Dove the Evolution of a Brand - amazonia.fiocruz.br

Dove the Evolution of a Brand Video

Mark Ritson on how Dove challenged beauty industry stereotypes

Dove the Evolution of a Brand - are not

The marketing campaign began in under the corporation known as Unilever. Target Audience All women regardless their size and their age. Research To get to know their audience, Dove begin a study about how women fell about their physical appearance. The conclusion was that women feel that physical attractiveness. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. Dove the Evolution of a Brand

This sample marketing essay explores Dove and the various methods the company used to achieve its admirable position.

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Dove is a brand of Unilever and is one of the most successful companies in the world. A business student might be given an essay assignment like this or it might be a part of a marketing curriculum.

Unilever is the corporation that owns the Dove brand as well as ten other billion dollar brand names that are well-recognized in the food, home, and personal care markets. 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 Evoultion, 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 Dove Campaign For Real Beauty

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 the Evolution of a Brand 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. This marketing concept was developed through the a multi-step, multi-disciplinary process.

Many of these advertisements were designed to tap into gender stereotypes and encourage women to buy. 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.

Unilever’s role as parent company

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. As part of this marketing campaign, Unilever adopted a new brand management method that deviated from the previous strategy of isolating each individual brand as its own independent unit. 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 The Weight Of Obesity 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 advertising, developed plans to recuperate from backlash, and recommended new approaches to female advertisements. The result of all this change in organization Dove the Evolution of a Brand 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.

Dove Campaign for Real Beauty

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, Dove the Evolution of a Brand health and beauty sector, and the public forum in general. Does this subject apply to one of your assignments? We can create an essay that meets your exact needs. 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. Stevenson remarked:. It felt almost revolutionary. The sudden appearance of entirely normal women in their underwear, looking healthy and happy to be so exposed, completely undermined the long-held concept of what a model should look like.]