Hips Feel GoodGroup-3

Dove's Campaign for Real Beauty

Group Members:

Nilanjana Halder (ID-08304006)Christina Rodrigues (ID-08304009)Monjori Monica Drong (ID-08104064)Farhana Mahamud (ID-08104158)

Saad M. Ehsan (ID-07104143)

Unilever

• One of the Largest consumer products companies

• Annual revenue approximately $50 billion.• Product line: Cooking & Eating, Beauty &

Style, Healthy Living & Around the House• 2004, “Path to Grow” strategy shows

product number of product decline from 1600 to 400.

• Newly designed logo.

Newly designed logo

Appendix

Unilever was one of the largest consumer products companies in the world with annual revenues of approximately $50 billion with 250000 staff. The product lines were categorized into four main areas: Cooking and Eating, Beauty and Style, Healthy Living and Around the House. Their global business strategy was customized to go with individual cultures and unique requirement of subsidiaries but in 2004 their “Path to Growth” strategy shows of reduced number of product from 1600 to 400 which leaded to newly

designed Unilever logo.

Dove

• Developed in United states pre-treatment use on burns and wounds during World War 2.

• 1957, Dove bar reformulated as a beauty soap bar.

• 1970s, launched promotional campaign for shop’s mildness

• 1990-2004, expanded product line: body wash, facial cleansers, moisturizers, deodorants and hair care products

• 2005,revenue reached $3 billion.

Appendix

Dove was developed in United States for pre-treatment use on burns and wounds during World War 2 as a non-irritating skin cleaner. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder then 17 leading bar soaps. Dove expend its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products in between 1990 and 2004. In 2005, Unilever’s Dove product line revenue reached $3 billion.

Overview of case

• 2003, market share of Dove was declining as the brand felt dated and old-fashioned

• New image for the Brand• New marketing strategy- find relationship of

women to beauty• StrategyOne, worked as a global research firm • Surveyed 3200 women and come up with “The

Real Truth about Beauty: A Global Report” • Decided to redefined beauty regardless

forms, sizes, ages• Moral concerns- boost the self-confidence of

women

Continued……

• September 2004, campaign for real beauty • “No models- but firm curves”- women of

different ages, shapes, racial backgrounds and clearly happy to be themselves.

• Billboards, radio, television and internet.• 2003 to 2004,market share increased 7.4per

cent to 13.5 percent.• Brand gain attributes such as open, active,

self-confident, fun, energetic and confident.

• “Self-Esteem Fund” - regain self esteem and self confidence of women.

Campaign for real beauty

Dove self- esteem fund

Appendix

In 2003 Unilever found that the market share of Dove was declining as the brand felt dated and old-fashioned. They decided to give the brand new image and stand out of the crowd and created a global team under direction of Kerstin Dunleavy to work for that.

For new marketing strategy they wanted to find relationship of women to beauty without just focusing on beauty care product and they go for StrategyOne, where they worked as a global research firm to find out the relationship. They surveyed 3200 women of different countries and come up with global report “The Real Truth about Beauty: A Global Report” where they discovered that the definition of beauty presented now is bear little relationship to reality. So, they decided to redefined beauty regardless forms, sizes, ages, which is ignored by competitors and it became their competitive advantage to go forward. The moral concerns of all these was to boost the self- confidence of women.

Continued……

The campaign for real beauty mainly began in September 2004 and launched a website campainforrealbeauty.com where women can vote and join the beauty debates and can share the concept of beauty where the target group was 30 to 39 year old women.

In advertising campaign the message was “No models- but firm curves” and the ads featured a group of women of different ages, shapes, racial backgrounds and clearly happy to be themselves and the campaign rolled in various countries considering the local cultural difference. They used billboards, radio, television and even the internet users are allowed to vote for the ads. As a result, market share increased 7.4 per cent in 2003 to 13.5 percent by the end of 2004 in European markets and the brand gain attributes such as open, active, self-confident, fun, energetic and confident.

Continued……

To find real beauty among women Dove established a “Self-Esteem Fund” to regain self esteem and self confidence of women through different program like “Uniquely ME!”, “Body Talk” and “Truth about Real Beauty” As the first re-launch step was successful so Dove was thinking about how to make successful the next re-launch step through the competition.

Dove’s competitive position prior to re-launch, as well as the success of the 2004 re-launch

•Dove is Unilever’s flagship brand.•Developed in the US as a non-irritating skin cleaner during World War II.•Significant top-of-mind awareness•First soap to use mild, it also milder than 17 leading bar soaps.• Quality product but sales declined due to competition•Company undertook its brand analysis by the market research.

Continued……

• Appreciated by customers for both its natural ingredients and its reliability as a moisturizer.

• Created a global team with a mandate to develop a new brand strategy.

• Refine the beauty which had been ignored its competitors.

• In September 2004, the first phase of the brand re-launch campaign.

• In 2004,“Campaign for Real Beauty” had significantly increased its market share and revenues.

Appendix

• Dove beauty care product line is Unilever’s Dove beauty care product line is Unilever’s flagship brand. Dove was originally developed in flagship brand. Dove was originally developed in the US as a non-irritating skin cleaner during the US as a non-irritating skin cleaner during World War II. It has significant top-of-World War II. It has significant top-of-mind awareness among women in many countries. mind awareness among women in many countries. Because, it was the first soap to use mild that Because, it was the first soap to use mild that means non soap ingredients and moisturizing means non soap ingredients and moisturizing cream to avoid dryness. Although the brand felt cream to avoid dryness. Although the brand felt dated and old-fashioned but loyal consumers use dated and old-fashioned but loyal consumers use it recognizes the quality of the product.it recognizes the quality of the product.

• However, Dove sales declined due to competition. However, Dove sales declined due to competition. Unilever’s objective is to increase the market Unilever’s objective is to increase the market share for its Dove brand by evolving this brand share for its Dove brand by evolving this brand into a modern and desirable one, while at the into a modern and desirable one, while at the same time standing out against strong same time standing out against strong competition.  competition.  

Continued…

• To understand the reasons for the decline company To understand the reasons for the decline company undertook its brand analysis by market research. undertook its brand analysis by market research. Market research showed that Dove was still Market research showed that Dove was still appreciated by customers for both its natural appreciated by customers for both its natural ingredients and its reliability as a moisturizer.ingredients and its reliability as a moisturizer.

• To improve the situation, Unilever created a global To improve the situation, Unilever created a global team with a mandate to develop a new brand team with a mandate to develop a new brand strategy for Dove beauty care products. In 2004, strategy for Dove beauty care products. In 2004, they refine the beauty which had been ignored its they refine the beauty which had been ignored its competitors. Commenced in September 2004, the competitors. Commenced in September 2004, the first phase of the brand re-launch campaign first phase of the brand re-launch campaign resulted in remarkable turnaround of the Dove line resulted in remarkable turnaround of the Dove line with a significant positive image shift. That year, with a significant positive image shift. That year, the successful launch of the “Campaign for Real the successful launch of the “Campaign for Real Beauty” had significantly increased its market Beauty” had significantly increased its market share and revenues. share and revenues.

Investigate & categorize the marketing arena for Dove and its competitors

• Concepts of beauty: beauty could be reflected in different shapes, sizes and ages and real beauty can be genuinely stunning.

• Aspects of beauty: Strengthen emotional tie with target customer.

• Promotion: campaign for real beauty, no models-but firm curves.

Appendix

• The beauty industry is highly competitive with many well supported brands and products. There are few secrets with the industry and products are in many ways similar. So, dove is facing tough competition in the beauty industry. Nivea, L'Oreal, Garnier these are the main competitors of dove. The marketing arena of this beauty care brands can be categorized into 3 major categories. These are concepts of beauty, aspects of beauty and promotion.

• Concepts of beauty: To stand out and differentiate themselves from competitors dove is looking for new marketing strategies. As a result they did extensive marketing research on the meaning of beauty. After that they redefine beauty in a different way. On the other hand competitors are using traditional concepts of beauty. This is how beauty companies are competing with each other with different concepts of beauty.

Continued……

• Aspects of beauty: Based on the real truth about beauty survey research dove was emphasizing on ethical aspects of beauty. This emphasis was not to be placed on perfect looks of top models like their competitors. The moral concern was to boost the self confidents of women. They want to strengthen emotional ties to the target group of customers. So that they established self-esteemed fund through which they were trying to increase self confidents of girls.

• Promotion: Dove stands out for its unique promotional activities also. They try to get instant consumer feed back through organizing debates and casting votes from consumers or different views of beauty which is called campaign for real beauty. "No models-but firm curves" was the care message stated in ad campaign in Europe. They used general women of different ages for their ad campaign. Where competitions were using well known celebrities for their advertisement. Some ads asked viewers to make a choice. For example- 96 years old woman named Irene asked "wrinkled or wonderful?" Followed by the question "will society ever accept the beauty of old age?" Anyone can vote or debate for these type of ads. Even can message their response to a beauty question posed by Dove ads through text message. This is how it introduced first outdoor mobile marketing event in United States and made their ads differentiated from competitors.

Opportunities in the “societal marketing” arena that Dove may be able to capitalize on

• Expand target segment ; e.g. Teenagers• Emotional attachment with consumers• Sustain customers• Expand new horizons ; New market• Own developed target group• Take advantages of competitors strategy

Appendix

• Can target teenagers along with women ages above 39

• Re-defining the concept of beauty creates emotional attachment with the brand

• It also increases consumers’ purchase confidence

• Dove’s natural ingredient and reliability as moisturizer gain consumers’ appreciation

• “self-esteem fund” increases girls’ confidence.

Continue….

• “uniquely me” in U.S.; “Body talk” in Canada and Germany; “mother-daughter wordbook” and commercial for Super Bowl football championship draw attention of girls and their mother which developed new customers group

• Competitors unrealistic standard of beauty create an opportunity for Dove

Recommendations for second

Phase:

• Focusing on selling products

• Add new “real” women image

•Strong emotional bonds

Appendix

For the second phase of the re-launch we recommend that For the second phase of the re-launch we recommend that : : 

·      Focusing on selling products in the specific market ·      Focusing on selling products in the specific market segments and have to increase such as teenagers, segments and have to increase such as teenagers, middle aged etc, & needs. As a result, they are able to middle aged etc, & needs. As a result, they are able to meet customer expectation. meet customer expectation.

·      Add new “real” women images which refers to self ·      Add new “real” women images which refers to self employment or self development campaign to emphasis employment or self development campaign to emphasis on practical aspect of life. on practical aspect of life.

.      Dove should continue to foster the that consumers .      Dove should continue to foster the that consumers have developed with the brand. To do this, Dove needs have developed with the brand. To do this, Dove needs to continue listening to consumers to determine what to continue listening to consumers to determine what issues they feel most strongly.issues they feel most strongly.

Thank you….