Hbr Dove Case
MBA 240
Individual Case #2
11/2/2011
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
Individual Case #2
11/2/2011
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
Cited: 1. Pitman, Simon. "Competition Heats up in China Skin Care Market." Cosmetics Design Europe - Cosmetics Packaging, Industry, Manufacturers - Cosmetics Ingredients, Supply. Web. 01 Nov. 2011. <http://www.cosmeticsdesign-europe.com/Market-Trends/Competition-heats-up-in-China-skin-care-market>. 2. "Skincare Market Overview in the US to 2014 - Market Research Report." Find Industry Reports, Company Profiles and Market Statistics. Web. 01 Nov. 2011. <http://www.reportlinker.com/p0115263-summary/Skincare-in-the-US-to.html>. 3. "Skin Care Trends » Skin Care Trends in Focus." Skin Care Trends. Web. 01 Nov. 2011. <http://skincaretrends.net/skin-care-trends-in-focus/>. 4. "The Dove® Movement for Self-Esteem." Dove® Skin Care, Hair Care, Body Cleansers, Lotions & Beauty Tips. Web. 01 Nov. 2011. <http://www.dove.us/Social-Mission/Our-Vision/>.