Case Study On Strategy Communication
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The problem that is highlighted from this case for Dove is how they can remain a powerful brand among the consumers. The core focus of Dove is not on the incremental sales, but to increase the brand awareness among their users.
The opinion of women related to their beauty
According to the case study, it is found that only 2% of the women describe them as beautiful. Apart from that, 59% of the women believe that physically attractive women are likely to be more valuable in front of men.
Mass Marketing Constrain
Dove, one of the most powerful brands of the Unilever started a campaign with the name of “Real Beauty Sketches Campaign” to attract customers from all over the world. Dove initiated one of the strongest and positive messages for all the women of the world that ‘Every Women is Beautiful’. There are three options considered by Dove for the next stage of their invoice.
The Selfie Documentary
A real Beauty present in every woman on the earth is the message through which Dove started its promotion during its Beauty Sketches Campaign. In the selfie documentary, it highlights the relationship of mother and daughter by using their unedited pictures. The core focus of this documentary was to gain confidence of their target audience. The pros and cons related to the selfie concept are as follows
It certainly creates strong brand awareness among the eyes of the consumers that Dove really value the family relations
The documentary has the ability to engage their target audience perfectly
It changes the mindset of women that they are beautiful and completely eradicated the level of underestimation
The documentary addressed somewhat similar aspects as highlighted in the Real Beauty Sketch campaign
Dove didn’t show how they can keep their beauty alive
The Mirror Campaign
There was yet another idea created by Dove by asking the individuals to take their pictures in front of the mirror and upload it directly on the Social media. The core theme of that campaign was that Mirror doesn’t tell a lie. The mirror campaign was a successful and powerful one for Dove to enhance the existence of their product within the life of the individuals
Time consumption in the marketing is low as compared to other campaigns
It allows the people to discuss with each other regarding the product with high intervention of social media
The idea of Dove remain consistent, that every person is beautiful
It allows the people to participate and communicate with the officials of the company
The idea of taking picture and uploading on the social media is somewhat similar to the selfie documentary.
The company has been moving with the same marketing approach based on “Real Beauty” since a long time and it clearly depicts that the Company’s executives are still waiting for desired results or didn’t get the awaited results for which they are looking for. They are deeply affected by such marketing strategies and now they are focusing to completely switch towards overhaul strategy which is being continued till this day. The customers have also been tired by watching the same marketing campaigns for the last ten years, which persuade the company to adopt overhaul marketing strategy. Moreover, the company was also experiencing massive criticism regarding the significant varying messages among Dove and Axe marketing campaigns, so the move towards adopting the overhaul marketing strategy would be the result oriented one for mitigating the tensions between both the brands. Hence, this particular strategy enables Dove to rethink about their strategy in terms of beauty standards in order to increase the recognition from the target audience.
This particular strategy is totally different than that of three other strategies
It is more towards enhancing the current share of the market
It is not easy to change the overall strategy quickly
It will be a costly one
The strategy didn’t position any other strategy that can be used alternatively
This will certainly throughout real values of Dove’s key business model.
There are three different alternatives that have been stated to the Real Beauty Sketches Concept initiated by Dove. After heaving the pros and cons of each of the alternatives, it is recommended to Dove using the Mirror Campaign strategy as compared to the Selfie Documentary. The main reason behind this act is clear as both of the campaigns will try hard to have the social media inclusion in it, however mirror campaign can be done in a timely manner, and it will keep alive the idea of the company that every person is beautiful. Mirror Campaign enables the users to interact with the company’s officials from which they can overcome on the challenges and issues presented in the current form of advertising.
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