Dove SWOT

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Dove brand SWOT

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Dove SWOT

  1. 1. SWOT ANALYSIS
  2. 2. Introduction  Unilever’s Dove launched in 1960’s , is the world’s largest cleansing brand with annual sales of 2.5 billion Euros (2005) in more than eighty countries.  The product range includes soap bars, body washes, face care products, deodorants, hair care, styling aids.
  3. 3. Real Beauty Campaign  In 2005 Unilever launched an ad campaign in the US for its Dove Intensive Firming range of products.  This campaign featured regular women( non-models) as a part of Dove’s “Campaign for real beauty(CFRB)”.  The purpose of CFRB was to challenge the stereotypes set by beauty industry that uses models in their ads.
  4. 4. Strengths  The campaign was a new concept and had regular women instead of super models.  The campaign redefined the definition of “beauty”.  The campaign was well received by the people.
  5. 5.  Widespread marketing strategies with innovative ideas:  Interactive billboards  Panel discussions and interviews  Extensive use of electronic and print media like magazines , newspapers, and television.  Use of internet for consumer interactions.  Mobile marketing.  Dove Self-Esteem Fund
  6. 6. New Dove Firming as tested on real curves
  7. 7. u Lets face it , Firming the thighs of a size 2 super model is no challenge
  8. 8.  Ad bagged few awards.  The campaign reinvigorated the brand and gave Dove the image of “ Do- Gooder ”.
  9. 9. Weaknesses  The campaign received many criticisms:  Many analysts found the ad campaign contradictory.  Other product lines of the Unilever were using stereotypes.  The “Body Talk” and the “Self Esteem Fund” programs were not taken up for philanthropy or selfless purposes.  The ad campaigns in countries other than the U.S. featured thin models.
  10. 10. Opportunity  The survey conducted by the company revealed the following facts:  Only 2% of these women describe themselves as “beautiful”  About 3/4 of them rate their beauty as "average"  Almost 1/2 of them think their weight is "too high" Hence there are lots of opportunities for Dove product range.
  11. 11.  Some consumers felt that the ads of the competitor’s products were “ridiculous, portraying the use of firming lotion on perfect , young bodies”.
  12. 12. Threats  Threat of becoming the brand of “Fat People”.  They tried to break the stereotype so there was element of uncertainty regarding the success of the campaign.  Long term sustainability of the campaign is questionable.  Competitors following suit.
  13. 13. Presented by: Prapti Agrawal Prateek Nigudkar Rohan Ritolia Sachin Agarwal Tushar Kumar C

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