Unilever is a multinational consumer goods company with over 40 brands focused on health and wellbeing. Dove is one of Unilever's personal care brands that has been sold since the 1940s. In the 1990s, Dove launched "The Campaign for Real Beauty" featuring real women of all ages and body types to promote positive self-esteem. While successful in building the brand, the campaign has also faced some controversy. The document discusses three options for Dove's direction: continue the campaign, focus on product benefits, or promote products while keeping real women in ads. It ultimately recommends the third option to address relying too heavily on activism while maintaining the campaign's strengths.

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DOVE
Case Study
Humera Zulfiqar
Saqlain Haider
Rahma Shafaat

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Introduction: Unilever
 Established in 1930
 One of Indonesia's Top Ten Companies
 Anglo-Dutch multinational 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 (2013) in over than 100 countries
worldwide

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Introduction: Unilever

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Introduction: Unilever
Food and Drink Home Care Personal Care
Lipton
Ben & Jerry’s
Knorr
Unilever food
solutions
Becel, Flora
Wall’s
Bertolli
Hellmann’s Amora
Blue Band, Rama
Omo
Comfort
Domestos
Sunlight
CIF
Surf
Dove
Simple
Signal, Close Up
Sunsilk
Clear
Axe
Lifebuoy
Lux
Vaseline
Pond’s
etc..

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Introduction: Unilever
 Unilever business facts:
 Sold in more than 190 countries, generating sales of €51 billion in
2012.
 Emerging markets now account for 55% of their business.
 14 brands with sales of more than €1 billion a year.
 More than 173,000 people work for Unilever.
 Number 1 fast-moving consumer goods employer of choice
among graduates in 20 countries.
 Winners of the prestigious 2013 Catalyst Award, which honours
exceptional business initiatives for women in the workplace.

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Introduction: Unilever
 Unilever business facts:
 Have reached 127 million with Lifebuoy handwashing programmes
since 2010, and 49 million people through our Brush Day and Night
oral care campaign during 2010-2012.
 100% of palm oil purchases in 2012 were from sustainable sources.
 39% of all tea sourced comes from farms certified by Rainforest
Alliance.
 The greenhouse gas footprint of the use of their products has reduced
by around 6% since 2010.
 Over half of 252 manufacturing sites across the world send no non-
hazardous waste to landfill.

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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
recommende
d by
physicians
Dove Beauty Wash
was launched
Extension of
Dove's range of
products

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Competition: Dove

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Market Summary: Dove
building positive self-esteem and insipiring women to reach their full potential

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Market Summary: Dove

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Critical Issues: Dove
 Dove's advertisements have been controversial among
audience including issues of racism, nudity, and
hypocrisy

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Problem Statement
 “Should Dove continue riding the
success of “The Campaign for Real
Beauty”, or take the brand in a new
direction.”

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Alternative Actions

14. +Option 1: Continue “The Campaign for Real
Beauty”

15. +Option 2: Return to Functional Benefits Model
“The Campaign for Real Beauty” has reached consumers and built Masterbrand awareness, but
continuing to define the product against beauty stereotypes exposes the brand to too many risks
in the long run.”

16. +Option 3: Focus on the Product While Keeping
“Real Women” in ads
 PROS:
 Addresses the concern that the brand is relying too heavily on activist/cause-driven/political
messaging—messaging that that could become considered tiresome or phony over time
 Keeping “real women” in ads plays to key strength of original campaign
 Allows for continued online participation and connection to the brand
 Re-focuses the message on our strengths: wide-ranging, high-quality products
 Leaves the room for aspirational buying by focusing the message on maximizing women’s
personal beauty through the product

17. +Option 3: Focus on the Product While Keeping “Real
Women” in ads (cont.)
CONS:
With so many products to
advertise, building awareness of
each could become expensive
If we ditch the brand’s point of
view, do we risk losing the brand
connection to consumers?

18. +Our Recommendation?

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Conclusion and Suggestion
 Dove was able to understand the feelings at the core of their
audience.They connected on an emotional and personal
level with women of many nationalities, races, beliefs, sizes
and ages
 Dove became the trendsetter, innovator and a breath of fresh
air in the beauty industry
 Dove challenged the industry to see women as they really
are: beautiful in their own unique way

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Conclusion and Suggestion
 The Campaign for Real Beauty shattered the stereotype of
the size zero, blonde, perfect model
 Dove Campaign for Real Beauty is one example of good
campaign, which can enhance product's brand image.The
campaign is not only tries to sell and promote the product,
but also has its own value.This strategy makes Dove known
as valuable brand to its customers, that concerned about
social change.

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THANK YOU