Individual Case #2
Dove’s Campaign for Real Beauty
I. Executive Summary
The Dove brand has been revitalized with the success of their “Real Beauty” campaign. Dove’s main goals are to continue to improve their brand image and gain market share. The key challenges facing top management to accomplish these goals are; building on the momentum the ‘Real Beauty’ campaign has generated, differentiating from their competition and modernizing their brand image. I am recommending that Dove should continue to stay the current course of designing marketing campaigns to redefine what real beauty is and also push to promote more natural skin care products. Dove is able to stand out with the message they are communicating through their “Real Beauty” campaign. Dove is in an industry where there is little product differentiation. I believe the best strategy is to continue to focus efforts on differentiating themselves through the image developed by their marketing campaigns. Revamping the ‘Real Beauty’ and ‘Self-Esteem’ marketing campaigns will allow Dove to continue to build on the momentum generated thus far and will limit new costs since current marketing strategies can continue to be used. II. Statement of the Problem
Dove’s main goal is to continue to gain market share through the improvement of their brand image. The Ernest Dicher Institute conducted a research study for Dove and they found that consumers associate Dove with being a reliable moisturizer but that the brand was also old-fashioned. Dove is a brand that has been produced commercially since 1957 when they introduced their first beauty soap bar. The brands longevity and relatively unchanged image have contributed to many consumers, especially younger generations, perceiving Dove as an old-fashioned brand. The main decision facing top level management now is how to go about modernizing their brand image and differentiating themselves from the competition. III. Causes of the Problem
Dove is in a highly competitive market where new brands are continuing to be introduced and there is little room for product differentiation. Dove is one of the longest tenured brands in the industry and has been able to develop a reliable brand image. I believe that Dove’s longevity and steady success led them to become complacent and bland, ultimately leading to the brand being viewed as old-fashioned.
Up until the campaign for real beauty, Dove failed to make any significant changes in marketing campaigns and packaging. Many of Dove’s competitors have a more energetic and edginess feel to them. Garnier has done a great job with promoting natural ingredients in their products with their ‘Fructis’ line and they have been able to differentiate themselves with bright colors used in their packaging. L’Oreal Paris has done a great job at producing a sophisticated image by promoting strong ties to European fashion. According to reportlinker.com, Johnson & Johnson was the industry leader in 2010 with a 13% market share in the skincare industry. Johnson & Johnson’s Neutrogena brand has been able to differentiate itself by promoting that they are the number one dermatologist recommended skincare brand. These newer brands were succeeding not because their products were superior to Dove, but rather because they were successful at differentiating themselves from other competitors.
The launches of the ‘Real Beauty’ campaign and more recently the ‘Movement for Self-Esteem’ campaign have allowed Dove to begin to differentiate themselves from competitors. The two campaigns have given life to the brand and begun the image shift. According to a study by research firm Millward Brown, the brand is now being described as “open, self-confident, and fun.” Dove needs to continue to modernize their brand image. IV. Decision Criteria and Alternative Solutions
The decision criteria I used to evaluate the viability of my alternative solutions are; does the solution help...