About Dove

Dove is a personal care brand developed by Unilever in 1957.

Dove products are sold in more than 80 countries and are targeted at both
women and men. The first Dove product was the Beauty Bar, which was
originally sold in the US but the Dove range now includes deodorants, body
washes, beauty bars, lotions moisturizers, hair care, and facial care products.

HISTORY
Started its life in
1957 in the US,
with the beauty
cleansing Bar.
It is #1
Dermatologist
Recommended
brand in the US.
Dove brands
heritage is based
on moisturisation.

How Dove came to be

1957,U.S.

1960s ,U.S.

1980s, U.S.

1988,Jean Shy U.S,

In 1957,the Dove beauty bar was introduced in the U.S. It promised

wouldnt dry their skin and it didnt. Thus ,began a very trusting re
between the brand and its users.

1989,Italy

1991 ,Litmus Test ,Canada1997,Dove Deodorant ,Italy1999,Dove launch ,Jap

Mission
To help the next generation of women develop a positive relationship with
the way they look - helping them raise their self-esteem and realize their
full potential.

STRENGTH

Their motto is
beauty should be for
everyone

Strong emotional
touch & family
values

Strong media
presence
(facebook :20 million
likes,twitter:105,000
followers)

WEAKNESS

OPPURTUNIT
Y

THREAT

High marketing
expense

Concentrate more
on men products

Increased
Competition in
this market
segment

Many critics of
real beauty
campaign

Improve and
strengthen the
product portfolio.

Saturation of
market

Concentrated
towards metros.

Real marketing

Large variety of
products

A commitment to
quality for more
than 50 years

Copying of
strategies

Popular only in
metro cities
Dove accused too
provocative in
their ad campaign

Low market
share for
deodorant,
especially

Competitor Analysis
PRODUCT

Large product line :

Dove hair care
Dove beauty bar
Dove lotion
Dove oil
Dove deodorants
Dove body wash

PRICE
Dove pricing strategy
is sales and
competitor oriented
Price ranges from
Rs.20-250

PLACE
The product is
available in
general stores,
supermarkets,
chemists &
wholesale
dealers

PROMOTION

Print media
,Television, direct
marketing &
Social Media

PRODUCT

Products for both

men and women

PRICE
Nivea sets
price level that
competitors
will follow.
Price ranges from
Rs.40-300

PLACE
NIVEA
distributes
through a range
of outlets that
are cost
effective but
that also reach
the highest
number of
consumers.

PROMOTION
:
Public relations
Advertising
Sales promotion
Personal sales

Brand Archetype

Goal
To help others
Love others as
you love yourself.
Caring for others

Strategy
Doing things for
others
,service
Focus attention on
other people and
not yourself

Association

Respect
Trust
Security
Compassion

Brand Elements
NAME

The primary meaning of the word dove is "a bird of the

pigeon family." Not a word most people use in a typical
day. That's what made it relatively easy for Unilever to
create a secondary meaning for its brand name Dove, a
moisturizing soap.
Symbolizes innocence, gentleness, faith, affection,
peace and constancy

Brand Elements
LOGO
Font
custom-made typeface.

Shape of the Dove Logo

Delicate dove symbol, which being an emblem of peace, love,
gentleness and purity, compliments the brands products very
well.
Designed by the famous Toronto-based lettering designer,
Ian Brignell.

Colors of the Dove Logo

The yellow color :joy and prosperity
The blue color :excellence and reliability of the Dove products.

Brand Identity Prism

Marketing Objective

Increase sales of Dove beauty products and new product lines

Create dialogue, debate, and discussion about the true meaning of beauty

Promote the concept of Real beauty and make women confident in their own
skin

Drive consumers to share their thoughts and opinions about various

campaigns and beauty stereotypes

Create a call to action for consumers to join the movement through website
pledge that activate a donation by Dove for self-esteem awareness programs

Marketing Strategy

Promote Natural Beauty

The idea of beauty lies within
Celebrates unconventional beauty
Uses the power of Social media

Communication Channels

Billboards
Advertisement
Video/film
Social Media
Workshop
Book publication
Funds

Real Beauty Sketches

Build brand love and loyalty

Turn beauty into a source of confidence, not anxiety, for women

APPROACH

Produced a three minute

video, uploaded to 46 Dove
YouTube channels

Launched video globally

Encouraged audience
participation through
YouTube, Google+

RESULTS
The most watched online ad ever, with over 163
million views globally
4.6 billion media impressions; reached 275,000
followers on Google+
#1 on the Cannes YouTube Ads Leaderboard and won
Titanium Grand Prix at 2013 Cannes Lions
International Festival of Creativity

International Marketing Campaigns & Promotions

March 14

Dove Patches

A beauty experiment and exploration into how we can change

the way we see our own beauty.
They invited a group of real women to wear a beauty patch every day.
The women wore the beauty patch 12 hours a day for the next 15 days
and documented their feelings in a series of daily video diaries.
Women admitted that they were starting to believe in their own beauty.
They felt more social. More confident being make-up free. They even found
themselves more comfortable receiving compliments. They were feeling
beautiful and their confidence improved more as every day went by.

March 16

Women Get Told

Dove is showing the world that the only rules you live by are your own

jJune-July16

My beauty My Say

Somewhere along the way, it has become the norm to judge

women based on their appearance and use their beauty against
them. With #MyBeautyMySay campaign Dove featured stories of
amazing women who stood up for their own beauty.

Helped encourage women everywhere to stand up for their own

beauty by sharing their story using #MyBeautyMySay

Campaigns In India-2015

Jan-March 15
Facebook & Twitter

Reveal Your Radiance

March 15
Event

Glow with Dove

Dove hosted an event to
reveal its latest beauty
experiment 'Glow With
Dove' that brings to light
the age-old truth that
beauty does not require
elaborate rituals; that
beauty, in fact, comes
from the simplest acts of
care.

April-May 15
Youtube

Choose Beautiful

Dove's 'Choose Beautiful' Campaign Says Women Are So Much More

Than Average

What They Did

Dove set up signs above side-by-side doors in five cities around the world. In each city,
one door read "Beautiful" and the other "Average. A camera crew then observed the
way women reacted to the marked doors -- and which one they ultimately
.96%walked
Of women do
through
choose the world beautiful to describe themselves ,only 4 % do

Result
The campaign does an above-'average' job in proving that the 'beautiful' door is not
only available, but also open for all women across all ages, sizes, and colour to choose
freely, just as long as they choose it for themselves.

Objective

Dove wanted women to make the conscious decision to embrace that beauty and
acknowledge it to the world. It aims to change the instinct to settle for average.

Impact of the campaign

In the first two weeks the short film was viewed more than 100 million times
across 70 countries.
The film also reached over 5.5 billion impressions, 600,000 shares and more
than 150,000 social mentions.
The #ChooseBeautiful Tumblr page was visited more than 4 million times with
an average time on site of three minutes

December 15
Twitter

Sensitive Skin Talk

Customers had to Tweet your sensitive skin doubts and they had a chance to
win Dove gift hampers in return.

Jan-Feb16
Event & facebook/twitter

Real Beauty Stories

What They Did

Four Day Marketing Drive-Jaipurs literary fest

Encouraged women to share their beauty stories on

twitter .From the tweets they compiled a book
:Real beauty book
Objective
Real Beauty Stories was an attempt at
challenging the narrow beauty ideal in India,
which has been defined by society, cinema,
literature, family and fairy tales. They wanted to
give women a chance to define beauty their

Dove who as they always preach Real

Women, Real Beauty were capturing candid
moments of lay girls only to display how

April-May 16

Break the rules of beauty

#DoveIndia

In a country with 631million

women, 29 states and 22
languages

A new research conducted by

Dove revealed that 76% of
Indian women believe, in
todays society, it is critical to
meet certain beauty
standards.

Through a film shot with

85 women across India,
Doves new campaign,
Lets Break the Rules of
Beauty, aims to redefine
the existing beauty
standards and inspires
India to embrace its
diversity in beauty.

May 16

Minute for Mom-Mothers Day

#MINUTEFORM
OM

June16
Facebook

SELFIE CONTEST

August 16
Viral Marketing-Youtube

Change The Rhyme, Is that you?

This ad campaign seeks to challenges ideas of beauty in rhyme

What They Did

A group of kindergarten students can

be heard reciting the "chubby cheeks,
rosy lips" nursery rhyme. The visuals
accompanying show a montage of
female athletes, all warming up to train
in their respective sports.
Unlike the very fair cherubs with curly
hair, eyes so blue and rosy lips
described in the song, these women are
bloodied, bruised, tanned, covered in
sweat and mud as they play hockey,
wrestle, hurl a shot put.
The ad builds up in tempo as it
progresses, but ends abruptly with the
kindergarten teacher calling out the last
line of the song - Is that you? - to
which the athletes reply with a
resounding
No.
Objective

It seeks to challenge the beauty

stereotypes society hands down to
impressionable young girls. You dont have
to fit in, be your own and
Still have fun.

Store Layout

Sauna

Massage

Facial

Pedicure
Manicure

Desk
Shelf for dove products

Waiting

Banner
s

Posters

E-mail