presesntation on dove

8/4/2019 Presesntation on Dove

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PRESENTATIONOF

ADVERTISING & SALES MGT.ON

PRESENTED TO:

Mr.Sachin jain

PRESENTED BY:

Ajay SehgalAnkush GuptaArjun BeriJagveer Singh Gill

Saakshar Jain
http://www.dove.in/index.phphttp://www.dove.in/index.phphttp://www.dove.in/index.phphttp://www.dove.in/index.phphttp://www.dove.in/index.phphttp://www.dove.in/index.phphttp://www.dove.in/index.php


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Hindustan Unilever Ltd.

UNILEVER --- An Anglo-Dutch company

Dove soap was launched in the US in 1957.

Formed two separate entities:

1) Unilever Plc, London

2) Unilever NV, Rotterdam

Leading manufacturer and marketer --- foods, beverages,cleaning

agents and personal care products.

Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline,AXE, Lux , Dove,Ponds

and Lifebuoy


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Core competencies

Making products that improve peoples health,hygiene, and nutrition

Global purchasing of agricultural raw materials

Global logistics network

Scientific knowledge in food technology & nutrition

One of worlds largest communicators with people

Experts in influencing public behavioral change,worldwide

Ability to work in multi-sectoral partnerships Ability to train and develop people and project

managers


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Vitality Framework In 2008, Unilever finalized a Vitality Framework to

help them deliver their mission in a systematic andmeasurable way

It allows brand managers to explore opportunities

to innovate and improve their brands in three

ways: Boosting peoples personal vitality and well-being

Addressing social issues

Reducing environmental impacts


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BIS GLOBAL BRANDS


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PRODUCTS

- Beauty Soap

- Body wash

- Antiperspirant/Deodorants

- Face care

- Shampoos and conditioners

hair fall therapy

- Styling Aids


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The Real Beauty !


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Dove soaps

Dove Body wash Dove hand wash Dove face care

Dove Tools Dove hair care Dove deodorant

Dove body lotions

DOVE PRODUCT RANGE
http://www.dove.in/index.php


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http://www.dove.in/index.phphttp://www.dove.in/index.php


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SEGMENTATION ANDTARGETING

1. Segmentation:

It is based on demographic segmentationsuch as:

Gender

Income

2. Targeting:

It focuses on women of all ages (realwomen approach).


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Internal competitors

LUX

Lifebuoy

Rexona


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External Competitors

Skin care

Camay Royal

Pears


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ADVERTISING STRATEGY

TV COMMERCIALS

WEBSITE

BILLBOARDS

INTERVIEWS

THE DOVE SELF-ESTEEM FUND

PROGRAMS


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15

Dove billboard add.


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Advertisement


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Advertisement


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Advertisement


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PROMOTION

Media channels: consumer magazines, tv,outdoor ,road shows.

Dove regularly uses magazines for

advertisement such as, cosmopolitian,marie claire and elle.

Dove released a marketing campaign in2008- playing less on super models, layingmore emphasis on real beauty, realnormal people posing for the camera.


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EVOLUTION OF BRAND DOVE

1940s Formula for Dove Bar (Mild Soap)

1950s Refined to original Dove Beauty Bar

1960s Launched in the market

1970s Popularity Increased as a milder soap

1980s Leading brand recommended by

Physicians

1990s Dove beauty wash successfully launched

1995-2001 Extension of Doves range ofproducts

Unilever started aggressive marketing and wonmore than 24% of the market by 2003.

In 2006, Dove started the Dove Self-EsteemFund.

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http://en.wikipedia.org/wiki/Marketinghttp://www.dove.in/index.phphttp://en.wikipedia.org/wiki/Marketinghttp://www.dove.in/index.php


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PRODUCT LAUNCHING

) APRIL- 2004 launched DOVE FIRMINGLOTION

Ads named as LETS CELEBRATE CURVES

) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN.

It was renamed as CAMPAIGN FOR REAL

BEAUTY

) Intended to make more women feel beautiful.


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The Campaign for Real Beauty

Based on national and international research on

womens perceptions of beauty,

International Statistics: Only 2% of women feel

comfortable describing themselves as beautiful,

while 31% describe themselves as natural and 29%as average.

National Statistics: Indian women are more willing

to rate their looks higher than their beauty, but 79%wish woman could be considered beautiful if she is

not physically perfect

Developed around these statistics to improve the

worldwide understanding of real beauty


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Results !

Over 800 article

700% increase in sales in first 4

months

Created debate about an

important topic

Awards for best campaign


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BRAND POSITIONING This brand is positioned as a brand that celebrates

the real beauty.

Recently after the launch of their range of otherdove products they have changed the positioning ofthe original dove product.

The recent TV ads for dove talks about the benefitsof dove and shows a girl in her early twenties as auser as against their usual use of an educated

english speaking, working woman. This strategy hasshifted now to the hair products. The new ads fortheir hair care range has women talking in english

DOVE IS PRO AGE


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DOVE IS PRO-AGEEmbrace the best years of your life with

dove pro-age and new line of products for

skin and hair created to let women in their

best years realize the beautiful potential

that lies within


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Research

91 percent of the women surveyed believe themedia and advertising need to do a better job ofrepresenting realistic images of women over50.

79% said the wish a woman could be consideredbeautiful even if she is not physically perfect.

97% believe society is less accepting

of appearance considerations forwomen over 50 than their younger

counterparts, with showcasing ones

body the least acceptable.


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Comments from Dove

Dove seeks to create an attitudinal

change in the anti-aging categoryfrom

negative and fear-driven to affirmative

and hope-driven, says Kathy OBrien,

Dove Marketing Director. Proage is

about looking great for yourage.


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SUCCESS OF THE CAMPAIGN

Sales of hair care product in INDIA rose by

72%

Sales in the US went up by11.4%

Total Sales for the Dove Brand rose 6%

No. of visitors to website increased by68%

Grand EFFIE award for advertising

effectiveness

Positive response from the masses


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DOVE EVOLUTION Dove Evolution took top honors in both the Cyber and

Film categories on this years Cannes Lions pointing

to the colliding worlds of consumer-powered digital

distribution and brand building.

It's the first time in the festival's history that the

same execution won in both categories.

It is fast becoming one of the most watched videos on

the internet. In the two years since Dove decided to

brand itself as the beauty company that celebrates

real beauty
http://www.dove.in/index.php


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