I.

PROBLEM STATEMENT
With the recent success and controversies of Dove’s “Real Beauty Campaign”, what
should the Uniliver Company do to make it more effective and convincing to their target
market?

II. OBJECTIVES
1. To maintain the success of the Real beauty campaign.
2. To develop a more emotional connection with its customers and target market
3. To ensure positive message of real beauty campaign.
4. To maintain Dove’s advocacy of real beauty by using marketing ad strategies that given
to the company’s brand.

III. Areas of Consideration

Target Market - women from over 80 countries
Lots of controversies against its campaign

STRENGTHS WEAKNESSES

 Dove was the world’s number 1 cleansing  Controversies against the real meaning of
brand. the Real Beauty Campaign.
 

OPPORTUNITIES THREATS

 Possibility of capturing male market  Controversies against the Campaign.

 

IV. Alternative Courses of Action

1. Improve its emotional connection to its customer by social advertising and developing a
web site where customers can share all their issues and feelings.

Advantages:
- Better understanding of their customer that might lead to new concepts, ideas or
even products that could better serve their valued customers.
- Majority of social media sites this days are free and easily accessible to the public
such as facebook and youtube.
- Direct communication with their customers
- Possibility of attracting new customer and possibility

Disadvantages:
- Time consuming
 - Additional expenses
2. Dove should drop the Real Beauty Campaign and create a new campaign that can
deliver a clearer message to the public and

Advantages:
- Possibility of eliminating controversies
- A clearer message to be delivered to the public

Disadvantages:
- There is uncertainty that the next slogan will have a better impact to the public to
get their awareness.
- Costly to create new slogan from scrap again.
-