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Overview of dove real beauty skecthes campaign

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SYED SOHAIL
SYED SOHAIL

In this PPT it has clearly shown that how Dove used there creative thinking to promote their product and USP. one of the best part of dove is always showcase that it is for mosturising soap and they also given real examples by conducting different campaigns..

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OVERVIEW OF DOVE REAL BEAUTY SKETCHES CAMPAIGN Presentation By: D.Akhil Raviteja Dharmateja Khushboo Mishra SD Sohail
INTRODUCTION • Dove was introduced in the year 1957. • Known for leaving the skin smooth, soft and clean. • Its parent company is Hindustan Unilever (HUL) THEME- Empowering women and boosting self-esteem
HISTORY • Anglo-Dutch Multinational company • It is third largest consumer goods company in the world • Revenue €50billion and Netprofit is €5 billion • Dove is the top brand in Canada VISION: To make 2billion people that use Unilever products each day look good, feel good and get more out of life
• SEGMENTS & CATEGORIES: Refreshment, Homecare & Personal care • Brands: Lipton, Knorr, Hellman, Magnum, Sunlight, Axe, Vaseline & Dove • Dove Line: Body washes, Hand & Body lotions, Facials Cleaners, Deodorants, Shampoos, Conditioners & hairstyle Products for Men & Women
POSITIONING • Axe & Old spice -Boosting the male ego by providing men confidence • Loreal Garnier & Pantene Confidence to women • Ives & Irish -Focus on aroma & Position them in sensorial uplift segment in market
CAMPAIGN FOR REAL BEAUTY • 2% women describes themselves- beautiful • 47% women- body weight- too high • 48% women believe that they are less beautiful • 68% women strongly agree media & advertising set an unrealistic standard of beauty that most women can’t ever achieve • 59% women agree- physically attractive women are more valued by men
NEW VISION • In 2010 Dove movement – Self Esteem • Dove provides younger women with a tools & resources to help celebrate real beauty with support of communicate • 8.5 million have to reach • 15 million- 2015
Strategies • Selfie Documentary Mother and daughter team to submit a selfie to a photo exhibit This alternative for redefining TRUE beauty • Mirror Campaign Many people invited to take photo in front of mirror Dove samples are handed over to participants in public places like (bus stop, subway cars)
Overview of dove real beauty skecthes campaign
Overview of dove real beauty skecthes campaign
Overview of dove real beauty skecthes campaign
OUTCOMES • Dove is not only able to attract the attention of many customers but it also able to attract positive attention from 100s of media • 6% increases in sales • Intention to create strong brand awareness by changing definition of mass market by thought of beauty • It was argued that this reinforced a narrow perception of beauty
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Overview of dove real beauty skecthes campaign

  • 1. OVERVIEW OF DOVE REAL BEAUTY SKETCHES CAMPAIGN Presentation By: D.Akhil Raviteja Dharmateja Khushboo Mishra SD Sohail
  • 2. INTRODUCTION • Dove was introduced in the year 1957. • Known for leaving the skin smooth, soft and clean. • Its parent company is Hindustan Unilever (HUL) THEME- Empowering women and boosting self-esteem
  • 3. HISTORY • Anglo-Dutch Multinational company • It is third largest consumer goods company in the world • Revenue €50billion and Netprofit is €5 billion • Dove is the top brand in Canada VISION: To make 2billion people that use Unilever products each day look good, feel good and get more out of life
  • 4. • SEGMENTS & CATEGORIES: Refreshment, Homecare & Personal care • Brands: Lipton, Knorr, Hellman, Magnum, Sunlight, Axe, Vaseline & Dove • Dove Line: Body washes, Hand & Body lotions, Facials Cleaners, Deodorants, Shampoos, Conditioners & hairstyle Products for Men & Women
  • 5. POSITIONING • Axe & Old spice -Boosting the male ego by providing men confidence • Loreal Garnier & Pantene Confidence to women • Ives & Irish -Focus on aroma & Position them in sensorial uplift segment in market
  • 6. CAMPAIGN FOR REAL BEAUTY • 2% women describes themselves- beautiful • 47% women- body weight- too high • 48% women believe that they are less beautiful • 68% women strongly agree media & advertising set an unrealistic standard of beauty that most women can’t ever achieve • 59% women agree- physically attractive women are more valued by men
  • 7. NEW VISION • In 2010 Dove movement – Self Esteem • Dove provides younger women with a tools & resources to help celebrate real beauty with support of communicate • 8.5 million have to reach • 15 million- 2015
  • 8. Strategies • Selfie Documentary Mother and daughter team to submit a selfie to a photo exhibit This alternative for redefining TRUE beauty • Mirror Campaign Many people invited to take photo in front of mirror Dove samples are handed over to participants in public places like (bus stop, subway cars)
  • 12. OUTCOMES • Dove is not only able to attract the attention of many customers but it also able to attract positive attention from 100s of media • 6% increases in sales • Intention to create strong brand awareness by changing definition of mass market by thought of beauty • It was argued that this reinforced a narrow perception of beauty