dove case study

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DOVECase Study

Humera ZulfiqarSaqlain Haider

Rahma Shafaat

+Introduction: Unilever Established in 1930 One of Indonesia's Top Ten Companies Anglo-Dutch multinational consumer goods company Currently has more than 40 brands focused on health

and wellbeing, 14 of which generate sales in excess of €1 billion a year

173,000 employees (2013) in over than 100 countries worldwide

+Introduction: Unilever

+Introduction: Unilever

Food and Drink Home Care Personal CareLipton

Ben & Jerry’sKnorr

Unilever food solutions

Becel, FloraWall’sBertolli

Hellmann’s AmoraBlue Band, Rama

OmoComfort

DomestosSunlight

CIFSurf

DoveSimple

Signal, Close UpSunsilkClearAxe

LifebuoyLux

VaselinePond’setc..

+Introduction: Unilever

Unilever business facts: Sold in more than 190 countries, generating sales of €51

billion in 2012. Emerging markets now account for 55% of their business. 14 brands with sales of more than €1 billion a year. More than 173,000 people work for Unilever. Number 1 fast-moving consumer goods employer of choice

among graduates in 20 countries. Winners of the prestigious 2013 Catalyst Award, which

honours exceptional business initiatives for women in the workplace.

+Introduction: Unilever

Unilever business facts: Have reached 127 million with Lifebuoy handwashing programmes

since 2010, and 49 million people through our Brush Day and Night oral care campaign during 2010-2012.

100% of palm oil purchases in 2012 were from sustainable sources.

39% of all tea sourced comes from farms certified by Rainforest Alliance.

The greenhouse gas footprint of the use of their products has reduced by around 6% since 2010.

Over half of 252 manufacturing sites across the world send no non-hazardous waste to landfill.

+Introduction: Dove

1940’s

1950’s

1960’s

1970’s

1980’s

1990’s

1990’s-now

Dove Bar was formulated

Launched in the market

Dove Beauty Bar was refined

Popularity increased as a mildest soap

Leading brand recommended by physicians

Dove Beauty Wash was launched

Extension of Dove's range of products

+Competition: Dove

+Market Summary: Dove

building positive self-esteem and insipiring women to reach their full potential

+Market Summary: Dove

+Critical Issues: Dove

Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy

+ Problem Statement

“Should Dove continue riding the success of “The Campaign for Real Beauty”, or take the brand in a new direction.”

+Alternative Actions

+Option 1: Continue “The Campaign for Real Beauty”

+Option 2: Return to Functional Benefits Model“The Campaign for Real Beauty” has reached consumers and built Masterbrand awareness, but continuing to define the product against beauty stereotypes exposes the brand to too many risks in the long run.”

+Option 3: Focus on the Product While Keeping “Real Women” in ads PROS:

Addresses the concern that the brand is relying too heavily on activist/cause-driven/political messaging—messaging that that could become considered tiresome or phony over time

Keeping “real women” in ads plays to key strength of original campaign Allows for continued online participation and connection to the brand

Re-focuses the message on our strengths: wide-ranging, high-quality products

Leaves the room for aspirational buying by focusing the message on maximizing women’s personal beauty through the product

+Option 3: Focus on the Product While Keeping “Real Women” in ads (cont.)

CONS:

With so many products to advertise, building awareness of each could become expensive

If we ditch the brand’s point of view, do we risk losing the brand connection to consumers?

+Our Recommendation?

+Conclusion and Suggestion

Dove was able to understand the feelings at the core of their audience. They connected on an emotional and personal level with women of many nationalities, races, beliefs, sizes and ages

Dove became the trendsetter, innovator and a breath of fresh air in the beauty industry

Dove challenged the industry to see women as they really are: beautiful in their own unique way

+Conclusion and Suggestion

The Campaign for Real Beauty shattered the stereotype of the size zero, blonde, perfect model

Dove Campaign for Real Beauty is one example of good campaign, which can enhance product's brand image. The campaign is not only tries to sell and promote the product, but also has its own value. This strategy makes Dove known as valuable brand to its customers, that concerned about social change.

+THANK YOU