“Hips Feel Good: – Dove’s Campaign for Real Beauty Case Study Essay

The basis of this case study revolves around Karen Dunleavy a brand manager tasked with the responsibility of further market share growth with the Dove brand. The major problem that Karen Dunleavy is faced with is further establishing the Dove brand in a highly competitive market in the beauty industry. Furthermore the first steps to resolving this problem was by collaborating with the assistant executive brand manager Michael B Allen. In conjunction of the meeting that took place Allen pointed out that the best course of action to take in retaining new customers was by pursuing a societal marketing campaign.

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The core element that defines this decision is quoted by Allen is this: “Our business has been to sell products, not to satisfy our customers or cure society’s ills. But now we know that we can do both. As long as we keep listening to customers, there is no reason why we can’t continue to stand out and distinguish ourselves from our competitors (Michael B Allen, pg 391) ”.

The major issues that the Dove Company had with Dunleavy’s marketing campaign idea was the portrayal of regular women. However certain members of the executive board had expressed unease with the approach Dunleavy was heading with her marketing campaign.

The real problems that are presented in Dove’s current situation are its decline in sales. This is mainly due to the fact that their area of business already has a lot competition with companies Garnier, Nivea, L’Oreal, Olay, Procter & Gamble, Johnson & Johnson. This presents a problematic climate in the current market this also results encumbers advertising from the perspective of potential consumers. (Exhibit 2 pg 395) In conjunction with the above information already given the Dove brand has quite a bit of experience selling consumer goods.

The Dove brand is an established specialty good the purpose of their product is to appear unique so that customers can distinguish from the competition and buy their product in earnest that is the purpose of this particular campaign. In the first tier of Dunleavy’s campaign she was mostly geared in the second phase of the Dove brand’s product life cycle. However the first phase of the product life cycle focused implementing a strategy dimension of achieving basic objectives, which was fine-tuning the Uniliver Dove line. Cycle 6-5 pg 90) This will enable Dunleavy to improve upon the Dove brand because quite a few customers complained that Dove products were unfashionable to the current consumer market. The first step in fine-tuning the product was implementing the concept of Brand Development. This process involved the use of a global marketing strategy that conformed to different cultures and Unilever subsidiaries around the world. This helped customers identify Unilever products on a global scale mainly due to the concurrent global identity logos.

In tandem with this bold strategy was the “Path to Growth” strategy this course of action minimized the number products from 1,600 to 400. In light of these effective strategies brand managers were put in place to designate the best suited marketing direction in each prospective area of the world this established a deep connection between brand development and brand building. (Path to Growth pg 391) Furthermore the dove research study enabled Dunleavy gain a better assessment of the average female customer.

The foundation of this research study is four questions “What do women mean by beauty? How happy are they with their own beauty? , How does a woman’s sense of her own beauty affect her well-being? , What influence does mass media and pop culture have on the perception beauty?. (The Dove Research Study pg 394, 396” In conjunction with this study Unilever hired a global research firm to ascertain the most prominent observation involved with toeing the line between the status quo of beauty and the perception of beauty by actual women. The Unilever company sought to engage in the mature product life cycle. This particular process shows that the company is focused on increasing revenue by a staggering 80 percent.

Likewise the stage maturity product life cycle shows that company implemented customer based marketing strategy to develop a wholesome connection between seller and customer via the campaignforrealbeauty. com website. In the decline of the Unilever product life cycle the company is still in the ongoing process of providing high quality product. (Cycle 6-5 pg 90) In light of the new campaign strategy the best alternate course of actions would be for Dove to revert back to the more traditional mode of operation. However navigating towards this familiar path will continue in the advertisement clutter with the competition.

This particular course of action also would also dismantle the free press gathered from consumer deeply engaged in the new campaign. Following this particular path would muddle the financial objectives that Dove seeks to achieve. I believe that “The Campaign for Real Beauty” is a highly valuable strategy in not only keeping loyal customer but also gaining new ones. Furthermore the establishment of this campaign not only increases revenue for the company but also shows a seeming validity of social responsibility in the eyes of the public. The positive consequence of repositioning the Dove brand increased the market share in the beauty industry. There are no viable alternatives that is of equal value to what Dunleavy and company has achieved.

Source:

Peter, J. P. , & Donnelly, J. H. , Jr. (2007). Marketing management: knowledge and skills. (8th ed. ). New York: McGraw-Hill/Irwin. “Our business has been to sell products, not to satisfy our customers or cure society’s ills. But now we know that we can do both. As long as we keep listening to customers, there is no reason why we can’t continue to stand out and distinguish ourselves from our competitors. Michael B Allen quote Case 14 pg 391 Peter, J. P. , & Donnelly, J. H. , Jr. (2007). Marketing management: knowledge and skills. (8th ed. ). New York: McGraw-Hill/Irwin Case 14 Exhibit 2 Examples of Competitor Advertisements PG 395 Peter, J. P. , & Donnelly, J. H. , Jr. (2007). Marketing management: knowledge and skills. (8th ed. ). New York: McGraw-Hill/Irwin Chapter 6 Cycle 6-5 pg 90 Marketing Highlight: Marketing Strategy Implications of the Product Life Peter, J. P. , & Donnelly, J. H. , Jr. 2007). Marketing management: knowledge and skills. (8th ed. ). New York: McGraw-Hill/Irwin Section V The Dove Research Study pgs. 394, 396 Peter, J. P. , & Donnelly, J. H. , Jr. (2007). Marketing management: knowledge and skills. (8th ed. ). New York: McGraw-Hill/Irwin Case 14 The Path to Growth pg 391 Peter, J. P. , & Donnelly, J. H. , Jr. (2007). Marketing management: knowledge and skills. (8th ed. ). New York: McGraw-Hill/Irwin Case 14 Exhibit 2 Examples of Competitor Advertisements pg 395

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