...Dove Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth...
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...and how is it controlled at the time of this case? Ans: In product category they offered multiple brand. Each brand operated as a separate business compare with its siblings as well as other firms. Each brand has a different strategy for that they have separate delivery of profit target. BRAND MANAGEMENT before 2000. Multiple brands within a product category, Each Brand as separate business. Staff of Brand Assistants executing policies of Brand manager. Each Brand Manager, responsible as General Manager. Strategy Design Delivery of profit targets. Day to day marketing decision. Advertising and Trade promotions. BRAND MANAGEMENT AFTER 2000 Responsibility Split up between two groups Brand Development (Centralized) * Developing the idea for innovation and evolving into future * Medium to Long term Market Share Creating Value in category * Decision of media Plan Development of Brand Plan * Located in region where Brand is strongest. ( Brand Building (Geographical Region) * Bringing brand to Life in their market place, Accountable for growth and short term market share * Guidance from Brand Development Team, What level of spending in media, Reporting for a collection of brand under a category BRAND MEANING Before 2000 * Meaning simple and inspirational: soap that would not dry your skin. * Advertising on functional superiority backed by product‟s moisturizing benefit. * Dove does not dry your skin because its one-quarter...
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...The approach taken by Dove was appropriate regardless of the criticism faced from traditional marketing. Dove strategy did not build upon an aspiration allure but positioned itself as a " brand with a meaning." Additionally, it was not directed to an specific product, but achieved to create a Masterbrand identity and maximized awareness through the use of social media. Nevertheless, further stages should be taken to differentiate the brand approach in the international level, and apply the strategies already used in the American market in different geographical regions. The objective of the Dove campaign was not to take you to the next level of physical attractiveness, but to “make you feel happy with yourself.” To achieve motivation the Dove strategy is directed toward people with a specific set of values and needs. In terms of values the brand is directed toward people who are principle oriented. The objective is to tailor both the "fulfields" category and the "believers" category. In terms of needs, the brand tailors to both “safety”, “love” and “esteem” elements within Maslow’s hierarchy of needs. It is important to establish that Dove is not a luxury brand therefore its value is less dependent on “status cues” that other brands within the same product category. Other Brands such as Aveda (Silverstein and Fiske, 5) would be oriented to people in the "status oriented" section of the VALS Survey. The Dove marketing approach used the "means-end chain model" in order to...
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...Region Chain: Safeway Chain: Safeway Denver 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Eastern 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Nor Cal 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Phoenix 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Portland 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Seattle 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Texas 42118 Dove Sea Salt Caramel Promises 8.5z 48556 3 Musketeers Bites Stand up Pouch 6z 48580 Twix Minis Stand up Pouch 40z 48583 Milky Way Simply Caramel Bites Stand up Pouch 7z Chain: Safeway Vons 42118 48556 48580 Dove Sea Salt...
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...Campaign I HW#4 Dove: Evolution of a Brand Discuss whether or not these changed over time. If so, discuss which parts have changed, which have not, and what are the implications of the change(s). The brand equity pyramid changed over time. Compare with the before 2002 and after 2002 one, Salience of two period of time almost remains the same, which means the recognition, main objective, logo of the brand are almost the same. However, the objective and service might change over time to adapt to social & economic background. One thing that seldom changes is the company definition of “Who we are?” since this will be the heritage of company. Even today Dove still produces and sell the Dove bar. For second layer of pyramid, Performance & Imagery changed a lot over time. After 2002, Dove puts forward the “The Campaign for Real Beauty”, which demonstrates a great difference...
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...1. Introduction The brand Dove was introduced to the market in the United States in1957 with the launch of a soft soap. Given that it was post-war era, it revolutionized the cleansing habits people had at the time. A bar of soap was mere functionality, and Dove augmented the product to become a commodity: cleanliness was the need to meet, but also to enjoy this activity and through this pursue greater sales volumes. Due its superior quality, Dove used real people instead of models to place emphasis on the product’s attributes that would portray honesty and enhance consumers. Dove’s mission was to engage people in cleansing activities. It would help people wash away the pain with a smooth bar of soap. It was associated with the military since its chemical research came from this source, and it was used to heal wounds. This gave it a greater national sentiment, which helped the brand expand throughout the United States. It quickly became a success, and the brand was well-acknowledged. Currently, Dove is the world’s leading “cleansing” brand in over 80 countries. They launched a campaign that would once again try to reach down to the consumer’s internal needs. When it was launched it tried to suppress the war’s pains, and now it tried to tackle female insecurity in a world obsessed with beauty. 2. Problem statement Dove transitioned from a functionality marketing perspective to creating a social debate with their “Campaign for Real Beauty”. The brand director, Silvia Lagnado...
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...forward thinking series ‘Evolution of beauty’ Dove Case Study An applied buzz & brand activation research model IS-2007-008 2 ‘Evolution of beauty’: Dove Case Study An applied buzz & brand activation research model Summary / Abstract In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Insights in the content and dynamics of these conversations could be very useful to understand the success (or failure) of a campaign however. Traditional approaches also neglect the actions people undertake after having viewed a commercial message, while commercials can be found on sites like YouTube and are shared around the world. This study tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing...
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...The Media: Without Make Up On December 4, 2012, 10.3 million people impatiently gathered together to watch a very important event aired on CBS. Were 10.3 million people participating in a revolutionary debate? Or were they watching Obama give a speech about the progress of a ten-year fiasco in Afghanistan? Neither, in fact they we were gathering together to watch the 2011-2012 Victoria Secret Fashion Show. The sixth floor lounge of Day Hall, here at Syracuse University, was packed with girls ready to watch rail-thin models strut down the runway, as they eat away the pint of Ben & Jerry’s ice cream. Facebook and Twitter had millions of people updating their status about this worldwide-recognized show. Such as, “Not eating for the rest of the week,” “She is not real, how is she so perfect?” or sarcastic comments such as “I’m glad I look exactly like all those Victoria Secret models” (Profitable Objectification). This show is a perfect example of how the media negatively affects our society. Not only does the Victoria Secret Fashion show cause women to question their beauty, but it also instills unrealistic expectations of what women should look like to all the men. The media has a great influence on our view of beauty and has created a false perception of what females should look like. This has made it difficult for anyone that does not fit this ‘ideal’ body to accept themselves the way they are. Celebrities and models have become a representation of the ‘perfect’ body image...
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...problem/opportunity. Format: Text/paragraphs; no more than 1-2 pages. Dove is a worldwide company that provides products for the personal care; they include not only skin care products such as soaps, body lotions, hand creams, body wash and deodorants but also products for hair care like shampoos, conditioners and various hair care remedies. Dove was introduced on the market in 1955 and today it is one of the most famous brands in the cosmetic industry being sold in over 35 countries. The logo is immediately recognizable: a golden dove. First of all it represents the main characteristic of all the Dove products, gentleness and purity. The dove has also always been symbol of peace and love (in this case love for ourselves and our personal care). This logo has sometimes created some troubles to the company since some people pointed out that an animal represents the company and it seems that the company is testing its products on animals. At mid of XX century, Dove was a beauty bar with something revolutionary: it contained ¼ cleansing cream. At the time, this product attracted many people, especially women thanks to the promise that Dove and David Ogilvy made to the customers: “Dove Won’t Dry Your Skin Like Soap Can”. The main message of the Dove products that attracted many customers in 1955 is still working for the brand today. The philosophy of Beauty has always been the one Dove has built his image on . Starting from ’60s Dove considered its female customers the PUNTO DI FORZA to build...
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...product. This report will discuss two campaigns: Dove’s Campaign for Real Beauty that target women’s outer beauty, instilling self-confidence, versus AXE’s AXE Effect campaign that target young adult males while exploiting young adult women’s perception of beauty unrealistically. Dove and AXE products are owned by the same company Unilever. The report will analyze their complete opposite approach to their target market, and criticisms received from the media and consumers. The report will also offer recommendations to marketers that may lead to having a successful advertising campaign. FINDINGS Findings were made in the following areas: target market and criticisms. Target Market Dove products target women of all ethnicities, age, shape and size in hopes to define the true definition of beauty. Since 2004, Dove has used Campaign for Real Beauty ads along with the vision to “Imagine a World Where Beauty is a Source of Confidence not anxiety” (2014). Dove’s ad campaigns feature real women whose appearances are not the typical norm of how society defines beauty. These real women shown in their underwear are essentially making a statement of how society should perceive real beauty. Figure 1. Dove Real Beauty Campaign (Canada, 2013) AXE products target white males, 18-24, giving the notion that using their products will keep men at their best and get them the girl or girls. That is, the type of girls which are thin, voluptuous women who appear to chase down the yummy...
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...MARKETING MANAGEMENT Case Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation Plan………………………………………………………………………… 12 Implementation Roadmap....................................................................................... 13 Executive Summary Unilever is a multi-national corporation, formed of British and Dutch parentage that owns many of the world’s consumer product brands in foods, beverages cleaning agents and personal care products. Unilever employed 174,000 people and had a worldwide revenue of €40.5 billion in 2008. Unilever's main competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars, Reckitt Benckiser, Henkel and Spotless Group. The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, videos, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. The campaign...
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...With these developments, it is obvious that conflicts between parties of different nationalities occur and liability to tax on income of foreigners especially among those engaging in trading venture. Whilst the laws affecting domicile and residence may be sufficiently settled, it is paramount for courts to pursue a detailed analysis to ascertain specific preliminary issues so as to avoid controversial rulings. Courts often handle numerous financial cases that involve what can be best described as foreign or international elements. In such cases, court must decide whether it has the jurisdiction under the Family Law Act 1975 to make a decision on such cases. In the event that it is determined that the court is invested with the jurisdiction to determine the case, the court has to consider whether there is a system of law in foreign country that also has the jurisdiction to handle the case. As it was addressed in the case Attorney General of New Zealand v Ortiz [1984] AC 1, these benefits and costs to either party if the case resolution is made in foreign country as compared with the apparent country should also be a subject of concern. [1] Legal systems in most countries around the world adopt community property regime, which takes effect at the inception of marriage or at the time of divorce. For instance, California and Massachusetts in the United States have adopted community property regimes that support equal division of assets upon divorce. However, this provision...
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...Adapted from Bernhardt & Kinnear (1988). Cases in marketing management, pp. 6-16. Plano, TX: Business Publications, Inc. Pay careful attention to the following points. They are often used by instructors to evaluate either a written or oral analysis. 1. Be complete. Each area of the situation analysis must be discussed, problems and opportunities identified, alternative presented and evaluated using the situation analysis and relevant financial analysis, and a decision must be made. An analysis that omits part of the situation analysis or only recognizes one alternative is not a good analysis. Second, each area must be covered in-depth and within insight. 2. Avoid rehashing case facts. Every case has a lot of factual information. A good analysis uses facts that are relevant to the situation at hand to make summary points of analysis. A poor analysis just restates or rehashes theses facts without making relevant summary comments. 3. Make reasonable assumptions. Every case is incomplete in terms of some piece of information that you would like to have. A good case analysis must make realistic assumptions to fill in the gaps of information in the case. For example, the case may not describe the purchase decision process for the product of interest. A poor analysis would either omit mentioning this or just state that no information is available. A good analysis would attempt to present this purchase decision process by classifying the product and drawing upon real life...
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...are given. It is understandable then that we should seek out more opportunities to apply our skills and make more positive impacts within our jurisdictions. It is this general attitude that led us to get involved in investigating cold cases. How We Got Started Mark had, for several years, been consulting with our Coroner’s Division as a forensic anthropologist. During this time he came to learn that there were numerous coroners’ cases in which the identity of the decedent was unknown. These cases were kept in three-ring binders on a shelf in the Sergeant’s office. Over the years, in the course of this forensic work, we would discuss these cases and the progress that was being made on them. The conversation usually ran along the lines of us asking “any luck with that 1980 homicide victim?” and the sergeant answering “well, we’ve gotten so many new cases that I haven’t been able to even look at it yet.” This went on for a few years and through two different sergeants. One day we, as a crime analysis unit, were brainstorming about how we could broaden our “client base”, as it were. We had been successful in integrating ourselves into our Investigations Bureau and had been involved in numerous major cases. And, of course, we had always been active in producing tactical and strategic analyses for our patrol personnel. But we knew that we could be doing more, particularly given the size and responsibilities of our agency. It was during...
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...BUSINESS CASE Presented to the Accountancy Department De La Salle University In partial fulfillment Of the course requirements In ACCTBA2 (C33) March 2, 2015 A stakeholder is typically concerned with an organization delivering intended results and meeting its financial objectives. In general, a stakeholder can be one of two types: internal (from within an organization) or external (outside of an organization). The stakeholders in this situation are Lanie Marquez and Tim Rodriguez who are also partners in the retail distribution business and their capital contributions are as follows P500,000 and P300,000 respectively they are an internal stakeholder since they are also the owners. The total Capital of both stakeholders is P800,000 and with a monthly salary for both partners at P15,000 on the assumption that both of them will contribute to manage the business equally. Assuming that both managed the business equally the total salary for the year for Lanie and Tim are P180,000 each. They share profit and loss equally and no interest will be given on capital contributed. The problem for this situation is that Lanie is starting to get concerned with the behavior of her other partner Tim. He only manages the business 50% of the time, which will mean that his salary of P15,000 will need to decrease by also 50% since he does not manage the business equally with his partner. The business has seen a downturn in the profit outcome and for the current financial...
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