dove case study
TRANSCRIPT
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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