The document summarizes Dove's "Real Beauty" advertising campaign from 2004-2005. It conducted a global survey that found most women felt media set unrealistic beauty standards. The campaign featured billboards and ads with women of diverse body types. This helped redefine beauty standards and boosted Dove's sales and brand image by appealing to a wider audience. However, some critics felt the campaign contradicted Dove's products and may not be sustainable long-term.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
The document summarizes Dove's "Real Beauty" advertising campaign from 2004-2005. It conducted a global survey that found most women felt media set unrealistic beauty standards. The campaign featured billboards and ads with women of diverse body types. This helped redefine beauty standards and boosted Dove's sales and brand image by appealing to a wider audience. However, some critics felt the campaign contradicted Dove's products and may not be sustainable long-term.
The document summarizes Dove's "Real Beauty" advertising campaign from 2004-2005. It conducted a global survey that found most women felt media set unrealistic beauty standards. The campaign featured billboards and ads with women of diverse body types. This helped redefine beauty standards and boosted Dove's sales and brand image by appealing to a wider audience. However, some critics felt the campaign contradicted Dove's products and may not be sustainable long-term.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
The document summarizes Dove's "Real Beauty" advertising campaign from 2004-2005. It conducted a global survey that found most women felt media set unrealistic beauty standards. The campaign featured billboards and ads with women of diverse body types. This helped redefine beauty standards and boosted Dove's sales and brand image by appealing to a wider audience. However, some critics felt the campaign contradicted Dove's products and may not be sustainable long-term.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1/ 30
?
WHAT IS REAL BEAUTY?
CASE STUDY ANALYSIS OF
“REAL BEAUTY” CAMPAIGN FOR PRESENTED BY:- GAURAV PRAKASH;ALKA SINGH;RAGHAVENDRAN; NITHIN;KARTIK NEELKANTHTAN;SARMISHTHA OVERVIEW
•UNILEVER AN ANGLO DUTCH COMPANY FORMED IN 1930
•OWNED BRANDS LIKE –KNORR,LIPTON,FLORA,SURF,
RADIANT,VASLINE,SUNSILK,REXONA,AXE,LUX,POND’S AND DOVE.
•IN 2005 ITS REVENUE WAS JUST OVER US$50BILLION AND
•EMPLOYED APPROX 2LAKH PEOPLE WORLDWIDE. DOVE •LAUNCHED AS SOAP BAR IN 1970.
•USP-MILDER THAN OTHER SOAP BRANDS.
•LATER IN 1995 EXTENDED THE RANGE TO BODY WASH AND
FACIAL CARE.
•ESTABLISHED IN DEODRANT AND HAIR CARE BY 2004
•WAS FACING STIFF COMPETITION FROM OLAY,NIVEA
•ITS 50YEAR OLD BRAND IMAGE HAD BE EVOLVED
•TWIN CHALLAGE OF EVOLVING THE BRAND WITHOUT LOSING
THE EXISTING CUSTOMER BASE GOLDEN RULE
HIT AD OBJECTIVES AND SURVEY OBJECTIVES
•CLEAR OBJECTIVE OF EVOLVING THE BRAND
•DRIVING AGGRESSIVE GROWTH
•MAINTAINING ITS EXISTING CUSTOMER BASE
SURVEY THE REAL TRUTH ABOUT BEAUTY:A GLOBAL REPOR
YEAR—2004
SAMPLE--3200 WOMEN
PLACE--ARGENTINA,BRAZIL,CANADA,FRANCE,ITALY,JAPAN, NETHERLANDS PORTUGAL,THE UK AND THE US.
AGE GROUP--18-64 SURVEY THE REAL TRUTH ABOUT BEAUTY:A GLOBAL REPOR RESULTS:-
BEAUTIFUL ATTRACTIVE 2% 9%
NATURAL AVERAGE 31% 29% SURVEY THE REAL TRUTH ABOUT BEAUTY:A GLOBAL REPOR RESULTS:-
68% “AGREED THAT THE MEDIA AND ADVERTISERS SET AN
UNREALISTICS STANDARD OF BEAUTY THAT MOST WOMEN CAN’T EVER ACHIEVE”
47% AGREED THAT ONLY THE MOST PHYSICALLY ATTRACTIV
WOMEN ARE PORTRAYED IN POPULAR CULTURE”
85% SAID“EVERY WOMEN HAD SOMETHING BEAUTIFUL IN H
SURVEY YOUNG GIRLS AND SELF-ESTEEM •1/3rd OF ALL GIRLS IN GRADES 9 TO 12 THINK ARE OVERWEIGHT AND 60%ARE TRYING TO LOOSE WEIGHT
•57%OF THE GIRLS HAVE FASTED, GONE DIETS,USED FOOD
SUBSITUTES OR SMOKED MORE CIGARETTES TO LOOSE WEIGHT
•MORE THAN ONE IN FOUR GIRLS SURVEYED FEEL THE MEDIA
PRESSURE THEM TO HAVE PERFECT BODY
•GIRLS WHO WATCH TV COMMERCIALS FEATURING UNDEWEIGHT
MODELS LOSE SELF CONFIDENCE AND BECOME MORE DISSATISFIED WITH THEIR BODIES. IMPLICATION IMPLICATION
•BILLBOARDS
•ELECTRONIC MEDIA
•WEBSITES BILLBOARDS
“LETS CELEBRATE CURVES”
•LAUNCHED APRIL 2004
•AD FOR DOVE’S FIRMING LOTION
• FEATURED SIX WOMEN OF VARIOUS BODY TYPE
New dove firming as tested on real curves BILLBOARDS
“CAMPAIGN FOR REAL BEAUTY”
•LAUNCHED IN SEPTEMBER 2004
•LAUNCHED IN EUROPE , US , CANADA , ARGENTIN
AND BRAZIL.
•FEATURED WOMEN WHO DEFIED THE
STEREOTYPICAL NORMS OF BEAUTY. ELECTRONIC MEDIA •TV COMMERCIAL FOR “DSEF”
•DOVE BEAUTY BAR SOAP
•DEFINING STEREOTYPE MODELS
WEBSITE PROS & CONS PROS •DIFFERENT AND UNIQUE
•SATISFIED WOMEN
•PERFECTLY SUITED TO BRAND CONS •HYPOCRITICAL
•MAY NOT WORK IN LONG RUN
•BRAND FOR FAT GIRLS
•NOT SAME FOR ALL PRODUCTS
GROUP IDEOLOGIES GROUP IDEOLOGIES EVO 3D FORMULA AG SO LVI GRE NG SSIV CIE OF E TY BRA SAL ND ES GROUP IDEOLOGIES •LIMITED T0:- 1. TIME PERIOD 2. GEOGRAPHICAL BOUNDARIES 3. PRODUCTS
FORCES OF EMOTIONS AND RATIONALIZATION
CONCLUSION CONCLUSION •OUTLOOK •COMMUNITY AS A WHOLE
•POSITIVE TRENDSETTER
•PROVIDE HEALTHY CUSTOMER EXPERIENCE
CONCLUSION 1995 2005 PRODUCT SEGMENT-WISE PRODUCT SEGMENT-WISE BREAKUP OF REVENUE BREAKUP OF REVENUE
FOODS PERSONAL FOODS CARE PERSONAL HOME CARE CARE HOME S.CHEMICA CARE LS OTHER Op. CONCLUSION 1995 2005 PRODUCT SEGMENT-WISE PRODUCT SEGMENT-WISE BREAKUP OF OPERATING BREAKUP OF OPERATING PROFITS PROFITS
FOODS PERSONAL FOODS CARE PERSONAL HOME CARE CARE HOME S.CHEMICA CARE LS OTHER Op. QUESTIONS •CRITICALLY ANALYZE THE FACTORS THAT RESULTED IN THE SUCCESSOF THE DOVE CAMPAGIN FOR REAL BEAUTY.DISCUSS THE IMPACT OFTHIS CAMPAGIN ON BEAUTY INDUSTRY.
•SOME CRITICS FEEL THAT DOVE’S CAMPAGIN FOR REAL
BEAUTY IS CONTRADICTORY BY NATURE . YOU AGREE WITH THIS VIEW?JUSTIFY YOUR OPINION.DO YOU THINK THAT UNILEVER CAN SUSTAIN THIS CAMPAIGN OVER THE LING TERM WITHOUT BEING CONSIDERED AS A BRAND FOR “FAT WOMEN”.AS SUGGESTED BY FEW CRITICS.
