Dove Case Study

Published: 2021-08-07 10:25:08
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Are you comfortable with what is going on? Is this a brand that is out of control with its promotional messages? I will assert that I am comfortable with what is going on if I have oversight of the Dove Campaign for Real Beauty. Dove launched the “Campaign for Real Beauty” by Ogilvy & Mather in 2004. It first began with a research with 3,000 women in 10 countries and find out the fact that only 2 percent of respondents worldwide chose to describe them as beautiful.
Then Lagnado initiated the first exploratory advertising executions called the Tick-Box campaign. After series of Dove ads, Firming campaign was launched because they need to promote a cream that firmed the skin. A big step of Dove’s promotion is the ad focused on a young girl with freckles with the caption “ hates her freckles. ” The endnotes are “ Because every girl deserves to feel good about herself. And see how beautiful she is. ” And the ad ran in the 2006 broadcast of the Super bowl football game between the Pittsburgh Steelers and the Seattle Seahawks.
The action means the ad has been watched by millions of audience. Stage four of the Real Beauty campaign involved not an advertisement but a film. The film is called “evolution”, showing how much effort goer behind creating the “model look” and won advertising awards as well as created unpaid exposure estimated to be worth over $150 million. And the latest ad “sketches”. A forensic sketch artist draws several women, first based only on their descriptions of themselves and then based on the descriptions of ta stranger who has observed the women.
The subject, seeing the resulting sketches side-by-side, realizes that the sketches inspired by strangers are much more flattering than the versions from their own self-descriptions. That tagline is “You are beautiful than you think”. The ad got over 35 million views within two weeks of being posted to YouTube. Dove’s goal was to make a fundamental change in the way that women are perceived and in the way they view themselves. The article also states the Dove’s mission is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.
What Dove want to express is not what their product can help you to become a super model. I have remember one of the beauty brand has been accused of over exaggerate its product’s effect. But they are not in the same case, Dove’s intention is to change the wrong and long-existing beauty standard and also by the way, to sell its products. So definitely we cannot define that Dove is out of control with its promotional messages. Dove is on its way and it should be better. 2.
Is Dove’s attempt to engender social engagement through its promotional campaigns too risky an endeavor given its lack of control over consumer parody and accusations of trying to sell under the pretense of contributing to the social good? It’s obvious that Dove campaign is risky. According to the article, we can find out that the only legitimate risk was debunking Dove as an “aspiration” brand. The concerns come with prohibiting people from spending more money on the beauty product and the Dove brand may set up to be an ordinary brand.
However, the “campaign for real beauty” did not debunk beauty. As far as I am concerned, Dove is not to change its brand as an ordinary one but to lead people’s perception about beauty in a right way. The campaign is set out to make women aware that they have real beauty is not based on the common standard of a young, model-thin body with excessive makeup but the nature. And the innovation campaign actually help Dove to become one of the most impressive brand in last 15 years.
Queries also accompanied with the big success, audience began to parody the famous advertisement, such as “Evolution”, YouTube has over one hundred versions and the “Hate the freckles” on the super bowl, with the parody of Jay leno. It’s without doubt that the most negative parody is the “Dove Onslaught”. The version is made by green environment protection organization with the aim on focusing the palm trees’ protection. The original tag line is “ talk to your girls before beauty industry does” and than the tagline change to “98% of Indonesia’s lowland forest will be gone by the time Azizah is 25.
Most is destroyed to make palm oil, which is used in Dove products. Talk to Dove before too late. ” I searched on YouTube and was amazingly to found out that 1,730,440 viewers have viewed the “Dove Onslaught”. It has much more audience than the original version. In response to the incident and others like it, Simon Cliff, Chief Marketing Office at Unilever says:” No matter hoe big your advertising spending, small groups of consumers on a tiny budget might hijack the conversation…” Although the occasion really exist and may sometimes bring bad impact on the brand, but the main leading position is the most important.
The innovation brings Dove to the Masterbrand and also unaccountable profits. I also watched the “ United Breaks Guitars”, the case is interesting and it also has been watched by thousands of people. The song definitely brings United Airline a big trouble but finally a United Airlines spokes man told the Los Angeles Times the “ video is excellent and we plan to use it internally as unique learning and training opportunity to ensure that all our customers receive better service. ” Sometimes, the negative talk on social networking can be a mirror to reflect what the brand lack off thus it can better improve itself and win more clients.
Another risk brought about by the social media is the accusations of trying to sell under the pretense of contributing to the social good. I’d like to quote one of the viewers’ comments to begin my assertion. “ Selling products are all? about relating to the consumer, if you can relate… you can sell! ” Why should a company invest such a large sum of money on adverting? I think the answer is easy to guess. Although we can’t deny that Dove’s intention to sell under the pretense of contributing to social good but they also contribute a lot to the society.
For instance, Dove has been collaborating with Girl Scouts of the USA to promote self-esteem and leadership programming among tween and teenager girls with programs such as Uniquely ME! and It’s Your Story- Tell It! since 2002. An annual Dove Self-Esteem Weekend, started in 2010, aims to inspire moms and mentors to talk to girls in their lives about beauty, confidence and self-esteem supported by discussion aids. Its goal is to reach 15 million girls globally about self-esteem awareness by 2015. The original beauty standard is actually distorted and women are encouraged to take drugs to keep fit.
Dove’s intention is to help the society to build a new beauty standard thus help more girls and women aware that they are beautiful. Dove is a beauty industry and what it contributes is related to the beauty standard. All in all, I don’t think the innovative campaign is risky. 3. After reviewing the blogs, what do the various discussions contribute to the meaning of the brand? The Real Beauty campaign resonated at several levels. It connects with and issue of deep concern within the customer base, their appearance and self-confidence.
Additionally, it addresses the insecurity and self-esteem issues of young women to which customers could empathize. It provides a higher purpose to the brand and a shared interest with customers. I want to share two parts I found on the viewers’ blog. “ I’ve been a longtime fan of Dove’s amazing lotions, body washes, and hair products (they leave me feeling so soft and smelling yummy from head to toe! ), but the brand is on a mission to do good beyond just making great beauty products. Committed to helping girls build confidence and reach their full potential, Dove has launched its second annual Movement for Self-Esteem! “What’s more, given their line of skin care, hair care, and related products, Dove might understandably focus on outward appearance, but real beauty is more than skin deep. There are so many other qualities that make a person beautiful or handsome: intelligence, wit, a gracious spirit, and interest in other people, compassion, a sense of humor, to name just a few. ” Dove strikes a chord. Although it also has some critics but its aim has been reached. As Harousseau has said “ our notion of beauty is not elitist. It’s celebratory, inclusive, and democratic. ” The meaning of Dove is about inner beauty with nature.
They really make it. 4. Describe Dove’s brand management organization and the reason for it. Do you see any problems or issues that will result with this split-responsibility setup? Unilever began to split responsibility for Dove between two groups, one charger with development of the brand and the other charged with building the brand in specific markets. Brand Development was centralized and global in scope. Brand Building was decentralized according to the major geographic regions in which Unilever operated. The reason to split the brand management has a couple of reasons.
Firstly, brand development and brand building has two different responsibilities. Brand development took responsibility for developing the idea behind a brand, for innovation, and for evolving the idea into the future. And the managers in the brand-building chain are to bring the brand to life in their market place. Secondly, their aims are not the same. Brand development is accountable for medium-to long-term market share but the development concern more about the short-term market share. In general, brand development is more lies in thinking but the brand building is more lies in practicing.
Any mode is not that perfect, the split-responsibility setup also has some shortages. The Dove Global brand team is a small-dedicated team of 5 in the center with doted lines to all of the various regions. Dove marketers in each country reported formally to their country business unit heads and only informally to the Global Brand Team. The biggest problem is the corporation between the global team and local team. At the first, local team needs some time to think through the new strategy and consider the practical implications for their market.
GBT should spend extra to better understand and improve the relationship with many country teams. Secondly, different regions had different priorities and the new structure with dotted lines created a lot of confusion. GBT should spend a lot of time on meeting where 30 people from around the world, they would exchange and show up ideas, it may be interesting but really low effective. So they have to decide the most important and less important or there would be significant confusion around the priorities and roles& responsibilities on the brand.

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