Hips Feel Good Essay

3284 Words Oct 30th, 2012 14 Pages
MARKETING MANAGEMENT

Case Study 2
“Hips Feel Good” – Doves Campaign for Real Beauty

July 9, 2009

TABLE OF CONTENTS

Executive Summary…………………………………………………………………………………………….. 2
Problem Statement…………………………………………………………………………………………….. 3
Data Analysis………………………………………………………………………………………………………. 3
Alternatives Analysis…………………………………………………………………………………………… 8
Key Decision Criteria…………………………………………………………………………………………… 9
Recommendations……………………………………………………………………………………………… 10
Action and Implementation Plan………………………………………………………………………… 12
Implementation Roadmap....................................................................................... 13

Executive Summary
Unilever is a multi-national corporation, formed of British and Dutch
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• How happy are they with their own beauty?
• How does a woman’s sense of her own beauty affect her well-being?
• What influence does mass media and pop culture have on the perception of ideal beauty?

StrategyOne worked with experts from Massachusetts General Hospital, the Harvard University Program in Aesthetics and Well Being, and the London School of Economics. The firm surveyed 3,200 women from Argentina, Brazil, Canada, France, Italy, Japan, the Netherlands, Portugal, Spain, the United Kingdom and the United States. The following were the most notable observations:

• Only two per cent of women described themselves as beautiful.
• 47 per cent said they were overweight.
• Media and advertising set an unrealistic standard of beauty
• Beauty could be achieved through attitude, spirit and other attributes that have nothing to do with physical appearance.
• 45 per cent believed that women who are more beautiful have greater opportunities in life.
• 26 per cent have considered plastic surgery.

Actions and Campaign

The Campaign For Real Beauty

“We want to challenge the definition of the beauty. We believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.” Phillippe Harousseau, Dove’s Marketing Director.
The campaign is defined by Dove as a global effort with the purpose of

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