DOVE WINNING THROUGH INNOVATION “Brands and innovation are at the heart of everything we do. Success for us means creating products that keep pace with changes in consumer lifestyles and that appeal to people at all income levels” Unilever
YOUR TASK № 1 Dove is one of the leading players in the personal care market in Russia. The market is extremely competitive and a pace of change in consumer needs and lifestyle is high. Being innovative is a key to maintain strong position and drive sales growth. Your task is propose an innovative Dove care product specially for girls aged 11 -16 within the frameworks of Self-Esteem concept for Russia, which is going to be launched in 2015. Demonstrate how your product: - Follows Dove brand philosophy - Satisfies the needs of the target audience (promoting self-esteem awareness among girls aged 11 -16) A ON TI LUA EVA You have 20 minutes I ITER CR • Innovative and creative thinking • Business motivation and feasibility • Customer focus • Quality of analysis • Presentation skills WE WISH YOU AN UNFORGETTABLE BUSINESS JOURNEY!
DOVE BRAND OVERVIEW Brand’s History Brand’s inspiration The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. The product formula was developed for burns treatment. With its patented blend of mild cleansers and ¼ moisturising cream, Dove’s iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft and smooth – that is why it became successful on mass market. Dove is commited to helping women realise their personal potential for beauty by engaging them with products that deliver real care. Today Dove offers a range of products: Body Washes, Hand Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling products, all developed on the universal premise of real care. The Campaign for Real Beauty was launched in 2004 after a major global study – The Real Truth About Beauty - revealed that only 2% of women around the world would describe themselves as beautiful. Real women are the brand’s true inspiration.
DOVE TARGET AUDIENCE ON RUSSIAN MARKET Women Top needs for women Hair that falls out less easily Less split ends Hair with more volume/body Age: 25 -45 Value natural beauty and health Self-esteem is more important than appearance Interests: Music, movies, cooking, health, fashion Click to Stronger/less brittle hair xt Edit Te Less grey/white hair Stays cleaner for longer More abundant hair Less damaged hair Shinier hair Thicker hair Men Top needs for men Stays cleaner for longer Interests: Job, music, cars, fishing 39 32 28 28 25 25 23 23 17 16 Self-confident and not seeking for model appearance Real men Age: 30+ Hair that falls out less easily Less dandruff Less grey/white hair More abundant hair Smells fresher/cleaner Stronger/less brittle hair Less greasy hair Less itchy scalp More manageable hair 39 31 28 24 22 17 15 14 13 10
THE PROBLEM OF LOW SELFESTEEM What is Self-Esteem? ick to Cl We hear about the value of high Edit Text self-esteem and how people with low self-esteem tend to experience problems in life, but what exactly is self-esteem? It is: • how we value ourselves – our self-worth • our attitude to ourselves – how happy we are with the type of person we are • our ability to manage difficult situations • our confidence in our own abilities • how we see ourselves in our community and society – how we compare ourselves to others, and connect with those around us
SELF-ESTEEM PROJECT TARGET AUDIENCE Girls The need for all-rounded support Want to be beautiful Age: 11 -16 Go to school Keep in mind that there are different types of target Click to audiences that need to be Edit Text addressed to ensure success of the project: -Primary – core audience, girls (11 -16 years old) Mothers -Secondary – those who have influence on the primary audience, girls’ mothers and teachers at school Teachers Have the biggest impact on girls during free and family time Organizations Have the biggest impact on girls during school time Opinion leaders - Tertiary – those who have indirect yet important influence on the primary and secondary audience members’ decisionmaking (e. g. social and religious organizations, opinion leaders (community representatives, celebrities)
DOVE PRODUCT RANGE IN RUSSIA s Deo Skin Cleansing Hair Hand & Body Care
DOVE TARGET AUDIENCE ON RUSSIAN MARKET s Dove has four important types of product, such as Deo Hair Skin Cleansing Gross profit margin by Dove category 100 Hand & Body Care Annual growth rate’ 16 y 6 5. 5 90 5 80 68, 1 70 65. 4 60 53. 1 50 3. 7 4 3 42. 9 40 2 30 1 1. 3 1. 1 20 0 10 Expected annual growth rate’ 16 y for Russian home personal care market by category: 0 Deo Hair Skin Cleansing Hand & Body care
YOUR TASK № 2 360 -degree marketing communication It means bringing a brand to life, using all possible contact points and depends upon establishing a series of collaborative partnerships for the brand Activation Your task is develop a 360 -degree marketing for your new Dove product. Please consider Selfesteem workshops in the schools* and use this activation within marketing campaign (Which kind of activities is preferable? What form should a typical training session take? ) * See details on the next slides A ON TI LUA EVA You have 30 minutes I ITER CR • Innovative and creative thinking • Business motivation and feasibility • Customer focus • Quality of analysis • Presentation skills WE WISH YOU AN UNFORGETTABLE BUSINESS JOURNEY!
YOUR BUDGET Possible channels Million Rub Media TV 60 Media Non-TV: - OOH (out of home activities) 6 - Radio 3 - Print 15 POSM 15 SMM (social media) 6 Website 9 Banner advertising 15 Video pre-roll (You. Tube, Other) 45 Blogger on You. Tube – special project Traditional 24 Digital You have 105 million Rub
DOVE SELF-ESTEEM PROJECT The project’s history How does it work? Since 2002, Dove has been collaborating with Girl Scouts of the USA to promote self-esteem and leadership programming among girls (11016 years old) with programs such as uniquely ME! And It's Your Story – Tell It! Dove Self-Esteem workshops, started in 2010, aims to inspire moms and mentors to talk to girls in their lives about beauty, confidence and selfesteem supported by discussion aids. The workshop materials (for the 60 -90 minutes workshop at school or outside) including discussion guides for mothers and teachers have been developed in collaboration with the UK’s leading eating disorders charity, leading psychologists and the Girl Scouts of the USA. The goal is to reach 15 million girls globally about self-esteem awareness by 2015. Topics discussed during workshops 1. 2. 3. What are ‘self-esteem’ and ‘body confidence’? What affects them? How can we strengthen them?
360 -degree marketing communication It means bringing a brand to life, using all possible contact points and depends upon establishing a series of collaborative partnerships for the brand. Platforms e. Commerce Key visual Is an image that is used in campaigns in order to enhance brand recognition. al a git edi Di l M ia oc WEB S M s SM r Ad ne e l an obil -rol B M re o P e Vid 360 de Mark gree eti Com mun ng Key ication Key visual mes sage Traditional POSM OOH Packaging Print Radio Outreach PR
This case was prepared by Unilever specially for Unilever Future Leaders’ League. The data given might not demonstrate the actual market situation information security reasons. Any use of the materials out of the current contest Is not allowed without the official permission from Unilever.
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