Competition Analysis3 Situation Analysis: Segmentation Analysis5 Situation Analysis:
Through research it was identified that Dove products already had a reputable reputation for quality, but overall brand image was seen as outdated and boring Dove case study was really taking a toll on Dove.
This became more evident as sales began to decline and market share was being loss to competitors, weakening their positioning against competitors.
They set out to do so by targeting three main objectives: With these targets in mind, a global team lead by Kerstin Dunleavy set out to develop a new brand strategy for Dove beauty products. Before the new brand strategy and the re-launch of Dove products, extensive market research was conducted to understand the relationship of women to beauty.
Thus said, the global team had created a new brand strategy to re-launch Dove using new and unconventional ideals of beauty. The campaign had helped nearly quadruple sales of Dove-brand products, as well increasing market share and web traffic significantly.
Through the success and their new brand image, Dove has managed to obtain a minor gain in positioning against competitors. Investigate and categorize the marketing arena for Dove and its competitors.
Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind.
With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market.
Dove has dominated in this category through their marketing and different direction. This age group was ideal for Dove to target because their current brand image was considered emotionally dated and old-fashioned because it had been around for the past 48 years.
Women in their target age group more than likely had heard of Dove before because Dove was a product they had grown up around. This campaign was also appealing in the marketing arena because it was the first campaign of its kind to be launched. These competitors were known for using young, perky, extremely skinny models.
Their models fit the stereotypical idea of beauty. The very stereotype that Dove decided to work on breaking. This campaign allowed Dove to broaden their marketing arena and add youth to their fairly dated product. Their work in younger generations served as more competition with their competitors because it focused on women in the same age group as their competitors but their work still focused on breaking the stereotypes and building up the self-esteem of women starting at an early age.
The product itself was not the highlight of their marketing anymore. They focused more on what the product would do for their consumers. Though they offer similar products and quality, they do not have the competitive advantage that Dove has.
Most importantly, they focus on the emotional appeal of their products for their customers.Case Study of Dove and their campaign for Real Beauty Word Count: 2, In this case study, I will explain Dove's ways and techniques of advertising, showing 1 different ways in which advertising works with the use of cultural and semiotics analysis theory to analyse the properties of this brand and it's advertising campaigns.
Dove: Evolution of a Brand case study. John Deighton Access to case studies expires six months after purchase date. as it may reveal key case urbanagricultureinitiative.comes the evolution of Dove from. The first Dove campaign was launched in the s, and as mentioned in the case study, its message was “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream”; it was focused on its functional benefits and honesty.
Unilever is a portfolio of brands. Brand: A relationship with a market based on cumulative customer experiences, tied to trademarks and other identifying elements, which has economic impact for a firm. brands down to Too many to control Changing brand management structure: Brand Development vs.
Brand Building. Case Study of Dove and their campaign for Real Beauty Word Count: 2, In this case study, I will explain Dove's ways and techniques of advertising, showing 1 different ways in which advertising works with the use of cultural and semiotics analysis theory to analyse the properties of this brand and it's advertising campaigns.
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category.
The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign.