Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.
2. +
Introduction: Unilever
Established in 1930
One of Indonesia's Top Ten Companies
Anglo-Dutch multinational consumer goods company
Currently has more than 40 brands focused on health and
wellbeing, 14 of which generate sales in excess of €1 billion
a year
173,000 employees (2013) in over than 100 countries
worldwide
4. +
Introduction: Unilever
Food and Drink Home Care Personal Care
Lipton
Ben & Jerry’s
Knorr
Unilever food
solutions
Becel, Flora
Wall’s
Bertolli
Hellmann’s Amora
Blue Band, Rama
Omo
Comfort
Domestos
Sunlight
CIF
Surf
Dove
Simple
Signal, Close Up
Sunsilk
Clear
Axe
Lifebuoy
Lux
Vaseline
Pond’s
etc..
5. +
Introduction: Unilever
Unilever business facts:
Sold in more than 190 countries, generating sales of €51 billion in
2012.
Emerging markets now account for 55% of their business.
14 brands with sales of more than €1 billion a year.
More than 173,000 people work for Unilever.
Number 1 fast-moving consumer goods employer of choice
among graduates in 20 countries.
Winners of the prestigious 2013 Catalyst Award, which honours
exceptional business initiatives for women in the workplace.
6. +
Introduction: Unilever
Unilever business facts:
Have reached 127 million with Lifebuoy handwashing programmes
since 2010, and 49 million people through our Brush Day and Night
oral care campaign during 2010-2012.
100% of palm oil purchases in 2012 were from sustainable sources.
39% of all tea sourced comes from farms certified by Rainforest
Alliance.
The greenhouse gas footprint of the use of their products has reduced
by around 6% since 2010.
Over half of 252 manufacturing sites across the world send no non-
hazardous waste to landfill.
12. +
Market Summary: Dove
target market
Behavior
Aware of their health both physically and emotionally
Friendly and outgoing
13. +
Market Summary: Dove
market needs
High quality products
Products that can enhance their health and well being
Moisturizing products (rinses cleaner than soap,
leaving skin clean, soft and smooth)
Affordable price
Easily to buy the product
15. +
SWOT Analysis: Dove
strengths
Their motto is beauty should be for everyone
A commitment to quality for more than 50 years
Dove stresses strong family and emotional values
Strong emotional touch
High market share
16. +
SWOT Analysis: Dove
strengths
Wins many awards
International brand recognition
World's top cleansing brand
Seasonal variety of soaps and lotions to body changes during
hot/ cold weather
Supported by the industry's longest-running medical program
Dove products are found in half of all homes in the US
17. +
SWOT Analysis: Dove
strengths
Dove has strong media presence on facebook
(almost 20 million likes),Twitter (more than 105,000 followers), etc
18. +
SWOT Analysis: Dove
strengths
By teaming up with the Dove Self-Esteem Fund that was created
in order to encourage and inspire girls to learn a new meaning
of beauty and aim to reach 15 million young women globally by 2015.
They have reached 9 million so far.
Large variety of products
Rewards program
Has a well integrated marketing strategy: covering a wide range of
mediums
19. +
SWOT Analysis: Dove
strengths
Product list encompasses wide consumer base comprised of women
of various ages
Leading brand for bar soap with a 40.5% market share
According to the Mintel database, Dove is the most bought brand for
bar soap and body wash
The Ad makeover social media push allows users to send encouraging
messages to their friends and loved trough Facebook that combat the
negative messaging that girls are surrounded by in the media
20. +
SWOT Analysis: Dove
strengths
"Show us your skin" campaign is allowing women of all ages to show
the world the beauty of their skin and encouraging them to help
define what Dove really is and what it stands as a brand
The mother group, Unilever has a wide variety of products and
brands
21. +
SWOT Analysis: Dove
weaknesses
Strong competition
High marketing expenses
Many critics of real beauty campaign
Unilever's portfolio affects Dove's authenticity and credibility
Target market - Upper middle class, while their motto is
"beauty should be for everyone"
The price tends to be higher than its competitors
Products tested on animals
22. +
SWOT Analysis: Dove
weaknesses
Low consumer awareness of Dove Insider rewards program
Low consumer awareness of these esteem tools and self-esteem
fund
Low market share in the deodorant category compared to its
competitors
Males do not buy Dove products as mush as women
Preconceived notion that Dove is for older women
23. +
SWOT Analysis: Dove
weaknesses
Advertisement have been controversial among audience including
issues of racism, nudity and hypocrisy
24. +
SWOT Analysis: Dove
opportunity
Key partners (in the US, Dove supports the work of the Girl Scouts of
the USA, Girls inc., and Boys & Girs Clubs of America)
Dove hosts self-esteem events through Girl Scouts of America and
other global partners
Unilever operates in more than 100 countries and sales in more than
180 countries
25. +
SWOT Analysis: Dove
opportunity
Body wash is the leading segment in the market, with $1.9 billion in
sales (2011 estimates), up 2% from 2010
Non-deodorant soap trails body wash in estimated 2011 sales at
$1.2 billion, reflecting 4.7% growth over 2010 sales of $1.1 billion
Men's participation in the body care category increased
significantly
from 2011-2012.Whereas 58% of men
26. +
SWOT Analysis: Dove
threats
Bad economy condition, people are tend to buy things they are
need,
not they are want
Large variety of products in the market category and consumers are
willing to change brands. Dove has short-live products that are
disposable
Media has portrayed Dove's real beauty campaign is hypocritical
Competitors, such as St.Ives do not test their products to animal
27. +
SWOT Analysis: Dove
threats
False beauty in advertising and the pressure to look good
Hypocritical advertising of sensitive skin and fragrance free
products.The ingredients are not all natural and could cause skin
irritation
Low market share for deodorant, especially among men
28. +
SWOT Analysis: Dove
threats
Sales of body care products (lotion) declined by 10% from 2007-2012
The US Market for soap, bath, and shower products experienced
only 2.1% growth in estimated 2011, after declining 1.5% in 2010
Dove accused too provocative in their ad campaign
Most issues have to do with Unilever rather than Dove, and any
involving Dove touches upon mislabeling or false claims related to
hair products
Risk of being a brand for "fat girls"
42. +
Key to Success: Dove
committed to building positive self-esteem and inspiring women
to reach their full
potential
strong brand image
and protect it
43. +
Critical Issues: Dove
Unilever, Dove's mother group, also produces
Fair and Lovely, a skin-lightening product
targeted at dark-skinned women in several
countries. It is a contrary with Dove's "Self-
Esteem" campaign.
44. +
Critical Issues: Dove
Another Unilever brand, Lynx uses
models as a staple of its advertising. It is
also contrary with Dove's "Real Beauty"
campaign.
45. +
Critical Issues: Dove
Unilever also
produces Axe
brand of
deodorants, which
uses "idealized"
female stereotypes
to market products
towards young men.
It is makes Dove's
campaign for Real
Beauty seem highly
hypocritical in
contrast.
47. +
Critical Issues: Dove
Dove's advertisements have been controversial among
audience including issues of racism, nudity, and
hypocrisy
48. +
Critical Issues: Dove
False beauty in advertising and the pressure to look "good".
Dove accused of being too provocative in their ad campaign.
Dove ingredients are not all natural and could skin irritation.
49. +
Market Strategy: Dove
mission
Dove’s Social Mission is to help encourage girls to develop a positive
relationship with beauty, helping to raise their self-esteem
and thereby enabling them to realize their full potential.
50. +
Market Strategy: Dove
marketing objective
Body Wash awareness
Male consumer awareness
Increasing Twitter activity
Environmental Initiatives awareness stimulation
51. +
Market Strategy: Dove
financial objective
Increase sales of Dove beauty products and new product lines
Create dialogue, debate, and discussion about the true meaning of
beauty
Attract national TV and print media coverage
Gain local press attention in the hometowns of models featured
throughout the campaign
Drive users to the CFRB Web site to share their thoughts and opinions
about the campaign 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
53. +
Market Strategy: Dove
positioning
as a brand that listens to their consumers wants and needs
while providing them with a reliable product
as being one that cares about the prosperity and care of their
consumers while breaking the mold of a false sense of reality
are known for their soft and cleansing qualities
54. +
Market Strategy: Dove
strategies
to make its brand known as a social change (in a good way)
places the responsibility for becoming a “real beauty” back
on to girls and women
55. +
Marketing Mix: Dove
products
antiperspirants/deodorants
body washes
beauty bars
lotions and moisturizers
hair care
facial care products
56. +
Marketing Mix: Dove
price
Dove Winter Soap Bar: $8.49 per pack (6 bars per pack)
Dove Body Wash Deep Moisture: $7.29 (24 oz)
Dove Damage Therapy Daily Moisture Shampoo: $6.99 (25.4
oz)
Dove Shea Butter Cream Oil Body Lotion: $7.29 (13.5 oz)
Dove Men+Care Body & Face Wash, Clean Comfort: $5.39
(13.5 oz)
63. +
Market Research: Dove
US, Britain, and Canada
2% of these woman describe themselves as beautiful
About 3/4 of them rate their beauty as "average"
64. +
Market Research: Dove
US, Britain, and Canada
Almost 1/2 of them think their weight is "too high"
48% “When I feel less beautiful, I feel worse about myself in general.”
65. +
Market Research: Dove
US, Britain, and Canada
13% of all women say they are very satisfied with their beauty
12% with their physical attractiveness
17% with their facial attractiveness
13% with their body weight and shape
66. +
Market Research: Dove
US, Britain, and Canada
90% of all women 15-64 worldwide want to change at least one
aspect of their physical appearance (with body weight ranking
the highest).
67% of all women 15 to 64 withdraw from life-engaging activities due to
feeling badly about their looks (among them things like giving an
opinion, going to school, going to the doctor)
61%
of all women and 69% of girls (15 to 17) feel that their mother
has had a positive influence on their feelings about themselves
and their beauty.
91% feel the media and advertising need to do a better job of
representing realistic images of women over 50.
67. +
Market Research: Dove
US, Britain, and Canada
97% society is less accepting of appearance considerations for
women over 50 compared to their younger counterparts,
especially when focused on the body.
60%
of women believe that if magazines were reflective of a
population, a person would likely believe women over 50
do not exist.
87% of women believe they are too young to be old
74. +
Control: Implementation
tv commercial
Commercial aired during the Super Bowl 2006
Commercial aired on February 2005 and had its world
premiere as part of Donald Trump's "The Apprentice".
Dove Campaign for Real Beauty
79. +
Control: Implementation
the dove self-esteem fund
Dove funds programs that raise self-esteem in girls and
young women.
In the US, the Dove Self-Esteem Fund works through the
Unilever Foundation to sponsor uniquely ME!, a partnership
program with Girl Scouts of the USA. Uniquely ME! helps
girls ages 8-14 build their self-confidence through activities
and programs.
The Fund also supports BodyTalk, an educational program
for schools in the United Kingdom and Canada.
80. +
Control: Implementation
programs
Program for Aesthetics and Well-Being at Harvard University
Global touring photography exhibit, Beyond Compare,
Women Photographers on Beauty, showcasing diverse
images of female beauty from 67 female photographers, and
showing beauty beyond stereotypes.
81. +
Control: Contingency Planning
programs
Bad economy condition, people are tend to buy things they are
need, not they are want
Large variety of products in the market category and consumers
are willing to change brands. Dove has short-live products that
are disposable
Media has portrayed Dove's real beauty campaign is
hypocritical
Competitors, such as St.Ives do not test their products to animal
False beauty in advertising and the pressure
82. +
Conclusion and Suggestion
Dove was able to understand the feelings at the core of their
audience.They connected on an emotional and personal
level with women of many nationalities, races, beliefs, sizes
and ages
Dove became the trendsetter, innovator and a breath of fresh
air in the beauty industry
Dove challenged the industry to see women as they really
are: beautiful in their own unique way
83. +
Conclusion and Suggestion
The Campaign for Real Beauty shattered the stereotype of
the size zero, blonde, perfect model
Dove Campaign for Real Beauty is one example of good
campaign, which can enhance product's brand image.The
campaign is not only tries to sell and promote the product,
but also has its own value.This strategy makes Dove known
as valuable brand to its customers, that concerned about
social change.
Dove is commited to building positive self-esteem and insipiring women to reach their full potential. The marketing plan should dedicate to that philosophy in both attitude and work ethic. It also has to take Dove's strong brand image and protect it in addition to expanding and maintaining current consumers. Dove use societal marketing concept where they educate girls and women on that healthy perception of body image should be and increase their self-esteem. They also focus on human welfare in addition to consumer's demands and company profits.
New York (NY), Los Angeles (CA), Chicago (IL), Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI), Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN).