real beauty campaign

14
GROUP MEMBERS Prepared By Iftekhar Ahmed MBA, BBA North South University

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Page 1: Real beauty campaign

GROUP MEMBERS

Prepared By Iftekhar Ahmed

MBA, BBANorth South

University

Page 2: Real beauty campaign

Dove: Evolution of a Brand

The Dove Campaign For Real Beauty was launched by Unilever in 2003, to coincide with the expansion of the Dove brand from soaps and other cleansing solutions to health and beauty products.Competed in categories like cleansing bars, body washes, hand washes, face cares, hair care, deodorants and body lotions.Competed with brands like Procter and Gamble, Nivea.

Page 3: Real beauty campaign

ISSUES

Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than other leading soaps.

In a world of promotion and brand names, Dove provides a pleasantly real option for women who appreciate that beauty comes in all shapes and sizes.

In 2007, Unilever’s dove was the world’s number one “cleansing” brand as per the health and beauty sector was concerned.

Page 4: Real beauty campaign

Issues

The main issue was related to the real beauty campaign.

The Real Beauty campaign risks the image of dove and the way people perceive it.

Thus making dove an ordinary brand and thereby killing its heritage of inspiring beauty.

Overall making an adverse effect on the performance of the product.

Page 5: Real beauty campaign

Problems Identification

Re-establishing brand image

Differentiating the beauty in women

Vagueness in the message they want to deliver

Contradiction of Brand positioning

Absence of product, information and clarity

Mixed reception from media

Inadequate use of external communication medium

Page 6: Real beauty campaign

REAL BEAUTY CAMPAIGN

 In 2004, Dove launched a successful Campaign for Real Beauty which featured real women, not models, to promote not only Dove products but to advertise real, natural beauty that consisted of “real women curves” and not the unrealistic and unhealthy thin models.

In order to release the Campaign into the public, Dove released a study that they used as a spring board to launch their Campaign for Real Beauty.

Page 7: Real beauty campaign

Research Study-“The Real Truth About Beauty: A Global Report (2004)

Page 8: Real beauty campaign

Findings:

Based on national and international research on women’s perceptions of beauty,International Statistics: Only 2% of women feel comfortable

describing themselves as beautiful, while 31% describe themselves as natural.Developed around these statistics to improve the worldwide understanding of ´real beauty.

Page 9: Real beauty campaign

THE IDEA

The idea that Dove wants to promote “to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” The use of women “of various ages, shapes and sizes” is designed “to provoke discussion and debate about today’s typecast beauty images.”

Page 10: Real beauty campaign

THE IDEA Cont…

The Dove campaign has provided a different perspective, a perspective that is not normally advertised and portrayed in the media. The idea of REAL and healthy women being advertised emphasizes what is normal and ideal to see in society. Media has been able to strongly influence and dictate our lives by setting standards in the way we should look and act in order to be accepted in society. There needs to be a new standard set before the media on what real people and real beauty looks like.

Page 11: Real beauty campaign

SUCCESS OF THE CAMPAIGN

The results are 700% sales increase in firming products in Europe. Sales of products in advertisements increased by 600% in the first 2 months of the campaign.$1Billion in sales the year the campaign was launched (far exceeding company expectations).

Dove models appeared in 618 newspaper clippings across Asia (PR), Overall sales in Asia Pacific countries increased by 26%. ROI: $3 for every $1 spent.

Page 12: Real beauty campaign

Brand Positioning

For everyday women all over the world

Who want to keep their bodies clean and soft

Dove’s personal care products Provide a genuinely different

feel to their skin and hair. Unlike other beauty brands,

Dove aspires to help all women achieve natural-looking beauty As demonstrated by over 50 years of successful products and their functional benefits.

Page 13: Real beauty campaign

Brand’s to the Customer’s Point of View:

Campaign for Real Beauty helped Dove to redefine consumer behaviour towards beauty products globally CFRB (Campaign for Real Beauty): “ DOVE FIRMING LOTION” Ads named as “ LETS CELEBRATE CURVES” Intended to make more women feel beautiful.

Page 14: Real beauty campaign

Conclusion

Dove wants to help and inspire women by any kind of positive activities.From this integrated brand essence, brand own able idea, and marketing program, Dove enjoys itself as brand which inspire women.