Unilever's real beauty campaingn for dove

Unilever's real beauty campaingn for dove

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  UNILEVER’S “REAL BEAUTY”CAMPAIGN FOR DOVE
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  INTRODUCTION “ WEWANT TO CHALLENGE THE DEFINITION OF BEAUTY. WE WANT TO DEFY THE STEREOTYPE THAT ONLY THE YOUNG, BLOND AND TALL ARE BEAUTIFUL .” - MR. PHILIPPE HAROUSSEAU, DOVE’S MARKETING DIRECTOR  
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  HISTORY oF UNILEVER William Hesketh Lever, founder of Lever Bros, an Anglo-Dutch Company which was formed in the year 1930 by the merger of British soap maker “Lever Brothers” and Dutch Margarine producer “Margarine Union”. The merger unit formed two separate entities known as Unilever Plc in London and Unilever NV in Rotterdam, The Netherlands.
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  DOVE In 1940,Formula for Dove Soap Bar. World War II -Recognized as a mild soap. In 1970s, Dove popularity Increased. In 1990s, it was a success in the market, despite being priced at 50% premium over other body wash brands. In 1995, extension of personal care products.  
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  By 1999 salesreached around US$1 billion and the brand was growing at 20% per annum. In early 2000s, women were not buying the brand in more than one or two categories. Need for Brand Positioning without loosing customer base. Dove was getting strong competition from other brands. In 2005 ,Dove was the world’s largest cleansing brand with annual sales of 2.5 billion Euros in more than 80 countries.  
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  CAMPAIGN FOR REALBEAUTY In June 2005, Unilever launched an ad campaign in US for its dove intensive firming range. The main purpose of the campaign was to challenge the stereotypes set by the beauty industry over the years. Campaign’s main aim was to promote its dove range of personal care products globally. Beauty advertisers bombarded consumers with idealized images of models, supermodels and celebrities which hurt consumers self-esteem.
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    Unilever featuredsix women of various body types for its dove firming lotion. After the campaign sale of firming lotion in UK rose by 700%.
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  IMPLEMENTATION & RECEPTIONOF CFRB Repositioning of Dove Products in the market. Interaction with the public through the website www.campaignforrealbeauty.com Understanding the minds of young girls. The ads sparked off a debate in the media.
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  On June 8,2008,Dove’s CFRB was awarded the Grand EFFIE for advertising and effectiveness and in the same month it received the award PRSA for PR. The stated aim was to act as a catalyst to broaden the definition of beauty.
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  CONSUMER BEHAVIOUR
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  CONSUMER BEHAVIOUR Campaignfor Real Beauty helped Dove to redefine consumer behaviour towards beauty products globally CFRB (Campaign for Real Beauty): “ DOVE FIRMING LOTION” Ads named as “ LETS CELEBRATE CURVES” Intended to make more women feel beautiful.
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  FACTORS INFLUENCE CONSUMERSBEHAVIOR External/ Environment factors Internal/ Individual factors
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  UNDERSTANDING CONSUMER DECISIONMAKING PROCESS Decision Processes
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  CONSUMER’S VERDICT :MILDNESS IS THE KEY Consumers are very happy with the product and above all there is loyalty attached to the product Even though there are no major aspirational values attached to the product, company is able to differentiate very well from other ‘hard-on-skin’ soaps Brand has been able to establish itself in all age groups
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  CUSTOMER SASTIFACTION
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  CUSTOMER SATISFACTION Satisfactionis a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance(or outcome)to their expectations. Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire “ownership experience”.
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  PHASES IN CUSTOMERSATISFACTION PROCESS PRE SALES PRODUCT QUALITY CORE BENEFITS & ADVANTAGES SALES OUTLETS
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  DURING SALES PERIODProvision of an attractive sales environment Reasonable and reliable delivery Enhancing Quality of goods
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  AFTER SALES PERIODIf required, necessary support or advice been provided. Prompt replacement or refund A smooth and straight forward complaint redressal procedure.
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  PERCEPTION OF DOVERecommended by dermatologists. Dove experiences high brand awareness among the teenage bracket. Positive feedback by adult group
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  PRICE PERCEPTION Themanner in which the product can add perceived value will determine what the customer is willing to pay and whether this will add to customer satisfaction. Initially the brand was not successful in India because of its high prices. After the ‘Campaign for real beauty’ the brand lowered its prices which had somewhat become reasonable
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  WOMEN’S PERCEPTIVE Shanel: I would love the thought of being a part of an ad that potentially touch many young girls to tell them that it is all right to be unique and everyone is beautiful in their own skin. Julie Arko : Being a woman is beautiful. Waking up every morning and living a happy, healthy life is beautiful.
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  Lindsey Stokes : Young girls need to see real women like themselves in print ads or on TV. Gina Crisanti : It [the campaign] encourages the viewer to let go of society's narrow fantastical idea of beauty, and embrace beautiful reality.
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  DEALING WITH CUSTOMERCOMPLAINT Receive , acknowledge and log the complaint Investigate Respond Follow up 24 hour toll-free ‘hotline’ Contact the complaining customer. Accept responsibility for the customer’s disappointment Resolve the complaint swiftly.
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  CONSUMER DECISION MAKINGPROCESS
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  CONSUMER DECISION MAKING PROCESS Problem Recognition Information search Evaluation of alternatives Purchase decision Post Purchase Behavior
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  WHO , HOW, WHAT , WHERE , WHEN & WHY ??????..... 1)Who buys our product or service? 2)Who makes the decision to buy the product? 3)Who influences the decision to buy the product? 4)How is the purchase decision made? Who assumes what role? 5)How is our product perceived by customers?
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  6) How dopersonal or demographic factors influence the purchase decision? 7)What does the customer buys ? What needs must be satisfied? 8)What are customers attitudes towards our product? 9)What social factors might influence the purchase decisions? 10)Where do they go or look to buy the product or service? 11)When do they buy? Any seasonality factors? 12) Why do customers buy a particular brand? 13)Do customers lifestyles influence their decisions?
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  Total Set–-Awareness Set–-ConsiderationSet–-Choice Set–- Decision Avon P & G Co. L'Oreal Johnson and Johnson Colgate-Palmolive Revlon Garnier Nivea Amway Matrix Ponds Olay Dove L'Oreal Olay Johnson and Johnson Garnier Dove Olay L'Oreal Dove L'Oreal ?
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  MARKETING MIX &ANALYSIS
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  THE 4P’s OFMARKETING
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  PRODUCT A combinationof moisturizer and softness so as to satisfy the particular need which was not met earlier. Focused on women (non-models)– beautiful in their own way. Point of differentiation -moisturizer and pH is neutral.
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  Strong personal ,emotionalconnection between brand and consumers. Various products- Dove Intense Firming range, Soap, Body wash, Shampoo, Facial care cleanser, Facial Cleaning Scrub etc.
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  PLACE Distribution channelsin more than 80 countries - Brazil, Canada, China, Germany, Italy, India, Japan, Mexico, Saudi Arabia, the UK, the US etc. SEGMENTATION : 1) Demographic segmentation Gender: females(working women) Income: high income groups & upper middle class 2)Psychographic segmentation: It tries to change the psychology of an average looking women that she can look equally beautiful.
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  PROMOTION ADVERTISING Ogilvy& Mather’s – Dove’s Advertising partner. Used “Real women” in their ads & unlike industry norm, the images were not retouched or digitally enhanced. Media & Interactive Billboards – Public were asked to make judgment about the looks women. Webpage – www.campaignforrealeauty.com
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  SALES PROMOTION Samples,Point-of-sale displays, money back guarantee PUBLC RELATIONS : Dove self-esteem fund(2006) – to build self- esteem of young girls Newspapers & magazine articles/reports. output.mov
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  PRICE The pricingstrategies followed by Dove are: COMPETITIVE PRICING : Here, the price is varied in response to the price fluctuations induced by the competitors. PENETRATION PRICING : The technique of setting a low initial entry price, often lower than the eventual market price, to attract new customers. The strategy works on the expectation that consumers will switch to new brands because of lower prices.
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  GEOGRAPHICAL PRICING Variable-pricing method in which a selling price is computed according to the customers or markets distance or transportation costs incurred.
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  SWOT ANALYSIS STRENGTHS: Unconventional strategy Effective advertising, free publicity Continuously evolving the campaign Strong emotional touch Cross-selling Possibilities
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  WEAKNESS/CRITICISMS : Objectificationof women Women featured were comparatively slim Use of idealized images in other brands under the same flagship Contradictory Japanese campaign Contradictory in nature
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  OPPORTUNITY/RECOMMENDATION : Targetmale customers Maintain better standards of quality Unified advertising throughout the globe Continuous innovation
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  THREATS : Riskof being a brand for “fat girls” Involved marketing risk Copy by the competitors Undermining the aspiration of consumers Sustainability of campaign in long run
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  MEN VS WOMENBeginning in 2010, Dove's campaign for real beauty headed off in new directions with a similar campaign targeted at real men. The new line of personal care products – Dove soap, body wash and deodorant under the name Men+Care has already hit the shelves. There's a huge gap in the market as there are currently only a few toiletry brands specifically catering for more mature men, which the new Dove Men+Care range is set to fill.
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  DOVE IN INDIA
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  INTRODUCTION Launched in1995 – HUL. India – an attractive and prospective market. High brand equity in India. Dove banked considerably on the success of its firming “ Real Women” campaign.
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  PRODUCT RANGE Linestretching : Dove launched its soap in 1995 and thereafter launched a range of its beauty products. Personal Care Dove Bar Skin Cleansing Products Hair Care Anti – Perspirant Deodorants Dove Lotions and Creams
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  PRICING STRATEGIES Initiallyexpensively priced. Higher income earners did not consider it worth buying. Change of strategy – lowered prices, thereby attracting upper middle class consumers. Dove - more expensive, but has created a strong customer base. Price quality inferences : consumers perceives high prices as an indicator of quality.
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  PLACE STRATEGY &DISTRIBUTION CHANNELS Uniform distribution channel used. Competitive advantage – using 1 distribution channel to provide their various products to retailers. Competition with sister products such as Lux, Pears, etc. Popular in metropolitan cities.
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  PLACE STRATEGY &DISTRIBUTION CHANNELS (CONTD..) Dove (HUL) C & F STOCKISTS MODERN TRADES RETAIL OUTLETS CSD
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  PLACE STRATEGY &DISTRIBUTION CHANNELS (CONTD..) HUL - Distributed through a network of 2500 redistribution stockists covering around one million retail outlets. The general trade - grocery stores, chemists, wholesale, kiosks and general stores. Provides custom made services to channel partners.
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  PROMOTION STRATEGY Variouspromotional awareness : Distribution of free samples. Ad commercials on TV , magazines, websites, newspapers, etc. Sachets introduced – rural markets. Product bundling pricing : Offers a pack of three soaps with discounts. Set of its product range as a gift pack. Positioned as “REAL BEAUTY” and is considered to be good for people of all ages. Real Women. Real Beauty!.avi
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  TARGETING Targets girlsand women of all ages, shapes and sizes. Especially targets the working women . Targets on the higher income groups . Dove uses the market specialization concept.
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  POSITIONING Dove ispositioned as a personal care brand. Points of differentiation : maximum moisturizing content. As the ad campaign of dove says that “use it on half of your face and see the difference”. Image differentiation : considered as a “moisturizing bar” and “beauty bar”. Product life cycle stage: Dove is currently at its growth stage.
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  SUCCESS OF DOVESales worth Rs. 500 crore was registered in the year 2009. Dove Shampoos – Largest Premium Brand within 1 year of the launch. 2009 - Growth rate of 100% in shampoos and 43% in soaps. Market share of dove products - 3.5 % in metros and 11.54% in modern format stores in 2009. Achieved in 3 years what Pantene took 15 years.
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  CONCLUSION Dove hashelped women to feel good. This good feeling from within helps one to attain more out of life by making them more confident and raising their self-esteem. They can embrace life with sincerity. It helps women feel beautiful from the inside out rather than from the outside in. Dove aims at beauty at every age. Dove helps a woman to celebrate her own inner beauty.
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