Case Study : Dove in global market.
‘We want to challenge the definition of beauty. We believe the beauty have become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful’ (Phillippe Harousseau, Dove’s Marketing Director)
Dove profoundly runs their CFRB (Campaign For Real Beauty) over the world, whereby they choose to use real women, which define as non-setting up of image, or original natural beauty and use in the campaign advertisement, focus on cultural issue, US receive great feedback from the public, company believe US market are growth matured since consumer are able to take words easily, for an example, Dove recent advertisement in US, as below,
The company design the advertisement in the sense of alternative, it’s consider a strategy to target female market, according to research which conducted by Dove Company (U.S. Obesity Trends, 2009), overweight and obesity problem is still slightly increasing every years, Dove define it as a good market opportunity, in order to fit into the market, campaign like ‘Stand for something big and deliver it’ actually running in United State, the main purpose is to telling their consumer, do not concern able the problem of overweight, do not hide, Dove are here to tell audience, they are beautiful because they are not pretend to be beautiful. Finally, the concept of the whole campaign by revealing the problem, get a very good respond from the public, Dove acting as personal caring to everyone, and prospectors are thinking Dove is stand on consumer side, feel and understand their problem, PR department does evaluated while post-event stage, generally Dove company concluded aiming obesity population will typically increasing their sale.
The problem of translation and expression is still occur from years 2005-2008, advertisement below,
European country opinion toward freckled skin do not receive pretty much positive value upon itself, the advertisement in the testing stage actually using the word freckled instead of flawed, but some kind of rejection appear on the market, PR and in-house agency for Dove company immediately conduct a focus group on differences country, they found out, the word ‘freckled’ indirectly offending women who face the problem, instant consideration given to the translator to actually look for a suitable word to replace ‘freckled’, and finally came out with ‘flawed’, post-event group survey the market opinion, the campaign achieve higher value in the view of their perspective buyer, public think the word ‘flaw’ is acceptable because the word ‘freckled’ can indirect define as a illness for skin, but ‘flawed’ is still represent a healthy status compare to the previous word choice.
Western and eastern country contain hundred and eighties degree of different upon cultural value, Dove Company realize the same event running in US can’t be apply in Japan, 2 factors affected the trend, one is the general opinion and stereotype on judging beauty for women is totally different, secondly, Japanese education is typically different in sense of how they can think as open as European does, other than that, media selection play important rule because Japan is developed and advance in technological device, population density is higher compare to US, meanwhile the accessibility must be as high as possible, CFRB event declined at Japan while the testing stage is running at years 2005 to 2006, local advertising agency Ogilvy & Mather ASIA Pacific adapting to the Japanese lifestyle, and came out with a event so call ‘ACTIVATION’ at September 2008 (Creative Director David Morgan, 2009), due to the existing problem, Japanese do not agree on voting or judging in some weakness point that clearly can be seen or tangibility, like freckled skin, or overweight problem, so ‘ACTIVATION’ is some kind of education base to telling viewer, think carefully, revealing is not a problem, Activate and generate your mind in no time!...
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