Preview

Hips Feel Good – Dove’s Campaign for Real Beauty

Powerful Essays
Open Document
Open Document
2280 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Hips Feel Good – Dove’s Campaign for Real Beauty
1. Company Name - Executive Summary

Kerstin Dunleavy needs to determine how to maintain Dove’s brand momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand, maintain the image of the “Real Beauty” campaign, and stay ahead of the competition. Due to the highly competitive industry, marketing communication is critical to ensure campaign momentum. Kerstin must decide how to keep the drive of the initial campaign going.

This report outlines three alternatives that Kerstin has to present to Unilever’s senior management:
1. Expand the current “real women” advertisement
2. Focus on customer communication
3. Expand on existing products and focus on selling

Based on the case analysis it is recommended that the company shifts focus to “selling”. In order to increase sale volume, the company needs to expand the product line to increase sales to the targeted market segment and capture a larger market share. The company will be able to successfully apply this strategy as they have developed inside knowledge of consumer and needs through the first phase of marketing campaign. In order to ensure that the company is successful at implementing the strategy, it needs to continue the focus of selling the developed and popular product while evolving and altering Dove products.

2. Problem Statement
Unilever’s Dove product line is attempting to further increase market share in the next steps of the so far successful re-launch. These next steps need to be defined by Kerstin Dunleavy, brand manager, by making specific recommendations for the second phase of the marketing campaign.
3. Company Objectives

The primary objective of Unilever is to increase the market share for its Dove brand by evolving into a modern and desirable brand, while at the same time standing out in a highly competitive market. This goal is to be achieved by improving the

You May Also Find These Documents Helpful

  • Better Essays

    MKT 571 Week 3

    • 1689 Words
    • 5 Pages

    Unilever is an international conglomerate consisting of over 400 brands in several different markets. From creating brands to mergers with other companies, Unilever is dominating many markets by offering thousands of products to different consumers. This research will discuss the history, market segmentation, and the target markets of Unilever.…

    • 1689 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Dove's Beauty Campaign

    • 1165 Words
    • 5 Pages

    "The Dove Campaign for Real Beauty." Public Relations Problems and Cases. Web. 10 Mar. 2011. .…

    • 1165 Words
    • 5 Pages
    Good Essays
  • Better Essays

    Rita Dove Body Image

    • 990 Words
    • 4 Pages

    Who knew that in today’s world a personal care product would actually promote natural beauty? Dove attempts to turn portrait drawings into reflections of true beauty in their experimental commercial. A retired FBI forensic artist sketches women based on how they describe themselves. Throughout this process, the viewers of the ad can tell they feel uncomfortable describing their own physical features. They are dismissed with no further instruction. Another group of people come in and instead of describing themselves, they each talk about physical characteristics they saw in an individual from the previous group. This portion of the experiment comes off as extremely impactful and positive as the observers speak. Dove wants to show their viewers how much their company…

    • 990 Words
    • 4 Pages
    Better Essays
  • Powerful Essays

    Dove Case Study

    • 3227 Words
    • 13 Pages

    One of the company’s ancient brands is the dove brand. Beauty bar was the first product under the brand as was launched in 1957. Dove production considers in health and beauty sector such as cleansing bars, body washes, hand washes, hair care and so on. Procter and Gamble's Ivory , Kao's Jergens and Beiersdorg's Nivea are its competitors. The new market decisions by the company were informed by the study of the customer needs. The product was thus developed to solve dry skin problems (Deighton 2008).…

    • 3227 Words
    • 13 Pages
    Powerful Essays
  • Good Essays

    Dove, a women’s skin and health care company, has created a new approach to their advertisement. Not only has Dove come up with a new advertisement campaign, but an attempt to recreate the image of a “woman”. The creation is known as Dove’s Campaign for Real Beauty. Dove has challenged the media by taking average, everyday women and making them the models of their products. Women of all different sizes, colors, young and old are making the statement that you don’t have to be a Hollywood model to be beautiful. With the ads using “real women”, women can relate to the models without being so judgmental on themselves.…

    • 541 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Dove Inc. is a well-known body care brand that has played a key role in the body care industry since it’s introduction in 1955. Many women identify with Dove because of their large array of products that are available to them and because of their strong advertising campaigns. In January 2010, Dove Inc. launched their new product line that was to cater specifically to men. Initially, Dove Men+Care was advertised to gain recognition by a female target base. After women were familiar the brand, the new line would be targeted to men through a Super Bowl sponsorship and through other advertising channels. The fact that Dove had always been defined as a women’s brand posed a problem for the new line. Dove had to drive their new advertising campaign in a way that would change the reputation of the brand so that it was no longer viewed as “women only”. The brand awareness for this men’s line is relatively low but considering that this is a new line, Dove Men+Care has room to grow and develop a larger consumer base and raise brand awareness.…

    • 3311 Words
    • 14 Pages
    Powerful Essays
  • Better Essays

    Jennifer Millard's Performing beauty: Dove's “Real Beauty” campaign was made to conduct a study on the results of the company Dove's Real Beauty Campaign onto it's targeted audience, women. Throughout the study Jennifer Millard explains that Dove's Real Beauty Campaign is a series of advertisements in magazines and commercials that promotes and empowers beauty for every women, no matter what other media outlets says. Millard uses focus groups and interviews with sixteen Canadian women to investigate the opinions; with ages ranging from fifteen to fifty-nine years old. Within the study, I found two main themes within Millard's article, which will be discussed and reflected on how it contributed to her study.…

    • 1098 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Dove - Brand Value

    • 3940 Words
    • 16 Pages

    The main reason “The Campaign for Real Beauty” was created was so that Dove could become a Masterbrand. This meant that Dove had to expand its product line to include other personal care products besides in the beauty bar category. Dove tried to launch its new personal care products using techniques similar to those of the beauty bar, but to unify all of Dove’s products, the branding team had to create a new vision so that they could sell Dove as a brand rather than individual products.…

    • 3940 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    After watching the Dove “Real Beauty Sketches” commercial, the ability to identify the target market for the product came naturally and quickly. Within this writing we will analyze the information through core basic strategies that are currently used in the marketing industry such as a SWOT analysis, illustrating the steps to identify the target market, and this paper will also include the basic marketing strategies for the product Dove.…

    • 867 Words
    • 4 Pages
    Good Essays
  • Better Essays

    One of the most critical parts of ensuring a successful repositioning of Cadbury Crush product(s), specifically the orange flavor, as agreed by the Cadbury’s executives is the development of an advertising and promotion program. Marketing Momentum Unlimited (MMU) will provide guidance; regarding the most effective approach to setting realistic and measurable communications and sales-oriented objectives, in order to clearly define Cadbury’s outcome expectations to the advertising agency representing Crush. The communication objectives will focus towards market development, which is an appropriate strategy for Cadbury’s product, taking into consideration the company’s efforts to reposition the product. In addition, the Crush product(s) are in the maturity stage of the product life cycle, as a result the communication objectives will stimulate selective demand. In order to improve the outcome of Cadbury Crush relaunch, it is imperative that Cadbury develop the best message to the Crush target market as it relates to creating increased brand interest, promoting positive attitude towards the Crush product(s) and executing purchase decision from consumers. The sales-oriented objective will address how the Crush advertising/promotion program will stimulate sales, specifically to address Kim Feil’s case volume forecast concerns. The following are objectives and strategies proposed by MMU:…

    • 771 Words
    • 4 Pages
    Better Essays
  • Better Essays

    Dove Marketing Analysis

    • 1342 Words
    • 6 Pages

    Dove released its first advertising on 1957, in which Dove called its product as "cleaning cream" instead of soap. After that, Dove launched some advertising to emphasized on its functional feature. In 2000, Dove became a Masterbrand of Unilever. In other words, it had to establish a meaning for Dove that could apply to and extend over the entire stable of products. In order to stand for a point of view, "The Campaign for Real Beauty" began to process. Then campaign focus on the self-esteem and confidence instead of appearances, it still could be include into female field. Just from external to inner, So Dove is not out of control with its promotional message. In my opinion, I am comfortable with Dove’s campaign due to the following reasons.…

    • 1342 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    Dove Brand Analysis

    • 391 Words
    • 2 Pages

    The dove brand started in 1957 by taking a bar of soap to a whole new level by adding mild cleansers and ¼ moisturizing cream. Dove’s soap left skin not only clean but nourished witch quickly became a favorite and even became dermatologists number one recommended brand. Today Dove offers a wide variety of beauty products from hair products to moisturizers, facial products and many more. Dove has always believed and advertised that real women all shapes and sizes are the true inspiration of the brand as a whole. (unilever)…

    • 391 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Remember the 'Is it love? No it's Dove' ads? In the 1990s, when everything had to be low priced, consumer goods major Hindustan Unilever launched a brand of soap that was considered expensive, frightfully expensive , for the times we lived in. For about Rs 30 for a bar, it was nearly twice as expensive as any toilet soap brand that was then sold in India. This was a time when hanging out for coffee was at the neighbourhood Udupi restaurant that charged Rs 6 for a serving and not the Barista where a mug of coffee cost Rs 50. To get consumers living with that mindset to graduate to a brand like Dove was a big…

    • 299 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Advertising and Dove

    • 6147 Words
    • 25 Pages

    Take Dove for example. Prior to 2004, this international mega brand used advertising tactics much like many beauty brands in the industry were using- skinny models, sexual innuendos, and trendy images.…

    • 6147 Words
    • 25 Pages
    Good Essays
  • Powerful Essays

    People's lives are changing fast. As the way we all live and work evolves, our needs and tastes change too. At Unilever we aim to help people in their daily lives. So we keep developing new products, improving tried and tested brands and promoting better, more efficient ways of working.…

    • 3875 Words
    • 16 Pages
    Powerful Essays

Related Topics