UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE

UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE

INTRODUCTION

“WE WANT TO CHALLENGE THE

DEFINITION OF BEAUTY. WE WANT TO

DEFY THE STEREOTYPE THAT ONLY THE

YOUNG, BLOND AND TALL ARE

BEAUTIFUL.”

-- MR. PHILIPPE HAROUSSEAU, -DOVE’S MARKETING DIRECTOR

 

HISTORY oF UNILEVERWilliam Hesketh Lever, founder of Lever

Bros, an Anglo-Dutch Company which was

formed in the year 1930 by the merger of

British soap maker “Lever Brothers” and Dutch

Margarine producer “Margarine Union”. The

merger unit formed two separate entities

known as Unilever Plc in London and Unilever

NV in Rotterdam, The Netherlands.

DOVE

In 1940, Formula for Dove Soap Bar.

World War II -Recognized as a mild soap.

In 1970s, Dove popularity Increased.

In 1990s, it was a success in the market,

despite being

priced at 50% premium over other body

wash brands.

In 1995, extension of personal care products. 

By 1999 sales reached around US$1 billion and the brand was growing at 20% per annum. In early 2000s, women were not buying the brand in more than one or two categories. Need for Brand Positioning without loosing customer base. Dove was getting strong competition from other brands. In 2005 ,Dove was the world’s largest cleansing brand with annual sales of 2.5 billion Euros in more than 80 countries.

 

CAMPAIGN FOR REAL BEAUTY

In June 2005, Unilever launched an ad campaign in US for its dove intensive firming range. The main purpose of the campaign was to challenge the stereotypes set by the beauty industry over the years. Campaign’s main aim was to promote its dove range of personal care products globally. Beauty advertisers bombarded consumers with idealized images of models, supermodels and celebrities which hurt consumers self-esteem.

 

Unilever featured six women of various body

types

for its dove firming lotion.

After the campaign sale of firming

lotion in UK rose

by 700%.

IMPLEMENTATION & RECEPTION OF CFRB

Repositioning of Dove Products in the

market.

Interaction with the public through the

website

www.campaignforrealbeauty.com

Understanding the minds of young girls.

The ads sparked off a debate in the media.

On June 8,2008, Dove’s CFRB was awarded

the Grand

EFFIE for advertising and effectiveness and

in the

same month it received the award PRSA for

PR.

The stated aim was to act as a catalyst to

broaden

the definition of beauty.

CONSUMER BEHAVIOUR

CONSUMER BEHAVIOURCampaign for Real Beauty helped Dove to redefine consumer behaviour towards beauty products globally

CFRB (Campaign for Real Beauty):

“DOVE FIRMING LOTION” Ads named as “LETS CELEBRATE CURVES” Intended to make more women feel beautiful.

FACTORS INFLUENCE CONSUMERS BEHAVIOR

External/ Environment factors

Internal/ Individual factors

UNDERSTANDING CONSUMER DECISION MAKING PROCESS

Decision Processes

CONSUMER’S VERDICT : MILDNESS IS THE KEY

Consumers are very happy with the product and above all there is loyalty attached to the product

Even though there are no major aspirational values attached to the product, company is able to differentiate very well from other ‘hard-on-skin’ soaps

Brand has been able to establish itself in all age groups

CUSTOMER SASTIFACTIO

N

CUSTOMER SATISFACTION

Satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance(or outcome)to their expectations. Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire “ownership experience”.

PHASES IN CUSTOMER SATISFACTION PROCESS

PRE SALES PRODUCT QUALITY CORE BENEFITS & ADVANTAGES SALES OUTLETS

DURING SALES PERIOD

Provision of an attractive sales environment

Reasonable and reliable delivery Enhancing Quality of goods

AFTER SALES PERIOD If required, necessary support or advice

been provided. Prompt replacement or refund A smooth and straight forward

complaint redressal procedure.

PERCEPTION OF DOVE

Recommended by dermatologists. Dove experiences high brand awareness among the teenage bracket. Positive feedback by adult group

PRICE PERCEPTION The manner in which the product can add perceived value will determine what the customer is willing to pay and whether this will add to customer satisfaction.Initially the brand was not successful in India because of its high prices.After the ‘Campaign for real beauty’ the brand lowered its prices which had somewhat become reasonable

WOMEN’S PERCEPTIVE

Shanel: I would love the thought of being a part of an ad that potentially touch many young girls to tell them that it is all right to be unique and everyone is beautiful in their own skin.

Julie Arko: Being a woman is beautiful. Waking up every morning and living a happy, healthy life is beautiful.

Lindsey Stokes: Young girls need to see real women like themselves in print ads or on TV.

Gina Crisanti: It [the campaign] encourages the viewer to let go of society's narrow fantastical idea of beauty, and embrace beautiful reality.

DEALING WITH CUSTOMER COMPLAINT

Receive, acknowledge and log the complaint

Investigate Respond Follow up 24 hour toll-free ‘hotline’ Contact the complaining customer. Accept responsibility for the customer’s

disappointment Resolve the complaint swiftly.

CONSUMER DECISION MAKING PROCESS

CONSUMER DECISION MAKING PROCESS

Problem Recognitio

nInformation search

Evaluation of alternatives

Purchase decision

Post Purchase Behavior

WHO , HOW , WHAT , WHERE , WHEN &

WHY ??????.....1)Who buys our product or service?2)Who makes the decision to buy the product?3)Who influences the decision to buy the product?4)How is the purchase decision made? Who assumes what role?5)How is our product perceived by customers?

6) How do personal or demographic factors influence the purchase decision?7)What does the customer buys ? What needs must be satisfied?8)What are customers attitudes towards our product?9)What social factors might influence the purchase decisions?10)Where do they go or look to buy the product or service?11)When do they buy? Any seasonality factors?12) Why do customers buy a particular brand?13)Do customers lifestyles influence their decisions?

Total Set–-Awareness Set–-Consideration Set–-Choice Set–-

Decision Avon

P & G Co.L'Oreal

Johnson and JohnsonColgate-

PalmoliveRevlonGarnierNivea

AmwayMatrixPondsOlay

AvonP & G Co.L'Oreal

Johnson and JohnsonColgate-

PalmoliveRevlonGarnierNivea

AmwayMatrixPondsOlay

DoveL'Oreal

OlayJohnson and Johnso

nGarnie

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DoveL'Oreal

OlayJohnson and Johnso

nGarnie

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DoveOlayL'Ore

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DoveOlayL'Ore

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DoveL'Ore

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DoveL'Ore

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MARKETING MIX &

ANALYSIS

THE 4P’s OF MARKETING

PRODUCT

A combination of moisturizer and softness so as to satisfy the particular need which was not met earlier.Focused on women(non-models)– beautiful in their own way.Point of differentiation-moisturizer and pH is neutral.

Strong personal ,emotional connection between brand and consumers.Various products- Dove Intense Firming range, Soap, Body wash, Shampoo, Facial care cleanser, Facial Cleaning Scrub etc.

PLACEDistribution channels in more than 80 countries - Brazil, Canada, China, Germany, Italy, India, Japan, Mexico, Saudi Arabia, the UK, the US etc.

SEGMENTATION :1) Demographic segmentation Gender: females(working women) Income: high income groups & upper middle class2)Psychographic segmentation: It tries to change the psychology of an average looking women that she can look equally beautiful.

PROMOTION ADVERTISING

Ogilvy & Mather’s – Dove’s Advertising partner. Used “Real women” in their ads & unlike industry norm, the images were not retouched or digitally enhanced. Media & Interactive Billboards – Public were asked to make judgment about the looks women. Webpage – www.campaignforrealeauty.com

SALES PROMOTION Samples, Point-of-sale displays, money back guarantee

PUBLC RELATIONS : Dove self-esteem fund(2006) – to build self- esteem of young girls Newspapers & magazine articles/reports.

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PRICEThe pricing strategies followed by Dove are: COMPETITIVE PRICING : Here, the price is varied in response to the price fluctuations induced by the competitors. PENETRATION PRICING : The technique of setting a low initial entry price, often lower than the eventual market price, to attract new customers. The strategy works on the expectation that consumers will switch to new brands because of lower prices.

GEOGRAPHICAL PRICING Variable-pricing method in which a selling price is computed according to the customers or markets distance or transportation costs incurred.

SWOT ANALYSISSTRENGTHS :

Unconventional strategy Effective advertising, free publicity Continuously evolving the campaign Strong emotional touch Cross-selling Possibilities

WEAKNESS/CRITICISMS :

Objectification of women Women featured were comparatively slim Use of idealized images in other brands under the same flagship Contradictory Japanese campaign Contradictory in nature

OPPORTUNITY/RECOMMENDATION :

Target male customers Maintain better standards of quality Unified advertising throughout the globe Continuous innovation

THREATS :

Risk of being a brand for “fat girls” Involved marketing risk Copy by the competitors Undermining the aspiration of consumers Sustainability of campaign in long run

MEN VS WOMENBeginning in 2010, Dove's campaign for real beauty headed off in new directions with a similar campaign targeted at real men.The new line of personal care products – Dove soap, body wash and deodorant under the name Men+Care has already hit the shelves.There's a huge gap in the market as there are currently only a few toiletry brands specifically catering for more mature men, which the new Dove Men+Care range is set to fill.

DOVE IN INDIA

INTRODUCTION

Launched in 1995 – HUL. India – an attractive and prospective

market.High brand equity in India.Dove banked considerably on the success

of its firming “ Real Women” campaign.

PRODUCT RANGELine stretching : Dove launched its soap in

1995 and thereafter launched a range of its beauty products.

Personal Care Dove Bar Skin Cleansing Products

Hair CareAnti – Perspirant DeodorantsDove Lotions and Creams

PRICING STRATEGIES Initially expensively priced.

Higher income earners did not consider it worth buying.

Change of strategy – lowered prices, thereby attracting upper middle class consumers.

Dove - more expensive, but has created a strong customer base.

Price quality inferences: consumers perceives high prices as an indicator of quality.

PLACE STRATEGY & DISTRIBUTION CHANNELS

Uniform distribution channel used. Competitive advantage – using 1

distribution channel to provide their various products to retailers.

Competition with sister products such as Lux, Pears, etc.

Popular in metropolitan cities.

PLACE STRATEGY & DISTRIBUTION CHANNELS

(CONTD..)Dove (HUL)

C & F

STOCKISTS

MODERN TRADES

RETAIL OUTLETS

CSD

PLACE STRATEGY & DISTRIBUTION CHANNELS (CONTD..)

HUL - Distributed through a network of 2500 redistribution stockists covering around one million retail outlets.

The general trade - grocery stores, chemists, wholesale, kiosks and general stores.

Provides custom made services to channel partners.

PROMOTION STRATEGYVarious promotional awareness :

• Distribution of free samples.• Ad commercials on TV , magazines,

websites, newspapers, etc. • Sachets introduced – rural markets.• Product bundling pricing : Offers

a pack of three soaps with discounts.• Set of its product range as a gift

pack.Positioned as “REAL BEAUTY” and is

considered to be good for people of all ages.Real Women. Real Beauty!.avi

TARGETING Targets girls and women of all ages,

shapes and sizes. Especially targets the working women . Targets on the higher income groups . Dove uses the market specialization

concept.

POSITIONING Dove is positioned as a personal care

brand. Points of differentiation : maximum

moisturizing content. As the ad campaign of dove says that

“use it on half of your face and see the difference”.

Image differentiation : considered as a “moisturizing bar” and “beauty bar”.

Product life cycle stage: Dove is currently at its growth stage.

SUCCESS OF DOVE Sales worth Rs. 500 crore was registered in

the year 2009. Dove Shampoos – Largest Premium Brand

within 1 year of the launch. 2009 - Growth rate of 100% in shampoos

and 43% in soaps. Market share of dove products - 3.5 % in

metros and 11.54% in modern format stores in 2009. Achieved in 3 years what Pantene

took 15 years.

CONCLUSION Dove has helped women to feel good. This good feeling from within helps one to

attain more out of life by making them more confident and raising their self-esteem.

They can embrace life with sincerity. It helps women feel beautiful from the

inside out rather than from the outside in. Dove aims at beauty at every age. Dove helps a woman to celebrate her own

inner beauty.