I. Situational Analysis

Unilever, a multi-national corporation, has owned one of the widest consumer

products lines and one of which is Dove. Kerstin Dunleavy was the brand manager of the

Dove line and she planned to re-launch Dove Beauty products to the next level.

Dove had distinct features since it uses natural ingredients and is a very reliable

as a moisturized but however people believed that the product was dated and old-

fashioned. This was according to the study that undergone focused brand analysis under

Ernest Dichter institute. With this, Dove needed a new image to increase market share,

develop an outstanding marketing campaign and return the functional strengths of the

brand.

A global study was then conducted and the results show that women generally

have a certain concept of beauty and if they did not fit to those qualifications they did not

feel good about themselves. Standards of beauty seem to be as superficial as shown in

advertisements. The study also shows that only 2% of women describe themselves as

beautiful while 47% of these women said that they were overweight. Women seem to be

influenced to the idea that the definition of an attractive woman is those who have very

slim waistlines. Most of Doves respondents believed this to be true.

With basis of the global study, Dove decided to use an unconventional approach

to re-launch Dove. The goal was to use attention-seeking campaigns to boost self-

esteem of women. The campaign on Real Beauty began. All types of promotional tools

were used in the campaign. This allowed women globally to react on the online ads and

re-think on the subjective side of beauty whether the difference is in age, race or size.

The campaign was thoroughly successful strategy and was proposed to be

continued in the light of helping women feel good about themselves and in order to

sustain their stand to their customers.

II. Problem Definition

With the success of Dove’sreal beauty promotional campaign in re-launching its

brand, the management is now faced with the challenge of improving or at the least

sustaining this new brand drive. In pursuing this, it also has to answer the following

issues:

What actions should be taken in order to capture a much larger market?

How did the success of the campaign rebrand Dove products?

How will Ms. Dunleavy address the negative effects of the campaign?

How will Ms. Dunleavy address the problems arising from Dove campaign versus

the campaign of other products of Unilever to address inconsistencies?

Furthermore, objectives of this case are as follows:

Dove should remain in the minds of the consumer that the product is made of

natural ingredients and is known for its mildness.

Branding was an issue with the product though a lot believed in the

ingredients of the product and what it could deliver. In the study they have

conducted the consumer found the product to be dated and old-fashioned.

To sustain the campaigns of Dove in the market in order to capture a larger

market share.

With the success of the campaign, Dove still continues to practice

Corporate social responsibility by still maintaining the campaigns. Dove

established the “Self-esteem Fund” & “Uniquely Me”. Unilever also sought the

help young females with eating disorders.

To take out most women’s perception of what is beautiful. Elimination of

stereotypical beauty should be achieved for those women who are low in self-

esteem. Make the 98% of the target market believe that they are beautiful just the

way they are and that no amount of surgery or beauty products can boost their

self-esteem. Acceptance would always be the first step.

According to the global study, only 2% of women found themselves

beautiful. This gave the group of Dunleavy the opportunity to redefine what is

beautiful. A proposal was then presented to the board to re-launch dove using

new and unconventional ideals of beauty.

III. External Environment

Following are the societal factors that have impact with the industry, the

environmental opportunities and threats facing the company.

a. Social Norms. What the Society demands define the company’s strategy.

b. Other Market. The existence of other markets in which Dove might be interested

to intrude and penetrate such as men and children. Able to access prime market.

c. Global Advertising. Advertisements of Dove Products could be tailored-fit

culturally depending on the skin type. Globally advertising Dove is a big

opportunity to gather a greater market. Making the products tailored-fit adds

value to the products of Unilever as a company since it would promote vitality.

d. Interpretation. This type of branding could be primed/ tendency to be associated

to fat girls. Branding technique used by Dove might be misinterpreted by other

markets since the campaign would focus of real women, not models, and would

get the impression that re-launching of Dove targeted fat girls.

e. Competitors as copy cat. There is a tendency and a possibility that since Dove

is successful in their campaign for real beauty, competitors might copy their

positioning or campaigns thus resulting to the decline of Dove product

consumers.

f. Competitors promoting slim, blonde and white as beautiful. Competitors

which will still promote beauty as structured by the society could be a problem for

dove. With great effort from the number of competitors in advertising their

products using models, blondes and slim girls, the “real beauty” campaign might

no longer be effective and received by the consumer. Targeting the self esteem

and insecurities of women in general might impact the market share of dove.

g. Highly competitive industry. The beauty industry as mentioned is very

competitive as products offered are similar or with less variations. Because of

this, the emphasis falls on how the product is marketed or communicated to the

customers and not on what the product is offering.

h. Current marketing strategy in the industry. The focus is on the social and

environmental responsibilities and all natural products. Advertisements use

models or the ideal concept of beauty and not on what the common perception of

beauty.

IV. Internal Organizational Environment

The Dove brand is operating under the following internal environment:

a. Unconventional promotional strategy. The approach of Dove is very much

different from other competitors. It differentiated them from competitors that

consumers and women in general were able to identify themselves in the

advertisements and campaigns released by Dove. Dove deviated from the usual and

conventional strategies of presenting beauty in the light of what is slim, white, blonde

and long straight hair. These stereotypes have not been utilized by Dove.

b. Effective advertising campaigns. The campaign of real beauty was a success. The

idea of implanting the idea that beauty can be varied in terms of size, age and race

was successful that it captured a large market to react on the ads. Showing

advertisements with women in all sizes, shapes, curves and colors was a huge

achievement for Dove in tapping a greater market for women in were able to identify

themselves with the campaign of dove.

c. Limitations of the products offered by Dove . Dove products are for women only

and they are offering few product lines.

d. Emotion of Women . Researches focused on the emotional engagement of women

when it comes to beauty. This is a very wise move for Dove for they were able to tap

what is inside the mind of women. In helping women cope with their issues on self

esteem and insecurity they were able inculcate in the psyche of women that beauty

need not be beautiful as it is defined and structured in the society.

e. Global marketing . Targeting the market across the globe, borders, colors and races

was a big achievement for Dove. Advertisements could be used cross-culturally. That

is regardless of location, ethnicity and race of the consumer, reception of the

advertisements is the same since the advertisement communicates to the mass

across all nation, border and race.

f. Women featured in the previous ads were slim. Though Dove engaged in

presenting real beauty in the light of what is natural and common to all women in all

races and color, the brands previous advertisements which featured slim, blonde and

tall models will still pose some problems or issues for Dove. It would create

incongruence and inconsistency for Dove for there might be consumers who will

question the change of their strategy. The disparity of the models they have

presented in their then advertisements and now advertisements might create a

distorted idea to the mass or women consumer in general.

g. Strength of Uniliver Company. Uniliver is one of the largest companies in the

global consumer products industry. Its vastness is an advantage of Dove in term of

economies of scale (resources and operation) and being just a part of the global

marketing strategy of Uniliver.

h. Dove products . Quality products that have been appreciated by the consumers.

They were the first beauty soap to use mild, non-soap ingredients with moisturizing

cream making them milder than 17 leading bar soaps.

i. Company Growth. Dove is present in 40 countries.

j. Global team and research team. Dove has an excellent research base that they

could use to understand their market.

k. New brand image. Dove is now considered as a cosmetics and beauty expert. The

market’s perception of the brand changes from being dated and old-fashioned to

being “open”, self-confident”, “fun”, and “energetic”.

V. Strategic Factors Analysis

Classification of the above internal and external environment presented for the

Dove products into the brand’s SWOT is as follows:

Strengths

- Unconventional promotional strategy

- Effective advertising campaigns.

- Emotion of Women as focus of their strategy.

- Global marketing

- New brand image

- Product’s functional strength

- Supportive and big mother company

- Excellent research

Weaknesses

- Women featured in the previous ads were slim

- Limitations of the products offered by Dove

Opportunities

- Other markets

- Advertisements could be used cross-culturally

- Dove products could be tailored-fit culturally depending on the skin type.

Globally advertising Dove is a big opportunity to gather a greater market.

Making the products tailored-fit adds value to the products of Unilever as

a company since it would promote vitality.

Threats

- This type of branding could be primed/ tendency to be associated to fat

girls.

- Branding technique used by Dove might be misinterpreted by other

markets since the campaign would focus of real women, not models, and

would get the impression that re-launching of Dove targeted fat girls.

- Competitors as copycats

- Competitors promoting the stereotypes of beauty

- Social Norms

- Highly-competitive industry

VI. Alternative Presentations

After evaluating the problems, issues, opportunities as well as Dove’s current

edge, what then are its possible courses of action? These alternatives will be

evaluated based on how it would promote the company to fair againstthe critical

success factors needed in the beauty industry as well as how these alternatives

attain the identified key result areas.

Analysis of the alternatives available to the company

Alternative 1. Take advantage of the success of Real Beauty campaign by

continuing in this direction through providing new questions and pictures in their

advertisement and in their website as well as continue to support it with their current

social responsibility activities

Pros:

This has been proven a success with customers connecting with the promotional

activity and with a vast media coverage regarding the issues

The company will be using the same platform (ads and web) as such no

additional costs will be incurred

Cons:

The effectiveness of the campaign might wither as people might be feed up with

the same marketing style

Duplication of the same concept by competitors making it less and less of a

cutting-edge promotional work since if there are already many players using the

same technique, it could no longer be different and special

It will be difficult to find new conflicting issues about what beauty is that could still

stir a buzz.

Alternative 2. Engage more in social responsibility movement that affects society as

a whole not only women. This would mean that new societal programs will be

undertaken by the company.

Pros:

This will establish deeper relationship with the customers

This will further emphasize the company’s genuineness in their previous

campaign as such battle the contradiction issues tossed to them.

Cons:

This would entail additional costs for the company to support these activities

Selling the Dove product could be lost as the focus turns to society’s problems

This could be seen by the company’s shareholders as unprofitable as such losing

their support considering that the company exist mainly for profit and not to solve

society’s problems. There could be clashing of objectives.

Alternative 3. With Real Beauty campaign in the background, the company will focus

on selling the product through other promotional tools and other selling strategies.

The emphasis will no longer be on the campaign but on the product itself. The

company will just maintain the website about real beauty but their advertisement will

be about Dove products and what it could do to maintain real beauty not just for

women but for other market as well, locally and globally.

Pros:

The company could take advantage of the growing brand awareness and the new

attributes or image associated with it.

By associating more the Dove brand with the campaign, customers will patronize

the brand thus increasing sales and market share

New marketing approach could sustain and further stimulate the interest of the

consumer towards Dove yet still maintaining the

By focusing on the different product line it carries, Dove could be more specific in

identifying and addressing the need of different market segment. For example, by

having an advertisement showcasing its hair product, then Dove could be more

personal to this particular customer base. Aside from this, it could suit individual

culture and needs

The brand could penetrate new market like children or men

Cons:

Additional expenses for the company since it would be more detailed and specific

Needs for consistency of message across all product line in all countries

There is a tendency to become traditional if not carefully planned

Alternative 4. Abandon the campaign theme either by focusing on the functional

strength of the product or use other societal issues aside from the concept of beauty

since the Dove brand already has new image and that consumers were already

aware of the product.

Pros:

It could highlight the brand more if focus on the functional characteristic of Dove

It could mean less expenses by getting away from corporate social

responsibilities

It could mean new market opportunities

Cons:

Market interest could be lost if focus only with the product

Since entirely new strategy, customer could no longer relate with the brand as

such the image will not be sustained

The company could not take advantage of the success of the first phase.

In order to summarize and reiterate the points mentioned above, the critical

success factors and the key result areas are as follows:

Critical Success Factors:

1. Strong new brand image and awareness

2. Continued innovative and differentiated promotional strategies

3. Maintained functional edge of the product in relation to quality

Key Result Areas:

1. Keep the Dove brand modern and desirable and sustain the new image or

attributes associated with the brand

2. Pioneering promotional strategy

3. Over-all success of brand re-launch

4. Increase sales and market share

5. Reach new customers or market

Comparative Scoring of Alternatives:

Critical Success

Factors Key Result Areas

Alternatives 1 2 3 1 2 3 4 5

1. Same campaign, new

questions and pictures,

same activities

yes no yes maybe no maybe no no

2. More social

responsibility focus

maybe no yes maybe no Maybe no no

3. Same campaign, focus

more on products and

markets, new

promotional tools

yes maybe yes yes maybe maybe yes yes

4. New campaign theme no maybe yes maybe maybe maybe maybe yes

Tally Sheet

(counts)

Alternatives Yes Maybe No

1. Same campaign, new questions and pictures, same activities 2 2 4

2. More social responsibility focus 1 3 4

3. Same campaign, focus more on products, new markets, new

promotional tools

5 3 0

4. New campaign theme 2 5 1

VII. Recommendation

After considering the analysis above, we suggest that Dove will take on the

third alternative, as stated below:

“With Real Beauty campaign in the background, the company will focus on selling the

product through other promotional tools and other selling strategies. The emphasis will no

longer be on the campaign but on the product itself. The company will just maintain the

website about real beauty but their advertisement will be about Dove products and what it

could do to maintain real beauty not just for women but for other market as well, locally and

globally.”

This means that it is recommended that Dove will do the following:

Continue maintaining the efforts of the real beauty campaign with new

ideas and new promotional medium. By doing this, the company could

counteract the negative notion of the campaign in relation to the issues of

inconsistencies in their promotion and offering. They could also address

the negative feedback regarding Dove supporting extreme health issues

(being fat or thin), as they embrace real beauty.

Strengthen the association of Dove Brand with the Real Beauty

Campaign. Customers should be well-aware that Dove is behind the

campaign such that even if competitors will follow, still what will be

associated is the Dove brand.

Keep and heighten the personal relationship of Dove with its customers

by engaging more customer participation

Take advantage of the new brand image and awareness through new

products and new market

More product specific and culture specific promotional activities catered to

narrowed audience

Once the above objectives are met, Dove will continue to have a strong brand

image for its quality products and it could still have a differentiated top of the line

marketing approach. Further, with the use of this, the company will have a successful

over-all re-launching of the product that will increase its sales as well as allows them

to cater to a wider market thereby increasing its market share. This alternative

therefore, enhances Dove strengths on the critical factors mentioned above such that

there is higher possibility of achieving the KRAs.

VIII. Implementation, Evaluation, and Control

Below is the implementation plan to achieve each of the objectives:

Objective #1. Continue maintaining the efforts of the real beauty campaign with new

ideas and new promotional medium

Continue to monitor the activities in their Real Beauty Website. Injecting

topics that will emphasize that real beauty is feeling good about yourself at

the same time acknowledging possible health problems—real beauty is being

healthy.

Using other social media, like twitter, facebook, blogging.

Incorporate the result of the real beauty campaign in their advertisements by

using testimonials. They could also use aspirational story of women in their

tri-media advertisement like TV and magazines

Conduct additional research that would focus on how Men sees beauty and

then base on the result, you create Real Beauty for Men campaign.

Objective #2. Strengthen the association of Dove Brand with the Real Beauty

Campaign

Use operational conditioning theory by B.F. Skinner in their advertisement.

Organize events or give out talks and seminars regarding health and beauty

maintenance and how to improve self-esteem at schools, universities, and

malls. Conduct testing during this events and give out sample of Dove

products.

Objective #3. Keep and heighten the personal relationship of Dove with its

customers by engaging more customer participation

This could be done by having feedback rooms through chatting and emails.

Here, customers could give their feedback, comments, and suggestions. This

information should be considered in the brand’s activities to show

appreciation and seriousness in acknowledging customer’s needs.

They could also give workshops wherein customers could share their

experiences

Objective #4. Take advantage of the new brand image and awareness through new

products and new market

They could introduce new products like lotion, feminine wash, deodorant,

facial wash and other beauty maintenance for women.

They could also offer products for men and children.

They will strengthen their global market by offering to Asia or other parts of

the world

Objective #5. More product specific and culture specific promotional activities

catered to narrowed audience

Advertisements will be specific to what product is promoted. For example, if

Dove wanted to promote their shampoo, a concept of real beauty in relation to

hair plus the attributes of the Dove shampoo will be highlighted in the ads.

Advertisements will reflect culture of the country where you want to promote

the product.

See to it that the idea and messages communicated where consistent across

all promotional activities

In general, Dove could also use Through-the-line campaign – using tri-media (TV,

Billboards) and tactical promotions like freebies or free tickets to women-related

events.

Moreover, in order to determine the success of the activity, the company will use the

following evaluation and control:

1. Conduct short surveys on awareness and customer satisfaction on Dove

Products before and after the promotion and the introduction of new

product line

2. Focused group discussion as a way of improving the product based on

the results of the survey

3. Financial performance evaluation in terms of sales revenue per product

and per location

4. Number of reactions or feedbacks generated after the promotional

activities

5. Do comparative survey against competitors