Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Ariana Buzzelli Consumer Behavior
Assignment 1- Life Style Marketing October 6, 2016
Dove is a popular personal care brand...
Ariana Buzzelli Consumer Behavior
Assignment 1- Life Style Marketing October 6, 2016
created a beautiful family, or like m...
Ariana Buzzelli Consumer Behavior
Assignment 1- Life Style Marketing October 6, 2016
status or income, place an importance...
Ariana Buzzelli Consumer Behavior
Assignment 1- Life Style Marketing October 6, 2016
References
1. "Dove." Facebook. N.p.,...
Upcoming SlideShare
Loading in …5
×

Assignment 1 Dove Target Audience

15,462 views

Published on

  • Fact: Penis Enlargement CAN Work. Here's How. ■■■ http://t.cn/Ai88iYkP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Why is my hair falling out? 9 triggers of female hair loss ●●● http://t.cn/AiHip2fH
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • New E-book Reveals Unique Holistic Strategies to Cure Acne. Discover How To Quickly And Easily Cure Acne Permanently...Even If Everything Else You Tried had Failed... Without Drugs, Without Over The Counters, and Without Nasty Side Effects - Guaranteed! ➤➤ https://bit.ly/2xJfKi2
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • can you share me the links to your reference?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Assignment 1 Dove Target Audience

  1. 1. Ariana Buzzelli Consumer Behavior Assignment 1- Life Style Marketing October 6, 2016 Dove is a popular personal care brand that strives to provide its customers with quality products as well as send out an important message regarding women’s true beauty. Their products consist of soaps, body washes, lotions, hair care, and deodorants that are gentle yet effective in improving and amplifying one’s natural beauty. Dove wants all women to realize their personal beauty potential and to feel confident in their own skin. The company has created the Dove Real Beauty Campaign and the Dove Self- Esteem Fund to encourage girls and women to realize how beautiful they truly are (https://www.facebook.com/DoveUS/info). Women are the primary users of Dove products, although they do have a line specifically for men called Dove Men+Care. Women are the primary target market while men are the secondary target market and don’t receive as much attention when it comes to marketing costs and campaigns (http://arieljean.writersresidence.com). Dove’s target audience ranges from young adults to middle-aged women, predominantly between the ages of 18 and 35. At this age, women are conscious of what they use on their skin but are generally beyond the point of being extremely concerned with acne and too young to be excessively worried about wrinkles. They want a product that is trustworthy and effective without being too pricey. These women care about their well-being, and most likely take the time to exercise and prepare healthy meals for themselves and their families. They are low-maintenance, largely because they are kept busy whether they are in school trying to finish a degree or revolving their lives around their children. Even if they have a high income, they are modest and do not attempt to appear as high-fashion individuals. They are real women who are confident and have worked hard to get where they are in life. They are successful because they have either had a thriving career, have
  2. 2. Ariana Buzzelli Consumer Behavior Assignment 1- Life Style Marketing October 6, 2016 created a beautiful family, or like most of these women, have accomplished both. These women don’t place an importance on makeup, but they are conscious of personal hygiene and taking care of their bodies. Picture a 35-year-old woman, Charlotte, who is married with two children ages eleven and seven. This woman has attended college and works part time now that she is a mother. She lives in a suburban neighborhood and partakes in activities that are family oriented. She is an average height and weight, and has red curly hair and pale skin with freckles that she has never been entirely fond of. Now that she has a pre-teen daughter, Haley, who has her same freckles and hair, she wants to embrace these characteristics so that her daughter knows that she is beautiful and shouldn’t want to change anything about her appearance. Instead of dying her hair and using products that will help to straighten it, she uses Dove shampoo and conditioner for curly hair. As opposed to buying expensive makeup to cover up her freckles, she uses Dove body wash and moisturizer to nourish her sensitive skin. Dove products help her to amplify her natural beauty. Dove positions its brand as high quality for a fair price. It is more expensive than the store-brand, but less expensive and more readily available than high-end skincare lines such as Clinique or DermaDoctor. Users trust that the brand is concerned with their well-being, and wouldn’t exaggerate product benefits or use puffery in their marketing campaigns. With the creation of the Dove Real Beauty Campaign and Dove Self-Esteem Fund, Dove has been spreading the message that every woman is beautiful and should feel comfortable and confident in her own skin (http://www.dove.us/Our-Mission/Girls- Self-Esteem/default.aspx.) Dove product lines appeal to women who, regardless of their
  3. 3. Ariana Buzzelli Consumer Behavior Assignment 1- Life Style Marketing October 6, 2016 status or income, place an importance on health and hygiene but not on make-up or presenting themselves as trendy and high fashion. These women view Dove products as wholesome, simplistic, natural, and gentle. Dove is for real woman who have discovered their true beauty and want to inspire others to do the same.
  4. 4. Ariana Buzzelli Consumer Behavior Assignment 1- Life Style Marketing October 6, 2016 References 1. "Dove." Facebook. N.p., 2014. Web. 05 Oct. 2014. <https://www.facebook.com/DoveUS/info>. 2. Cole, Lauren, Michael DeGothseir, Ariel Grodofsky, Ashlee Mercogliano, and Ashley Smyth. "Find Your Scents of Confidence." Writersresidence.com. N.p., Apr. 2013. Web. 5 Oct. 2014. <http%3A%2F%2Farieljean.writersresidence.com%2Fsystem%2Fattachments%2 Ffiles%2F30418%2Foriginal%2FDoveCampaign2013.pdf%3F1369246448>. 3. "The Dove Social Mission." The Dove Social Mission. Unilever, 2014. Web. 05 Oct. 2014. <http://www.dove.us/Our-Mission/Girls-Self-Esteem/default.aspx>.

×