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Résumé de l'étude de cas
Media not only encompasses the choice of advertising medium (television, radio, newspaper, outdoor, direct mail, etc.), but also the creative strategy. The creative strategy determines what you want to say, how you will say it, and who you want to say it to.Dove Beauty is one example of positioning and creative strategy. In 1957, Lever Brothers made up their mind to position a new product as a beauty bar for dry complexions, rather than as a bar of soap for simple cleansing. The Dove marketing strategy reflects that position. The name "Dove" was selected to sound like a beauty bar not soap. The oval shape is more feminine than the traditional rectangular solid bar. Dove is packaged in a box, like a cosmetic, rather than in a paper wrapper. It is clearly a product targeting women. From that marketing strategy, came the creative strategy that would attempt to persuade women that Dove is better than soap. Dove's television and print advertising contrasted the effects of Dove and soap by showing women taking the "Dove Face Test". Their advertising promised that "Dove moisturizes your skin while you wash", and it supported that claim with a demonstration of a cleansing cream being poured into the oval-shaped bar. Dove has maintained its positioning and creative strategy since its introduction. Nowadays Dove still continuing with this way of thinking and tries to find a better solution for women's beauty. In this document we will see a brief story of the brand since the beginning of Real Beauty campaign. We will focus specifically on its new campaign, and in the last part we will try to explain this campaign through a SOSTAC plan.
Sommaire de l'étude de cas
- Dove's story
- Dove first campaign
- Campaign's aim
- First results
- The new campaign for Real Beauty
- Case study
- What about the advertising?
- Why the Campaign for Real Beauty?
- Dove real beauty campaign through a SOSTAC analyse.
- Dove market (situation)
- Dove projects (objectives)
- Dove strategy
- Dove tactic
- Dove's results
Extraits de l'étude de cas
[...] What about the advertising? A global advertising campaign, launching October 2004, question whether attributes, such as youth, slimness, and symmetrical features, are required for beauty or are completely irrelevant to it. Each ad presents an image of a woman whose appearance differs from stereotypical physical ideal?, and asks the reader/viewer to judge the woman's looks by checking off a box. Thus you can find five different ads where you can see: - ?Wrinkled?, Wonderful?? features Irene Sinclair of London, England with a wrinkled face and asks: ?Will society ever accept old can be beautiful?? - Gorgeous?? features Merlin Glozer of London, England with a natural mane of gray hair and asks: aren't women glad to be - ?Oversized?, Outstanding?? features Tabatha Roman of New York, NY a plus-size woman and asks: ?Does true beauty only squeezes into a size - ?Half empty?, Half features Esther Poyer of London, England with small breasts and asks: ?Does sexiness depend on how full your cups - ?Flawed?, Flawless?? features Leah Sheehan of London, England with freckles and asks: ?Does beauty mean looking like everyone c. [...]
[...] Promotional pressure is high, and the fight to stand out is tough. Dove's approach to marketing demonstrates innovative thinking, careful strategic planning and successful implementation. This campaign shows that excellence and effectiveness go hand in hand. [...]
[...] In fact half of women have dry skin. This promise remains at the heart of the brand and has been extended to a number of other products, supported by the industry's longest-running medical programme. Whilst many people think Dove has been around for decades in the UK, the Dove Bar was actually only launched in 1992, making it the fourth youngest brand in the Lever Fabergé portfolio. Dove achieves number one position in the bar sector by 1997. Dove then entered the Body Care sector in 2000 and the most recent launch outside the Cleansing sector was Hair Care in 2001. [...]
[...] e. Dove action plan Dove's global Campaign for Real Beauty aims to change the status quo and offer in its place a broader, healthier, more democratic view of beauty. In order to achieve this important goal, the Campaign for Real Beauty includes the following initiatives: Creation of a forum for women to participate in a dialogue and debate about the definition and standards of beauty in society Release of a global, academic research study that explores the relationship that women from around the world have with beauty and its links to their happiness and well-being. [...]
[...] In 1957, Lever Brothers made up their mind to position a new product as a beauty bar for dry complexions, rather than as a bar of soap for simple cleansing. The Dove marketing strategy reflects that position. The name "Dove" was selected to sound like a beauty bar not soap. The oval shape is more feminine than the traditional rectangular solid bar. Dove is packaged in a box, like a cosmetic, rather than a paper wrapper. It is clearly a product targeting women. [...]
À propos de l'auteur
Maud G.etudiante- Niveau
- Avancé
- Etude suivie
- Commerce
- Ecole, université
- Université...
Descriptif de l'étude de cas
- Date de publication
- 2005-05-31
- Date de mise à jour
- 2014-09-14
- Langue
- anglais
- Format
- Word
- Type
- étude de cas
- Nombre de pages
- 6 pages
- Niveau
- avancé
- Téléchargé
- 42 fois
- Validé par
- le comité de lecture

- Brand management
- Comportement des consommateurs et clients
- Digital & e-marketing
- Green marketing
- Marketing automobile
- Marketing bancaire
- Marketing des médias & communication
- Marketing des services
- Marketing distribution
- Marketing international
- Marketing luxe
- Marketing mode et prêt-à-porter
- Marketing ntic
- Marketing sensoriel
- Marketing sportif
- Marketing tourisme
- Théories & stratégies marketing