o 5) Intended to make more women feel beautiful.
6. CASE-INTRODUCTION o “ 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.” o -Philippe Harousseau, Dove’s Marketing Director o CFRB (Campaign for Real Beauty):
 First Phase
 Second Phase
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8. REASONS o Declining Sales --- lost in crowded market o Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson &Johnson o Resulting advertising clutter o Stagnation in one or two categories --- In spite of increase in product range o Need for Brand Positioning --- Evolve brand image without losing their existing customer base
9. MARKETING STRATEGY o ADVERTISING o TV COMMERCIALS o WEBSITE o BILLBOARDS o PANEL DISCUSSIONS o INTERVIEWS o THE DOVE SELF-ESTEEM FUND o PROGRAMS
10. SWOT ANALYSIS OF THE CAMPAIGN
11. STRENGTHS o Unconventional strategy o Effective advertising, Free publicity o Continuously evolving the campaign o Strong emotional touch o Cross-selling Possibilities
12. WEAKNESSES/CRITICISMS o Contradictory in nature o Objectification of women o Women featured were comparatively slim o Use of idealized images in other brands under the same flagship o Contradictory Japanese campaign
13. OPPORTUNITY/RECOMMENDATION o Target male customers o Maintain better standards of quality o Unified advertising throughout the globe o Continuous innovation
14. THREATS o Risk of being a brand for “fat girls” o Involved marketing risk o Copy by the competitors o Undermining the aspiration of consumers o Sustainability of campaign in long run
15. SUCCESS OF THE CAMPAIGN o Sales of firming lotion in UK rose by 700% o Sales in the US went up by 11.4% o Total Sales for the Dove Brand rose 6% o No. of visitors to website increased by 200% o Grand EFFIE award for advertising effectiveness o Positive response from the masses
16. OUR LEARNING o Taking the initiative o Interactive advertising o Cause based marketing