IMC report: Dove winning in China Intro to Advertising (MKTG1294) Nguyen Trung Kien (3425426) Group 1 In 2010 Dove faced a serious crisis in Chinese market. Dove’s sales declined rapidly‚ while its main competitor‚ Olay‚ grew. Comparing to other top five shower gel brand Dove had a tiny 2% market share. Dove was expensive and not well distributed. In addition Chinese women considered Dove to be worse then Olay. So it is rational for Dove to withdraw from Chinese market. However they decided
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Perception of Beauty Our perception of beauty is distorted because of advertising. Girls in the advertisements are loaded with make-up and after that‚ they change their whole facial structure using photo shop. They make their noses different‚ eyes bigger‚ and clean up their eyebrows so that they look perfect. When girls see these advertisements‚ they believe that that is how every woman should look because they are beautiful‚ but don’t realize what they do to them. Some girls even go to extreme
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Beauty As a little girl people knew they are beautiful. They are proud of my dark-skin‚ long legs‚ and short hair. Never giving a second thought about the standards on appearances‚ children are as blissful as they come. As they grew up and figured out what society found beautiful‚ they start to feel less and less apart of that mold. Soon many realized that they are not alone‚ as there are many other kids who do not fit into the category of beautiful. To society they are just ordinary girls. As people
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Dove did what it does best all over the world - not use supermodels to endorse the brand. Rather it got real women who used the product to give testimonials of their experience with the brand. In India‚ Dove’s brand team in the 1990s‚ led by Harish Manwani‚ now Unilever’s president ‚ Asia‚ Africa‚ Central & Eastern Europe‚ decided to adopt the same line of thought for the Indian market too. "In some ways the brand was the opposite of Lux‚ the beauty bar of film stars. Dove showed beauty in ordinary
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Beauty and the Knife Is it true that someone is able to purchase beauty? No‚ beauty comes without a price tag. Then why do people undergo intense surgery to wear the smallest pant size‚ have the flattest stomach‚ or the largest breasts to be declared beautiful? It is because people are misled with the craze of cosmetic surgery‚ which is on a rapid rise. In the mind of a uniformed patient that is seeking beauty; cosmetic surgery has turned into the solution for any type of flaw on one’s body.
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“I think Canada was just really ready for it‚” says Aviva Groll‚ group account director at Ogilvy‚ who has worked on Dove since 2004. “There was a lot of support internally at Unilever‚ it struck a chord… [It was] a time of great experimentation and great leadership that allowed that to happen.” Groll also notes that having the budget available and co-operation amongst the product categories to allow for a campaign centred on the brand as a whole meant everything fell into place for a Canada-first
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Dove: Evolution of a Brand 1. What is a brand? The legal term for brand is trademark. A brand may identify one item‚ a family of items‚ or all items of that seller. If used for the firm as a whole‚ the preferred term is trade name. It connotes consistency‚ a sign of quality and generates loyalty & goodwill. Why does Unilever want fewer of them? Creating a brand is expensive - must focus on the brands with the greatest potential of survival & financial returns. Marketing investment and
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What is Beauty? Everyone looks at beauty differently and everyone has his or her own definition of it. In today’s society beauty is seen as a person’s psychical appearance‚ what clothes they wear‚ their hair and make-up‚ and even the shape of their body. The World English Dictionary’s first definition states beauty as “the combination of all qualities of a person or thing that delights the senses and pleases the mind.”(“Beauty” N. pag.) I agree with this definition because I believe beauty goes deeper
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The beauty image Humans seem to be obsessed with beauty‚ at least in our western culture. Thousands of advertisements are created and put into publication everyday and then distributed to communities all over the world. As we flip through our magazines and newspapers‚ turn on the TV‚ or glance at the billboards high above us‚ we can’t help being influenced by what we see. Advertisements can be successful at selling their product to their audience by manipulating the consumers’ fears. Advertising
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Society and Beauty The media constantly bombards society with unrealistic body types encouraging people‚ especially women‚ to try to look like celebrities. Nowadays‚ people tend to spend money to change their image by having plastic surgery‚ taking weight loss pills‚ and doing exercise. Instead of beauty being in the eye of the beholder‚ it is more like beauty is in the eye of society. Of course‚ when viewers look at television‚ the media sets the cameras up so that people can look like they are
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