Have you seen their ads or commercials? The campaign is to get women to love their gorgeous bodies and the curves that come with that gorgeous body. The author of the article talks about the hypocrisy behind the Dove campaign but yet the need that there is for such a campaign. In many Dove commercials there are many beautiful "full-figured" women.
Select network Dove is a brand of Unilever and is one of the most successful companies in the world. The success of its "Campaign for Real Beauty" cannot be understated, and it is clear that Dove developed a marketing plan that effectively catered to a wide audience.
This sample marketing essay explores Dove and the various methods the company used to achieve its admirable position.
The Dove case study J. The company began in and has since grown to dominate its chosen sectors on a global scale. At the end of the 20th century, Unilever was faced with the problem of competing for brand names under their own umbrella around the world, rather than unified brand names that could be recognized from region to region.
The Dove brand began in with a single product, the beauty bar. It marketed its moisturizing properties and emphasized a high cream content. The basic claim that Dove did not dry out skin remained the core marketing concept until February of when Dove was chosen as the Unilever master brand for hygiene and personal care products of all kinds.
The marketing strategy of functionality had to change when Dove brought a wider variety of products under its umbrella because that would have been a vastly complex and confusing marketing and media campaign.
It would have undermined the purpose of the master brand. Instead, Unilever decided to pursue a point-of-view strategy that would align Dove with a hygiene and personal care product regardless of its function. Many of these advertisements were designed to tap into gender stereotypes and encourage women to buy.
Targeting women and changing stereotypes The overall strategy of this marketing campaign was to invalidate the beauty myth and simply claim that Dove brought out the real and natural beauty of a person.
Ordinary women and girls were used on ads, interviewed about their self-esteem, and in one case put through a filmed beautification process to show the artificial transformation from plain to glamorous.
This strategy created tension within the marketing team as some felt that not claiming to create impossible beauty would make Dove appear inferior to products that did make that claim.
Unilever went even further by creating an amateur ad contest where women could submit their own take on the Dove strategy, contributing to the overall concept. By addressing the issue of low self-esteem, and during the Superbowl no less, Unilever raised Dove to the level of a crusade against false impressions of beauty and for the physical and mental health of women and girls everywhere.
A survey about the definition of beauty served as the foundation of this public relations strategy; the survey confirmed that most women considered the standard of beauty to be out of reach. The new method was designed to reinforce the unity of the masterbrands without losing local precision.
Every brand under Unilever, Dove included, was given a Brand Development team that managed the brand concept around the globe. The Brand Management teams were localized rather than centralized and were responsible for fulfilling the concept established by the Brand Development team, in whatever region they occupied.
Each team studied the consumer response to products and advertisingdeveloped plans to recuperate from backlash, and recommended new approaches to female advertisements.
The result of all this change in organization and change in marketing was that Dove, inwas a top 10 brand in terms of percentage growth over the previous three years.
That growth is attributable both to its selection as a masterbrand and all the products placed under its name as well as the revolutionary marketing campaign. Though it is unclear how much of the growth was direct because of the campaign, there was no question that the unconventional advertising strategy had a profound and lasting impact on the world of marketing, the health and beauty sector, and the public forum in general.
Discussion questions and reflections The question of risk in the Dove marketing strategy has been raised and discussed extensively since the campaign first began. There are many reasons for this, not the least of which is that it simply shocked and confused people. In his article for Slate, S.
It felt almost revolutionary.
Of course being that unsettled would make people argumentative. In the end, his perspective was that unattainable beauty was the best marketing strategy and there is no point in trying to change that.
His argument was that the complete lack of discipline in the global community, particularly the internet, would spell doom for any marketing strategy surrendered to that mob.
While these criticisms raise valid points, they would not be considered authoritative commentators if they raised poor points, they fail to see the big picture.
This strategy makes them the most approachable brand, rather than a judgmental brand that promises changes it will never make. Of course letting the public pick at and contribute to a marketing campaign removes some of the control from the strategists.
But it also ensures that it will be discussed in circles that it may not have been as a conventional marketing strategy. Reality TV proves that disruption attracts attention even when it lacks substance and there is a powerful substance in the Dove campaign that makes it almost subversive.
Of course, there is a risk, but the reward is far greater as Dove has created a self-propagating marketing campaign that continues to spread and survive away from the primary advertisements. Evolution of a Brand. Is marketing now cheap, fast and out of control?.
Retrieved March 10,from http:As a matter of fact and as declared by Kathy O’Brien, Dove marketing director for U.S, the company wanted to “change the way society views beauty” and “provoke discussion and debate about real beauty”. Apr 14, · In one of the most famous Dove films, Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves.
Each woman is the subject of two portraits drawn by FBI. Dove real beauty backlash essay writer Dove real beauty backlash essay writer aids awareness essay writing a reflective essay should include roughly equal amounts of and subjectivity.
Opbouw essay hbo go activate. Julius caesar achievements essay writing. Dove is a brand of Unilever and is one of the most successful companies in the world. The success of its "Campaign for Real Beauty" cannot be understated, and it is clear that Dove developed a marketing plan that effectively catered to a wide audience.2/5(3).
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Marigolds theme essay for of mice. Dove Campaign for Real Beauty Marketing Management Submitted by: Conor McGinnity Student Number: Table of Contents Introduction 2 Brand Values of Dove 2 Objectives of the campaign 2 Target Market 3 The Big Idea 3 Bringing the Big idea to Life 3 Communication touch points 5 Criticism for the campaign 5 Conclusion 6 Bibliography 7.