UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE

HISTORY oF UNILEVER William Hesketh Lever, founder of Lever Bros, an Anglo-Dutch Company which was formed in the year 1930 by the merger of British soap maker “Lever Brothers” and Dutch Margarine producer “Margarine Union”. The merger unit formed two separate entities known as Unilever Plc in London and Unilever NV in Rotterdam, The Netherlands.

CONSUMER BEHAVIOUR Campaign for Real Beauty helped Dove to redefine consumer behaviour towards beauty products globally CFRB (Campaign for Real Beauty): “ DOVE FIRMING LOTION” Ads named as “ LETS CELEBRATE CURVES” Intended to make more women feel beautiful.

FACTORS INFLUENCE CONSUMERS BEHAVIOR External/ Environment factors Internal/ Individual factors

UNDERSTANDING CONSUMER DECISION MAKING PROCESS Decision Processes

CUSTOMER SATISFACTION Satisfaction is a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance(or outcome)to their expectations. Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire “ownership experience”.

Lindsey Stokes : Young girls need to see real women like themselves in print ads or on TV. Gina Crisanti : It [the campaign] encourages the viewer to let go of society's narrow fantastical idea of beauty, and embrace beautiful reality.

CONSUMER DECISION MAKING PROCESS Problem Recognition Information search Evaluation of alternatives Purchase decision Post Purchase Behavior

WHO , HOW , WHAT , WHERE , WHEN & WHY ??????..... 1)Who buys our product or service? 2)Who makes the decision to buy the product? 3)Who influences the decision to buy the product? 4)How is the purchase decision made? Who assumes what role? 5)How is our product perceived by customers?

6) How do personal or demographic factors influence the purchase decision? 7)What does the customer buys ? What needs must be satisfied? 8)What are customers attitudes towards our product? 9)What social factors might influence the purchase decisions? 10)Where do they go or look to buy the product or service? 11)When do they buy? Any seasonality factors? 12) Why do customers buy a particular brand? 13)Do customers lifestyles influence their decisions?

Total Set–-Awareness Set–-Consideration Set–-Choice Set–- Decision Avon P & G Co. L'Oreal Johnson and Johnson Colgate-Palmolive Revlon Garnier Nivea Amway Matrix Ponds Olay Dove L'Oreal Olay Johnson and Johnson Garnier Dove Olay L'Oreal Dove L'Oreal ?

THE 4P’s OF MARKETING

DOVE IN INDIA

PLACE STRATEGY & DISTRIBUTION CHANNELS (CONTD..) Dove (HUL) C & F STOCKISTS MODERN TRADES RETAIL OUTLETS CSD