...problem/opportunity. Format: Text/paragraphs; no more than 1-2 pages. Dove is a worldwide company that provides products for the personal care; they include not only skin care products such as soaps, body lotions, hand creams, body wash and deodorants but also products for hair care like shampoos, conditioners and various hair care remedies. Dove was introduced on the market in 1955 and today it is one of the most famous brands in the cosmetic industry being sold in over 35 countries. The logo is immediately recognizable: a golden dove. First of all it represents the main characteristic of all the Dove products, gentleness and purity. The dove has also always been symbol of peace and love (in this case love for ourselves and our personal care). This logo has sometimes created some troubles to the company since some people pointed out that an animal represents the company and it seems that the company is testing its products on animals. At mid of XX century, Dove was a beauty bar with something revolutionary: it contained ¼ cleansing cream. At the time, this product attracted many people, especially women thanks to the promise that Dove and David Ogilvy made to the customers: “Dove Won’t Dry Your Skin Like Soap Can”. The main message of the Dove products that attracted many customers in 1955 is still working for the brand today. The philosophy of Beauty has always been the one Dove has built his image on . Starting from ’60s Dove considered its female customers the PUNTO DI FORZA to build...
Words: 999 - Pages: 4
...Dove Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth...
Words: 5461 - Pages: 22
...facing for decades, even centuries: self esteem issues and unrealistic views on body image. If you ask a woman her definition of beauty she will more than likely give you the description of a fashion model. The fashion models portray an unattainable, unrealistic, and often times unhealthy body image. Most women have a skewed image of what a healthy body physique looks like because of what they have seen in the pages of magazines, or billboards, or on television from an early age. Dove’s Real Beauty campaign features eleven women of all sizes, body types, and heights. They wear white lingerie, but of different styles to fit their body types. Dove used women of different races, hairstyles and hair colors. The Dove Real Beauty campaign provided a revolutionary view of beauty for young girls and women, and put on emphasis on self-esteem. The Dove Real Beauty campaign appealed to the average sized women, all over the globe, all races, from all walks of life, and from every age. From an early age women are led to believe that the 5’11” 115 pound model is the image of perfection and they should strive to look like the women in the magazines or the fashion models strutting down the runways. Women are brought up to think that the skinner they is the better they is, the more beautiful they is, the more loved they will be, the more successful they will be. That is all they sees when they flips through the pages of magazines, as they gazes at the commercials on her television screen or...
Words: 1023 - Pages: 5
...MARKETING MANAGEMENT Case Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13 Executive Summary Unilever is a multi-national corporation, formed of British and Dutch parentage that owns many of the world’s consumer product brands in foods, beverages cleaning agents and personal care products. Unilever employed 174,000 people and had a worldwide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser, Henkel and Spotless Group. The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, videos, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. The campaign...
Words: 3300 - Pages: 14
...“You are more beautiful than you think.” These words fade into the scene, along with melancholy music, as Dove’s possibly most viral video advertisement to date concludes. Dove Real Beauty Sketches was an experiment conducted by Dove that addresses the issue of women’s self-image. It shows a comparison of how women supposedly view themselves differently and more negatively as compared to how others view them. In the video, the featured women participants were asked to describe their facial features to a forensic artist who couldn’t see them and who was sketching them based only on their descriptions. Then, the artist created another sketch based on the description by strangers the participants were asked to get friendly with beforehand. At the end of the video, the artists showed each participant his sketches of them, one based on their own descriptions and another based on the stranger they got friendly with, and there was a huge difference between sketches – the latter being ‘more beautiful’. As the video circulated around the web, it generated various reactions from the online community. Many applauded the ad, saying that the message was beautiful and that it was truthful. Others even said they were in tears after watching the video. I personally admit that I, too, was teary-eyed after watching the video. At the same time, there were also those who criticized it saying that the video was just a marketing stunt and that the ad was just manipulated to seem the way it did. Some...
Words: 1126 - Pages: 5
...Region Chain: Safeway Chain: Safeway Denver 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Eastern 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Nor Cal 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Phoenix 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Portland 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Seattle 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Texas 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Vons 42118 48556 48580 Dove Sea Salt...
Words: 692 - Pages: 3
...Dove and Axe: Examples of hypocrisy or good marketing? Introduction Should a company be criticized when one of its brands undertakes a campaign to improve the self-image of women around the world? In the fall of 2007, the Campaign for a Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its “Campaign for Real Beauty” while Axe, another of Unilever’s brands, ran campaigns focusing on how its products increased the sexual appeal of young men, especially among physically attractive, suggestively dressed young women. While the CCFC initially called only for an online letter-writing campaign to Unilever’s CEO, its discontent was publicized quickly through blogs and traditional media, raising awareness of the issue. Eventually, some activists, bloggers, and journalists alike were questioning the ethics of one company using what they deemed to be conflicting messages that exploited stereotypes for profit. Since the Campaign for Real Beauty’s message went beyond product promotion to social responsibility, working to improve the ways women evaluated their self-esteem and self-worth, the objectification of women in the Axe ads only fueled their complaints. Critics also noted both brands’ use of viral tactics, suggesting this reliance on the consumer to generate publicity only furthered...
Words: 7390 - Pages: 30
...Dove * 1. UNILEVER’S CATEGORY MANAGEMENT STRATEGY * Then * World’s largest producer but lacked a unified global identity. * Brands managed in a decentralized fashion * Years of slow performance * Lack of sound corporate strategy * Numerous low-volume brands * Small global presence compared to competition * Mediocre performance in emerging markets Now * Reduce portfolio to 400 “core” brands * Path to growth Initiative (Brand building and brand development – separate functions) * Concentrate on product innovation to fuel internal growth * An initiative to create an overall umbrella brand across all Unilever’s brands * 2 WHY DOES UNILEVER WANT FEWER BRANDS? * * Global decentralization brought problems of control. * Company’s brand portfolio had grown is a relatively laissez-faire manner. * Unilever lacked a global identity. * Product categories had checkered identities. * Embarked on a 5 year strategic initiative “Path to Growth”: * - Winnowing 1600 brands down to 400. - Selected “Masterbrands”, mandate to serve as umbrella identities over a range of product forms. * - Global brand unit for each “Masterbrand” * 7. ‘BEAUTIFUL YOU- TODAY, TOMORROW’ - A CALCULATED RISK? Media Explosion on the idea of ‘BEAUTY’ Increased pressure to ‘Look beautiful’ according to popular perception Worldwide criticism of Fashion Brands and...
Words: 1440 - Pages: 6
...Dove: Evolution of a Brand A. Case Summary Unilever merupakan perusahaan manufaktur yang menyediakan makanan dan barang-barang harian untuk kebutuhan rumah tangga. Sebelas produk dari mereknya memiliki pendapatan global sebesar $ 1 miliar, antara lain Knorr, Surf, Lipton, Omo, Sunsilk, Dove, Blue Band, Lux, Hellmann”s, Becel and the Heart. Produk Dove pertama kali diperkenalkan di Amerika Serikat pasca era Perang Dunia II. Produk pertamanya berupa sabun batangan di tahun 1957 dengan keistimewaan bahwa sabun tersebut tidak akan membuat kulit pemakainya menjadi kering seperti sabun pada umumnya. Di bulan Februari tahun 2000, Dove, mengeluarkan varians produknya seperti deodorant, produk perawatan rambut, pembersih wajah, lotion tubuh dan produk-produk untuk menata rambut. Untuk memperkenalkan produk-produk tersebut memerlukan media untuk iklan. Namun, Unilever ingin menggunakan media yang berbeda yang tidak hanya berbicara tentang manfaat fungsional dari sebuah produk saja. Berdasarkan hasil riset pasar, Dove memperkenalkan varians produk barunya dengan mengeluarkan kegiatan berkampaye dengan berjudul “ The Campaign for Real Beauty” Ide tersebut berasal dari Silvia Lagnado di tahun 2002, pada saat itu industri kecantikan dan para wanita pada umumnya memiliki persepsi bahwa wanita yang cantik adalah mereka yang berusia muda, berkulit putih, berambut pirang dan berbadan kurus. Karakteristik dari persepsi tersebut, merupakan karakteristik wanita cantik yang selalu digambarkan...
Words: 1144 - Pages: 5
...Christian Cervera Principles of Marketing Prof. Meryl B. Rosenblatt 4/29/21014 Dove: Evolution of a Brand 1) As the battle for eyeballs grows more intense, it becomes increasingly difficult for brands to stand out. A strong branding and marketing strategy is what can get them through and provide them with their due attention in the competitive space. Successful brands, products, and services need to have a higher level of personalization in order to become more relevant and meaningful to consumers. Apart from the rational features like quality, cost, and after sale services. Brandst are primarily considered when buying a product, the brand decision process is majorly emotionally driven. A strong brand is able to identify its target audience and communicate with it effectively. This is how branding finally differentiates itself from the rest and establishes close bonds with the consumers and customers. To have a better organization Unilever started an initiative called the "Path of Growth". The objective was to decrease the number of brands from more than 1,600 to 400. The surviving brands, a few would be selected as "Masterbrands", and mandated to serve as umbrella identities over a range of product forms". 2) By narrowing down the number of brands, Unilever would be able to market products in a better way. Consumers already have an skeptical opinion about existing brands and it makes it easier for a company to introduce new products. Customers will make assumptions...
Words: 288 - Pages: 2
...Dove To: John Wussow From: Manager Copies to: Managers Date: October 14, 2013 Subject: Dove Marketing Table of Contents Purpose Background Product Description Sales Competitors S.W.O.T Analysis Purpose This five-year marketing plan for Dove has been created by its founders to document how adding a new line of facial products can enhance Dove as a brand and bring in higher market sales. Dove is ranked 7th for the highest leading cosmetic brand in the world, Dove has gone done in marketing value by nearly a million dollars. Dove currently only offers beauty products for your body and hair. Woman have always valued their youth and will do anything to preserve it, which is why anti-aging products are the highest grossing. In order for Dove to compete with to beauty brands such as Olay and L’Oreal, both of which offers these products in variety, Dove needs to add line anti-aging products such as face washers and lotions. Industry The beauty industry is one of the most top grossing markets in the world. We are a part of a society that indulges in make-up, lotions, body washes, hair styling and hair removal, nail and tanning salons, massage parlors, shaving products, perfumes, colognes and more. With a world filled with people with imperfections the beauty market is ever changing and innovative, the beauty market has taken a global expansions and is expected to have 8.4% growth by 2014. Customers DOvea can be used by anyone but is specifivally targetd...
Words: 1426 - Pages: 6
...UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE Ashish Daga Pramod Heballi H.P. Panda Megha Khamparia Sangeeta Dass Wasim Mukkaram INTRODUCTION OF UNILEVER Anglo-Dutch company. Formed in the year 1930 by the merger of “British soap makers lever brothers” and “Dutch margarine producer union” in Rotterdam. Leading manufacturer & marketer of foods beverages, personal care products. Famous brands are knor,surf,vaseline,sunsilk,lux lifeboy etc. Unilever's "Real Beauty" campaign for Dove. PRODUCT SEGMENT-WISE BREAKUP OF REVENUES PRODUCT SEGMENT-WISE BREAKUP OF OPERATING PROFIT Evolution of “Dove” YEAR 1940 1950 PRODUCTS DOVE SOAP BAR DOVE ORIGINAL BEAUTY BAR 1990 2001 DOVE BEAUTY WASH DOVE ANTIPERSPIRANT/DEODRA NT DOVE MASAGE BODY WASH COOL MOISTURE BODY WASH AND BAR 2004 2004 2004 DOVE BODY FIRMING LINE BACKGROUND NOTE IN 1970, DOVE WAS RECOMMENDED BY PHYSICIANS. IN 1990s, HIGH GROWTH WAS RECORDED. BY 1999 SALES REACHED AROUND US $ 1 BILLION AND BRAND WAS GROWING AT 20% PER ANNUM. IN EARLY 2000s, BRAND PRODUCT RANGE HAD INCREASED. AS OF 2005, DOVE WITH ANNUAL SALES OF $50 BILLION IN MORE THAN 80 COUNTRIES. SURVEYS CONDUCTED. Beauty advertiser bombarded consumer with idealised image of model,supermodel and celebrities. In early 2004, dove conducted global study on attitude and perception of women with regard to their personal beauty and wellbeing Only 2% of the women considered themselves “beautiful” &...
Words: 945 - Pages: 4
...Colloidal and surface phenomena project “Hair conditioner” Group members Juan Carlos Alva Nieto Ken-Tye Yong Anthony Rivers 4 / 9 / 2002 Contents Introduction “What is hair conditioner?”……………………………………………………………….2 Hair conditioner as consumer product……………………………………………….……3 Hair chemistry Human hair description……………………………………………………………….…...4 Macroemulsions and Microemulsions…………………………………………………….5 The Stability of emulsions………………………………………………………………...8 Foams “What is Foams?”…………………………………………………………………………9 The Stability of foams………………………………………………………………….….9 Interactions of surfactants and polymer with hair………………………………………..10 Adsorption………………………………………………………………………………..11 Types of hair conditioners “Detanglers”……………………………………………………………………………...11 “Reconstructor”…………………………………………………………………………..14 Making procedure for the emulsion products……………………………………………16 Packaging………………………………………………………………………………...17 “Moisturizer”…………………………………………………………………………….18 Process control…………………………………………………………………………...20 References………………………………………………………………………………..20 Introduction What is hair conditioner? Hair conditioners are basically designed to restore hair to its natural state rather than produce an artificial effect. Mostly, the hair conditions have treatments of washing to dyeing or to sustain permanent waving hair [7]. Hair conditioner has also the ability to undo the damage by giving...
Words: 5515 - Pages: 23
...1. What is a brand? Write down you definition. A brand is how a company is viewed in the eyes of a consumer. It extends beyond that icons, imagery, and communicated values and extends into what consumers thinks of the product, the company’s values and what consumers think of the products consumers. 2. Why does Unilever want fewer brands? Specify the logic. By narrowing down the number of brands, Unilever is better able to market products. Consumers already have preconceived notions about existing brands and it makes it easier for a company to introduce new products. Customers will make assumptions about new products because they are able to make assumptions about quality and value based on what they already know about the brand. It’s a smart move for a company like Unilever, which has well established brands. They are also able to consolidate marketing efforts and budgets. 3. How did Unilever organize product category management and brand management prior to 2000? What was the corresponding structure after 2000? Before 2000 brand management was highly decentralized and Unilever had spread itself across a variety of product categories within the general one of consumer packaged goods. Even though there were some advantages to such a structure, they were outweighed by the issues of control of brand management. There was no unified vision on what the portfolio should look like. Moreover, some brands even had different identities in the various locations around the...
Words: 340 - Pages: 2
...Productivity is the amount time you spend on "productive" tasks.Efficiency is how much you produce for a given amount of productive time.Effectiveness or proficiency is the combination of both. Productivity is generally regarded as a measure of outputs divided by inputs. All of the activities that you get done in a day may be considered your output and the time you put into them are your inputs. Efficiency is a measure of how well you do those things. If you are able to get more outputs from the same inputs, you are said to have increased efficiency. Effectiveness is a measure of doing the “right things.” Highly effective individuals and companies act in ways that move their highest priorities forward on a regular basis. * Productivity = Output / Input * Efficiency = Doing things right * Effectiveness = Doing the right things In order to achieve maximum productivity and efficiency, you’ll need a method for prioritizing and arranging both your inputs and your outputs. Proper assessment and organization of inputs leads to greater effectiveness, and proper organization of outputs leads to greater efficiency. This method of organization is known as planning–the foundation of productivity. It includes creating a mission statement, goals, and values so you can focus your activities on what matters most Efficiency speaks to whether or not something was done in the best way; the way that would create the most (correct)work with the least effort in the shortest amount...
Words: 275 - Pages: 2
