Dove Marketing Analysis Essay

Imagine you have oversight of the genus Columba work for real sweetheart. Are you comfortable with what is going on? Is this a fall guy that is unwrap of have with its promotional messages? come down released its first advertising on 1957, in which fall called its product as cleaning cream or else of soap. aft(prenominal) that, plunk launched any(prenominal) advertising to emphasized on its functional feature. In 2000, plunge became a Master discolouration of Unilever. In different words, it had to establish a center for Dove that could apply to and extend over the entire stable of products.In consecrate to stand for a point of view, The Campaign for strong yellowish pink began to process. Then turn on focus on the self-esteem and confidence quite of appearances, it still could be include into female field. Just from external to informal, So Dove is non out of control with its promotional message. In my opinion, I am comfortable with Doves political campaign d ue to the avocation reasons. First, Dove more concerned to the highest degree womens feeling and inner spirit. When the advertising plays too many shots on the watcher of girls, sometimes, the shelters and aesthetic of the society will be influence.Women and teenager girls would pay more notes and time to fit their body. in that respectfore, Doves advertising will not add this misleading. Second, Dove choose YouTube and Blog as the study platform, it is a wise and trendy choice. Internet plays more and more important section in the modern life, especially the raise of the social networking. In the future, Dove has more opportunities to attract in the national eye(predicate) and ahead of other companies. Third, Dove endlessly guarantees the quality of ads. Their advertising is not a simple product promotion, still some interesting story and conversation. The products of Dove til now do not need to be photographed.The consumers will remember such high-quality ad and ato mic number 18 willing to sh ar with others. Moreover, Doves actual Beauty campaign built a buzz and was widely exposed. People actively discussed the campaign done Internet and TV shows, even famous celebrities like Oprah Winfrey and Jay Leno talked about it in their TV shows. Though there were many parodies in the Internet, they were jovial and generated more attentions on the post. Last but not least, the campaign was contributed to the brands condescension growth and values. In 2006, Landor Associates identified Dove was unmatchable of the 10 brands with the greatest ercentage gain in brand health and business values. 2. Is Doves attempt to engender social engagement through its promotional campaigns too take chancesy an endeavor given its lack of control over consumer parody and accusations of trying to shell out under the pretense of lend to the social good? In the business, every decision faced the realize and risk. Generally, the greater the risks result in the great er rewards. The risks be as accompany Through the investigation, Dove found out that many women had discontent with the young, sporty blonde and thin models, because they could not attain that standard.Dove started the advertisement Campaign for Real Beauty, underlining their products will feel better, while other company always publicize look beautiful in the commercial. The risk is that whether or not the consumers understand and accept that change. On next stage, Dove was a very controversial event. Billboards were erected to vote on whether a cleaning lady on the billboard was outsized or outstanding. A issue showed the result. As a beauty brand, this campaign will attract public attention simultaneously will challenge the brand cognitive.Whats more, Dove broke the traditional rule in the company and go antecedent without paid media at all. YouTube become the most important platform instead of television. When Dove made this decision, the risk is that maybe they will lose s ome traditional and classical consumers. Facing the negative responses, Dove did not fail them, but positive embrace them. The company list both view in other medias and allow public to discuss these. They also direct interactive packages to media outlets to help spur the debate. Finally, Unilever establi discombobulate the global Dove conceit Fund to raise the self-esteem of girls and young women.Such activities give a support to the Real Beauty. Doves public relations channel strategy was to generate broad awareness for The Campaign for Real Beauty and establish an emotional connection with women. Therefore, a political look-alike or a major news scheme or even a film is not as influence as an undecided dialogue. 3. After reviewing the blogs, what do the various discussions contribute to the meaning of the brand? There are mainly two opinions exists among the blogs. The supporters considered Doves Real Beauty campaign was an emotional touch from Dove to consumer.They thought the campaign has shed light on some important truths about the medias surrealistic portrayals of women, and its important and necessary to send a health beauty message to the society. However, the criticisms thought that Dove is insincere and the campaign is just aimed to sell more products and gain more profits. The reason they thought Dove is hypocritical is because Dove comes from Unilever, which promotion young, thin and sexy woman in the chops advertisements. They also criticized Doves advertisements had many untruthful inside information and inconsistent.Whats more, they thought the campaign has no major aspirational values inclined to the product and was undermining the aspiration of consumers. Regardless of these different opinions towards the Real Beauty campaign, Doves brand name has successfully gone viral and move a lot of attentions worldwide. People were spreading quickly the message of Real Beauty and they still continuously discuss it nowadays. This kind of exp osure has marvellous impact of Doves brand awareness and popularity. Therefore, it contributed to the brands semipermanent value and equity.Though there were many parodies exits in the Internet, for unexceptional consumers, they susceptibility just remember how funny and interesting the parodies were, as intimately as the appealing real beauty messages that Dove tried to spread. It was a risk strategy for Dove, but as long as Dove manages its public relations and other advertisements carefully, consumers would still like Doves affordable good-quality products. The increasing sales growth of Dove could be a strong argument for it. Moreover, I think Dove was trying to be an inspirational brand to inspire positive self image among women.It successfully differentiated itself to other competitors. The Dove Self-Esteem Fund program was a plus to win over customers hearts. 4. Describe Doves brand management organization and the reason for it. Do you see any problems or issues that will result with this split-responsibility setup? In 2000, Dove was selected to be a Masterbrand and lent its name to Unilever entries in personal care categories. There are two split-responsibility groups in Doves brand management organization Brand Development and Brand Building.Brand Development group charged with development of the brand, took responsibility for developing the idea behind the brand, developed the brand plan. It was accountable for medium-to long-term market share, for brand health, for measures of innovativeness, and for creating value in the category. It was centralise and global in scope. The other group Brand Building charged with building the brand in specific markets and was decentralized according to the major geographic regions in which Unilever operated. It was accountable for growth, profit, cash flow, and short-term market share. It managed public relations and informal communication.The pros of this split-responsibly setup brand management system are t hat the advertising messages could be more tailored to different markets. However, the problem might result with this split-responsibly system is the inconsistent management of the brand image. Its a challenge for the two groups to balance between short-term values and long-term values for the brand. For example, the Brand Building group might develop an combative public relations strategy to generate attention in order to gain short-term market share, which might not be a smart move to build the brands long-term value and gain long-term market share.