DOVE REAL BEAUTY

CAMPAIGN

Dove - Real
Beauty
Campaign
Presented
By..
Presented by
Md.Rakibul Islam Rakib

1521418660

Zuber Azad

1421269060

Md. Ibrahim Hamid

1521413660

Rahnuma Sultana

1530533660

Tatiana Jabeen

1430724060

INTRODUCTION
WE WANT TO CHALLENGE THE
DEFINITION OF BEAUTY. WE WANT TO
DEFY THE STEREOTYPE THAT ONLY THE
YOUNG, BLOND AND TALL ARE
BEAUTIFUL.
-- MR. PHILIPPE HAROUSSEAU,
-DOVES MARKETING DIRECTOR

Dove : Pop and Pod

Beauty. Its not about glamour or fame. Its
(Point of Differentiation)

about every woman and the beauty that is

(Market)

(frame of reference)

in each of us. Thats what DOVE is all about.

(Brand)

And thats why More women trust their skin

(Point of Differentiation)

to DOVE.
Cleanses
(Point of Parity)

The CBBE Model

What
about you
and me ?
What
about you
?
What do
you stand
for ?
Identity
Who are
you ?

BRAND DYNAMICS OF DOVE

High Loyalty/
Strong Share
of Wallet

Mass appeal to all

segments; high
patronage

Better quality at
affordable price
Mild, gentle,
moisturizing

Low Loyalty/
Weak Share
of Wallet

Health and beauty

More than 80
countries

Marketing Strategy
ADVERTISIN
G

BILLBOAR
DS

TV
COMMERCIALS

INTERVIEW
S
PANEL
DISCUSSIO
NS
WEBSITE

PROGRAM
S
THE DOVE
SELFESTEEM
FUND

CAMPAIGN FOR REAL BEAUTY

In June 2005, Unilever launched an ad campaign in US for its dove intensive
firming range. The main purpose of the campaign was to challenge the
stereotypes set by the beauty industry over the years.
Campaigns main aim was to promote its dove range of personal care products
globally.
Beauty advertisers bombarded consumers with idealized images of models,
supermodels and celebrities which hurt consumers self-esteem. Based on
national and international research on womens perceptions of beauty,
International Statistics: Only 2% of women feel comfortable describing
themselves as beautiful, while 31% describe themselves as natural and 29% as
average.
National Statistics: Indian women are more willing to rate their looks higher
than their beauty, but 79% wish woman could be considered beautiful if she is
not physically perfect
Developed around these statistics to improve the worldwide understanding of
real beauty

The Campaign for Real

Beauty
2006: The Evolution video uses time-lapse
photography to illustrate how much a
models natural appearance has likely been
modified in an advertisement

IMPLEMENTATION OF CFRB
Repositioning of Dove Products in the
market.
Interaction with the public through the
website
www.campaignforrealbeauty.com
Understanding the minds of young girls.
The ads sparked off a debate in the media.

DOVE REAL BEAUTY SKETCHES

CAMPAIGN

Dove Real Beauty Sketches video-April

14, 2013

The video captures strong emotional

reactions as the women discover they
are overly critical of their own
appearances

The video generated a strong reaction

and went viral within days(114 million
views )

Uploaded in 25 different languages

viewed -110 countries worldwide

The Selfie Documentary

Dove would encourage motherdaughter teams to submit a
selfie to a photo exhibit
Challenge girls to take an
honest selfie with no filters or
edits
The act of taking selfies was
prominent in current social
media and relationship of
daughter and mother

The Mirror Campaign

Set up mirrors in
various busy urban
centers
The words Dove knows
youre beautiful
printed across the top
The hash tags might
also help create
dialogue about the real
beauty campaign

CONSUMER BEHAVIOUR
Campaign for Real Beauty helped Dove to
redefine consumer behaviour towards
beauty products globally
CFRB (Campaign for Real Beauty):
DOVE FIRMING LOTION
Ads named as LETS CELEBRATE
CURVES
Intended to make more women feel
beautiful.

FACTORS INFLUENCE CONSUMERS

BEHAVIOR
External/ Environment
factors

Internal/ Individual factors

UNDERSTANDING CONSUMER
DECISION MAKING PROCESS

Decision Processes

PHASES IN CUSTOMER
SATISFACTION PROCESS
PRE SALES

PRODUCT
QUALITY
CORE BENEFITS & ADVANTAGES
SALES OUTLETS

DURING SALES PERIOD

Provision of an attractive sales
environment
Reasonable and reliable delivery
Enhancing Quality of goods

AFTER SALES PERIOD

If required, necessary support or advice
been provided.
Prompt replacement or refund
A smooth and straight forward
complaint
redressal procedure.

PERCEPTION OF DOVE
Recommended by
dermatologists.
Dove experiences high brand
awareness among the teenage
bracket.
Positive feedback by adult group

PRICE PERCEPTION
The manner in which the product can add
perceived value will determine what the
customer is willing to pay and whether this
will add to customer satisfaction.
Initially the brand was not successful in
India because of its high prices.
After the Campaign for real beauty the
brand lowered its prices which had
somewhat become reasonable

CONSUMER DECISION MAKING

PROCESS
Problem
Recognitio
n

Informatio
n search

Post
Purchase
Behavior

Evaluation of
alternatives

Purchase
decision

PROMOTION
ADVERTISING

Ogilvy & Mathers Doves

Advertising partner.
Used Real women in their ads &
unlike
industry norm, the images were not
retouched
or digitally enhanced.
Media & Interactive Billboards
Public were
asked to make judgment about the
looks
women.

 SALES PROMOTION
Samples, Point-of-sale displays, money back
guarantee
PUBLC RELATIONS :
Dove self-esteem fund(2006) to build
selfesteem of young girls
Newspapers & magazine articles/reports.

PROMOTION STRATEGY
Various promotional awareness :
Distribution of free samples.
Ad commercials on TV , magazines,
websites, newspapers, etc.
Sachets introduced rural markets.
Product bundling pricing : Offers a
pack of three soaps with discounts.
Set of its product range as a gift pack.
Positioned as REAL BEAUTY and is
considered to be good for people of all
ages.

Targeting

Positioning

Targets girls and women

of all ages, shapes and
sizes.
Especially targets the
working women .
Targets on the higher
income groups .
Dove uses the market
specialization concept.

Dove is positioned as a
personal care brand.
Points of differentiation :
maximum moisturizing
content.
As the ad campaign of dove
says that use it on half of
your face and see the
difference.
Image differentiation :
considered as a moisturizing
bar and beauty bar.