Unilever Vitality Program in dm stores

The mission of Unilever is to fill people’s lives with Vitality. Unilever has defined basic consumer motivations which serve as the basis for everyday shopping decisions. The vitality promotion organised in dm stores is focused on two these. Caring about customers is one of the key elements in the policy of dm, as social responsibility is a priority for the company. The concept of the promotion was based on the idea that by using Dove products, consumers will feel better and more attractive. The message was that “You will be more and you will be able to give more to others”. The man prize was a complete SzépítŐK transformation. The promotion received strong POS and Internet support. The second stage of the promotion was launched in August. It focused on families with children who go to school, because August is the month spent preparing for the next year in school. This is what Unilever wanted to help families with. The use of Signal products guarantees proper mouth hygiene for children and allowed customers to participate in the promotion where HUF 50,000 Decathlon vouchers were offered as the main prize. Deatail of the promotion can be found at the www.signalvitalitas.mivilagunk.hu web site. Th success of the promotion has proved that internal motivations of consumers should be taken into consideration.