Introductory video

Dove has grown from a US-only soap bar into one of Unilever's biggest
global brands. It is now the world's #1 cleansing brand, and #3 in the Anglo-
Dutch company's portfolio behind Knorr and Lipton.

Type - Personal care

Owner - Unilever
Introduced - 1955

Dove products are manufactured in Argentina, Australia, Brazil, Canada,

Germany, India, Ireland, Netherlands, Thailand, Turkey and United States.

The products are sold in more than 35 countries and are offered for both
women and men. The Dove trademark and brand name is currently owned by
Unilever.
•1940’s – Formula for Dove Bar (Mild Soap)
•1950’s – Refined to original Dove Beauty Bar
•1960’s – Launched in the market
•1970’s – Popularity Increased as a milder soap
•1980’s – Leading brand recommended by Physicians
•1990’s – Dove beauty wash successfully launched
•1995-2001 – Extension of Dove’s range of products
Currently Products include –

During the 1990s, the group began to extend the brand across the
complete personal care spectrum, and Dove now encompasses a wide
range of products from bar soap to shower gel, and from deodorants to
shampoo-conditioners.
Dove Intense Repair

Dove Hair-fall Rescue

Dove Dandruff Care

Dove Daily Shine

Dove Dryness Care

 Face Wash
Bathing Bar/Body Wash

Body Lotion
 Original
Silk Dry

Clear Touch
(Anit White Marks)
 • Day to day ads that we
watch on Television
• It is produced and paid for by an
organization that conveys a message,
typically one intended to market a product.

• This method of screening advertisements is intended

to capture or grab the attention of the audience,
keeping the viewers focused on the television show so
that they will not want to change the channel; instead,
they will (hopefully) watch the advertisements while
waiting for the next segment of the show.
video
Promotional campaigns at public places –
colgate, oreo

Emphasize on sales promotion – free samples,

give more at same price/discounts, dove
sachets, distribute coupons etc….

Website promotion – contests, games

Real beauty campaign which
failed…..Why?
The campaign was changed
to self-esteem fund
campaign…..
Videos of campaign
 Just 12% of the women are very satisfied with
their physical attractiveness.
 Only 2% of women describe themselves as
beautiful.
 68% strongly agree that the media sets an
unrealistic standard of beauty.
 75% wish the media did a better job in
portraying the diversity of women’s physical
attractiveness including size and shape, across
all ages.
 Declining Sales --- lost in crowded market

 Increased competition --- Olay, P&G Co.; Nivea,

Beiersdorf AG; and Nutrogena, Johnson & Johnson

 Resulting advertising clutter

 Stagnation in one or two categories --- In spite of

increase in product range

 Need for Brand Positioning --- Evolve brand image

without losing their existing customer base
‘to make more women feel beautiful everyday, by widening
today’s view of beauty and by inspiring women to take care of
themselves’

• Committed to reaching 5 million young women by the end of

2010,
We want to help free ourselves and the next generation
from beauty stereotypes….
Self-Esteem Fund focuses its efforts to foster positive image
in two areas of activity:
- Develop and distributes free resources that enable and empower
women and girls to embrace a broad definition of beauty.
- (NEDIC) (ANEB)
 Sales of firming lotion in UK rose by 700%

 Sales in the US went up by 11.4%

 Total Sales for the Dove Brand rose 6%

 No. of visitors to website increased by 200%

 Grand EFFIE award for advertising effectiveness

 Positive response from the masses

 50
40
Lifebuoy
30 Dove
20 Lux
Breeze
10
140 Pears
120 0
Soaps 100gm
100
Sunsilk
80
Dove 200
60
Clear
40 150
Clinic Plus Axe
20
100 Dove
0
Shampoo 200ml Rexsona
50
Sure
0
Anti Perspirants
Recently HUL introduced Dove Product Range – Targeting Men

About Dove® Men+Care

The Dove® Men+Care products are specially formulated to provide total skin
comfort and a refreshing clean, without irritation or tightness. This innovative
product collection includes Body and Face Wash with MICROMOISTURE
technology, Body and Face Bar, and a Shower Tool.
Dove helps a woman to celebrate her own
inner beauty.
 Competitors

L’OrealMen