Dove Real Beauty Campaign

AIDA Model

Awareness

Interest

• Dove is appeals to the mother’s with children
• Notion of being beautiful and having self-confidence

• Designed to revolutionize the view of men and women and beauty in the industry
• Aired Evolution of Beauty commercial during the Super Bowl XL
• The Beauty Pressure Commercial
• Do not have to be a supermodel to be beautiful

Desire

Action

• Dove wants women to “Be Beautiful, Be Yourself”
• Dove wants people to join the campaign for real beauty and teach it to younger generations
• The Dove website has many links to positive self-esteem resources for people of all ages

• Mothers’ desire to change the view of women in society so that their children can grow up with a more positive self-image
• All women desire to feel beautiful, they are likely to want to pursue Dove’s campaign and products to feel beautiful in their own skin

PLACE

PEST Analysis

PRODUCT

4P's Analysis

PROMOTION

The Self-Esteem Fund

PRICE

Dove Real Beauty Campaign

$5-$10

$8-$30+

SWOT Analysis

Five C's Analysis

Weaknesses

Company

• More expensive than some competitors.
• If everyone is beautiful then no one is beautiful
• Campaign does not focus on the benefit of Dove, Not product oriented
• Campaign still shows mostly white women

• Variety of soaps, shampoos, creams, and other beauty/Hygiene products
• Seen as a clean no fluff company. Simple beauty.
• Revolutionary approach
• Change the way women are viewed in the industry

Widens the Definition of Real Women. And Men.

Collaborators

Strengths

Internal

• Modern campaign responds to the customers’ wants
• Honest, straight forward, and simple.
• Uses real people
• Tackles issue (self-image)
• "Feel good" product
• Targets males and females
• Website to help young people explore issues related to self-worth and body image

• Products reach consumers through a network of retailers and distributors.
• International retail customers dominate in developed markets such as the US and Europe and are a growing presence in Asia.
• Products also reach consumers through a more diverse group of distributors, wholesalers and small independent retailers, outlets and kiosks
• This more traditional route to market – which we call ‘distributive trade’ – makes a significant contribution to our business, especially in emerging markets
• Micro-entrepreneurs in door-to-door selling is one way of getting products to hard-to-reach places
• Other companies owned by Unilever (AXE)

Customers

• Global market
• Many competitors in the market
• Good PR because they targets everyday individuals
• Looking for a clean product
• Learn about products from commercials and ads
• Necessity product

Competitors

Threats

• Other soap competitors (i.e Zest and Ivory)
• Similar products to competitor's
• Dove is usually a higher priced, higher quality product
• Competitors quality not necessarily as good, but often cheaper

• Easy campaign to replicate
• Similarities to other products in the market
• Possibility for campaign to be misunderstood
• People may want change when purchasing a product (i.e. Competitor can come in with products that increases beauty)
• Can be seen as unethical since Unilever owns AXE, who sexualizes women in their campaigns
• Brand may lose appeal as a classic "beauty product" by changing conception of beauty. (If everyone is beautiful, no one is beautiful)

Climate

External

Opportunities

• New style of marketing (redefining beauty)
• Continue in the path as a leader for real beauty
• Male-focused campaign, where Dove can expand their male market share

• Moderate barriers to entry. Hard to enter because of sophistication in creation
• Relatively cheap necessity product. Because it is purchased so often people tend to like cheaper products

Porter's Five Forces Industry Analysis

Market Size, Penetration, and Share

Threats of Substitutes

High-End Brands

Average Brands

Low-Eng Brands

Market Penetration

Threat of New Entrants

Competitive Beauty Industry

• Dove's long life in the market could fade due to new entrants
• Consumers are open to trying and using new products
• Use of social media by other companies to engage with consumers better than Dove does

• Strong sales in North America, Brazil, Europe, and specifically in India

Bath & Body Works

Market Size

• Sells products from their own store
• Wide range of products to fit the needs of their customers

The Body Shop

• Natural products
• Brand loyalty
• Own stores for easy accessibility of products

• Large market size
• Target market is middle & upper middle class
• Personal care usable by everyone

Bargaining Power of Suppliers

• Customer loyalty
• Existing market share is continuously growing
• The creative campaign raises the publicity
• The secret ingredients of the product can be considered as the intangible asset which distinguishes itself from other products.
• Advantage of leveraging resources on products and their marketing campaign more efficiently

Market Share

• 100% growth shampoo sales
• 43% growth in soap sales
• 3.5% market share in metros
• 11.54% market share in format stores

Bargaining Power of Buyers

• Buyers are really sensitive to the pricing
• They compare the products on the marginal difference
• The incentive is to find a substitute which serves the same purpose but costs less
• Buyer’s decision can be easily influenced by media and propaganda
• Buyers are less suffered by the tradeoff of time and capital efficiency They can make the purchase at a later time to get a lower price

Intensity of Rivalry

• Creative marketing campaigns bring very positive impact on customers
• The mix of online and offline interactions with consumers
• Dedicated marketing teams to size and target the market efficiently
• Multi-level marketing strategies to ensure the brand popularity
• Competitors define the elements of the products to differentiate from others

New marketing approach:

Challenges:

• Convincing people who have been influenced since childhood that true beauty is what we see in Doves competition.

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