“You Are More Beautiful Than You Think” ~Dove
“You Are More Beautiful Than You Think” ~Dove
Melanie Reilly
Southern New Hampshire University
We see ads and commercials every day, whether they are in print, online, or on the television screen. They are something that people see every single day consciously or unconsciously. Advertising exists because there 's a product a company wants to sell and they want people to know about it so they can buy it. There are so many factors that contribute to successful marketing, and this paper will explain some of those factors.
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.
SWOT Analysis for Dove For the brand Dove it was important to establish a strong understanding for internal an external strengths and weaknesses before the company created the commercial “Real Beauty
Sketches”.
In the commercial Dove used the comparison of the more critiqued version what women viewed themselves as, and the more beautiful view of those who viewed them from the outside looking at them. This allowed for the brand to build a deep emotional connection with the viewer, and by using all different kinds of women in the video, it tied into reaching their target market. These are important areas in the SWOT chart below.
| Beneficial | Harmful | Internal | Strengths * Promises not to leave any residue on the skin * Zero pH level * Strong brand awareness via advertising & branding * Tutorial Commercials show their proof * Strong emotional connection * Inexpensive | Weaknesses * Targets primarily the female segment * copied easily by the competitors
Melanie Reilly
Southern New Hampshire University
We see ads and commercials every day, whether they are in print, online, or on the television screen. They are something that people see every single day consciously or unconsciously. Advertising exists because there 's a product a company wants to sell and they want people to know about it so they can buy it. There are so many factors that contribute to successful marketing, and this paper will explain some of those factors.
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.
SWOT Analysis for Dove For the brand Dove it was important to establish a strong understanding for internal an external strengths and weaknesses before the company created the commercial “Real Beauty
Sketches”.
In the commercial Dove used the comparison of the more critiqued version what women viewed themselves as, and the more beautiful view of those who viewed them from the outside looking at them. This allowed for the brand to build a deep emotional connection with the viewer, and by using all different kinds of women in the video, it tied into reaching their target market. These are important areas in the SWOT chart below.
| Beneficial | Harmful | Internal | Strengths * Promises not to leave any residue on the skin * Zero pH level * Strong brand awareness via advertising & branding * Tutorial Commercials show their proof * Strong emotional connection * Inexpensive | Weaknesses * Targets primarily the female segment * copied easily by the competitors
References: Tanner, J., Raymond, M. & Schuster, C. (2010). Principles of marketing (1st ed.). Irvington, NY: Flatworld Knowledgee "Dove’s ‘Real Beauty’ Campaign Isn 't Real!". Dove’s ‘Real Beauty’ Campaign Isn 't Real!. NYMag. Retrieved 2 May 2013. Will Burns (April 23, 2013). "Dove, Your 'Sketches ' Idea Is More Beautiful Than Your Critics Think". Forbes. Retrieved April 23, 2013. (Dove, 2013)