marketing presentation dove

8/7/2019 Marketing Presentation Dove

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` Group No : 2` Members:

Sh ruti AjeyManorat h J os h iNatas h a C hh owalaPrince Lat hV ikas Barb h ayaPratik Kedia

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Campaign for Real Beauty


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INTRODUCT ION1/20

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Campaign for real beautyNarrow definition of beautyAim to act as a catalyst to broaden t h e definition

First P h asePositioning t h e brand

S econd P h aseAdds for t h e firming range 2/20

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1940s: Formula for Dove soap are developed1960s: Original Dove beauty bar developed1990s: Dove moisturizing body was h ,sensitive

skin bar & facial care moisturizer launc h ed2000s: Deodorant line and massage body was h launc h ed, company brand furt h er extended.

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Global S tudyConducted on perception and attitudes of womenS tudy done in partners h ip wit h strategy 1, in collaboration wit h Nancy Etcoff&Massac h usettes3200 women were involved from 10 countries

FindingsReport titled T h e Real Trut h about Beauty said, 2% womendescribed t h emselves beautiful,9% attractive,,31% natural, and29% average.Women not feel comfortable describing t h emselves

ConclusionWomen were feeling pressurized by beauty stereotypes.Due to eye popping features of beauty icons, women consideredth emselves as imperfect.

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Launc h ed t h e ad named lets Celebrate Curves featuringsix women of various body typesWomen h ad in h ibitions about exposing t h eir body parts t h ath ad lost firmness and h ad cellulite.Campaign h eavily banked upon Public Relations strategy.TV ch annels provided be h ind t h e scene p h oto-s h oot.S uccessful in sparking off a controversial debate4.6 million wort h of media space was generated for doveproducts.UK S ales of firming lotion doubled in a mont hS uccess of t h is campaign inspired Unilever to launc h global campaign for Dove.

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` Launc h ed Campaign for real beauty.

M arketing Strategy

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Panel discussionInterviewsGlobal touring p h otograp h yPress and postersBill boardsWebsitesS elf esteem fund

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J une 2005: Dove launc h ed t h e intensive firmingrange in U S .Featured t h e non models in t h eir campaign.

Introduced several firming range products.

Lets face it, firming t h e t h igh s of a size 2supermodel is no c h allenge.

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Wh y Dove is continuously evolving t h e campaign?

S mall girls dissatisfied wit h th eir looks

Negative Body Image

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S ome facts as per DoveGirls in grades 9 to 12Girls of 7 th And 8 th gradeGirls in t h e age group of 13-24Tv commercials make t h em loose self confidence

New campaign for Dove natural glow lotionS ame message in different ways

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Appreciation by expertsWendy Sh anker , national spokeswomen for LoveYour Body Day of t h e National Organization for

Women foundationLong drawn a linkUltrat h in image in t h e beauty industry

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Convincing women to buy Doves F IRM ING rangeproducts.Ch ange in t h e culture of advertising.

S imultaneously contradicting its campaign.Widespread publicity of company & products.Wh at do you t h ink of real women Ad campaign?

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P ie Chart

It doesn't matters to me. I dont pay attention toadds(4%)

It's a ploy.Companies areout to sell t h eir productslike everyone else.(1 7 %)

it's great. Finally someadds wit h everydaywomen( 7 9%)

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A feeling t h at CFRB was a revolution.Ch allenged existing conventional approac h .Did away wit h celebrities.

Re-invigorated t h e brand.Reward- S old more products.Awards from all market places & fraternities.

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A great market risk involved.FAT G IRL brand It could end t h e brand itself.People are living desperation, t h ey dont want to

be t h emselves.Cause related marketing strategy A risk affair.

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Y E SN O

0

50

100

NO. OF

PEOPLE

Advertis ement with models &celebrities harm your self-esteem

Y E S 31

NO 69 15/20


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ME D IA 13

R E L AT IV E S AND F R IE ND S 45

E X P E R T AD V IC E 37

C E L E B R IT IE S 5

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40

45

50

55

NO.OF

OPLE

Y E S O

Prefer to bu y face-clean s er thatgaurantee s 10 to 20% c hang e

Y E S 47

N O 53

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DO V E 39

G AR NIE R 15

P O NDS 10

L AK ME 9

O T HE R S 27

Brand p referred fo r face cleansing p rp os e

39 %

15 %10%

9%

27%D O V E

G A R N IE R

P O N D S

L A K ME

O T H E R S

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Criticism Dismissed

We are telling t h em we want to take care of t h emselves,take care of t h eir beauty. T h at is very different fromsending t h em t h e message to look like somet h ingth eyre not.

- BoyceF inally the goal was achieved

People loved to see genuine imagery in advertising

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Real Beauty campaign, a pureproduct marketing.

Defying all t h e critics, Dove wassuccessful in keeping up t h e name.

Th e beauty industry is driven by t h edreams and aspirations of t h e consumers.

Dove did t h e new, everyone elsefollowed...

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marketing presentation dove

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