MARKETING MANAGEMENT

DOVE:
EVOLUTION OF A BRAND

GROUP 3
Marketing Rangers :

Ahmad Fathan Mujadidi H ( 29317077 )

Annisha Nurilla ( 29317015 )
Asri Essada Nurachmah ( 29317014 )
Ines Permatasari Setiawan ( 29317023 )
M. Adli Putra ( 29317078 )
M. Andio Arzaputra ( 29317081 )
Point of Parity

Dove, like other beauty care products, is use to maintain skin health.

Point of Difference

• It doesn’t dry out your skin

• Rich cleansing cream
• Creamy, luxurious fragrance
• Fascinating new shape
• Refund if the customer doesn’t agree with the product (Exhibit 2)

SWOT

SWOT of the campaign

• STRENGTH
➢ Out of the box campaign, that highlight what real beauty is, different from the industry
standard
➢ Reaches out to different race groups
➢ Strong emotional touch

• WEAKNESS
➢ Controversial to the regular beauty standard
➢ Risk of the consumer stop purchasing Dove beauty cream

• OPPORTUNITY
➢ Cross culture advertising throughout the globe

• THREATS
➢ Public disagree with the campaign message
➢ Risk of being a brand for ‘fat girls’

The Campaign

Dove introduced ‘The Campaign for Real Beauty’ which focus on that real beauty is not
just the standard “young, white, blonde and thin.” Dove launched a billboard advertisement as
part of the campaign that allows people to vote by phone on whether the model shown was
‘outsized’ or ‘outstanding.’ The next step was the launched of the self-esteem challenges,
where the daughters of Dove leadership team were filmed about their self-esteem challenges.
The final step was the launched of a film known as ‘Evolution,’ where it showed the face of a
young woman given touch up and Photoshop editing to transform her into a billboard glamour.

The Issues

The campaign risked the brand to a positioning that was odds with its heritage. It raised
the question “Are consumers going to be inspired to buy a brand that doesn’t promise to take
you to a new level of attractiveness?” It also creates a danger that you are debunking the whole
reason to spend a little more money on the product and setting yourself up to be an ordinary
brand.

Media Planning

● Bought every billboard in Grand Central Station for a buzz

● Showcased ‘Hates Her Freckles’ ad in the Super Bowl match
● Evolution ad released to Youtube, and never ran on television except in the context of
news and commentary programs such as Good Morning America

Public Relations

A public relations channel strategy was crafted by Stacie Bright (Unilever Senior
Communications Marketing Manager) and Edelman, the Dove brand’s public relations agency,
in several country including US, to generate broad awareness for “The Campaign for Real
Beauty’ and established an emotional connection with women.
Unilever established the global Dove Self-Esteem Fund to raise the self esteem of girls and
young women

Conclusion

● In September 2006, Dove had grown by $1.2 billion in the past three years
● It wasn’t clear how much the campaign contributed
● What clear was that the campaign had touched the public - there were many issues
regarding child self-esteem and stereotypes of beauty being brought up
Our Views

We feel that the campaign was controversial in a sense that a beauty care product is
telling their consumer that everyone is beautiful. It was a dangerous path to take because it
could've backfire not only for the Dove product, but other Unilever beauty care products. The
campaign might not work for other regions since the perception of beauty is different for each
one. Exhibit 4 shows that the majority of women interviewed views themself as natural and do
not feel comfortable describing themselves as beautiful. We think that in the long run, another
research must be conducted to see whether it contributed to the growth of Dove or is it
diverting people from buying beauty care products.
 MARKETING MANAGEMENT

MOUNTAIN DEW:
THE MOST RACIST SOFT-DRINK COMMERCIAL IN HISTORY?

GROUP 3
Marketing Rangers :

Ahmad Fathan Mujadidi H ( 29317077 )

Annisha Nurilla ( 29317015 )
Asri Essada Nurachmah ( 29317014 )
Ines Permatasari Setiawan ( 29317023 )
M. Adli Putra ( 29317078 )
M. Andio Arzaputra ( 29317081 )
Mountain Dew’s Short Story:

Mountain Dew was build since 1940 and its well known as a soft drink based. The
founder of this brand were two people Alley and Barney Hartman which formulated Morning
Dew with Lemony soda and spirit mixer. It was the golden brand for Pepsi-Co in the beverages
category with significant 20% sales portion of the corporation in 2011. Morning Dew targeted
young generation aged 18-24 years old.
Because Morning Dew hold significant role in the company, they invested a significant
amount in major advertising company for USD 81.8 millions in total in the range of 2010 until
2012.
In the 2012, Mountain Dew launched the advertisement with “This is How We Do” as a slogan
which collaboration with a couple of artists Lil Wayne, Mac Miller, and Dale Earnheardt Jr. a
race car driver.

Segmenting, Targeting, Positioning

Segmenting
● Industry : Carbonated soft drink industry
● Geography : Global
● Demographics : Young generation aged between 18-24
● Frequency of purchase : Low involvement product

Targeting
The target is young generation who likes unique flavor, free spirit life, and extreme
sport.

Positioning
As part of business operations, PepsiCo maintained a mission to be the world’s premier
consumer products company focussed on convenient foods and beverages, represented by its
vision statement “PepsiCo’s responsibility is to continually improve all aspects of the world in
which we operate- environment, social, economic, creating a better tomorrow than today.

Mountain Dew is about being bold and having the confidence to “DEW” you. The
Mountain Dew family because they do their own thing in their own way. Overall in 2012,
Mountain Dew maintained its positioning the number-one flavoured carbonated soft drink in
the United States, having outperformed, for the past two years, other brands in the U.S.
carbonated soft drink market, including Pepsi-Cola and Diet Pepsi.
Marketing Planning
Marketing Plan Development
Felicia the goat commercial was published to be an online commercial to targeted the
young generations which surrounds the internet.

Marketing Structure
The SWOT analysis was used for the Mountain Dew commercials.

The Advertising Controversy

In 2013, Mountain Dew partnered with African-American rapper Tyler, the Creator,
leader of the hip-hop collective Odd Future, to launch a new series of online commercials with
the tag line “Dew It”, featured the main character an angry Mountain Dew drinking goat named
Felicia.
The first commercial, released on march 20, 2013, featured the goat eating at
restaurant, eventually assaulting waitress who failed to give him more Mountain Dew.
Unsuccessful in obtaining more of the product, the goat repeatedly smacked the woman in the
face with its hooves before chasing her.

The second commercial, released on april 8, 2013, once again featured the goat, this
time pulled over by the police. Because the goat acts suspiciously and pleads with the officer
not to look in the car, the officer opens the trunk to find it packed with empty Mountain Dew
bottles and states, “Looks like we have a case of Dew-U-I”.
The third and the final commercial, released on april 24, 2013, the commercial featured
the goat in a police lineup of all black men, as a police officer encouraged the waitress from the
first commercial to identify her attacker from behind the one way glass. Members of Tyler’s
hip-hop collective odd future played the black man in the police lineup. The goat intimidates
the battered waitress on crutches, threatening her with, “snitches get stitches, fool” and “Keep
ya mouth shut, I’m going to get out of here and Dew you up!” The officer suggests to the
woman, “he’s the one wearing the do-drag”, even though the goat is not the suspects wearing
anything in his head. Terrified and near tears, the waitress runs out screaming.
The commercial quickly become hot topics around America because the frame in the
commercial showed Felicia the goat was lined with African-American people which showing the
stereotypes of African-American as a crimes because there are any other ethnics in the line up.
The commercial did not targeted the right audience, instead it was considered as a racist act.
The critics started with twitter message and continuously responded by Americans and global
citizen. A finance professor at Syracuse University and founder of the Your Black World
Coalition, released an article called “Mountain Dew Releases Arguably the Most Racist
Commercial in History.” Besides portrayed a racial stereotypes, it also showed violence toward
women. “Mountain Dew has set a new low for corporate racism. Their decision to learn on
well-known racial stereotypes is beyond disgusting. This doesn’t even include the fact that the
company has put black men on par with animals.” he added.
The lesson learned from the advertisement is the message from an advertisement
should be considered carefully, especially its sensitive topics like religions, riots, or ethnicity.
The false in delivering the message to the audience will be impacts the brand image of the
products itself. We suggest PepsiCo to withdraw the commercial to prevent a bigger damage
and put out a public apology.