UNILEVER INTRODUCTION Anglo-Dutch company. Formed in the year 1930 by the merger of “British soap makers lever brothers” and “Dutch margarine producer union” in Rotterdam. House of brand Leading manufacturer & marketer of foods beverages, personal care products. Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy,dove etc
EVOLUTION OF DOVE 1940-Dove soap bar 1950-Dove beauty bar developed 1960-Dove beauty bar launched 1970-Leading brand of cleaning bars 1990-Dove body wash launched 1995-Range of beauty products 2001-Dove deodorants line 2003-Dove hair care line 2004-Dove firming line
SURVEYA survey conducted in 2004 in 10 countries. Beautiful Attractive Average Natural Others
CAMPAIGN FOR REAL BEAUTY In September 29, 2004, Dove launched “Campaign for Real Beauty”. The ad campaign was designed by Ogilvy & Mather The PR was handled by Edelman Raise Consciousness of the issues surrounding beauties Purpose was to challenge the stereotypes set by the beauty industry. Intended to make more women feel beautiful everyday.
CAMPAIGN FOR REAL BEAUTY Release Of a Global, Academic Research Study That Explores The Relationship That Women From Around The World Have With Beauty And its Links To Their Happiness And Well-Being Advertising That Inspires Women And Society To Think Differently About What Is Defined As Beautiful. Fundraising Initiatives (Sponsored by the DOVE SELF-ESTEEM FUND) To Help Young Girls With Low Body-Related Self Esteem.
CAMPAIGN FOR REAL BEAUTYEVERY WOMEN HAD SOMETHING BEAUTIFUL ABOUT HER 68% agree with the fact that unrealistic standards of beauty exist in the media & advertisement world. 47% agreed that only attractive women are portrayed in popular cultures. Over 85% believed that beauty could be achieved through attitude & spirit.
WHY CFRB??Real beauty comes in many shapes, sizes and ages Declining Sales --- lost in crowded market Increased competition 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
PROMOTIONS TV Commercials Website Billboards Panel Discussions Interviews Invitational mobile marketing Super Bowl XL The Dove Self-Esteem Fund
DOVE SELF ESTEEM FUND Objective of building self-esteem of young girls. Education about the wider definition of the term “beauty”. “Uniquely Me” campaign started with girl scouts of USA.
STRENGTHS Wide market with quality products Inspiring Advertising Emotional appeal Good Public Relations Positive self image They broaden the stereotype definition of BEAUTY. Free publicity during campaign
WEAKNESSES More identified with Soap by Consumers. Contradiction from other products Objectification Criticism of Hypocrisy Contradictory in nature Focusing in Real beauty rather than their product.
OPPURTUNITIES Target male customers Promotion of their products New slogans Innovations
THREATS Brand for “Fat girls”. Involved high market risk. Copy by competitors. Sustainability of Campaign. Increased competitions
SUCCESS Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Revenues for 2005-(39.67 billion & employed 206,000) Firming Lotion sales 1st six months 2004- 2.3 million bottles Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness(M & O) Silver Anvil Award for PR(Edelman)
CRITICS Objectification of women in media. A wolf-in-sheep’s-clothing approach. Ads featured thin models in Japan and Hong Kong. Ads played on women’s obsession with their bodies.
Our perspective They featured real women in their campaign as models were too perfect for most women to aspire for. Also the idealized images of models and supermodels left the consumers feel bad about their own body image and hurt their self-esteem. They broaden the definition of “ beauty” They use effective ways of campaigning. The cfrb website had various tools that helped bolster self-esteem of the young girls. In all these ways they grabbed the attention of the customers. The campaign was quite different from the conventional approach in the beauty industry. Also free publicity was given It broke the rule of the advertising business that “ only beautiful models sell”