Dove's Campaign for Real Beauty Case Study
TABLE of CONTENTS
TOPIC PAGE
Executive Summary 1
Problem Statement 2
Situation Analysis: Objectives and Goals, Background, Market and External Environment Analysis 2
Situation Analysis: Competition Analysis 3
Situation Analysis: S.W.O.T. Analysis 4
Situation Analysis: Segmentation Analysis 5
Situation Analysis: Consumer Analysis 6
Key Success Factors and Uncertainties 6
Analysis of Alternative Solutions 7
Recommendations 9
Action Plan and Contingency Plan 10
Bibliography 11 Executive Summary
Kerstin Dunleavy needs to determine how to maintain the Dove brand’s momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand, maintain the image of the “Real Beauty” campaign, and staying ahead of competition. Due to the highly competitive industry, marketing communication is critical to ensure campaign momentum.
Kerstin must decide how to keep the drive of the initial campaign going. This will be achieved by introducing a new campaign. Through the use of internet, billboards, and media advertising, sincere communication will be achieved by the use of the concept copy thrust.
An analysis of how communication messages will reach target market, what the message should communicate, public relation tactics, and sales promotion will take place in order to ensure the objectives and goals of the second phase of the Dove campaign is successful. Case Study: Dove’s Campaign for Real Beauty
Problem Statement:
Unilever’s Dove beauty product has proven successful of its relaunch and repositioning strategy. Despite this success, Kerstin Dunleavy needs to determine how to maintain the brand’s momentum while staying ahead of the competition and continuing to redefine beauty by maintaining a sense of integrity in society. Kerstin Dunleavy is required to use different advertising, publicity and sales promotion strategies in order to continue onto phase two of
TOPIC PAGE
Executive Summary 1
Problem Statement 2
Situation Analysis: Objectives and Goals, Background, Market and External Environment Analysis 2
Situation Analysis: Competition Analysis 3
Situation Analysis: S.W.O.T. Analysis 4
Situation Analysis: Segmentation Analysis 5
Situation Analysis: Consumer Analysis 6
Key Success Factors and Uncertainties 6
Analysis of Alternative Solutions 7
Recommendations 9
Action Plan and Contingency Plan 10
Bibliography 11 Executive Summary
Kerstin Dunleavy needs to determine how to maintain the Dove brand’s momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand, maintain the image of the “Real Beauty” campaign, and staying ahead of competition. Due to the highly competitive industry, marketing communication is critical to ensure campaign momentum.
Kerstin must decide how to keep the drive of the initial campaign going. This will be achieved by introducing a new campaign. Through the use of internet, billboards, and media advertising, sincere communication will be achieved by the use of the concept copy thrust.
An analysis of how communication messages will reach target market, what the message should communicate, public relation tactics, and sales promotion will take place in order to ensure the objectives and goals of the second phase of the Dove campaign is successful. Case Study: Dove’s Campaign for Real Beauty
Problem Statement:
Unilever’s Dove beauty product has proven successful of its relaunch and repositioning strategy. Despite this success, Kerstin Dunleavy needs to determine how to maintain the brand’s momentum while staying ahead of the competition and continuing to redefine beauty by maintaining a sense of integrity in society. Kerstin Dunleavy is required to use different advertising, publicity and sales promotion strategies in order to continue onto phase two of
Bibliography: 1. Perreault, William., McCarthy, Jerome., Meredith, Lindsay., Ricker, Lynne., (2007). Basic Marketing A Global-Managerial Approach 12th Edition. 2. Web site www.doveproage.com 3. Web site www.campaignforrealbeauty.com