Dove & Real Beauty

1252 WordsDec 1, 20116 Pages
Executive Summary: Dove decided to differentiate itself though an unconventional new campaign titled “The Campaign for Real Beauty,” that challenges the traditional beauty marketing tactics of idealized and unattainable beauty standards. The campaign proved to be wildly successful and can be attributed to Dove’s careful market research, planning, and implementation. This case is examined through the neo-classical framework that I have used in other classes in examining cases that have already occurred to determine if the course they took was appropriate. It begins the an examination of the context of the case, followed by the issue and contributing factors, the solution is then explained followed by an analysis to determine if what…show more content…
• With the new campaign it will meet a broader range of customer needs including the need to broaden the definition of beauty. • Will reach a broader customer base including people who were previously intimidated by other beauty products. • An opportunity to utilize the free relatively new concept of viral marketing. • Dove will have a unified advertising campaign throughout the world. • Dove will be able to continuously innovate and create new ways to promote their point of view and sell the product. Threats • Competitors can copy he strategy if it is successful. • Traditional beauty campaigns use aspiration groups to sell. Dove’s idea is an unknown and risky approach to marketing beauty products, just because women say they want to see more average looking women in the media does not mean that average looking women sell beauty product best. • If this campaign proves unsuccessful, it would be difficult to go back to a traditional beauty marketing approach. • May be popular at first, but does this strategy offer long-term success for Dove? Product Life Cycle Analysis - Functional Benefits Era - Current Introduction: The Dove brand came into being in 1957 and was introduced, not as soap but as a cleansing cream. The 1950’s campaign was consistent with the model showing heavy marketing with a purpose to introduce the product to the consumer and define why the consumer needs this new product. Growth: As the brand entered the growth phase, other
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