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Dove Case study synopsis
 

Dove Case study synopsis

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    Dove Case study synopsis Dove Case study synopsis Document Transcript

    • Dove Case Study – Synopsis 1. UNILEVER Introduction 2. CASEIntroduction 3. Reasons 4. MARKETING Strategy 5. SWOT Analysis 6. Successes 7. OUR Perspective 8. Learning Created by: Arman Yousaf
    • UNILEVER Introduction      Anglo-Dutch company. Formed in the year 1930 by the merger of “British soap makers’ lever brothers” and “Dutch margarine House of brands Leading manufacturer & marketer of foods beverages, personal care products. Major brands are Knorr, Surf, Vaseline,Sunsilk, Lux, AXE,Lifebuoy, Dove etc Evolution of Dove a. Post World War II - Origin in US b. 1957 -Dove beauty bar developed c. 1980 – Endorsed by Physicians & Dermatologists d. 1980-2000 – Functional superiority backed by Moisturizing benefits e. 2000 – Tapped MasterBrand f. 1990-Dove body wash launched g. 1995-Range of beauty products h. 2001-Dove deodorants line i. 2003-Dove hair care line j. 2007- World no 1 Cleansing Brand Case Introduction The mission statement purpose was summed up by Harousseau – Dove Marketing Director “If you’re not crystal clear what the brand mission is, you can’t control what happens when people amplify it. Everyone working on dove knows these words by heart. They know the mission statement doesn’t say dove is about women feeling more beautiful but….about more women feeling beautiful. Our notion of beauty is not elitist. It is celebratory, inclusive &democratic”. Reasons to launch CFRB (campaign for real beauty) Declining Sales --- lost in crowded market Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson &Johnson Advertising clutter Stagnation in one or two categories --- In spite of increase in product range Need for Brand Positioning --- Evolve brand image without losing their existing customer base and driving aggressive growth Created by: Arman Yousaf
    • PROMOTIONAL Strategies  TV COMMERCIALS  ADVERTISING  WEB Solutions  BILLBOARDS  PANEL Discussions  INTERVIEWS  SuperBowl Media  Public Relationship marketing  TV & News PROGRAMS  THE DOVE SELF-ESTEEM FUND SWOT Analysis Strengths Weaknesses 1- Wide market with quality products 1- Greater identified with Soap by consumers 2- Emotional appeal 2- Contradictroy with nature 3- Inspiring marketing 4- Effective advertising 3- Focused on real beauty rater product functional benefits 5- Evolving the campaign continuously 4- Used un-idealized images 6- Positive self image 5- Objectionification of Women 7- Cross selling possibilities 8- Word of mouth free pubilicity Opportunity Threats 1- Male Consumer market 1- Brand for fat girls 2- Maintain better standard of quality 2- Involved high market risk 3- Unified advertising 3- Increased competitions 4- Innovations 4- Sustainability of campaign in long run 5- New slogans/Tag lines Created by: Arman Yousaf
    • Success  Gained greatest % among top 10 Brands in health & biz value in the past 3 Years  Brand grown by 1.2billion Dollars in 2006  “The campaign for real beauty” was a big hit  Gained immense popularity among the public  Positive responses from the Masses OUR Perspective  The featuring of real women in the campaign as models was perfect for most women to aspire for. Also the images of models and supermodels left the consumers feel bad about their own body image and hurt their self-esteem.  Doveextended the definition of “ beauty”  Effective ways of campaigning  Attention grabbed of the customers  Broke the rule of the advertising business that “ only beautiful models sell”  The campaign was quite different from the conventional approach in the beauty industry  Also free publicity was given Learning    Taking the initiative Interactive advertising Cause based marketing Created by: Arman Yousaf