Transcript
Presented by –PIYUSH TRIPATHI
MBA – Pharmaceutical ManagementIIHMR University, Jaipur
BACKGROUND €53.3 billion turnover in 2015 58% of our business is in emerging
markets 13 brands have sales of more than
€1 billion a year 168,000 people work for Unilever 45% of our managers are women No.1 FMCG employer of choice among students at our
target universities in 34 countries Four Main Divisions – Foods, Refreshment, Home care,
Personal Care
DEVELOPMENT OF DOVE Developed in the US as non-irritating skin
cleaner for pre-treatment use on burns and wounds during World War II.
In 1970s, a clinical study found Dove to be milder than 17 leading bar soaps. Promotional Campaign ….
Dove expanded its product line to include body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, revenue reached $3 billion.
LOGO
MODERNIZING THE BRAND IMAGE Decline phase To understand the reasons,
company took direction of the Ernest Dichter Institute, a research firm.
Dated and old-fashioned. Company created a global team under
the global brand manager for Dove.
THE DOVE RESEARCH STUDY
Understand the relationship of women to beauty.
Turned to –
COMPETITORS
THE REAL TRUTH ABOUT BEAUTY: A GLOBAL REPORT
2 % women described themselves as beautiful. 47% said they were overweight. 68% believed that media set an unrealistic std. of
beauty that most women can never achieve. 77% said that beauty can be achieved through
attitude, spirit and other attributes that have nothing to do with physical appearance.
48% agreed that when I feel less beautiful, I feel worse about myself.
45% believed that beautiful women have greater opportunities in life.
Re-launch Dove with new and unconventional ideas of beauty.
Redefining Beauty – “Real” women.
Moral concern – To boost the self-confidence of women.
THE CAMPAIGN FOR REAL BEAUTY• Worked with Ogilvy & Mather• Campaign began in Sept 2004 with the
website campaignforbeauty.com• Online casting of votes and debates in chat
rooms• Our target was 30 – 39 year old women who
had not yet tried any skin-firming products.• Mission statement – “To make more women
feel beautiful every day”
THE RESULTS• Dramatic results• Quadruple sales• Market share: 7.4% in 2003 to 13.5%
in 2004• Traffic on Website: 4000 visitors a day• In 2005, a new brand audit by Millward
Brown, a market research company, showed a significant image shift.
REAL BEAUTY• Establishment of “Self-Esteem Fund” to
support local initiatives. Later, made it mandatory for every country.
• One program “uniquely ME!” partnered with U.S. Girl Scout troops to help build self-confidence in girls aged 8 to 14.
• Hired Ogilvy & Mather to develop a 45-second commercial for the 2006 Super Bowl football championship.
REAL TRUTH ABOUT BEAUTY• In Canada and Germany, similar projects
were launched under the name “Body Talk”, a program to inform and educate young schoolgirls about perception of beauty, helping boost their self-esteem.
• Mother-daughter workbook, designed by U.S. Girl Scout troops, in cooperation with the team that develop the original “Real Truth about Beauty” report.
LEARNINGSA better understanding of your current business.
Agreement on the longer term future of your business.
Identifying the key steps needed to achieve your strategy.
Promote discussion, debate and alignment in your business.
New opportunities for the business.
Time to reflect and re-look at your business.
If you know where you are going you have more chance of getting there.
Better business results.
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