Dove, a brand of Unilever was launched in 2004 with the commitment to change the perception of

beauty amongst people’s minds and vision to make two billion people that are using products to feel
good, confident and look good about themselves. Dove entered the market with its flagship product
beauty-cleansing bar however, today dove has a greater line of products like hand and body
lotions ,deodrants, shampoos , conditioners etc. Since Dove dealt in cross category power brand
segment, it had its competitors across personal care markets. Among its direct competitors,
Neutrogena, old spice , Loreal, Garnier were the major ones. To create a competitive strategy in the
market place these companies also started their Men product segment too. Dove, in collaboration with
Strategy one conducted a survey and published a global report titled “ The real truth about beauty”.
The report suggested that definition of beauty was major concern of anxiety among women. Therefore,
Dove launched a campaign to promote real beauty to widen the definition of beauty and create an
awareness about appreciation of real beauty, through advertisements involving everyday women
instead of models. A video campaign titles “Dove rwal beaury sketches” was launched in 14 april,2013
which was a social experiment to prove that women are more beaitful than they think. This campaign
received a strong public reaction, video went viral within days and garnered more than 114 million
views. This campaign increased Dove sales by 6 percent which eventually flattened ,however, Dove was
happy with the outcome which was : increasing women confidence worldwide. For the next stage of
advertising efforts, Dove has three options which is The selfie documentary, Mkrror campaign and a
complete overhaul of Dove’s bran ding strategy. Now the question persists if they should continiue with
the real beauty strategy or overhaul their marketing strategy.

1 What is Dove’s brand promise? How does it align with company values and social mission?

The Dove brand had committed to widen the definition of real beauty. This commitment has come from
the fact that public perception of beauty had become unrealistic and unattainable. Dove is constantly
putting its efforts to break this stereotyping through its marketing campaign with a common theme of
empowering women and boosting their self-esteem. The underlying message was to demonstrate that
all women are beautiful and deserve to be appreciated. With this message in mind, In 2010, Dove set a
bold new vision for the brand with the dove movement of self-esteem. Dove has effectively shown that
runway models are not the only definition of beauty. Real people with with real bodies and real flaws
can be beautiful too. Dove, through its products, promises to be a brand which enhances real beauty
and instills confidence among women to appreciate themselves. Dove’s brand promise is also aligned to
Unilever’s vision which is to make two billion people that use its product each day look good, feel good
and get more out of life.
2.discuss why dove has a unique positioning in marketplace as compared to its competitors?

Dove launch in the market as a cleaning bar, that is popularly known for its moisturizing cream touch,
which leave skin smooth and soft and now it repositioned the brand image from beauty to personal care
brand that offer product like facewash, deodorant, shampoo, lotion etc in order to target large market
share.

Every year dove come up with a new campaign to promote its brand image with a common theme of
women empowerment and boost their self-esteem. As it conduct the survey in partner with Strategy
One, in which 2% of women believe themselves as beautiful and the large chunk of women respondents
considered that ‘the media and advertisement set an unrealistic standard of beauty’ as Dove want it
image to be a brand that listen to women and that why it came up with a real beauty campaign that
feature the everyday women ‘real women’ instead of model in its advertising campaign.

Dove in its advertisement not only target young women but it also targets elderly women that why it
features elderly women as a model in its advertisement in order to create a view that beauty is not
restrict to age group.

In its minor campaign Dove come up with innovative way of promoting it brand by placing a mirror
printed with ‘Dove knows you are beautiful’ in the busy urban streets as in social media selfie and tag is
in trend, so they invite people to tooks a selfie and tag #dovetruebeauty

3 Which strategy should Dove use next (Selfie/mirror/overhaul) ?

They should go ahead with selfie strategy for their next marketing campaign, reason being –

- The strategy aligns itself with the current marketing trend of hashtags and social media.
- The strategy aligns with doves long term vision of redefining true beauty
- The strategy will give a emotional connect to the campaign through portraying relationship of
mother-daughter.
- Since the campaign asked the participants to take an honest selfie with no filter, edits.it
naturally promotes participants to appreciate their appearances
- Since a selfie hardly takes any effort ,more number of people will participate eventually creating
a mass awareness
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