Dove's Marketing Strategies For Women's Self Esteem All Over The World

1318 Words Nov 29th, 2014 6 Pages
1. Introduction
Dove is a personal care brand owned by Unilever, the biggest global brand. Dove was established in 1957 in USA with revolutionary beauty cleansing bar (Unilever, 2014). The brand 's namesake bird is Dove’s logo. Dove now offers a wide range of products from bar soap, lotion, shampoos to liquid shower gel (Adbrands, 2013). Offerings are produced in more than 80 countries around the world, including Thailand and USA. Its latest campaign sets out to redefine the perception of beauty, to create a positive contribution to women 's self-esteem all over the world (Taylor, 2013).
Dove’s success can be attributed to its marketing strategies. Advertising is one of key marketing tools that push company to communicate and engage customers with its products. This report aims to evaluate and analyze Dove’s marketing activities. The report is divided into 2 parts. The first section will discuss about its advertising; compare and contrast similarities and differences of Dove’s TVC in Thailand and USA toward culture aspects. The second part will critically analyze marketing activity in Thailand; focusing on motivation and needs. Moreover, recommendations will be addressed in both sections.

2. Culture
‘Culture’ is interpreted in many various ways. Dictionary.com (2005), defines culture as “the sum of attitudes, customs, and beliefs that distinguishes one group of people from another”. It also refers to “the system of shared meanings, perceptions, and beliefs held by people…
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