bài tiểu luận chiến dịch marketing dove - vẻ đẹp thật sự

2. 1
• General overview
2
• Informations of Unilever
and Dove
3
• Dove’s advertising
campaign: Real beauty

3. Marketing is the process
of planning, designing,
pricing, promoting and
distributing ideas, goods
and services, in order to
satisfy customers needs,
so as to make a profit.

4. Advertising is mass media
content intended to persuade
audiences of readers, viewers
or listeners to take action on
products, services and ideas.
The idea is to drive consumer behavior in a particular
way in regard to a product, service or concept.

5. FIST ADVERTISING WANT OUR
ATTENTION. THEN THEY KEEP US
INTERESTED TO A POINT WE ARE
MADE TO BELIEVE WE REALLY NEED
SOMETHING. FINALLY THIS WILL
MAKE US BUY A CERTAIN PRODUCT.
Inform people about
product or service…
Aims of advertising
Persuade people to act

6. The roles of
advertising
The marketing
role
The
communication
role
The economic role
The societal
role
Lets the message , to
promote the goods and
services.
Informing potential
customer, the launch of
new products
Sales volume from
an advertisement
Shows what the
trend in the society

7.  Being a subsidiary of the The Anglo-Dutch
Unilever Corporation.
 Started its operations in Vietnam in 1995.
 400 brand names worldwide.
 Available in many countries….

8. Investment: €928m on R&D
People: over 6000 people working
Inventions: between 250 & 350 new patent applications
Intellectual property: over 20 000 registered patents & patent
applications.

11. Launched by Unilever in 2004.
- Women’s unique differences
should be celebrated, rather
than ignored
TV commercials, magazine
spreads, talk shows, and a
worldwide conversation via the
Internet…
- Inspire women to have the
confidence to be comfortable with
themselves.

12. - A global conversation: only 2% of women around the
world would describe themselves as beautiful.
- 2004: "Tick Box" billboards

13. - 2005: a billboard campaign that featured groups of six real
and diverse women in their underwear.
- Help other women feel empowered and confident in their bodies.

14. - In 2006: creating one or more videos to store on their website.
- A short film entitled "Daughters" was an interview-style piece
showing how mothers and daughters thinked of mother's beauty

15. - In April 2013, a video titled Dove Real Beauty Sketches was
released as part of the campaign.
- It went viral attracting strong reactions from the public and
media.

16. Dove built
trust
Dove brand
has become
more
popular
sales has
increased
significantly
through the
years.
received
many
awards.

17. One of the greatest
achievements of the Dove
campaign is that it began a
global conversation to widen
the definition of beauty