FLL UNILEVER_DIAN YUDICIA
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I HOPE YOU CAN ENJOY THIS ^_^ to see the video about real beauty sketches https://youtu.be/-SIwCNB_LC4
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FLL UNILEVER_DIAN YUDICIA
- 1. DOVE MARKETING PLAN DIAN YUDICIA | ITS
- 2. INTRODUCTION: UNILEVER Established in 1930 One of Indonesia's Top Ten Companies Anglo-Dutch multinational consumer goods company Currently has more than 40 brands focused on health and wellbeing, 14 of which generate sales in excess of €1 billion a year 173,000 employees (2013) in over than 100 countries worldwide
- 4. INTRODUCTION: UNILEVER Food and Drink Home Care Personal Care Lipton Ben & Jerry’s Knorr Unilever food solutions Becel, Flora Wall’s Bertolli Hellmann’s Amora Blue Band, Rama Omo Comfort Domestos Sunlight CIF Surf Dove Simple Signal, Close Up Sunsilk Clear Axe Lifebuoy Lux Vaseline Pond’s etc..
- 5. INTRODUCTION: DOVE 1940’s 1950’s 1960’s 1970’s 1980’s 1990’s 1990’s-now Dove Bar was formulated Launched in the market Dove Beauty Bar was refined Popularity increased as a mildest soap Leading brand recommende d by physicians Dove Beauty Wash was launched Extension of Dove's range of products
- 8. PRODUCT OFFERING: DOVE Beauty Bar and Body Wash Deodorant Hair Lotion Men+Care
- 9. KEY TO SUCCESS: DOVE committed to building positive self-esteem and inspiring women to reach their full potential strong brand image and protect it
- 10. CRITICAL ISSUES: DOVE Unilever, Dove's mother group, also produces Fair and Lovely, a skin-lightening product targeted at dark-skinned women in several countries. It is a contrary with Dove's "Self-Esteem" campaign.
- 11. CRITICAL ISSUES: DOVE Another Unilever brand, Lynx uses models as a staple of its advertising. It is also contrary with Dove's "Real Beauty" campaign.
- 12. CRITICAL ISSUES: DOVE Unilever also produces Axe brand of deodorants, which uses "idealized" female stereotypes to market products towards young men. It is makes Dove's campaign for Real Beauty seem highly hypocritical in contrast.
- 13. CRITICAL ISSUES: DOVE Preconceived notion that Dove is for older women.
- 14. CRITICAL ISSUES: DOVE Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy
- 15. CRITICAL ISSUES: DOVE False beauty in advertising and the pressure to look "good". Dove accused of being too provocative in their ad campaign. Dove ingredients are not all natural and could skin irritation.
- 16. MARKET STRATEGY: DOVE MISSION Dove’s Social Mission is to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realize their full potential.
- 17. MARKET STRATEGY: DOVE MARKETING OBJECTIVE Body Wash awareness Male consumer awareness Increasing Twitter activity Environmental Initiatives awareness stimulation
- 18. MARKET STRATEGY: DOVE FINANCIAL OBJECTIVE Increase sales of Dove beauty products and new product lines Create dialogue, debate, and discussion about the true meaning of beauty Attract national TV and print media coverage Gain local press attention in the hometowns of models featured throughout the campaign Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs
- 19. MARKET STRATEGY: DOVE TARGET MARKET Male and Female 18-34 years old High income groups Upper middle class
- 20. MARKET STRATEGY: DOVE POSITIONING as a brand that listens to their consumers wants and needs while providing them with a reliable product as being one that cares about the prosperity and care of their consumers while breaking the mold of a false sense of reality are known for their soft and cleansing qualities
- 21. MARKET STRATEGY: DOVE STRATEGIES to make its brand known as a social change (in a good way) places the responsibility for becoming a “real beauty” back on to girls and women
- 22. MARKETING MIX: DOVE PRODUCTS antiperspirants/deodorants body washes beauty bars lotions and moisturizers hair care facial care products
- 23. MARKETING MIX: DOVE PRICE Dove Winter Soap Bar: $8.49 per pack (6 bars per pack) Dove Body Wash Deep Moisture: $7.29 (24 oz) Dove Damage Therapy Daily Moisture Shampoo: $6.99 (25.4 oz) Dove Shea Butter Cream Oil Body Lotion: $7.29 (13.5 oz) Dove Men+Care Body & Face Wash, Clean Comfort: $5.39 (13.5 oz)
- 25. MARKETING MIX: DOVE PROMOTION: ADVERTISEMENT MEDIA
- 26. MARKETING MIX: DOVE PROMOTION: ADVERTISEMENT MEDIA
- 27. MARKETING MIX: DOVE PROMOTION: TELEVISION, RADIO, INTERNET (video: real beauty sketches, 2016)
- 29. CONTROL: IMPLEMENTATION TV COMMERCIAL Commercial aired during the Super Bowl 2006 Commercial aired on February 2005 and had its world premiere as part of Donald Trump's "The Apprentice". Dove Campaign for Real Beauty
- 32. CONTROL: IMPLEMENTATION PANEL DISCUSSION Indonesia women in Radio and Television Entertainment Television Interview
- 33. CONTROL: CONTINGENCY PLANNING PROGRAMS Bad economy condition, people are tend to buy things they are need, not they are want Large variety of products in the market category and consumers are willing to change brands. Dove has short-live products that are disposable Media has portrayed Dove's real beauty campaign is hypocritical Competitors, such as St.Ives do not test their products to animal False beauty in advertising and the pressure
- 34. CONCLUSION AND SUGGESTION Dove was able to understand the feelings at the core of their audience. They connected on an emotional and personal level with women of many nationalities, races, beliefs, sizes and ages Dove became the trendsetter, innovator and a breath of fresh air in the beauty industry Dove challenged the industry to see women as they really are: beautiful in their own unique way
- 35. THANK YOU