Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
The Dove Shampoo Company is the world's leading manufacturer, marketer, and distributor of shampoo, with world headquarters of the Globe Dove Shampoo, the leading brand in the Shampoo segment in Bangladesh, is now being sold in Qatar and Dubai. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Dove Shampoo, the Company's flagship brand, and over 230 other Company Shampoo brands are manufactured and sold by the Dove Shampoo Company and its subsidiaries in nearly 200 countries around the world.
To refresh the world…
To inspire moments of optimism…
To create value & make a difference
A healthy lifestyle
More variety, quality, taste and enjoyment
Time, as an increasingly precious commodity.
The ultimate objectives of the business strategy are to increase volume, expand company’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize company’s long-term cash flows and create economic-value-added by improving economic profit.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
The Dove Shampoo Company is the world's leading manufacturer, marketer, and distributor of shampoo, with world headquarters of the Globe Dove Shampoo, the leading brand in the Shampoo segment in Bangladesh, is now being sold in Qatar and Dubai. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Dove Shampoo, the Company's flagship brand, and over 230 other Company Shampoo brands are manufactured and sold by the Dove Shampoo Company and its subsidiaries in nearly 200 countries around the world.
To refresh the world…
To inspire moments of optimism…
To create value & make a difference
A healthy lifestyle
More variety, quality, taste and enjoyment
Time, as an increasingly precious commodity.
The ultimate objectives of the business strategy are to increase volume, expand company’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize company’s long-term cash flows and create economic-value-added by improving economic profit.
This slide include the analysis of Harvard Business Review's Case on Dove's brand evolution and its support to Unilever to grow to other market category.
This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
CHAPTER 1 SEMESTER V - ROLE OF PEADIATRIC NURSE.pdfSachin Sharma
Pediatric nurses play a vital role in the health and well-being of children. Their responsibilities are wide-ranging, and their objectives can be categorized into several key areas:
1. Direct Patient Care:
Objective: Provide comprehensive and compassionate care to infants, children, and adolescents in various healthcare settings (hospitals, clinics, etc.).
This includes tasks like:
Monitoring vital signs and physical condition.
Administering medications and treatments.
Performing procedures as directed by doctors.
Assisting with daily living activities (bathing, feeding).
Providing emotional support and pain management.
2. Health Promotion and Education:
Objective: Promote healthy behaviors and educate children, families, and communities about preventive healthcare.
This includes tasks like:
Administering vaccinations.
Providing education on nutrition, hygiene, and development.
Offering breastfeeding and childbirth support.
Counseling families on safety and injury prevention.
3. Collaboration and Advocacy:
Objective: Collaborate effectively with doctors, social workers, therapists, and other healthcare professionals to ensure coordinated care for children.
Objective: Advocate for the rights and best interests of their patients, especially when children cannot speak for themselves.
This includes tasks like:
Communicating effectively with healthcare teams.
Identifying and addressing potential risks to child welfare.
Educating families about their child's condition and treatment options.
4. Professional Development and Research:
Objective: Stay up-to-date on the latest advancements in pediatric healthcare through continuing education and research.
Objective: Contribute to improving the quality of care for children by participating in research initiatives.
This includes tasks like:
Attending workshops and conferences on pediatric nursing.
Participating in clinical trials related to child health.
Implementing evidence-based practices into their daily routines.
By fulfilling these objectives, pediatric nurses play a crucial role in ensuring the optimal health and well-being of children throughout all stages of their development.
R3 Stem Cells and Kidney Repair A New Horizon in Nephrology.pptxR3 Stem Cell
R3 Stem Cells and Kidney Repair: A New Horizon in Nephrology" explores groundbreaking advancements in the use of R3 stem cells for kidney disease treatment. This insightful piece delves into the potential of these cells to regenerate damaged kidney tissue, offering new hope for patients and reshaping the future of nephrology.
Navigating Challenges: Mental Health, Legislation, and the Prison System in B...Guillermo Rivera
This conference will delve into the intricate intersections between mental health, legal frameworks, and the prison system in Bolivia. It aims to provide a comprehensive overview of the current challenges faced by mental health professionals working within the legislative and correctional landscapes. Topics of discussion will include the prevalence and impact of mental health issues among the incarcerated population, the effectiveness of existing mental health policies and legislation, and potential reforms to enhance the mental health support system within prisons.
Medical Technology Tackles New Health Care Demand - Research Report - March 2...pchutichetpong
M Capital Group (“MCG”) predicts that with, against, despite, and even without the global pandemic, the medical technology (MedTech) industry shows signs of continuous healthy growth, driven by smaller, faster, and cheaper devices, growing demand for home-based applications, technological innovation, strategic acquisitions, investments, and SPAC listings. MCG predicts that this should reflects itself in annual growth of over 6%, well beyond 2028.
According to Chris Mouchabhani, Managing Partner at M Capital Group, “Despite all economic scenarios that one may consider, beyond overall economic shocks, medical technology should remain one of the most promising and robust sectors over the short to medium term and well beyond 2028.”
There is a movement towards home-based care for the elderly, next generation scanning and MRI devices, wearable technology, artificial intelligence incorporation, and online connectivity. Experts also see a focus on predictive, preventive, personalized, participatory, and precision medicine, with rising levels of integration of home care and technological innovation.
The average cost of treatment has been rising across the board, creating additional financial burdens to governments, healthcare providers and insurance companies. According to MCG, cost-per-inpatient-stay in the United States alone rose on average annually by over 13% between 2014 to 2021, leading MedTech to focus research efforts on optimized medical equipment at lower price points, whilst emphasizing portability and ease of use. Namely, 46% of the 1,008 medical technology companies in the 2021 MedTech Innovator (“MTI”) database are focusing on prevention, wellness, detection, or diagnosis, signaling a clear push for preventive care to also tackle costs.
In addition, there has also been a lasting impact on consumer and medical demand for home care, supported by the pandemic. Lockdowns, closure of care facilities, and healthcare systems subjected to capacity pressure, accelerated demand away from traditional inpatient care. Now, outpatient care solutions are driving industry production, with nearly 70% of recent diagnostics start-up companies producing products in areas such as ambulatory clinics, at-home care, and self-administered diagnostics.
Telehealth Psychology Building Trust with Clients.pptxThe Harvest Clinic
Telehealth psychology is a digital approach that offers psychological services and mental health care to clients remotely, using technologies like video conferencing, phone calls, text messaging, and mobile apps for communication.
Antibiotic Stewardship by Anushri Srivastava.pptxAnushriSrivastav
Stewardship is the act of taking good care of something.
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
WHO launched the Global Antimicrobial Resistance and Use Surveillance System (GLASS) in 2015 to fill knowledge gaps and inform strategies at all levels.
ACCORDING TO apic.org,
Antimicrobial stewardship is a coordinated program that promotes the appropriate use of antimicrobials (including antibiotics), improves patient outcomes, reduces microbial resistance, and decreases the spread of infections caused by multidrug-resistant organisms.
ACCORDING TO pewtrusts.org,
Antibiotic stewardship refers to efforts in doctors’ offices, hospitals, long term care facilities, and other health care settings to ensure that antibiotics are used only when necessary and appropriate
According to WHO,
Antimicrobial stewardship is a systematic approach to educate and support health care professionals to follow evidence-based guidelines for prescribing and administering antimicrobials
In 1996, John McGowan and Dale Gerding first applied the term antimicrobial stewardship, where they suggested a causal association between antimicrobial agent use and resistance. They also focused on the urgency of large-scale controlled trials of antimicrobial-use regulation employing sophisticated epidemiologic methods, molecular typing, and precise resistance mechanism analysis.
Antimicrobial Stewardship(AMS) refers to the optimal selection, dosing, and duration of antimicrobial treatment resulting in the best clinical outcome with minimal side effects to the patients and minimal impact on subsequent resistance.
According to the 2019 report, in the US, more than 2.8 million antibiotic-resistant infections occur each year, and more than 35000 people die. In addition to this, it also mentioned that 223,900 cases of Clostridoides difficile occurred in 2017, of which 12800 people died. The report did not include viruses or parasites
VISION
Being proactive
Supporting optimal animal and human health
Exploring ways to reduce overall use of antimicrobials
Using the drugs that prevent and treat disease by killing microscopic organisms in a responsible way
GOAL
to prevent the generation and spread of antimicrobial resistance (AMR). Doing so will preserve the effectiveness of these drugs in animals and humans for years to come.
being to preserve human and animal health and the effectiveness of antimicrobial medications.
to implement a multidisciplinary approach in assembling a stewardship team to include an infectious disease physician, a clinical pharmacist with infectious diseases training, infection preventionist, and a close collaboration with the staff in the clinical microbiology laboratory
to prevent antimicrobial overuse, misuse and abuse.
to minimize the developme
Leading the Way in Nephrology: Dr. David Greene's Work with Stem Cells for Ki...Dr. David Greene Arizona
As we watch Dr. Greene's continued efforts and research in Arizona, it's clear that stem cell therapy holds a promising key to unlocking new doors in the treatment of kidney disease. With each study and trial, we step closer to a world where kidney disease is no longer a life sentence but a treatable condition, thanks to pioneers like Dr. David Greene.
2. +
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
4. +
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..
5. +
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.
6. +
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.
12. +
Market Summary: Dove
target market
Behavior
Aware of their health both physically and emotionally
Friendly and outgoing
13. +
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
15. +
SWOT Analysis: Dove
strengths
Their motto is beauty should be for everyone
A commitment to quality for more than 50 years
Dove stresses strong family and emotional values
Strong emotional touch
High market share
16. +
SWOT Analysis: Dove
strengths
Wins many awards
International brand recognition
World's top cleansing brand
Seasonal variety of soaps and lotions to body changes during
hot/ cold weather
Supported by the industry's longest-running medical program
Dove products are found in half of all homes in the US
17. +
SWOT Analysis: Dove
strengths
Dove has strong media presence on facebook
(almost 20 million likes), Twitter (more than 105,000 followers), etc
18. +
SWOT Analysis: Dove
strengths
By teaming up with the Dove Self-Esteem Fund that was created
in order to encourage and inspire girls to learn a new meaning
of beauty and aim to reach 15 million young women globally by 2015.
They have reached 9 million so far.
Large variety of products
Rewards program
Has a well integrated marketing strategy: covering a wide range of
mediums
19. +
SWOT Analysis: Dove
strengths
Product list encompasses wide consumer base comprised of women
of various ages
Leading brand for bar soap with a 40.5% market share
According to the Mintel database, Dove is the most bought brand for
bar soap and body wash
The Ad makeover social media push allows users to send encouraging
messages to their friends and loved trough Facebook that combat the
negative messaging that girls are surrounded by in the media
20. +
SWOT Analysis: Dove
strengths
"Show us your skin" campaign is allowing women of all ages to show
the world the beauty of their skin and encouraging them to help
define what Dove really is and what it stands as a brand
The mother group, Unilever has a wide variety of products and brands
21. +
SWOT Analysis: Dove
weaknesses
Strong competition
High marketing expenses
Many critics of real beauty campaign
Unilever's portfolio affects Dove's authenticity and credibility
Target market - Upper middle class, while their motto is
"beauty should be for everyone"
The price tends to be higher than its competitors
Products tested on animals
22. +
SWOT Analysis: Dove
weaknesses
Low consumer awareness of Dove Insider rewards program
Low consumer awareness of these esteem tools and self-esteem fund
Low market share in the deodorant category compared to its
competitors
Males do not buy Dove products as mush as women
Preconceived notion that Dove is for older women
23. +
SWOT Analysis: Dove
weaknesses
Advertisement have been controversial among audience including
issues of racism, nudity and hypocrisy
24. +
SWOT Analysis: Dove
opportunity
Key partners (in the US, Dove supports the work of the Girl Scouts of
the USA, Girls inc., and Boys & Girs Clubs of America)
Dove hosts self-esteem events through Girl Scouts of America and
other global partners
Unilever operates in more than 100 countries and sales in more than
180 countries
25. +
SWOT Analysis: Dove
opportunity
Body wash is the leading segment in the market, with $1.9 billion in
sales (2011 estimates), up 2% from 2010
Non-deodorant soap trails body wash in estimated 2011 sales at
$1.2 billion, reflecting 4.7% growth over 2010 sales of $1.1 billion
Men's participation in the body care category increased significantly
from 2011-2012. Whereas 58% of men
26. +
SWOT Analysis: Dove
threats
Bad economy condition, people are tend to buy things they are need,
not they are want
Large variety of products in the market category and consumers are
willing to change brands. Dove has short-live products that are
disposable
Media has portrayed Dove's real beauty campaign is hypocritical
Competitors, such as St.Ives do not test their products to animal
27. +
SWOT Analysis: Dove
threats
False beauty in advertising and the pressure to look good
Hypocritical advertising of sensitive skin and fragrance free
products. The ingredients are not all natural and could cause skin
irritation
Low market share for deodorant, especially among men
28. +
SWOT Analysis: Dove
threats
Sales of body care products (lotion) declined by 10% from 2007-2012
The US Market for soap, bath, and shower products experienced
only 2.1% growth in estimated 2011, after declining 1.5% in 2010
Dove accused too provocative in their ad campaign
Most issues have to do with Unilever rather than Dove, and any
involving Dove touches upon mislabeling or false claims related to
hair products
Risk of being a brand for "fat girls"
42. +
Key to Success: Dove
committed to building positive self-esteem and inspiring women
to reach their full
potential
strong brand image
and protect it
43. +
Critical Issues: Dove
Unilever, Dove's mother group, also produces
Fair and Lovely, a skin-lightening product
targeted at dark-skinned women in several
countries. It is a contrary with Dove's "Self-
Esteem" campaign.
44. +
Critical Issues: Dove
Another Unilever brand, Lynx uses models
as a staple of its advertising. It is also
contrary with Dove's "Real Beauty"
campaign.
45. +
Critical Issues: Dove
Unilever also
produces Axe brand
of deodorants, which
uses "idealized"
female stereotypes
to market products
towards young men.
It is makes Dove's
campaign for Real
Beauty seem highly
hypocritical in
contrast.
47. +
Critical Issues: Dove
Dove's advertisements have been controversial among
audience including issues of racism, nudity, and hypocrisy
48. +
Critical Issues: Dove
False beauty in advertising and the pressure to look "good".
Dove accused of being too provocative in their ad campaign.
Dove ingredients are not all natural and could skin irritation.
49. +
Market Strategy: Dove
mission
Dove’s Social Mission is to help encourage girls to develop a positive
relationship with beauty, helping to raise their self-esteem
and thereby enabling them to realize their full potential.
50. +
Market Strategy: Dove
marketing objective
Body Wash awareness
Male consumer awareness
Increasing Twitter activity
Environmental Initiatives awareness stimulation
51. +
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
53. +
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
54. +
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
55. +
Marketing Mix: Dove
products
antiperspirants/deodorants
body washes
beauty bars
lotions and moisturizers
hair care
facial care products
56. +
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)
63. +
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"
64. +
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.”
65. +
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
66. +
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.
67. +
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
74. +
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
79. +
Control: Implementation
the dove self-esteem fund
Dove funds programs that raise self-esteem in girls and young
women.
In the US, the Dove Self-Esteem Fund works through the
Unilever Foundation to sponsor uniquely ME!, a partnership
program with Girl Scouts of the USA. Uniquely ME! helps girls
ages 8-14 build their self-confidence through activities and
programs.
The Fund also supports BodyTalk, an educational program for
schools in the United Kingdom and Canada.
80. +
Control: Implementation
programs
Program for Aesthetics and Well-Being at Harvard University
Global touring photography exhibit, Beyond Compare, Women
Photographers on Beauty, showcasing diverse images of
female beauty from 67 female photographers, and showing
beauty beyond stereotypes.
81. +
Control: Contingency Planning
programs
Bad economy condition, people are tend to buy things they are
need, not they are want
Large variety of products in the market category and consumers
are willing to change brands. Dove has short-live products that are
disposable
Media has portrayed Dove's real beauty campaign is hypocritical
Competitors, such as St.Ives do not test their products to animal
False beauty in advertising and the pressure
82. +
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
83. +
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.
Dove is commited to building positive self-esteem and insipiring women to reach their full potential. The marketing plan should dedicate to that philosophy in both attitude and work ethic. It also has to take Dove's strong brand image and protect it in addition to expanding and maintaining current consumers. Dove use societal marketing concept where they educate girls and women on that healthy perception of body image should be and increase their self-esteem. They also focus on human welfare in addition to consumer's demands and company profits.
New York (NY), Los Angeles (CA), Chicago (IL), Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI), Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN).