Marketing and Dove

2279 Words Sep 19th, 2013 10 Pages
Dove: Evolution of a brand

Case write up

Sources: Dove: Evolution of a brand, Harvard Business School case 9-508-047, 2008; Dove`s big ideal: from real curves to growth curves, 2009 (IPA); Social Media, Harvard Business School case 9-510-095, 2011

Question 1: How did Dove`s brand positioning change from the mid 2000`s?

Functional era
Prior to the establishment of Dove as a Masterbrand in February 2000, the brand was positioned differentiated in the health and beauty sector. The brand refused to call its product a soap for 40 years and insisted that it was something entirely new. This hints that it could have tried to be a pioneer in a new category of the health and beauty sector thus aiming for central positioning.
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It rather decided to choose a user-as-hero positioning placing their target market at the center of the campaign. The feelings of women having problems with low self-esteem were central to the marketing strategy and many different customers were portrayed in different parts of the campaign (Tick-Box, Six real women, Daughter-film, Evolution etc.).
The benefit that the brand was offering was real beauty as it tried to make women feel beautiful that currently didn`t do so. To the target market this was a highly important benefit as the studies conducted by Dove showed the large percentage of the population that actually faced self-esteem challenges related to beauty. As it portrayed realistic images of women in their campaigns and how Dove could change how they felt about themselves the brand managed to show that it could actually deliver the benefit of making women feel better about themselves. Finally, as it was the only brand that chose to market this benefit was also unique distinguishing Dove from the traditional approach of beauty brands.

Question 2: How was the meaning of the Dove brand controlled in the age of mass media? How is it controlled in the era of YouTube and other interactive media?
The use of mass media such as billboards, magazines, radio, television or newspapers allows for a higher level of control over the transported marketing message than the use of interactive
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