Hips Feel Good

This case study is being submitted on 02/20/2013, for Heather Teague MAR2011- Principles Of Marketing

Unilever believes in the sustainable growth and use of renewable sources of energy. It is also very watchful of employee health and has managed to bring down its accidental rate by a high margin. Unilever’s vision includes a better way for living for its consumers and better use of the products that they use. It maintains a high standard of its products by following stringent standards which helps in maintaining consumer satisfaction. Over the years, after working for different social projects like Water conservation and Food for all, it has grown its image as a socially aware and responsible

The article discusses that “Marketing’s ultimate assignment is to serve customers’ real needs and to communicate the substance of the company—not to introduce the kinds of cosmetics that used to typify the auto industry’s

From August 13-September 9th Shoppers kicked off their campaign that is driven by beauty ideas that women often would never do. It addresses the nerves that woman face with different beauty ideas and help them achieve looks like they are too intimidated by or would never consider to try. Their aim for this campaign is to retain their top position in the retail beauty category. This is to show the variety of products that they offer in their beauty boutiques with prices from drugstore to high end.

My aim was to explain how businesses use advertising campaigns to influence society. Specifically, I wanted to explain how Covergirl and Dove used advertising to try to empower women. I wanted to show what advertising techniques Covergirl and Dove used. I focused on a two ads. One ad was from Covergirl’s Girls Can advertising campaign. The other ad was from Dove’s Real Beauty Campaign. I showed the ads and explained what techniques the ads used. I analyzed the language and presentation of the ads to find the advertising techniques the businesses used to draw attention. Covergirl’s ad used celebrity endorsements, slanted text and images, social media hashtags to stay relevant, an appeal to girls with pink color, and ethos from celebrities. Dove’s ad used ordinary people that viewers could relate to, a call to action to talk about beauty, and was simple with only a few things to focus on. Both Covergirl and Dove used contrasting colors to make things stand out, informal registers, and a decreased focus on advertising as the businesses’s products were barely promoted on the ads.

It has been estimated that the global beauty industry consisting of skin care worth $24 Billon; hair-care products valued at $38 billons and perfume at $15 billion is growing up to 7% a year (Economist, 2003). These numbers show the industry of beauty has proven to be lucrative over the years due to the need for that special hair and body products mixed with the wants of perfumes, body potions and etc. However, it is not just a good product that delivers results the customer is looking for, it is an overall experience that has become essential.

Dove gives the message ‘You are beautiful to way you are’ to all women to show that they are valuable. Also company tries to make women encouraged in order to believe what they say in their

Marketing is “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholders” (Kotler & Keller, 2009, p. 5). The main scope of marketing is to identify and to meet social and human needs. PepsiCo understands that as an international food and beverage organization that reaches millions of consumers daily, the agenda of its marketing campaigns can determine the success or failure of the company.

Leaving aside marketing and commercial efforts, it is a fact that there is no product in the world that can make miracles happen; this means that no body cream or beauty product can change a normal woman into a supermodel. As a result, the strategy of Unilever was to bring down the measurement line (or widen the definition) by telling the world a revolutionary idea linked to the Dove Brand, “beauty comes in all sizes, colors and shapes”. Unilever got as result more women feeling attractive, which have now a bond with the brand behind the revolution.

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of

Among the company’s strategic goals are to keep its position as the leading producer of high-end beauty products and to ensure “the profitable growth over the long-term” (2017 Annual Report). Their key competitive advantage is the ability to influence consumers’ preferences. As explained by the company’s President and CEO Fabrizio Freda,

Objective: 1.2: Understand the relationship between consumer behavior and the marketing concept, the societal marketing concept, as well as segmentation, targeting, and positioning

Consumers watch the advertisement and think that they could look as appealing as them. So for strengthening the need based positioning HUL created the need for people to look like stars. Another example is HUL’s lifebuoy strategy of positioning itself as a complete health soap. I also positioned itself for value for money and long lasting soap. By doing that HUL created a need for people to use a healthy soap with low price. It targeted all the middle class and well as low class people especially focusing on rural

Promotions in the marketing mix of Dove: Dove has strong brand awareness in the consumer market because of Dove’s branding and advertising. Marketing policies are the reason why Dove gets success. Campaigns and advertisement improve the brand image and build a positive impact on consumers’ minds (Bhasin, 2016). Dove’s advertisements are aired on various channels of television and radio. Dove has advertisements in newspaper, magazine, and billboards as well. Dove used an unusual promotional strategy for the products. Dove decided to use the ordinary women who look extraordinary after using Dove products in the advertisement rather than celebrity. Dove created a good customer base with the “Real Beauty” that the context about confidence in the advertisement (Bhasin, 2016).

Dove products are manufactured worldwide. The products are offered for both women and men. Products include: deodorants, beauty bars, lotions, hair care, and facial care products. Dove's logo is a profile of the brand's namesake bird. Doves, usually white in color, are symbols of love, peace .so this company uses this bird meaning as a symbol for their products.  The dove real beauty campaign started back in 2004 and lasted 10 years and more, of research and effort. But why was it created? They say necessity is the mother of invention, when in 2004 the dove company suffered from low sales, and corrupted crowd wanting shallow over exaggerated beauty, dominated by ignorance, of what real beauty is all about, so they wanted to reshape the definition of beauty, from a stereotype of what a woman’s look should be, to what real beauty is all about. Instead of following the market, for standards in beauty traits, like full lips, small nose, wide eyes, thin anatomy, to change these concepts into something entirely different, a whole new perspective of beauty definition coming from being naturally beautiful, like having freckles, being overweight, having wrinkles, accepting the differences where the real beauty exists. A fresh, new perspective, or shall we say revolutionary new definition, of a misunderstood meaning of beauty, using hardest method to do while attempting to convince an audience, which is a social changing, for they never used the word “solve”, instead they used the word “change” repetitively, because dove’s primary objective was the change.  The campaign targeted middle aged women, between the ages 40-55, not perfectly shaped models. They wanted to reach as wide audience as they can in order to make women accept themselves even in imperfection on one hand, and to improve their sales market the other hand. These women have steady incomes, and can pay for products without