Hips Feel Good

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  • Topic: Beauty, Dove Campaign for Real Beauty, Cosmetics
  • Pages : 11 (3278 words )
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  • Published : October 16, 2012
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MARKETING MANAGEMENT

Case Study 2
“Hips Feel Good” – Doves Campaign for Real Beauty

July 9, 2009

TABLE OF CONTENTS

Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13

Executive Summary
Unilever is a multi-national corporation, formed of British and Dutch parentage that owns many of the world’s consumer product brands in foods, beverages cleaning agents and personal care products. Unilever employed 174,000 people and had a worldwide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser, Henkel and Spotless Group.

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, videos, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them.

The campaign featured normal women of different shapes and sizes recruited in a number of ways; one was approached in the street, another answered an ad which was placed in a local South London newspaper. This campaign has also spurred on a phenomenon whereby attractive women with bodies that better reflect 95% of the female population are referred to as Dove Mediocrities.

As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the self-esteem concept, which to date includes Daughters (which also aired as a 75-second television spot souring the Super Bowl XL), Evolution (which went on to win a number of honors, including two Cannes Lions Grand Prix awards), Onslaught, and Amy.

This case describes the situation of Dove as a brand and presents a proposal of what the strategy must continue in order to remain successful and attractive to the consumers.

Problem Statement

In order to gain market share, Dove has launched a campaign that has the purpose of improving brand image by connecting the to a new concept of beauty. This concept relies on the idea that beauty is not longer a utopian state based on the typical stereotypes of beautifulness; instead, this new concept is based on real people of different shapes, sizes, and colors, encouraging people to love themselves as they are.

The first results were successful; Dove made a bond with the society and people started to identify themselves with the brand and therefore demanded more of Dove’s products. However, changing the world’s concept of beauty is not an easy task. On one hand, people have an innate tendency to compare themselves with the established stereotypes pushing them to desire perfect beauty and alternatively, competitors’ strategies are built on ideal beauty, so either they will fight back against real beauty campaign or they will copy the strategy.

Can Dove maintain the success of the real beauty and the self-esteem campaigns, breaking definitely society stereotypes and facing competitors?

Data Analysis

In the world of advertising, any imperfection is simply airbrushed out of existence. Bombarded by these perfect images, it is no wonder that most women end up feeling bad about what...
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