Case Study - Dove

Case Study dives Hips Feel long parkway Strategy Background Faced with continuing commercialize share loss to competitors, Dove, part of Unilevers consumer product fraternity portfolio, needed to acquire up with a novel grocery store campaign to incur its place in the market and to switch over over the consumer opinion of its brand. The Campaign for Real Beauty that was the matter of much market inquiry, was adequate to do so by a massive mental image shift in the media portrayal of beauty finished a creative advertise campaign. The Dove mission is to widen the description of beauty give tongue to Gabriel Verkade, the former assistant brand jitney for Dove (Lichti, 2006). In conjunction with this advertising campaign, Dove oerly created a website and forums which created a full-grown emotional response and conk to a very validatory stickiness factor. This was critical for advancing the brand. By provoking the emotions of its prospective customer s through their new ads and giving individuals the cogency to take part in these forums, Dove was able to increase its brand and recover its market share by over 10% in some(prenominal) markets.

Although the initial tar pass fragment was women ages 30-39, this is important as tom Peter stated that the #1 economic opportunity in the 21st century is women, more of whom have self have in mind issues, especially those who are younger. marketing Campaign Market research performed by the Ernest Dichter Institute showed that consumers appreciated Dove for its natural and moisturizing ingredients; only they a s well as felt the brand was overaged and ol! d fashion (Peter and Donnelly 2011). This made it imperative to try and change its image. The report from StrategyOne showed that on that point was a large discrepancy among the ideal of beauty in the media and how many women thought of themselves and showed that these consumers would instead prefer ads portraying a more diverse banding of physical features and that beauty could also be achieved through different attributes such as...If you want to get a full essay, severalize it on our website: BestEssayCheap.com

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