This document provides an overview of Unilever and their Dove brand. It discusses Dove's history from the 1940s to present, their target demographics of males and females aged 18-34 from upper middle class families. The document outlines Dove's marketing strategies and mix, including their societal focus on building women's self esteem. Market research shows many women are dissatisfied with their appearance. Dove's advertising campaigns like "Real Beauty Sketches" are discussed as part of their implementation efforts to change perceptions of beauty.

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SAHIL JAIN M15
DIVYA KORPE M
ABHAY GALA M
MEDIA PLAN & STRATEGY

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Introduction: Unilever
 Established in 1930
 One of India's Top Ten Companies
 Multinational fast moving consumer goods company
 Currently has more than 40 brands focused on health and
wellbeing, 14 of which generate sales in excess of $1 billion a
year
 173,000 employees (2016) in over than 100 countries
worldwide

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Introduction: Dove
1940’s
1950’s
1960’s
1970’s
1980’s
1990’s
1990’s-now
Dove Bar
was
formulated
Launched in
the market
Dove
Beauty Bar
was refined
Popularity
increased
as a mildest
soap
Leading brand
recommended
by physicians
Dove Beauty Wash
was launched
Extension of Dove's
range of products

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Market Summary: Dove
Societal
marketing
concept
Educate girls
and women
Healthy
perception
&
Self Esteem

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Market Summary: Dove
target market
 Demographic
 Male and Female 18-34 years old
 High income groups
 Upper middle class

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Market Summary: Dove
target market
 Geographic: this paper will focus only in America

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Market Summary: Dove
target market
 Behavior
 Aware of their health both physically and emotionally
 Friendly and outgoing

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Market Summary: Dove
market needs
 High quality products
 Products that can enhance their health and well being
 Moisturizing products (rinses cleaner than soap, leaving
skin clean, soft and smooth)
 Affordable price
 Easily to buy the product

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Market Summary: Dove
market growth

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Competition: Dove

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Product Offering: Dove
beauty bar

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Key to Success: Dove
 committed to building positive self-esteem and inspiring women
to reach their full
potential
 strong brand image
and protect it

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building positive self-esteem and inspiring women to reach their full potential
Critical Issues: Dove

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Critical Issues: Dove
 Preconceived notion that Dove is for older women.

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Market Strategy: Dove
marketing objective
 Body Wash awareness
 Male consumer awareness
 Increasing Twitter activity
 Environmental Initiatives awareness stimulation

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Market Strategy: Dove
financial objective
 Increase sales of Dove beauty products and new product lines
 Create dialogue, debate, and discussion about the true meaning of beauty
 Attract national TV and print media coverage
 Gain local press attention in the hometowns of models featured
throughout the campaign
 Drive users to the CFRB Web site to share their thoughts and opinions
about the campaign and beauty stereotypes
 Create a call to action for consumers to join the movement through
website pledge that activate a donation by Dove for self-esteem
awareness programs

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Market Strategy: Dove
target market
 Male and Female 18-34 years old
 High income groups
 Upper middle class

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Market Strategy: Dove
positioning
 as a brand that listens to their consumers wants and needs
while providing them with a reliable product
 as being one that cares about the prosperity and care of their
consumers while breaking the mold of a false sense of reality
 are known for their soft and cleansing qualities

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Market Strategy: Dove
strategies
 to make its brand known as a social change (in a good way)
 places the responsibility for becoming a “real beauty” back on
to girls and women

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Marketing Mix: Dove
products
 antiperspirants/deodorants
 body washes
 beauty bars
 lotions and moisturizers
 hair care
 facial care products

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Marketing Mix: Dove
price
 Dove Winter Soap Bar: $8.49 per pack (6 bars per pack)
 Dove Body Wash Deep Moisture: $7.29 (24 oz)
 Dove Damage Therapy Daily Moisture Shampoo: $6.99 (25.4
oz)
 Dove Shea Butter Cream Oil Body Lotion: $7.29 (13.5 oz)
 Dove Men+Care Body & Face Wash, Clean Comfort: $5.39
(13.5 oz)

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Marketing Mix: Dove
place

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Marketing Mix: Dove
promotion: advertisement media

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Marketing Mix: Dove
promotion: advertisement media

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Marketing Mix: Dove
promotion: television, radio, internet
(video: Little Girl campaign, 2006)

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Marketing Mix: Dove
promotion: television, radio, internet
(video: camera shy, 2013)

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Marketing Mix: Dove
promotion: television, radio, internet
(video: real beauty sketches, 2013)

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Market Research: Dove
US, Britain, and Canada
 2% of these woman describe themselves as beautiful
 About 3/4 of them rate their beauty as "average"

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Market Research: Dove
US, Britain, and Canada
 Almost 1/2 of them think their weight is "too high"
48% “When I feel less beautiful, I feel worse about myself in general.”

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Market Research: Dove
US, Britain, and Canada
13% of all women say they are very satisfied with their beauty
12% with their physical attractiveness
17% with their facial attractiveness
13% with their body weight and shape

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Market Research: Dove
US, Britain, and Canada
90% of all women 15-64 worldwide want to change at least one aspect
of their physical appearance (with body weight ranking the
highest).
67% of all women 15 to 64 withdraw from life-engaging activities due to feeling
badly about their looks (among them things like giving an opinion, going
to school, going to the doctor)
61% of all women and 69% of girls (15 to 17) feel that their mother has
had a positive influence on their feelings about themselves and
their beauty.
91% feel the media and advertising need to do a better job of
representing realistic images of women over 50.

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Market Research: Dove
US, Britain, and Canada
97% society is less accepting of appearance considerations for women
over 50 compared to their younger counterparts, especially when
focused on the body.
60%
of women believe that if magazines were reflective of a
population, a person would likely believe women over 50 do
not exist.
87% of women believe they are too young to be old

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Control: Implementation
advertising
October 2004

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Control: Implementation
tv commercial
 Commercial aired during the Super Bowl 2006
 Commercial aired on February 2005 and had its world premiere
as part of Donald Trump's "The Apprentice".
 Dove Campaign for Real Beauty

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Control: Implementation
websites
 www.campaignforrealbeauty.com
 www.dove.com

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Control: Implementation
billboards

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Control: Implementation
panel discussion
 American women in Radio and Television
 E! Entertainment Television
 Woodhull Institute for Ethical Leadership

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Control: Implementation
interview
 Good Morning America
 The Today Show
 The Early Show
 The Ellen DeGeneres Show
 The View
 The Oprah Show

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THANK YOU