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Areeba Communication

The document discusses Dove's unique marketing strategy compared to its competitors. Rather than using beautiful models, Dove chose to connect with real customers by featuring average women in its advertisements. This helped Dove build a distinct brand image focused on real beauty. The strategy has proven effective as Dove has expanded its product range and customer base over time. Dove's marketing campaigns emphasize social and emotional benefits to represent real beauty and empower women. This approach has helped Dove maintain its leadership position in the beauty industry.

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Maham Fatima
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78 views3 pages

Areeba Communication

The document discusses Dove's unique marketing strategy compared to its competitors. Rather than using beautiful models, Dove chose to connect with real customers by featuring average women in its advertisements. This helped Dove build a distinct brand image focused on real beauty. The strategy has proven effective as Dove has expanded its product range and customer base over time. Dove's marketing campaigns emphasize social and emotional benefits to represent real beauty and empower women. This approach has helped Dove maintain its leadership position in the beauty industry.

Uploaded by

Maham Fatima
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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SUBBMITTED BY: Areeba Afzal

REGISTRATION NO :19-ARID-3460

DEPARTMENT : BBA (3rd)

SUBBMITTED TO: MAM RAMLA NAQVI

SUBJECT:BUSSINESS COMMUNICATION

ASSIGMENT NO: 03

BARANI INSTITUTE OF MANEGMENT OF SCIENCE


Report Writing :

History:
The marketing strategy of Dove is very different than its competitors. Unilever selected to take a
different route than its competitors in terms of marketing its Dove products and brand. Instead of
taking the regular and easier route for churning demand by advertising Dove as the favorite of
beautiful actresses and models, it decided to connect it with real people. While this has helped it
connect the brand with real customers, it has also helped Dove acquire a distinct and unique
image. Over time while people’s consumption patterns have changed a lot so have their attitudes
towards brands and their marketing. The common advertising strategies do not work anymore
and neither do the traditional advertising techniques. To achieve a leadership status in the
market, brands have to do something unique and create a distinct brand image that sets them
apart from the competitors. Brand image and brand equity have become important to retail sales
and market share in a hyper competitive market environment. How, a brand markets its products
affects its brand image as well as sales of products. In case of Dove, Unilever decided to take a
modern but responsible approach. In a market filled with competing products, chances of
succeeding only with a great product is not possible. You also need a great marketing formula to
become successful.

Key Point:
 Through time, Dove has earned quite a reputation in the world of beauty and personal
care products. The range of products has expanded as well as the social attraction and
customer associations. While Dove’s quality products are what make the happy users
stay, it also stands out from the large crowd of beauty brands with a unique and effective
marketing strategy.

 How could Dove do that, especially in a highly competitive market such as beauty and
skincare? The market is filled with new competitors every day and is estimated to be a
$532 billion industry in 2019. But the way Dove marketed itself has played an important
role in growing its customer base in various corners of the world.
 If you are interested in how Dove’s marketing strategy keeps its name as a top-of-mind
option for women worldwide, this is the article to read. I’m going to show you the road
Dove took to become the “real beauty” standard that women everywhere celebrate. Not
grounded in product functionality or quality, Dove is a symbol of a brand that exceeded
its meaning in customers’ lives. So, let’s get started and see how Dove did it so
successfully.

Conculsion:
As a top brand in the beauty industry, Dove has continually built its marketing strategy around
social and emotional benefits - which can be considered risky even now. By truly capturing
consumer concerns and executing campaigns with distinguished content, Dove was able to
maintain a representative for “real beauty” and empower women worldwide.

Reference:
http://www.dove.ca/en/Tips-Topics-And-Tools/Videos/Evolution.aspx

http://www.youtube.com/watch?v=epOg1nWJ4T8

http://www.youtube.com/watch?v=XpaOjMXyJGk

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