A PRESENTATION ON DOVE

1 ABHISHEK GANGULY AGNIVESH SAHA AJAY SINGH SHEKHAWAT AKHIL SHARMA ALOK KUMAR SINGH
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INTRODUCTION

UNILEVER --- An Anglo-Dutch company Established in 1930 with the merger of Lever Brothers and Margarine Union . Formed two separate entities:

1) Unilever Plc, London 2) Unilever NV, Rotterdam

Leading manufacturer and marketer --- foods, beverages, cleaning agents and personal care products. Major Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, AXE, Lux, Ponds and Lifebuoy
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EVOLUTION OF BRAND DOVE

1940s Formula for Dove Bar (Mild Soap) 1950s Refined to original Dove Beauty Bar 1960s Launched in the market 1970s Popularity Increased as a milder soap 1980s Leading brand recommended by Physicians 1990s Dove beauty wash successfully launched 1995-2001 Extension of Doves range of products 2004 - launched DOVE FIRMING LOTION Ads named as LETS CELEBRATE CURVES 2005 - LAUNCHED GLOBAL CAMPAIGN. It was 5/17/12

COMPETITION

Declining Sales --- lost in crowded market Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson &Johnson Resulting advertising clutter Stagnation in one or two categories --- In spite of increase in product range Need for Brand Positioning --- Evolve brand image without losing their existing customer base
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MARKETING STRATEGY
ADVERTISING TV

COMMERCIALS

WEBSITE BILLBOARDS PANEL

DISCUSSIONS

INTERVIEWS THE

DOVE SELF-ESTEEM FUND

PROGRAMS
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SWOT ANALYSIS
STRENGTHS - OPPORTUNITY

Unconventional strategy Target male customers Effective better standards of quality Maintain advertising, Free publicity Continuously evolving the campaign Unified advertising throughout the globe Strong emotional touch Continuous innovation Cross-selling Possibilities

THREATS WEAKNESS a brand for fat girls Risk of being

Contradictory in nature Involved marketing risk Objectification of women Copy by the competitors Women featured were comparatively slim Undermining the aspiration of consumers
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SUCCESS OF THE CAMPAIGN

Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness Positive response from the masses

Recently it come up with a famous advetising tagline DOVE 7 DAYS CHALLENGE which was a huge success.
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Positioning

By organising all these campaign DOVE have been successful in creating a mental map in the mind of customer REAL BEAUTY DOVE It has also created the niche in the beauty segment.

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Thank you

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