Dove’s Problem And Existing Opportunity Case Study Example
Messaging. The main critical factor in Dove’s branding strategy is messaging. One of the main reasons why the campaign for real beauty was successful is because of its positive message to women. Dove worked with experts to study consumer values and behavior. Consequently, Dove listened to what women had to say. Dove’s move to adjust based on consumer demand and not the other way around allowed the brand to stand out from competitors.
Media delivery. Media delivery is also a critical factor. Since Dove invested in traditional and modern media advertising, the brand was able to communicate its message clearly to its target market.
Competition. Dove’s progress, however, depends on the decision of the brand’s competitors. If competitors follow Dove’s branding strategy, it could threaten the brand’s growth. For this reason, it is similarly important that Dove continue its progress by differentiating the brand from the competition.
Alternatives and Solutions
Competition. To address the problem stated above, Dunleavy must continue to look for ways to stray from conventional marketing and promotional strategies. Dove should continue to listen to women and maintain honesty and sincerity in its campaign. This will allow Dove to continue its campaign however, Dove would have to invest in research.
Messaging. Part of Dove’s marketing and promotion must focus on addressing issues in advertising that most women criticize such as the objectification of women in the media and unrealistic standards and expectations of beauty. Dove would be able to differentiate itself from the competition by doing the opposite of other brands’ promotional strategies and by addressing the demands of its target market in terms of honest or genuine advertising.
Media delivery. Dove should also continue to rely on social media advertising because it is still the best way, in the modern age, to reach a large consumer base. This would, however, necessitate a significant amount of investment.
Dove should continue investing in research. It was through research that the brand was able to determine how to engage its target market and appeal to women.
Dove should also invest in media marketing. Combining traditional and digital media advertising and promotions would help the brand reach out to a wider market locally and internationally.
Although Dove’s real beauty was initially successful, the brand’s manager realized that Dove’s appeal to women was quickly deteriorating. Dove, however, continued to produce annual advertisements that capture the essence of the brand’s real beauty campaign. In 2013, Dove released the real beauty sketches campaign, which attracted the attention not only of women but also of the media. Dove’s brand manager is looking into the next steps. Sterling must decide if Dove should select timely sketches in line with the real beauty campaign or to overhaul the brand’s image considering criticisms of its advertisements. The main problem is that Dove seems unable to sustain the attention of its target market. Nonetheless, an opportunity still exists for the brand to continue its campaign by adding value to its image or reputation.
Messaging. Main critical factors include messaging and both the intended and unintended consequences of Dove’s real beauty campaign. Dove spreads a positive message that not only aims to improve women’s self-esteem but is also lauded by the public and the media.
Consequences. Nonetheless, Dove’s message has unintended consequences, such as the public outrage over the conflict between Dove’s message and the use of its products. Addressing these factors are critical considering the issues raised following Dove’s real beauty sketch.
Alternatives and Solutions
Continuing with the message. Dove’s alternative is to overhaul the brand’s image considering the waning interest in its campaign. However, Dove’s brand manage should keep in mind that its message is the main factor that allows it to stand out in the competitive corporate landscape. For this reason, the solution is for Dove to continue with its real beauty campaign while ensuring that its advertisements are timely.
Addressing consequences. Dove should consider trends and to always strive for honesty and sincerity in advertising. Part of this includes the admission that Dove’s products are generally beauty and wellness products. In the process, Dove should reiterate that although its products promote the enhancement of beauty, it takes into consideration the health and wellness of women.
Furthermore, Dove should adopt other strategies such as ensuring that advertisements are up to date. The ‘selfie’ campaign, for instance, is a good solution because it keeps up with trends in social media, and would therefore capture the attention of consumers.
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