Unilevers Real beauty Campaign for

Group : 5 Rising Stars

Harshul Mittal (GL) Anmol Gupta Alok Anand Abid Hussain Chundru Prabhu Kiran 12 BSP 0464 12 BSP 0190 12 BSP 0111 12 BSP 2366 12 BSP 0315

What we are going to discuss:

Introduction to Dove. Definition of Beauty 4 Ps of Marketing SWOT analysis for the Real Beauty Campaign Summary of the case

INTRODUCTION
Dove is a personal care brand owned by Unilever. This brand came to India in 1995. It is imported and marketed by Hindustan Unilever Limited (HUL). By the end of the dove Real Beauty campaign, Dove was ranked #3 in the body lotions market, ahead of Loreal, Garnier & Olay. In the year 2004, Unilever won the Marketer of the Year award for Dove brand.

We want to challenge the definition of beauty. We want to defy the stereotype that only the young, blond and tall are beautiful.
-Mr. Philippe Harousseau (Doves Marketing Director)

BEAUTY
STUDY METHODOLOGY FINDINGS women's relationship's to their own beauty

STUDY METHOLODOGY
a specialist applied research firm based in New York. The study consisted of a 3,200-respondent U.S., Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil, Argentina and Japan. (300) interviews AND (500) interviews February 27 and March 26, 2004 telephone field services of MORI International based in London.

WOMENS RELATIONSHIP TO THEIR OWN BEAUTY

women perceive and experience themselves as beautiful, and the reasons why? how comfortable, level of satisfaction, impact on their sense of well-being, important.

OWNERSHIP OF THE WORD BEAUTIFUL

beautiful is not a word women willingly associate with
themselves
positive or neutral adjectives to describe their looks (including; natural, average, beautiful, sexy and gorgeous)

are most comfortable using the words natural (31%) or average

(29%) to describe their looks. 4% of 18-29 year-olds choosing beautiful

Beautiful-2%, fewer even than choose attractive (9%), feminine

(8%), good-looking (7%) or cute (7%).

SELF-EVALUATIONS OF BEAUTY AND PHYSICAL APPEARANCE

went on to conduct an assessment of how women evaluate their own beauty. women were asked to evaluate both their beauty and their physical attractiveness.

PRODUCT
Brand name Styling Quality Functionality Consumer attraction

PRICE
Penetration Seasonal pricing

PROMOTION
Advertising Sales promotion Public relation Aimed at middle class families

PRODUCT DISTRIBUTION
Distribution channels Market coverage Distribution centres Transportation

STRENGTHS OF THE CAMPAIGN

Positive social messaging Free publicity Elevates dove above clutter Credits consumer intelligence Awakens individual empowerment Directs women to change the status quo Has helped raise girls self esteem

WEAKNESS OF CAMPAIGN
Doves Real Beauty Pics could be Big Phonies. Unilever was slammed for hypocrisy for using perfect shaped models in sexually suggestive ads to promote the AXE Brand.

Ads are contradictory in nature.

OPPOTURNITIES
A Potential opportunity for the new Dove line will be: Its ability to embrace what has traditionally been a very high profile female brand to touch the middle class and launch its new Dove for men line of products.

THREATS
Risk of becoming a brand of Fat Girls. Women will eventually get bored with the feel-good, politically correct message. Doves Onslaught video inspired a variety of parodies.

SUMMARY
Unilever, anAnglo-Dutch company, was formed in 1930

Lever Brothers and Dutch margarine producer. 1970 Dove bar milder than 17 other leading soap.
early 1990s, launched , a body wash product, which was

a success in the market despite being priced at a 50 %

premium over other body wash brands. 2004 conducted global study on the perception & attitudes of women. 2004 CFRB critics gave lot of free publicity leads to sales increase.

April 2004 lets celebrate CURVES ADS challenging stereotype

2005 Worlds largest brand with annual sales 2.5 billion EURO
in 80 countries. According to Sylvia Lagnadohow women defines BEAUTY. Dove Self-Esteem Fund (DSEF) was created with the objective of building the self-esteem of young girls. Dove aired a commercial during the Super Bowl 45 seconds

AWARDS
EFFIE.
SILVER ANVIL PRSA.

EACA EURO-EFFIEs
EPICA

Ad

Model

Question
Will society ever accept old can be beautiful? Why arent women glad to be gray? Does true beauty only squeeze into a size 6? Does sexiness depend on how full your cups are? Does beauty mean looking like everyone else?

Wrinkled? Wonderful? Irene Sinclair, 95, of London, England with a wrinkled face Gray? Gorgeous? Merlin Glozer, 45, of London, England with gray hair

Oversized?Outstanding? Tabatha Roman, 34, of New York, a plus-size woman Half empty? Half full? Esther Poyer, 35, of London, England with small breasts Flawed? Flawless? Leah Sheehan, 22, of London, England with marks on her body