Dove

17 May 2005
Client: Dove
Industry sector: Beauty
Target audience: Women
Media channels: Consumer magazines, TV, outdoor, roadshows
Award: PPA Marketing's Consumer Magazine Advertiser of the Year 2005

Introduction
Since the launch of its moisturising soap in 1992,
Dove’s brand growth has been phenomenal, with a
product portfolio now encompassing some 50 products
in seven different categories. Dove has recently been
voted as UK women’s favourite personal care brand,
with over a third of British women purchasing its
products – the largest penetration in the sector.
Throughout this growth, Dove has used magazines as
a key partner in its marketing strategy, recognising
that consumer magazines are themselves beauty power
brands, with the ability to set the national agenda and
enrich the Dove brand.
Strategy
As the brand has grown, so has its investment in
magazine advertising. Dove regularly uses magazine
advertising to place itself at the heart of the beauty
arena, highlighted by its £2.8m spend in 2004. It has
also maintained a firm commitment to display
advertising and sampling while rolling out major integrated campaigns for its Hair, Deodorant,
Body Lotion and Shower products. 2004 saw the launch of the “Real Beauty” debate, which
Dove chose to introduce through a channel with both the authority to encourage that debate and
where “Real Beauty” advertising could be juxtaposed alongside other advertisements. Last year
also saw Dove working closely with magazines to create a series of “Pillar Partnership”
campaigns, which offered magazines marketing opportunities in return for building Dove’s
beauty credentials.
Implementation
Dove’s use of magazines in the marketing strategy has gone far beyond regular display
advertising to promotions including the “Face in the Crowd” and the Dove/New Woman “Silk
Purse” competition.
Additionally, Dove consistently uses magazines as the lead medium in a number of multi-
channel, short-term, product-focused projects. For example, to promote the Dove Firming range,
the company set out to dispel the beauty myth that only models are “beautiful” by using “real
women” to front the campaign. While Dove has always taken the “real women” approach in its
advertising, the company knew that it needed magazine journalists to champion this campaign
and debate its significance.
Dove recognised that magazines presented the most effective medium via which to spearhead
national debate on this subject, and consulted beauty editors of magazines including
Cosmopolitan, Marie Claire and Elle for advice on the subject. Working with Red magazine and
supported by poster campaign in London, lightweight TV activity and magazine PR, Dove
created “Firm Friends” – a competition whose first prize would allow one group of friends to
appear in a campaign promoting the Firming range. A trial pack was mounted on Red’s cover,
with an invitation to participate in the competition. Groups of women registered through a
website, with regional and local winners driving local awareness of Dove Firming products. The
partnership with Red was picked up editorially by The Sun, and the campaign also ran as part of
an outdoor campaign.
Having clearly shown the power of magazines with “Firm Friends”, a second stage to the “Real
Beauty” campaign was exclusively launched with Marie Claire. The “Campaign for Real
Beauty” featured images of unconventionally beautiful women challenging consumers’ views as
to what constitutes ‘real beauty’. The campaign was print-only, and showcased many of the
strengths of magazine advertising – including encouraging rapid impact by running three of the
“tickbox” ads consecutively.
Results
Dove’s use of magazine has been central to its transformation into a dominant, market leading
brand. Throughout 2004, Dove’s magazine advertising underpinned a layered communications
strategy, encouraging dialogue with women over both products and attitudes towards beauty.
This has seen radical sales and imagery shifts for the brand.
By the end of the Dove Firming “Real Women” campaign, Dove had become a national talking
point and was ranked number three in the body lotions market, ahead of L’Oreal, Garnier,
Neutrogena and Olay. This success was replicated for all of the short term brand campaigns. For
example, following the “Firm Friends” tie-in with Red, Dove enjoyed a 700% uplift in sales of
Body products, and the range gained £2.5m worth of PR, with editorial spreads in magazines,
and the images from the campaign used on the cover of the Sunday Times Magazine. Throughout
all of this activity, the use of magazines as a central media channel facilitated a dialogue with
women throughout the UK.
Phil Cutts, Director of Marketing PPA comments:
“Dove’s sustained commitment to magazines has proven how creative thinking and thorough
understanding of magazine’s unique strengths can be used to enhance its brand profile. It fully
exploits the strengths of the magazine medium, developing powerful and engaging campaigns
which really stand out. Dove recognises the intimate relationship readers have with their
magazines and has used this to great effect.”

A Dove spokesperson reiterated this point saying: “The debt we owe to magazines is clear, for
allowing us access to their intimate relationship with readers and the wealth of knowledge held
by their editorial. Dove is passionate about press.”

Data and trends

Circulation & Readership
• National Readership Survey
• Report on the January-June 2009 ABC release
 • Top line readership for 2008
• Report on the Jan-December 2008 NRS release
• Report on the July-December 2008 ABC release
• Top line readership for 07/08
• Report on the Jan-June 2008 ABC release
• Readership facts & figures
• Report on the July-December 2007 ABC release
• Report on the Jan-June 2007 ABC release

Advertising Trends
• Adspend forecasts to 2013
• Top agencies & advertisers with consumer magazines in 2009
• Top agencies & advertisers in 2008
• Adspend with consumer magazines
• Long-term adspend forecasts to 2020
• Advertising expenditure in magazines 1993-2007

General Trends
• Consumer Magazine Titles Listing
• Ten Key Facts about the Consumer Magazine

Creative formats
Increasing consumer control over exposure to advertising means that campaigns will have to
appear in multiple environments in order to communicate successfully.
There is an almost unlimited range of touch-points with consumers today requiring many
different formats for content. The key to effective communication is a blend of the right
message(s), in the right format(s), allowing the right consumers to be communicated with at the
right time (for them).
One of the defining aspects of magazines is their ability to cross media boundaries in a way other
media struggle to mimic.
More information on this topic.
Creative formats: impact and interaction
Double page spreads
Gatefolds
Print technology, textures and special papers
Samples, vouchers and gifts
Sponsorship and supplements
Advertisement features (‘advertorials’)
Samples, inserts & booklets: further evidence
Inserts not linked to an ad
Presentations
These presentations aim to provide publishers, agency professionals and advertisers with insight
into the magazine medium by answering questions about market trends, advertising
effectiveness, mixed media planning, consumer consumption patterns and effective
communication.

All presentations
• Ten Reasons to Advertise with Magazines
• Consumer Mag Market Insight
• Magazine Adspend Forecasts to 2013
• Key Facts about Teen Mags
• Key Facts about Lads' Mags
• Top Consumer Magazine Agencies...
• Magazine Advertising in a Recession
• Magazines Advertising Effectiveness Toolkit
• Top Agencies and Advertisers in 2008
• Targeting influentials - A study of Word of Mouth

Magazines Drive Online Ten Reasons to Advertise with

Magazines
04 Nov 2009
Magazines are proven to:
1. Reach targeted audiences of scale
2. Provide an audience that values and trusts its advertising – and is therefore more likely to
engage with it
3. Provide a relevant advertising space that forms an essential part of the overall reading
experience
4. Capture the mood of their readers
5. Reach influenced readers who will act on what they see
6. Work efficiently in generating awareness
7. Increase word of mouth
8. Drive people online to search for information about products and services
9. Provide a key role in lifting purchase intent and driving sales
10. Provide measurable return on investment
To download the full presentation, click here. The presentation combines existing PPA research
evidence and third party research to highlight the effectiveness of magazines as an advertising
medium.
For further details, contact Julie.Gannon@ppa.co.uk (Research Project Manager).
•
Ten Key Facts about the Consumer Magazine Market:
1. The consumer magazine industry is estimated to be worth almost £2.8bn
2. More than 3,200 consumer magazine titles are currently published in the UK
3. Almost 240 new consumer titles were launched in the UK in 2008
4. Approximately 1.2 billion copies of ABC-audited consumer magazines were sold in the
UK last year
5. The British public spends approximately £2bn on consumer magazines annually
6. Advertisers spent a total of £780m with consumer magazines last year: almost £750m in
print advertising and a further £30m on digital advertising
7. UK digital adspend with consumer magazines accounted for more than one-fifth of the
total EU digital ad market
8. The British public is the third biggest spender (per head) on consumer magazines in the
EU, following closely behind the Finnish and the French
9. Adults in the UK spend an average of almost £40 a year on consumer magazines
10. 85% of UK adults read an NRS-listed consumer magazine in 2008
To download charts:
• Number of Consumer Magazine Titles in the UK 1980-2009
• Sector Breakdown of Consumer Titles in the UK in 2009
• Sector Breakdown of Consumer Titles in the UK in 2008
• Consumer Magazine Sales in the UK 1990-2008
• Adspend with Consumer Magazines in the UK 2006-2008
• Digital Adspend with Consumer Magazines in the EU in 2008
• Adspend Forecasts for Consumer Magazines in the UK to 2013

Key Facts about Teen Mags

21 Jul 2009
Almost £23m sales revenue was generated in the UK last year from consumer expenditure on 6
of the most popular teenage magazine titles.

Did you know that more than 25 million copies of lads' mags were sold in the UK last year? Or
that advertisers spent over £20m with lads' mags in print alone in 2008?
Targeting influentials - A study of
Word of Mouth
18 Mar 2008

Presentations by category
This research tests hypotheses that have been formed as a result of worldwide findings into Word
of Mouth (WOM) and the role that media plays in driving it.

Targeting
The drivers of magazine reading
Pre-testing magazine ad creative work
The need for pre-testing
Initial guidelines for creating effective magazine ads
Attitudes to media: information content and tailoring to users’ needs
Targeting is a key strength of magazines
Magazines can target specific groups of people with precision and without wastage. The
targeting can be defined in terms of demographics, interests (e.g. sailing), or a variety of other
ways.
People have a variety of interests and needs
The strength of magazines begins with the fact that people have strong interests and needs, and
these interests vary from person to person.

Relevance & trust

The key to achieving relevance is to isolate psychographically homogenous groups of consumers
in reasonable numbers and communicate the facets of the advertiser's brand that are relevant to
this community.
This requires that media target consumers according to their values, attitudes and interests.
"And magazines target readers, which makes the advertising more relevant. That is why
consumers are engaged more by advertising in magazines than in any other media". Erwin
Ephron 2006.
More information on this topic.
Passion and Power
This booklet forms part of PPA’s Revolution initiative – to give new help to planners faced with
the challenges of getting brand messages across effectively in an era of growing advertising
dilution.
People have a variety of interests and needs
The strength of magazines begins with the fact that people have strong interests and needs, and
these interests vary from person to person.
The great variety of magazines means that readers’ needs can be met
The increasing number of consumer magazines not only declares a very healthy market but is
also a visible sign of increasing fragmentation
The drivers of magazine reading
Different types of magazine work in different ways
The important point that different kinds of magazine work in different ways has been brought out
by many surveys - among them the “Media Values” survey conducted by RSL-Research
Services Ltd and published by IPC Magazines.
The personal character of individual titles
There are differences not only between main categories of magazine but also between individual
titles within a category. It is the subtle between-title variations of character which make the
relationship between the reader and the chosen magazine such a strong personalised bon
Launch Of Dove Soap
Introduction
The late 1990s was a period which witnessed a revolution in the attitude of Indian women, with
much more liberalisation coming in. This was a time when the Indian woman was aware of
herself. HLL already had a major presence in the ‘H ome & Personal Care' sector with products
like Liril, Pears, Lifebuoy, Rexona, et al.
‘Dove' was introduced into the Indian market, targeted at women who were now recognising
that beauty is "not just how you look, but more about how you feel". The target segment for the
research would be generally women in the upper-middle and higher class. Initially women in the
metropolitan cities will be targeted and thereafter those in Tier I and Tier II cities will be
surveyed. Estimates have been made for the next three years because by that time, there might be
a need in the changes in strategies or product offering.

Decision Problem
Whether to launch a ‘moisturiser based' premium segment soap in the Indian market (1995)

Research Problem
1) To estimate the acceptability of a moisturiser based soap in the targeted segment.
As it stands, ‘moisturizer based' soaps do not exist in the market and the Indian market is ripe
for introduction of the same. The questionnaire will be administered on women in Metros from
the upper-middle and higher class (House wives, professionals, et al) who would generally be
aware of mildness and pH characteristics of soaps. The preferences of the sample will be
analysed and based on that, an estimate would be made about the marginal utility of the value
add provided by the product for this segment.

2) To analyze the price sensitivity of this segment towards premium brands.

The prices of soaps in 1997 range from Rs 3/- to Rs 15/- and our target introductory price is
around Rs 25/-. Once the acceptability of ‘moisturizing ability' as a desired value add is
established, it would be gauged if women from that segment would be willing to spend the extra
premium and if so, how much.
Reality Tv
SCHOOLED FOR SUCCESS: “THE APPRENTICE’S’ CAPITALIST CURRICULUM
Abstract:
This essay investigates “The Apprentice” television program from a critical
communication studies perspective. Critical communication studies offer historically
grounded and politically informed examinations of media practices that reveal
power relations in the communication process. Specifically in this case study of
“The Apprentice” we combine a cultural approach to media coverage with a political
economic analysis to illustrate how stealth advertising creates curriculum of
consumption in late industrial capitalism.

Keywords: advertising, product placement, critical studies

Introduction
“You’re fired!” is one of those catch phrases that identify a cultural phenomenon as
a cultural phenomenon. Soon after “The Apprentice” became a surprise hit, the
phrase was on everyone’s lips and the show achieved “water cooler status” in that
it created coveted buzz for the new program. Entrepreneur and tireless self-
promoter Donald Trump is the centerpiece of this reality program that pits two
teams of ambitious (generally young and attractive) contestants against each other
in pursuit of a business goal. The assignments have included constructing and
promoting a miniature golf course, creating a broadcast advertisement for a Dove
soap product, renting the Trump World Tower penthouse, promoting a game for
Sony, selling “Trump Ice” Spring Water, developing a "Rock & Roll Auction" to be
carried on an little-known cable network, FUSE TV, and promoting a sci-fi film,
“Zathura.” The winner who is the last remaining individual not fired by Trump, earns
a one-year, $250,000 job in the Trump organization. According to NBC, “The
Apprentice” was the top program in unscripted shows that appeal to extremely
desirable demographics: the 18-49 age group and household incomes over $75.000
(Saunders, D., 2004). While ratings have diminished somewhat in the Fall 2005
season, with an average of 10...

Market Segmentation
Market segmentation- is the process in marketing of dividing a market into distinct
subsets (segments) that behave in the same way or have similar needs. Because
each segment is fairly homogeneous in their needs and attitudes, they are likely to
respond similarly to a given marketing strategy. That is, they are likely to have
similar feeling and ideas about a marketing mix comprised of a given product or
service, sold at a given price, distributed in a certain way, and promoted in a certain
way. Broadly, markets can be divided according to a number of general criteria,
such as by industry or public versus private sector. Small segments are often
termed niche markets or specialty markets. However, all segments fall into either
consumer or industrial markets. Market segmentation is needed because the
marketing concept calls for understanding customers and satisfying their needs
better than the competition. But different customers have different needs, and it
rarely is possible to satisfy all customers by treating them alike. Buyers together
make up markets. These buyers vary in numerous ways. These ways include
difference in their wants, acquiring ability, geographical sites, purchasing behavior,
and buying practices.
An example for how the market for soap may be segmented-
Types of Soap Characteristics of market segment
Beauty soap
E.g.: Dove, Lux, Camay

People who buy beauty soap will be people who want to keep their skin soft. They
will therefore buy soap which contains moisturizers. Women will mainly buy them.
Baby Soap
E.g.: Johnson’s baby Soap

This is a mild soap which will not harm a baby’s skin. It is bought mainly by mothers
for their babies.
Medicated soap
E.g.: Dettol , Lifebuoy

Sometimes soap is sold to help fight acne. This tends to be bought mainly by
teenagers, both male & female.
Non-branded soap
This is an economy product which is plain soap with no extra perfume added. This
will probably be bought by people on...