Hips Feel Good
Group-3
Dove's Campaign for Real Beauty
Group Members:
Nilanjana Halder (ID-08304006)
Christina Rodrigues (ID-08304009)
Monjori Monica Drong (ID-08104064)
Farhana Mahamud (ID-08104158)
Saad M. Ehsan (ID-07104143)
Unilever
• One of the Largest consumer products companies
• Annual revenue approximately $50 billion.
• Product line: Cooking & Eating, Beauty & Style,
Healthy Living & Around the House
• 2004, “Path to Grow” strategy shows product
number of product decline from 1600 to 400.
• Newly designed logo.
Newly designed logo
Appendix
Unilever was one of the largest consumer products companies
in the world with annual revenues of approximately $50 billion
with 250000 staff. The product lines were categorized into four
main areas: Cooking and Eating, Beauty and Style, Healthy
Living and Around the House. Their global business strategy
was customized to go with individual cultures and unique
requirement of subsidiaries but in 2004 their “Path to Growth”
strategy shows of reduced number of product from 1600 to 400
which leaded to newly designed Unilever logo.
Dove
• Developed in United states pre-treatment use on
burns and wounds during World War 2.
• 1957, Dove bar reformulated as a beauty soap bar.
• 1970s, launched promotional campaign for shop’s
mildness
• 1990-2004, expanded product line: body wash, facial
cleansers, moisturizers, deodorants and hair care
products
• 2005,revenue reached $3 billion.
Appendix
Dove was developed in United States for pre-treatment use
on burns and wounds during World War 2 as a non-irritating
skin cleaner. In 1957, Dove bar reformulated as a beauty soap
bar. In 1970s, the company launched promotional campaign
for shop’s mildness as found in the study that Dove to be
milder then 17 leading bar soaps. Dove expend its product
line to body wash, facial cleansers, moisturizers, deodorants
and hair care products in between 1990 and 2004. In 2005,
Unilever’s Dove product line revenue reached $3 billion.
Overview of case
• 2003, market share of Dove was declining as the brand
felt dated and old-fashioned
• New image for the Brand
• New marketing strategy- find relationship of women
to beauty
• StrategyOne, worked as a global research firm
• Surveyed 3200 women and come up with “The Real
Truth about Beauty: A Global Report”
• Decided to redefined beauty regardless forms, sizes,
ages
• Moral concerns- boost the self-confidence of women
Continued……
• September 2004, campaign for real beauty
• “No models- but firm curves”- women of different
ages, shapes, racial backgrounds and clearly happy to
be themselves.
• Billboards, radio, television and internet.
• 2003 to 2004,market share increased 7.4per cent to
13.5 percent.
• Brand gain attributes such as open, active, selfconfident, fun, energetic and confident.
• “Self-Esteem Fund” - regain self esteem and self
confidence of women.
Campaign for real beauty
Dove self- esteem fund
Appendix
In 2003 Unilever found that the market share of Dove was
declining as the brand felt dated and old-fashioned. They
decided to give the brand new image and stand out of the
crowd and created a global team under direction of Kerstin
Dunleavy to work for that.
For new marketing strategy they wanted to find relationship
of women to beauty without just focusing on beauty care
product and they go for StrategyOne, where they worked as a
global research firm to find out the relationship. They
surveyed 3200 women of different countries and come up
with global report “The Real Truth about Beauty: A Global
Report” where they discovered that the definition of beauty
presented now is bear little relationship to reality. So, they
decided to redefined beauty regardless forms, sizes, ages,
which is ignored by competitors and it became their
competitive advantage to go forward. The moral concerns of
all these was to boost the self- confidence of women.
Continued……
The campaign for real beauty mainly began in September 2004
and launched a website campainforrealbeauty.com where
women can vote and join the beauty debates and can share the
concept of beauty where the target group was 30 to 39 year old
women.
In advertising campaign the message was “No models- but firm
curves” and the ads featured a group of women of different
ages, shapes, racial backgrounds and clearly happy to be
themselves and the campaign rolled in various countries
considering the local cultural difference. They used billboards,
radio, television and even the internet users are allowed to vote
for the ads. As a result, market share increased 7.4 per cent in
2003 to 13.5 percent by the end of 2004 in European markets
and the brand gain attributes such as open, active, selfconfident, fun, energetic and confident.
Continued……
To find real beauty among women Dove established a “SelfEsteem Fund” to regain self esteem and self confidence of
women through different program like “Uniquely ME!”, “Body
Talk” and “Truth about Real Beauty” As the first re-launch step
was successful so Dove was thinking about how to make
successful the next re-launch step through the competition.
Dove’s competitive position prior to relaunch, as well as the success of the 2004 relaunch
•Dove is Unilever’s flagship brand.
•Developed in the US as a non-irritating skin
cleaner during World War II.
•Significant top-of-mind awareness
•First soap to use mild, it also milder than 17
leading bar soaps.
• Quality product but sales declined due to
competition
•Company undertook its brand analysis by the
market research.
Continued……
• Appreciated by customers for both its natural
ingredients and its reliability as a moisturizer.
• Created a global team with a mandate to
develop a new brand strategy.
• Refine the beauty which had been ignored its
competitors.
• In September 2004, the first phase of the brand
re-launch campaign.
• In 2004,“Campaign for Real Beauty” had
significantly increased its market share and
revenues.
Appendix
• Dove beauty care product line is Unilever’s flagship
brand. Dove was originally developed in the US as a
non-irritating skin cleaner during World War II. It
has significant top-of-mind awareness among women in
many countries. Because, it was the first soap to use
mild that means non soap ingredients and moisturizing
cream to avoid dryness. Although the brand felt dated
and old-fashioned but loyal consumers use it recognizes
the quality of the product.
• However, Dove sales declined due to competition.
Unilever’s objective is to increase the market share for its
Dove brand by evolving this brand into a modern and
desirable one, while at the same time standing out
against strong competition.
Continued…
• To understand the reasons for the decline company
undertook its brand analysis by market research. Market
research showed that Dove was still appreciated by
customers for both its natural ingredients and its
reliability as a moisturizer.
•
To improve the situation, Unilever created a global team
with a mandate to develop a new brand strategy for
Dove beauty care products. In 2004, they refine the
beauty which had been ignored its competitors.
Commenced in September 2004, the first phase of the
brand re-launch campaign resulted in remarkable
turnaround of the Dove line with a significant positive
image shift. That year, the successful launch of the
“Campaign for Real Beauty” had significantly increased
its market share and revenues.
Investigate & categorize the marketing arena
for Dove and its competitors
• Concepts of beauty: beauty could be reflected
in different shapes, sizes and ages and real beauty
can be genuinely stunning.
• Aspects of beauty: Strengthen emotional tie
with target customer.
• Promotion: campaign for real beauty, no modelsbut firm curves.
Appendix
• The beauty industry is highly competitive with many well
supported brands and products. There are few secrets
with the industry and products are in many ways similar.
So, dove is facing tough competition in the beauty
industry. Nivea, L'Oreal, Garnier these are the main
competitors of dove. The marketing arena of this beauty
care brands can be categorized into 3 major categories.
These are concepts of beauty, aspects of beauty and
promotion.
• Concepts of beauty: To stand out and differentiate
themselves from competitors dove is looking for new
marketing strategies. As a result they did extensive
marketing research on the meaning of beauty. After that
they redefine beauty in a different way. On the other
hand competitors are using traditional concepts of
beauty. This is how beauty companies are competing
with each other with different concepts of beauty.
Continued……
•
Aspects of beauty: Based on the real truth about beauty survey
research dove was emphasizing on ethical aspects of beauty. This
emphasis was not to be placed on perfect looks of top models like their
competitors. The moral concern was to boost the self confidents of
women. They want to strengthen emotional ties to the target group of
customers. So that they established self-esteemed fund through which
they were trying to increase self confidents of girls.
•
Promotion: Dove stands out for its unique promotional activities also.
They try to get instant consumer feed back through organizing debates
and casting votes from consumers or different views of beauty which is
called campaign for real beauty. "No models-but firm curves" was the
care message stated in ad campaign in Europe. They used general
women of different ages for their ad campaign. Where competitions
were using well known celebrities for their advertisement. Some ads
asked viewers to make a choice. For example- 96 years old woman
named Irene asked "wrinkled or wonderful?" Followed by the question
"will society ever accept the beauty of old age?" Anyone can vote or
debate for these type of ads. Even can message their response to a
beauty question posed by Dove ads through text message. This is how it
introduced first outdoor mobile marketing event in United States and
made their ads differentiated from competitors.
Opportunities in the “societal marketing”
arena that Dove may be able to capitalize on
•
•
•
•
•
•
Expand target segment ; e.g. Teenagers
Emotional attachment with consumers
Sustain customers
Expand new horizons ; New market
Own developed target group
Take advantages of competitors strategy
Appendix
• Can target teenagers along with women ages
above 39
• Re-defining the concept of beauty creates
emotional attachment with the brand
• It also increases consumers’ purchase confidence
• Dove’s natural ingredient and reliability as
moisturizer gain consumers’ appreciation
• “self-esteem fund” increases girls’ confidence.
Continue….
• “uniquely me” in U.S.; “Body talk” in Canada and
Germany; “mother-daughter wordbook” and
commercial for Super Bowl football championship
draw attention of girls and their mother which
developed new customers group
• Competitors unrealistic standard of beauty create
an opportunity for Dove
Recommendations for second Phase:
• Focusing on selling products
• Add new “real” women image
•Strong emotional bonds
Appendix
For the second phase of the re-launch we recommend that :
·
Focusing on selling products in the specific market segments
and have to increase such as teenagers, middle aged etc, &
needs. As a result, they are able to meet customer expectation.
·
Add new “real” women images which refers to self
employment or self development campaign to emphasis on
practical aspect of life.
.
Dove should continue to foster the that consumers have
developed with the brand. To do this, Dove needs to continue
listening to consumers to determine what issues they feel most
strongly.
Thank you….