Overview of dove real beauty skecthes campaign

In this PPT it has clearly shown that how Dove used there creative thinking to promote their product and USP. one of the best part of dove is always showcase that it is for mosturising soap and they also given real examples by conducting different campaigns..

1. OVERVIEW OF DOVE REAL BEAUTY SKETCHES CAMPAIGN Presentation By: D.Akhil Raviteja Dharmateja Khushboo Mishra SD Sohai l

2. INTRODUCTION Dove was introduced in the year 1957. Known for leaving the skin smooth , soft and c lean. Its parent company is Hindustan Unilever (HUL) THEME- Empowering women and boosting self-esteem

3. HISTORY Anglo- D utch Multinational company It is third largest consumer goods company in the world Revenue € 50billion and Netprofit is € 5 billion Dove is the top brand in C anada VISION: To make 2billion people that use Unilever products each day look good, feel good and get more out of life

4. SEGMENTS & CATEGORIES: Refreshment, Homecare & Personal care Brands: Lipton, Knorr , Hellman, Magnum, Sunlight, Axe, Vaseline & Dove Dove Line: Body washes, Hand & Body lotions, Facials Cleaners, Deodorants, Shampoos, Conditioners & hairstyle Products for Men & Women

5. POSITIONING Axe & Old spice -Boosting the male ego by providing men confidence Loreal Garnier & Pantene Confidence to women Ives & Irish -Focus on aroma & Position them in sensorial uplift segment in market

6. CAMPAIGN FOR REAL BEAUTY 2% women describes themselves- beautiful 47% women- body weight- too high 48% women believe that they are less beautiful 68% women strongly agree media & advertising set an unrealistic standard of beauty that most women can’t ever achieve 59% women agree- physically attractive women are more valued by men

7. NEW VISION In 2010 Dove movement – Self Esteem Dove provides younger women with a tools & resources to help celebrate real beauty with support of communicate 8.5 million have to reach 15 million- 2015

8. Strategies Selfie Documentary Mother and daughter team to submit a selfie to a photo exhibit This alternative for redefining TRUE beauty Mirror Campaign Many people invited to take photo in front of mirror Dove samples are handed over to participants in public places like (bus stop, subway cars)

9. OUTCOMES Dove is not only able to attract the attention of many customers but it also able to attract positive attention from 100s of media 6% increases in sales Intention to create strong brand awareness by changing definition of mass market by thought of beauty It was argued that this reinforced a narrow perception of beauty

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