D O V E M E N +


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Dove Men Care Communication

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D O V E M E N +

  1. 1. D o v e M e n + C a r e The new exclusive offering from a well known brand Dove of Unilever …
  2. 2. Dove … <ul><li>Company Overview : </li></ul><ul><ul><li>Dove is manufactured by Unilever. One in every three households uses a Dove product. Dove is available nationwide in food, drug, and mass outlet stores. </li></ul></ul><ul><li>Mission : </li></ul><ul><ul><li>Our mission is to make more women feel beautiful every day by widening today's stereotypical view of beauty and inspiring women to take great care of themselves. </li></ul></ul>
  3. 3. Dove … Products <ul><li>Products: </li></ul><ul><ul><li>Beauty Bars Body Wash Deodorant: Solids, Aerosols, Roll-ons, Body mists, Clinical Protection Face: Cleansers, Moisturizers, Cleansing cloths, SkinVitalize & Pillows Hair: Shampoo, Conditioner, Hairspray, Mousse, Hair cream Lotion: Body lotion, hand cream </li></ul></ul>
  4. 4. Dove … Ladybird ! <ul><li>Some of the previous campaigns for Dove soap and other products for women were: </li></ul><ul><li>Real Beauty </li></ul><ul><li>Pro-Aging </li></ul><ul><li>Self Esteem Fund </li></ul><ul><li>What do you see when you look at the mirror? Wrinkles or years of laughter? Moles or cute imperfections? Unmanageable hair or a mind-of-their-own curls? </li></ul>
  5. 5. Dove … Men+Care <ul><li>Dove recently introduced its new line of products exclusively for men. </li></ul><ul><li>It ranges over exclusive soaps, deos, body washes, shaving creams etc. </li></ul><ul><li>Coming from the successful brand that dove is it comes with the assurance of quality and trust. </li></ul>
  6. 6. Communication for Dove Men <ul><li>The dove men ads also revolve around the real beauty concept in a way trying to cash in on the feel comfortable in your own skin aspect of the previous campaign. </li></ul><ul><li>It has not been completely launched across all markets worldwide and hence there is still a gap between brand and communication across markets across various mediums… </li></ul>
  7. 7. Dove Men + Care
  8. 8. Dove Men + Care
  9. 9. Dove Men + Care
  10. 10. <ul><li>Is your man comfortable in his own skin? </li></ul><ul><li> </li></ul><ul><li>Back to Dove </li></ul><ul><li>Discussion Board </li></ul><ul><li>Topic View </li></ul><ul><li>Topic:  Is your man comfortable in his own skin? </li></ul><ul><li>Reply to Topic </li></ul><ul><li>Displaying all 3 posts. </li></ul><ul><li> </li></ul><ul><li>Post #1 </li></ul><ul><li>Dove  wroteon January 11, 2010 at 9:44am </li></ul><ul><li>Maybe he wore the ziti bracelet your daughter made him to work? What moment did you realize your man was comfortable in his own skin? </li></ul><ul><li>Report </li></ul><ul><li> </li></ul><ul><li>Post #2 </li></ul><ul><li>Kara Clark  wroteon January 14, 2010 at 2:58pm </li></ul><ul><li>well my boyfriend isnt fully comfortable yet, i tell him he's handsome each day and which is true. im helping him b.c i love him. it would be great one day to finally know he loves him for the amazing person he is. :) </li></ul><ul><li>Report </li></ul><ul><li>Post #3 </li></ul><ul><li>Alex N Rebekah Benitez  wroteon January 17, 2010 at 7:46pm </li></ul><ul><li>Not sure but safeguard is and old soap and its very drying. SOOOO glad that Dove in all its beauty has formed a soap for our men. Thanks. </li></ul>Dove Men + Care
  11. 11. More Dove? <ul><li>What I personally feel the campaign has tried to achieve is a narrow point of trying to reassure the male audience about a product coming from a well established brand for women. </li></ul><ul><li>But that’s not enough the messaging strategy needs to be slightly modified, to tell guys/ men what exactly will the get from a Dove Men’s product. </li></ul><ul><li>Besides the Indian market is waiting to see official adds on the TV and Print mediums. This is extremely vital besides the support available online. </li></ul>
  12. 12. <ul><li>Besides suggestions for the online medium would be: </li></ul><ul><li>Though they are actively available on the online space through their presence with an official website and social media content on facebook and twitter, as well as video content on You Tube and blog content as well. </li></ul><ul><li>But it is a more generic dispersal of communication. </li></ul><ul><li>Being an online medium they must cash in on the aspect of niche viewership by the male audience, as this really matters. </li></ul><ul><li>Why? </li></ul>More Dove ?
  13. 13. <ul><li>The communication must address the following issues: </li></ul><ul><li>Men feel they do not require Care products </li></ul><ul><li>Men are not too impressed by the ‘moisturising’ aspect </li></ul><ul><li>Men let women shop for them, without any active participation in choice </li></ul><ul><li>Men think its beneath them to use a product from a woman’s brand </li></ul><ul><li>Homsexual content in communication! </li></ul><ul><li>High competition… </li></ul>More Dove ?
  14. 14. <ul><li>Lastly besides on the great non-paid for mediums, Dove must look into Online advertising as well to make themselves more visible to the ‘not-looking-for-dove-on-google’ consumers </li></ul>More Dove ?
  15. 15. Thanks!