Dove Case Study Analysis
Dove Last Presentation - Presentation Transcript
1 . UNILEVER'S " TRUE BEAUTY” MARKETING CAMPAIGN FOR DOVE Crafted simply by: 2 . BASIC OUTLINE
oCASE BRIEF SUMMARY
oUNILEVER --- An Anglo-Dutch firm
oEstablished in 1930 with the combination of Lever Brothers and Margarine Union. oFormed two separate choices:
o1) Unilever Plc, London
o2) Unilever NV, Rotterdam
oLeading manufacturer and marketer --- foods, beverages, cleaning brokers and personal care products. oMajor Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, RESPONSABLE, Lux, Pond's and Lifebuoy oRevenues intended for 2005 --- US$ 40 billion
oEmployee Foundation --- 206, 000 people
4. EVOLUTION OF BRAND NAME ‘DOVE'
o1940's – Formula to get Dove Tavern (Mild Soap)
o1950's – Sophisticated to initial Dove Beauty Bar
o1960's – Launched available in the market
o1970's – Reputation Increased as being a milder detergent
o1980's – Leading brand suggested by Medical doctors
o1990's – Dove beauty wash successfully launched
o1995-2001 – File format of Dove's range of products
5. ITEM LAUNCHING
o1 ) APRIL- 2004 launched " DOVE FIRMING LOTION”
o2) Advertisements named as " ALLOWS CELEBRATE CURVES”
o3) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN.
o4) It absolutely was renamed as " CAMPAIGN FOR GENUINE BEAUTY”
o5) Meant to make ladies feel beautiful.
o" We want to challenge the definition of the splendor. We believe that beauty is now too narrow in definition. We wish to defy the stereotype that just young, brown and high are beautiful. ” o-Philippe Harousseau, Dove's Marketing Director
oCFRB (Campaign to get Real Beauty):
oDeclining Sales --- lost in crowded industry
oIncreased competition --- Olay, P& G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson & Johnson oResulting promoting clutter
oStagnation in a single or two types --- Despite...
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