1. Dove Case Study – Synopsis
1. UNILEVER Introduction
2. CASEIntroduction
3. Reasons
4. MARKETING Strategy
5. SWOT Analysis
6. Successes
7. OUR Perspective
8. Learning
Created by: Arman Yousaf

2. UNILEVER Introduction
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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 you’re not crystal clear what the brand mission is, you can’t control what happens when people
amplify it. Everyone working on dove knows these words by heart. They know the mission
statement doesn’t 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
Need for Brand Positioning --- Evolve brand image without losing their existing customer base and driving
aggressive growth
Created by: Arman Yousaf

3. PROMOTIONAL Strategies
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TV COMMERCIALS
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ADVERTISING
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WEB Solutions
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BILLBOARDS
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PANEL Discussions
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INTERVIEWS
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SuperBowl Media
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Public Relationship marketing
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TV & News PROGRAMS
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THE DOVE SELF-ESTEEM FUND
SWOT Analysis
Strengths
Weaknesses
1- Wide market with quality products
1- Greater identified with Soap by consumers
2- Emotional appeal
2- Contradictroy with nature
3- Inspiring marketing
4- Effective advertising
3- Focused on real beauty rater product
functional benefits
5- Evolving the campaign continuously
4- Used un-idealized images
6- Positive self image
5- Objectionification of Women
7- Cross selling possibilities
8- Word of mouth free pubilicity
Opportunity
Threats
1- Male Consumer market
1- Brand for fat girls
2- Maintain better standard of quality
2- Involved high market risk
3- Unified advertising
3- Increased competitions
4- Innovations
4- Sustainability of campaign in long run
5- New slogans/Tag lines
Created by: Arman Yousaf

4. Success
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Gained greatest % among top 10 Brands in health & biz value in the past 3 Years
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Brand grown by 1.2billion Dollars in 2006
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“The campaign for real beauty” was a big hit
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Gained immense popularity among the public
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Positive responses from the Masses
OUR Perspective
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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.
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Doveextended the definition of “ beauty”
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Effective ways of campaigning
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Attention grabbed of the customers
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Broke the rule of the advertising business that “ only beautiful models sell”
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The campaign was quite different from the conventional approach in the beauty industry
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Also free publicity was given
Learning
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Taking the initiative
Interactive advertising
Cause based marketing
Created by: Arman Yousaf