Dove Case Study Analysis

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Dove Final Presentation - Presentation Transcript
1.UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE Crafted by: 2.BASIC OUTLINE
oINTRODUCTION
oCASE SUMMARY
oREASONS
oMARKETING STRATEGY
oSWOT ANALYSIS
oACHIEVEMENTS
oRECOMMENDATIONS
oOUR LEARNINGS
3.INTRODUCTION
oUNILEVER --- An Anglo-Dutch company
oEstablished in 1930 with the merger of Lever Brothers and Margarine Union . oFormed two separate entities:
o1) Unilever Plc, London
o2) Unilever NV, Rotterdam
oLeading manufacturer and marketer --- foods, beverages, cleaning agents and personal care products. oMajor Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Pond’s and Lifebuoy oRevenues for 2005 --- US$ 50 billion

oEmployee Base --- 206,000 people
4.EVOLUTION OF BRAND ‘DOVE’
o1940’s – Formula for Dove Bar (Mild Soap)
o1950’s – Refined to original Dove Beauty Bar
o1960’s – Launched in the market
o1970’s – Popularity Increased as a milder soap
o1980’s – Leading brand recommended by Physicians
o1990’s – Dove beauty wash successfully launched
o1995-2001 – Extension of Dove’s range of products
5.PRODUCT LAUNCHING
o1 ) APRIL- 2004 launched “DOVE FIRMING LOTION”
o2) Ads named as “LETS CELEBRATE CURVES”
o3) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN.
o4) It was renamed as “CAMPAIGN FOR REAL BEAUTY”
o5) Intended to make more women feel beautiful.
6.CASE-INTRODUCTION
o“ We want to challenge the definition of the beauty.We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.” o-Philippe Harousseau, Dove’s Marketing Director

oCFRB (Campaign for Real Beauty):
First Phase
Second Phase
7.
8.REASONS
oDeclining Sales --- lost in crowded market
oIncreased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson &Johnson oResulting advertising clutter
oStagnation in one or two categories --- In spite of...
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