Hips Feel Good

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MARKETING MANAGEMENT Case Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13 Executive Summary Unilever is a multi-national corporation, formed of British and Dutch…show more content…
This campaign supports Dove’s mission: “to make more women feel beautiful every day by widening stereotypical views of beauty.” By reading the mission, we can become conscious of the bright and marvelous idea behind the campaign. According to the survey results, only 2% of women considered themselves beautiful. This is because they compare themselves against a very specific standard of beauty, which only few people fit (for example, supermodels). 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. Debunking Stereotypes Launched in 2004, the ad campaign featured real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge women’s looks (Oversized? Outstanding? Wrinkled? Wonderful?) and invited them to cast their votes on www.campaignforrealbeauty.com. In 2005, Dove launched the second phase of this advertising, showing six real women with real bodies and real curves, which was created to discredit the stereotype that only
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