Dove SWOT
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The document discusses Dove's mission to widen society's view of beauty by showing women of all shapes, sizes and skin tones in their advertising campaigns. It notes that many women feel pressure to fit a narrow definition of beauty, such as being a size 8 or younger. The document outlines both the strengths and weaknesses of Dove's campaigns, such as raising girls' self-esteem but potentially sending contradictory messages compared to other Unilever brands like Axe body spray. It also discusses opportunities, like expanding into men's products, and threats to the campaign, such as the risk of being seen only for "fat girls" or women getting bored with the message over time.
Dove SWOT
- 1. PRESENTED BY – GEETA SAKHUJA
- 2. DOVES MISSION….. To make women FEEL MORE BEAUTIFUL every day by widening today's stereotypical VIEW OF BEAUTY and
- 3. A GLOBAL STUDY BY DOVE. 1.6 41% 61% Skin Complexion Eyes 27% Hair More Athletic 18% Thinner More confident 34% Taller 22% Younger 23% 32%
- 5. DOES TRUE BEAUTY ONLY SQUEEZE INTO SIZE 8?
- 6. WILL SOCIETY EVER ACCEPT „OLD‟ CAN BE BEAUTIFUL?
- 9. STRENGTHS OF THE CAMPAIGN… Positive social messaging 1.1 Free Publicity 4.1 Elevates Dove above the clutter 1.2 Credits consumer intelligence 1.4 Awakens individual empowerment 1.4 Directs women to challenge the status quo 1.3 Has helped raise girls self esteem 1.5
- 10. WEAKNESSES OF THE CAMPAIGN… Doves “Real beauty” Pics could be Big Phonies 6.2 Unilever was slammed for hypocrisy for using hotties in sexually suggestive ads to promote its Axe Brand. 6.1 Ads are contradictory in nature
- 11. CONFLICTING BRAND IMAGE AXE DOVE
- 12. ADS CONTRADICTORY IN NATURE LOVE YOUR CURVES WE ARE TOLD, AS LONG AS THEY ARE TIGHT AND FIRM… 4.2
- 13. OPPOTURNITIES… A Potential hurdle for the new dove line will be its ability to embrace what has traditionally been a very high profile female brand to launch its new Dove for men line of Products.3.1
- 14. THREATS… Risk of becoming a brand for “fat girls”5.2 Women will eventually get bored with the feel-good, politically correct message. 5.1 Doves Onslaught video inspired a variety of Parodies. 8.1
Editor's Notes
- #4: A Global study by Dove found that only two percent of women and only one percent from Canada-consider themselves beautiful. This laid down a foundation for there real beauty campaign7.1
- #5: The study aimed to get women to rethink their definitions of beauty and position dove as an agent of change in todays society. 7.1
- #6: They posted this ad where there is a voluptuous women in a black dress as u can see and its asking whether she is fat or fab. The surprising thing here was that Fat got 51% of the votes and won.. Hence dove took off the ad which reflects badly on there image.
- #8: Here is a video presented by dove in support for its real beauty campaign. It Swept the award circles in 2007… you must have seen it on Tv or on the Internet. 7.1
- #12: Will you ever see a dove model in an Axe Brand ?
- #13: Firming cream, a product once again designed to make women feel bad about themselves.