Dove brand SWOT

1. SWOT ANALYSIS

7. Introduction
 Unilever’s Dove launched in 1960’s , is the world’s largest
cleansing brand with annual sales of 2.5 billion Euros
(2005) in more than eighty countries.
 The product range includes soap bars, body washes, face
care products, deodorants, hair care, styling aids.

8. Real Beauty Campaign
 In 2005 Unilever launched an ad campaign in the US
for its Dove Intensive Firming range of products.
 This campaign featured regular women( non-models)
as a part of Dove’s “Campaign for real beauty(CFRB)”.
 The purpose of CFRB was to challenge the stereotypes
set by beauty industry that uses models in their ads.

9. Strengths
 The campaign was a new concept and had regular
women instead of super models.
 The campaign redefined the definition of “beauty”.
 The campaign was well received by the people.

10.  Widespread marketing strategies with innovative
ideas:
 Interactive billboards
 Panel discussions and interviews
 Extensive use of electronic and print media like
magazines , newspapers, and television.
 Use of internet for consumer interactions.
 Mobile marketing.
 Dove Self-Esteem Fund

11. New Dove Firming as
tested on real curves

12. u
Lets face it , Firming the thighs
of a size 2 super model is no
challenge

13.  Ad bagged few awards.
 The campaign reinvigorated the brand and gave Dove
the image of “ Do- Gooder ”.

14. Weaknesses
 The campaign received many criticisms:
 Many analysts found the ad campaign contradictory.
 Other product lines of the Unilever were using
stereotypes.
 The “Body Talk” and the “Self Esteem Fund” programs
were not taken up for philanthropy or selfless purposes.
 The ad campaigns in countries other than the U.S.
featured thin models.

15. Opportunity
 The survey conducted by the company revealed the
following facts:
 Only 2% of these women describe themselves as
“beautiful”
 About 3/4 of them rate their beauty as "average"
 Almost 1/2 of them think their weight is "too high"
Hence there are lots of opportunities for Dove product
range.

16.  Some consumers felt that the ads of the competitor’s
products were “ridiculous, portraying the use of
firming lotion on perfect , young bodies”.

17. Threats
 Threat of becoming the brand of “Fat People”.
 They tried to break the stereotype so there was element of
uncertainty regarding the success of the campaign.
 Long term sustainability of the campaign is questionable.
 Competitors following suit.

19. Presented by:
Prapti Agrawal
Prateek Nigudkar
Rohan Ritolia
Sachin Agarwal
Tushar Kumar C