Dove Case Study Synopsis

1. UNILEVER Introduction
2. CASE Introduction
3. Reasons
4. MARKETING Strategy
5. SWOT Analysis
6. Successes
7. OUR Perspective
8. Learning

Created by: Arman Yousaf

UNILEVER Introduction

Anglo-Dutch company.
Formed in the year 1930 by the merger of British soap makers lever brothers
and Dutch margarine
House of brands
Leading manufacturer & marketer of foods beverages, personal care products.
Major brands are Knorr, Surf, Vaseline, Sunsilk, Lux, AXE, Lifebuoy, Dove etc

Evolution of Dove
a. Post World War II - Origin in US
b. 1957 - Dove beauty bar developed
c.

1980 Endorsed by Physicians &

Dermatologists

d. 1980-2000 Functional superiority

backed by Moisturizing benefits
e. 2000 Tapped MasterBrand
f.

1990-Dove body wash launched

g. 1995-Range of beauty products

h. 2001-Dove deodorants line
i.

2003-Dove hair care line

j.

2007- World no 1 Cleansing Brand

Case Introduction
The mission statement purpose was summed up by Harousseau Dove
Marketing Director

If youre not crystal clear what the brand mission is, you cant control what
happens when people amplify it. Everyone working on dove knows these words
by heart. They know the mission statement doesnt say dove is about women
feeling more beautiful but.about more women feeling beautiful. Our notion of
beauty is not elitist. It is celebratory, inclusive & democratic.

Reasons to launch CFRB

(campaign for real beauty)

Declining Sales --- lost in crowded market

Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena,
Johnson &Johnson
Advertising clutter
Stagnation in one or two categories --- In spite of increase in product range

Created by: Arman Yousaf

Need for Brand Positioning --- Evolve brand image without losing their existing
customer base and driving aggressive growth

PROMOTIONAL Strategies

TV COMMERCIALS

ADVERTISING

WEB Solutions

BILLBOARDS

PANEL Discussions

INTERVIEWS

SuperBowl Media

Public Relationship marketing

TV & News PROGRAMS

THE DOVE SELF-ESTEEM FUND

SWOT Analysis

Created by: Arman Yousaf

Success

Gained greatest % among top 10 Brands in health & biz value in the past 3 Years
Brand grown by 1.2billion Dollars in 2006
The campaign for real beauty was a big hit
Gained immense popularity among the public
Positive responses from the Masses

OUR Perspective

The featuring of real women in the campaign as models was perfect for most
women to aspire for. Also the images of models and supermodels left the
consumers feel bad about their own body image and hurt their self-esteem.

Dove extended the definition of beauty

Effective ways of campaigning

Attention grabbed of the customers

Broke the rule of the advertising business that only beautiful models sell

The campaign was quite different from the conventional approach in the beauty
industry

Also free publicity was given

Learning

Taking the initiative

Interactive advertising
Cause based marketing

Created by: Arman Yousaf