Dove decided to differentiate itself though an unconventional new campaign titled “The Campaign for Real Beauty,” that challenges the traditional beauty marketing tactics of idealized and unattainable beauty standards. The campaign proved to be wildly successful and can be attributed to Dove’s careful market research, planning, and implementation. This case is examined through the neo-classical framework that I have used in other classes in examining cases that have already occurred to determine if the course they took was appropriate. It begins the an examination of the context of the case, followed by the issue and contributing factors, the solution is then explained followed by an analysis to determine if what they did matches up with the theories we have learned in class. Context of Case:
The Dove “Campaign for Real Beauty” was launched after an extensive market research undertaking. By targeting 3,000 women in 10 countries it was discovered that only 2% of women would describe themselves as beautiful. A majority of respondents wished the media did a better job of portraying women of diverse physical attractiveness, felt the media set unrealistic standards for women, and that the iconic unattainable women left them feeling less beautiful. This discovery that women had deep discontent for the beauty industry left Dove with a unique marketing opportunity. Main Issue:
Dove wants to differentiate themselves from other companies in order to gain market share and boost sales. Cause of Issue:
The personal beauty industry is a crowded and competitive market. Dove’s competitors, including L’Oreal, Avon, Nivea and others use a traditional beauty marketing approach which includes aspiration and self-actualization. Dove has had a similar marketing message since its inception based on functionality; Dove is a cream not a soap and will therefore not dry out your skin. Dove’s Solution:
Dove wanted a new marketing campaign but also...