! ! !  
Alyssa Orozco! Global Marketing ! May 12, 2014
1
! ! Table of Contents!
!
Summary!
3!
Financial Report of Unilever!
4!
United States!
6!
Brazil!
8!
India!
10!
China!
11
2
Summary! ! Dove is a global brand that is sold in more than 50 countries selling beauty products directed towards women such as Body Washes, Hand and Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling products, all developed on the universal premise of real care. They now have a new line of soap products for men called Men+Care. Some products vary between each country in their package design and Dove has even created new products specific for a certain region. No matter what country Dove is sold in, women care about their appearances or have low self-esteem. Dove uses this common feeling in each country to appeal to women of all ethnicities. Dove has kept the same name and logo in every country to speak to women worldwide. This is a distinctive brand and by keeping the brand image the same women can recognize the high quality products in stores and can associate the brand with their campaigns. Dove highlights in their campaigns that only 4% of women world wide consider themselves beautiful. Dove is more than selling soap, they want to refine true beauty by utilizing their Real Beauty campaign in each country because need to feel confident.! ! When purchasing Dove products in other countries, people can go to Walmart but is found in major cities due to population and the high quality product. However, Walmart has to follow the regulations of each country by resourcing a certain percentage to small suppliers, carrying local products, etc., in order be the main retailer in the cities. This can be a problem for Walmart because they maintain their low prices so they can get locals to come in, but they also need to make a profit. Walmart has been having difficulty times following investment regulations in developing countries and appealing to local consumers.1! ! I will give a summary about Dove’s products, advertisements, and Real Beauty campaigns in the United States and then compare it to developing countries that have uniquely different products such as Brazil, India and China. In these developing countries, the product can be sold in major cities and are a little bit cheaper because the developing countries are poorer. That is why each country has specific products so Dove can reach customers in developing countries. The Real Beauty Campaign seems to have the same message throughout each country, but in each region their products differ to make women in each country feel beautiful and meet their needs. Below, is a preview of what types of products are sold in each country.!
!
1
Product Category
United States
Brazil
India
China
Bar & Body wash
Y
Y (Bar Soap)
Y
Y
Deodorant
Y
Y (Aerosol)
Y (Aerosol)
Hair Care
Y
Y
Y
Lotion
Y
Y
Y
Men+Care
Y
Y
Y
Y
Specialized Products
Dove Expert Shaves for men! Dove DermaSeries for Eczema
Dove True Tone
Face Wash! Dove Exlir ! Hair Fall Rescue Treatment for Hair
Facial Wash! Hair Mask
Y
Article was found online: “Walmart: What Happened In India?” forbes.com 13 Oct. 2013. Online.
3
Financial Report of Unilever! ! The 2013 financial report for Dove is included under the parent company, Unilever. In the graph below, the turnover at 49.8 billion decreased 3.0%, including a negative impact from both foreign exchange, of 5.9%, and acquisitions net of disposals of 1.1%. Operating profit was €7.5 billion, compared with €7.0 billion in 2012, up 8%. The increase was mainly driven by non-core items which were a net credit of €0.5 billion (2012: net debit €0.1 billion); core operating profit was flat at €7.0 billion. The total gain on business disposals, recognized in non-core items, was €0.7 billion.!
Underlying sales growth was 4.3% (2012: 6.9%), balanced between volume growth of 2.5% (2012: 3.4%) and pricing of 1.8% (2012: 3.3%). Emerging markets, now 57% of total turnover, were flat at reported exchange rates, with underlying sales growth of 8.7% versus 11.4% in the prior year. The Group saw a weakening in the market growth of many emerging countries, in particular during the third quarter, exacerbated by significant currency devaluation.!
!
Core operating margin was up 0.4 percentage points to 14.1%. Gross margin improved by 1.1 percentage points to 41.2% at constant exchange rates. All categories and all regions improved gross margin. This was a result of a higher margin business mix, driven in part by margin accretive innovations, and active cost management. Commodity costs have been more stable than recent years, increasing by around 4% in 2013.! Investment in advertising and promotions increased by 0.5 percentage points or €460 million, at constant exchange rates. Overheads increased by 0.2 percentage points as a result of favorable one-off items in 2012.!
! !
4
! The financial report is broken down in four categories: personal care, food, refreshments, and home care.!
!
Here are some of the key developments of Unilever’s Personal Care category in 2013:!
!
Personal Care delivered another year of strong underlying growth. Underlying sales growth of 7.3% was broad-based across all subcategories; hair care, skin c l e a n s i n g a n d s k i n c a re , deodorants and oral care growing 5.2%. Underlying volume growth increased by 5.5%, while the price growth, at 1.7%, was lower than the previous year. This was probably due to an increase in more commodity cost driven. Growth was supported by innovations such as Dove Repair Expertise in more than 50 markets, Vaseline Spray & Go moisturizers and the Axe Apollo campaign across more than 70 countries.2!
! ! !
On the right is a comparison of each category. Personal Care has the highest Turnover at 34%, followed by Foods with 27%, Refreshments at 19% and Home Care at 18%. In the Operating Profit by Category, Personal Care is tied with Foods at 41% followed by Refreshment at 11% and Home Care at 7%.!
! ! ! !
! !
2
The 2013 Financial Report for Unilever is found on their website, www.unilever.com. Unilever does not give out individual brand financial reports to the public.
5
United States! In the United States, they have the most variety of products to choose from. This is probably because in the United States, consumer products are very competitive and brands compete for shelf space. We live in a diverse county so everyones needs are different and brands have multiple lines to fit consumer’s needs and to stay competitive. With technological advances, Dove is able to create a formula geared towards a certain segments in the United Sates and other countries. Products are found online and retail stores such as Walmart, Target, Walgreens, CVS and other drugstores. ! Bar & Body Soap! Here is are the basic package designs for Dove’s Bar and Body soap products. They have numerous scents but each pack is the same with a different label for each scent. The prices for the body wash vary between $5-$6 and the bars usually come in packs of two or more ranging from $6-$10.
! !
Deodorant!
! ! ! ! !
Dove Advanced Care Deodorant! approx. $4.88
! Dove Gosleeveless
Beauty Finish antiperspirant ! Deodorant, appox. $3.88
Hair Care Products!
Lotion! Cream Oil Shea Butter Body Lotion! approx. $5.97 at Walmart
! ! Derma Series! Product line includes:!
Ultra Caring Gentle Cleansing Bar ! Ultra Caring Gentle Body Cleanser! Ultra Caring Gentle Cream Face Cleanser! Intense Repairing Body Cream! Intense Repairing Rough Patch Treatment!
!
Men+Care Dove Men+Care Deodorant! approx. $3.99 at Target! ! Other products include Shampoo, Conditioner and Body Wash
This is a recent new product and the costs are around $18-$20. 6
Real Beauty Campaign!
! In Dove’s vision, they want to vision a world where beauty is a source of confidence, not anxiety. They want to show women that real beauty in your own skin and personality. Dove is famous for many of their campaigns from Real Beauty in the Spolight, Evolution, Camera Shy, Real Beauty Sketches, Selfie, Mirrors, and the latest, Patches. Dove has a strong online social media presence so they can spread the word where most of the millennials are today.! !
!This is the current hashtag Dove is using !throughout their social media to see how !everyone else defines beauty. ! !
In 2004, Dove began Campaign for Real Beauty by showing a variety of women and challenging the definition of beauty. The advertisements are shown on the right. In the 2005 campaign, they show women all shapes, sizes, skin colors, ethnicities, and ages wearing the iconic white underwear expressing themselves in a group. Dove explains that real beauty is in real bodies. In their other campaign, Evolution, it actually shows the process of a model being transformed in photoshop so she can appear in the advertisement. In their current campaigns in 2013, they wanted to remind women about how beautiful they are by showing how confident children are in the mirror and by demonstrating the difference of how you see yourself verses how strangers see you. 
7
Brazil! Deodorant! In Brazil, they focus a lot on hygiene and the answer to the hot summers is to use their deodorant. In Brazil, they only use aerosol or roll-on deodorants. In this ad, they are advertising to both men and women in their Dove Invisible Dry Spray. In the United States, advertisements between men and women are separated since Dove speaks to them differently.  
A product extension that Brazil has, is Dove True Tone Underarm Dark Mark Eraser. In Brazil, women that have dark skin are prone to dark spots in the armpits due to shaving. Dove was able to create a product that fit their needs by erasing those dark spots. On YouTube they have videos of how women are more confident because of this product. Pricing Estimates! ! ! ! Soap - Dove (bar) 90 gr! R$ 1.27=$.574! Deodorant - Dove (aerosol/original) 169 ml R$ 12.19= $5.51 USD!
! !
The two very largest international chains operating in Brazil are Walmart Brasil [in English] and the French Carrefour Group [in Portuguese]. Carrefour Group opened its first store in Brazil in 1975 and became number one in sales in the Brazilian food market in April 2007. It is one of the Brazil's five largest private employers with 48,000 people on staff. About 5 million Brazilians have a Carrefour credit card. ! ! Walmart began operations in Brazil in 1995 and is now present in 18 Brazilian states and the Federal District. It employs almost 80,000 people, has annual sales revenues close to R$20 billion, operates 436 retail units including 45 Walmart Super centers, 23 Sam's Club stores as well as other stores under the names TodoDia, Bompreco (118 stores) and Sonae (140 stores).
8
Real Beauty ! Dove is speaking to women in numerous ways in Brazil. They are using some of the same campaigns in the United States such as Sketches, which is called Portraits of Real Beauty, and Mirrors. The United States and Brazil both have a general understanding of how to feel better about yourself. A new campaign featured on Brazil’s website is called Dove: Adesivos, which is another name for “patches”. This video is in English but has subtitles in Portuguese. It is showing how beauty is inside the mind.!
!
Other ways that Dove speaks to women about their Real Beauty is to also launch campaign called “Self-Esteem Project”. On the website, Dove partners with organizations in Brazil that have the same vision as them. They post articles about how adults can speak to children about self-esteem, bullying, roles in the media, relationships, and growth and body image. Not only do they speak to the younger generation, but they target adult women to teach them how to speak to children about self-esteem and be a good influence.
9
India!
! In India, women focus on their hair and face the most as Dove extended their product lines to fit into India’s culture. Some products that are offered to them are a series of hair products such as Hair Damage Shampoo, Hair Damage Conditioner, Hair Fall Rescue Serum, and Dove Elixir. With the type of hair that women in India have, they are concerned about their damaged hair. Due to friction in the hair, it causes it to become damaged, have split ends and then fall out.!
!
Dove Elixir is a nourishing oil that is designed to treat dry and damaged hair. There is Dove Elixir Dryness Care, Dove Elixir Nourished Shine and Dove Elixir Hair Fall Rescue. ! Hair products are around 185 Indian Rupee which is about $3.09 and there are Walmart locations !  
Another product that is specific to India is their face wash. Their product lines include Beauty Moisture, Go Fresh and Deep Pure. Each face wash contains moisturizer.
Like Brazil, women with dark skin are more likely to develop dark spots underneath their arms. With their series of aerosol deodorants it fights odor, moisturizes and removes dark patches from shaving.!
!
Last, in their Real Beauty Campaign, Dove uses the same video campaigns from the US such as Mirrors, Patches, and Sketches. 10
China! Here is an example of Dove advertisements and their products in China. Chinese women spend a great amount in beauty products, especially in hair care. The product on the right is a bottle of lotion that is designed differently probably to compete with other products. In addition to shampoo and conditioner, there are other hair products such as a hair mask and lotion for the hair to make it sleek and shiny. !
! ! !
Dove has created a product extension of face wash for China. Dove highlights the face cleanser as a facial wash with a fourth moisturizer for beautiful skin. Many of their print advertisements contains women in bath robes mainly because the bathroom is a place for women’s privacy to get ready.!
!
In researching other products, I could not make out any lotion products for China. They seem to stick to shampoo, conditioner, body wash and face wash.!
! !
On the right is ad advertisement for Men+Care. The shampoo, conditioner and body wash also includes a body scrubber for men, unlike any other countries that advertise this product. !
P&G is a major competitor: Technology development and innovation has always taken a large proportion of P&G’s total budget to meet consumers’ changing demands. In China, shampoos accounts for 78.9 percent of products in the hair-related market. Conditioners make up 11.6 percent of the market and all other hair-care products combined account for the remaining 9.5 percent, according to Datamonitor. Last September, P&G launched Pantene Hair Care Science Institute in an effort to combine the research results of Chinese consumers’ demands and P&G’s global hair-care expertise. China has a unique market of demands for hair care products that is different that most countries. Understanding the technology of hair and skin products is necessary to gain their trust.3
3
Found in an online article, “Shampoo Market in China” by Daxue Consulting. They analyze the Chinese market.
11
Transforming the Definition of Beauty in China!
! ! !
! !
When transforming the “Real Beauty” Campaign to China it has been very hard because of their social culture. When Dove tried to pull Chinese women into thinking that any nonsupermodel has real beauty by using the same creative ads by checking the box in the US However, most women chose the negative comment that people looked down and would also add “ugly”. Therefore, Dove and Oglivy had to come up with a different idea.!
Instead of dealing with the inflation in the Chinese market of TV commercials, Dove decided to partnered with the Chinese version of “Ugly Betty” to use the story lines to highlight the brand’s benefits. According to the agency in Hong Kong, Mindshare’s Invention, said that “the biggest challenge was aligning the media and brand teams at Unilever and getting the producers to accept complicated valuation methodology to make the whole thing work.” Despite the difficulties, the product placement turned out to be a success because the message of the show and the campaign both deal with true beauty. In the end, Dove was able the value of its original investment, gain awareness by 75%, and sales shipments and calls from new distributors both doubled. 4
4
Information was found in the article: Bush, Michael. “Dove Finds Perfect Match in China's 'Ugly Betty’” AdAge. 28 May 2009. Online.
12
Dove’s Recent Attempt ! China has recently taken Dove’s Real Beauty Campaign that is completely different then the United States. For women in China, due to their social and political structure, it is very difficult to pass Dove’s vision to improve confidence and decrease anxiety in women. In China, women reach out to plastic surgery to be the ideal women that is socially acceptable. Women are pressured to marry, start a family or a career at a young age, so beauty is necessary for them to make their lives easier. A study has shown that 60% of Chinese women believe that they are beautiful but only 4% will actually admit it.5 Dove’s goal is to ensure that women speak against theses standards that society dictates. ! Dove creates the “Born Beautiful” campaign with messages painted on pregnant women’s bellies that appear in different print ads. These messages are what Chinese women are facing in society.!
!
•“I
am a girl who will soon join your world. While growing up I weigh 70 kg or more, you will accept me anyway? “! •“I am a girl who will soon join your world. While growing up I have a flat nose, you accept me anyway? “! •“I am a girl who will soon join your world. If growing in my chest is a small A, you accept me anyway? “!
!
The campaign takes on some fears in Chinese women, where a gender imbalance and the stigma over "leftover women" after the age of 26, make for a tricky environment for marketers. Some comments about these ads are that the ad talks about how women are treated after they are born, but in China girls are not being born in the first place. If the ads were directed towards the parents, Chinese women would have a greater impact on the ads to improve their daughter’s self-esteem. In China, the cosmetic industry is the third largest and will be worth $34 billion by 2015, which makes it hard for Dove to change the mindset of Asian women with all the social factors to consider.6!
5
Study is found in the article: “Dove ‘Beauty Sketches’ adapted in China.” MarketingChina.com. 30 July 2013. Online.
6Statistic
is found in the article: Sauer, Abe. “How Unilever is Translating the Dove Real Beauty Campaign for China.” Brandchannel. 15 July 2013. Online.
13