The report analyses Dove’s products and advertising campaigns, to 1) understand the product involvement level and studying consumers’ motivations behind purchases, 2) conduct an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly understand the aspects of Dove’s consumer behaviour.
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
Delve into the realm of shock advertising with impactful examples dissected for deeper understanding. Public Media Solution offers comprehensive insights into this marketing strategy.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
DECEPTIVE ADVERTISING AND CONSUMER REACTION A STUDY OF DELTA SOAPLinaCovington707
DECEPTIVE ADVERTISING AND CONSUMER REACTION: A STUDY OF DELTA SOAP ADVERTISEMENT
Introduction
Deceptive marketing is false or misleading sales activities and information aimed at luring, coercing, seducing, persuading or enticing both potential and existing consumers of a product to patronize a trader, sellers or manufacturers of a product. It is an act of selling concept as the sole aim is geared towards the immediate conversion of goods to cash not minding the aftermath effect it may have on the buyer or consumer as well as the organization’s sales, sustenance and growth potentials. It can be perpetrated through personal selling, advertising, labelling packaging, catalogue, and deceptive tele-marketing. However, in the developed countries of the world such as America and Europe and even in some under-developed countries, deceptive marketing activities are criminal offences under the Competition Act. In addition, the Act governs various deceptive marketing practices, unsupported test claims and testimonials, misleading ordinary price claims, sending deceptive prize notices by mail or e-mail, certain types of multi-level marketing systems and misleading advertising. Specific provisions also supplement the Criminal Code rules regarding promotional contests.
Apart from addressing the serious issue of unusual sales drop and or new product failure in the market that could be occasioned by post purchase dissonance and lack of repeat purchase by the consumer as a result of the nefarious acts of deceptive advertising, it will be of great importance to traders in our various markets and the management of companies as suggestions will be given to the policy makers which also will serve as clues towards improving their marketing policies and programs towards maintaining and wooing both existing and potential consumers respectively.
Besides it will be useful to other organizations, industries and governmental agencies in the area of policy formulation and strategic marketing.
Deceptive advertising is an advertisement or marketing practice, which is considered deceptive if there is a "representation, omission, or practice that is likely to mislead the consumer". The advertisement does not only necessarily have to cause actual deception, but as noted by Federal Trade Commission (FTC, 1998), the act will likely mislead the consumer.
Although the immense ventures and endeavors have been observed on deceptive advertising which includes identifying and measuring deception but a very slim focus is given on its effects on Consumer loyalty. Deceptive advertising is so to speak as the use of fake or deceptive statements in publicity (Campbell, 1995). Deceptive publicity has been around since the inauguration of time and is still common today. Sometimes it is done innocently by an advocate; however, it is done with the intent in the direction of deceiving the consumers (Aaker, 1974). Generally it is perceived that deception in advertising (false claims) leads ...
Primary and Secondary Market Research to gather data and Statistical analysis using Marketing Research techniques like Anova, Regression, T-Test, Z-Test to determine the optimum strategy
Kindly find this paper useful in all fields, you can as well share the resource with friends in all learning institutions. This is entirely the my original work. The paper will also be useful in fields like medicine, law and social science.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Dove: Using Consumer Psychology to Understand Buyer Behaviour
1. Using Consumer Psychology to
Understand Buyer Behaviour
Written By: Sofya Fominova, Luisa Krain Xuanyi Liu
Supervised by Dr Kleopatra Konstantoulaki
Date: November 10, 2016
2. Page 2
Table of Contents
Executive Summary ..................................................................................................3
1. Introduction ...........................................................................................................3
2. Product category Involvement and Motivation analysis....................................3
3. Segmentation, Targeting, Positioning.................................................................7
3.1 Segmentation and Targeting ............................................................................................7
3.1.1. Geographic Segmentation............................................................................................7
3.1.2. Demographic Segmentation. ........................................................................................7
3.1.3. Behavioural Segmentation............................................................................................7
3.1.4. Psychographic Segmentation. ......................................................................................7
3.2 Brand Positioning (e.g. brand personality, self/ brand congruence theory) .......................8
4. Marketing Strategies and Tactics ........................................................................8
4.1 Message structure and characteristics..............................................................................8
4.2 Route to persuasion – ELM..............................................................................................9
4.3 Perception aspects, JND................................................................................................11
4.4 Memory and learning issues...........................................................................................12
4.5 ABC attitude model, attitude change strategies, multi-attribute attitude models..............13
4.6 The theory of the Self and self enhancement theory.......................................................14
4.7 Social influences (e.g. reference groups, opinion leaders)..............................................14
5. Recommendations ..............................................................................................15
6. References...........................................................................................................17
3. Page 3
Executive Summary
Being one of Unilever’s most traditional brands (Deighton, 2007), Dove launched its
“Campaign for real beauty” in 2004. For over ten years the brand communicated alternative
beauty ideals, than the ones dictated by society and media (Dove, 2016b).
Using their advertisements, Dove tries to reduce consumers’ gap between the actual and
ideal self by bringing the ideal self closer to the actual self. Due to skincare’s moderate product
involvement, persuasive communication is based on mostly peripheral cues.
In order to increase their market share, Dove is recommended to apply product innovations
catering increasing consumer needs, to enhance the product involvement. Additionally, in
order to cater different regional markets, the brand is advised to take different cultural factors
and values into consideration in their global promotions into consideration. Further, Dove
advertisements could include cues for central route of persuasion, to influence the cognitive
component of attitudes of consumers, and therefore strengthen memory.
1. Introduction
Dove is one of Unilever’s biggest brands (Unilever, 2015a). This report focuses specifically
on Dove’s skincare product line. The “Campaign for Real Beauty”, launched in 2004,
challenges the stereotypes about beauty and made Dove not just a product company, but also
“the largest provider of body confidence education in the world” (ibid.).
This report analyses Dove’s products and advertising campaigns, to 1) understand the
product involvement level and studying consumers’ motivations behind purchases, 2) conduct
an in-depth STP analysis, and, 3) apply relevant consumer psychology theories to thoroughly
understand the aspects of Dove’s consumer behaviour.
On the basis of the conducted analysis, the final part of this report offers recommendations
to improve Dove’s marketing strategy.
2. Product category Involvement and Motivation analysis
The Dove skincare line consists of hand and bodycare products, which has relatively
moderate product involvement based on the analysis of multi-dimensions: personal interest,
perceived risk importance, probability of mispurchase, product’s pleasure value and sign value
in product category (Laurent and Kapferer, 1985; Hanzaee, Khoshpanjeh and Rahnama,
2011).
Generally, women tend to prioritise the beautification of more apparent parts of body such
as the face and hair, than hand and body (Richmond, 2012), thus there is relatively low general
4. Page 4
interest and importance in Dove skincare product category in measuring product involvement
(Laurent and Kapferer, 1985).
Figure 1. User profile of Dove. Mintel 2015
Figure 1 shows, that the overall consumer usage of Dove tends to stay consistent across
all income level, demonstrating that Dove’s prices are relatively low and accessible (Khanom,
2015; Libby, 2014). Furthermore, Dove skincare products can be purchased with moderate
frequency, resulting in moderate product involvement (Traylor and Joseph, 1984). Hence the
perceived risks with Dove from an unsatisfied purchase are relatively low in the amount at
stake due to low cost financially (Cox, 1967). However, consumers with higher income mostly
perceive Dove less strong positively than consumers with lower income (Khanom, 2015),
indicating purchasing Dove products can be perceived to be downmarket resulting as
moderate social risks among certain consumer social groups (Karbalaei et al., 2013). The
overall evaluation of the moderate level of perceived risks suggests moderate product
involvement (Karbalaei et al., 2013).
Most 16-24-year-olds say that Dove boosts their confidence by promoting the perception
of ‘real’ beauty (Khanom, 2015). Such high ability of the brand to please consumers also
leverages the product involvement (Laurent and Kapferer, 1985).
The utilisation of the actual self-congruence theory (Aaker, 1997) in Dove’s campaign from
using models with average appearance, made strong emotional connections with consumers
and has a positive impact on product involvement (Malär et al., 2011).
5. Page 5
Figure 2. Attitudes towards and usage of selected brands. Mintel 2015
As Figure 2 shows, Dove is perceived as highly trusted and has relatively greater brand
differentiation to consumers, which suggests an increase in product involvement.
(Zaichkowsky, 1985).
6. Page 6
Figure 3. Attitudes towards appearance by usage of bodycare products, by women. Mintel
Most women are motivated to use bodycare products due to hedonic wants, shown in
Figure 3. Thus by providing experiential enjoyment, the Dove skincare line is more of hedonic
goods than utilitarian goods (Batra and Ahtola, 1991). Consumers with high and low self-
esteem are strongly driven to have positive feelings about themselves and are likely to form a
strong emotional attachment with Dove from their promotions, through self-verification (high
self-esteem) and self-enhancement (low self-esteem) process (Malär et al., 2011).
In contrast to younger groups, who feel pampered using bodycare products, the
functionality of moisturisation matters more to older (Costello, 2011), thus Dove may be
perceived more of utilitarian products to the older groups (Okada, 2005).
On the other hand, purchasing skincare products for hedonic wants can evoke a sense of
guilt and wastefulness (Lascu, 1991; Kivetz and Simonson 2002), as bodycare products are
not placed most important to purchase (Richmond, 2012). However, the accessible prices
(Libby, 2014) and positive feelings reduce the sense of guilt (Okada, 2005) when approach-
avoidance conflict occurs (Kramer and Yoon, 2007).
Despite Dove provoking many consumers reactions (Malär et al., 2011), due to the low
price point, purchasing Dove products can be perceived to be downmarket through social
comparison theory (Festinger, 1954), resulting in approach-avoidance motivational conflict as
well (Kramer and Yoon, 2007).
7. Page 7
3. Segmentation, Targeting, Positioning
Dove is a truly global brand with a fundamental product proposition, appealing to a wide
range of demographics across all major markets (Unilever, 2015b). To understand the
foundation of the target customer segment, geographic and demographic segmentation is
analysed. However, the main focus is on the non-demographic traits, such as values, and
psychographic profiles, – an approach proven to perform better in the modern fragmented
society (Yankelovich, 1964; Yankelovich and Meer, 2006).
3.1 Segmentation and Targeting
3.1.1. Geographic Segmentation.
Dove’s products are distributed worldwide, without any specific geographic segmentation
(Dove, 2016b).
3.1.2. Demographic Segmentation.
Dove targets women1 of all ages, racial backgrounds, shapes and sizes, from 8 years old
through the Self-Esteem educational project (Dove, 2016a) to 55+, especially through Dove
Pro-Age care line. As mentioned above, Dove skincare products are accessible across all
income levels (Khanom, 2015).
3.1.3. Behavioural Segmentation.
Dove’s products are typically high in usage, and customers remain loyal to the brand
(Khanom, 2015).
3.1.4. Psychographic Segmentation.
Customers with lower self-esteem and anxiety about their appearance construct Dove’s
key segment (Dove, 2016a). The segment is very broad – research uncovered that 6 out of 10
girls are concerned with the way the look (ibid.). Dove’s messaging leaves these women who
are increasingly aware of their bodies with a thought that they can look beautiful. Therefore,
according to the trait theory, self-consciousness is the trait most relevant to Dove’s consumers
(Kimble and Zehr, 1982). Neuroticism, one of the five dimensions of Big Five framework (Costa
and McCrae, 1985), also identifies the basis of the personality of Dove’s consumers. Further,
Dove is a traditional brand that offers low price products, which indicates that the customers
have low need for uniqueness (Lynn and Harris, 1997).
The framework that can be best applied to evaluate the psychographic profile is The List
of Values (LOV) (Kahle, 1983). Although criticized by Yankelovich and Meer (2006) for the lack
1
Except for the Dove Men+Care line, which is excluded from this report.
8. Page 8
of business planning insights, this approach is proven in the same study to be successful for
brand positioning.
Closely linked with the social adaptation theory (Kahle 1983), LOV specifies nine values,
distinguished between “internal vs. external locus of control” by Rotter (1966). Out of the
factors outlined by Kahle (1983), customers of Dove value self-respect as the highest (and
also falls under ‘internal locus of control’ category). Linking it back to the Maslow’s (1954)
original hierarchy of human needs, which the LOV framework was developed from, the
customers’ values fall into the fourth “esteem” category.
An alternative framework, Values and Lifestyles (VALS) programme (Mitchell, 1983), is
less applicable due to generic nature of the product, that can appeal to multiple profiles from
that framework (Beatty et al., 1985).
3.2 Brand Positioning (e.g. brand personality, self/ brand congruence theory)
Dove’s brand personality evolves around self-acceptance, confidence, trust and care
(Dove, 2016a; Khanom, 2015). In the context of Aaker’s dimensions of brand personality
(1997), Dove is seen as a ‘Sincerity’ brand.
Brand personality is often closely intertwined with self-image (Aaker, 1997), with even
stronger correlation when such self-image is being transformed by the brand messaging – in
Dove’s segment, such transformation is happening by redefining the perception of one’s
beauty. That strategy is not only a great opportunity to differentiate the brand from its
competitors (Fielding et al., 2008) but also a way to appeal to consumers who value ‘real’
beauty. This theory, also known as brand congruence, leads to an increased loyalty
(Kressmann et al., 2006).
4. Marketing Strategies and Tactics
4.1 Message structure and characteristics
The employment of two-sided messages (Crowley and Hoyer, 1994) in Dove’s “Real
Beauty” debate promotion with moderate proportion of negative information (ibid.) shown in
Figure 4, enhances credibility and novelty (Eisend, 2007) to generate more attention and
motivation to the brand (Crowley and Hoyer, 1994).
9. Page 9
Figure 4. Fat/Fit, Ogilvy ,2006
It is also more effective than one-sided messages (Etgar and Goodwin, 1982).
General usage of positive labeling such as ‘goodness’ and ‘pampering’ in Dove Skincare
packaging emphasising the positive characteristics (Dove, 2016c), tends to induce consumers
to favour the products according to positive attribute framing manipulation (Levin, Schneider
and Gaeth, 1998). Additionally positive goal framing effect (ibid.) applied in Dove’s advert,
emphasising 10-day hydration to achieve positive goal consequences making skin feel good
(Dove UK, 2012).
Dove, perceived as a fun and vibrant brand to consumers (Khanom, 2015), implementing
pleasant music and positive tone of voice in various adverts such as the ‘Body Language’
campaign (Dove UK, 2012), as one dimension of non-verbal communication (Stewart and
Punj, 1998), suggests positive affective enhancement on brand attitudes through classical
conditioning approach (Gorn, 1982).
4.2 Route to persuasion – ELM
According to the Elaboration Likelihood Model (Cacioppo and Petty, 1986), due to
moderate product involvement (as discussed earlier) and moderate motivation and/ or ability
to elaborate (Andrews and Shimp, 1990) consumers process Dove advertisements on the
peripheral route. Therefore consumers pay less attention to the quality of arguments, but the
superficial aspects, such as the beauty of the models and number of arguments (Morris, Singh
and Woo, 2005).
10. Page 10
Figure 5. Celebrating Curves Campaign, Ogilvy & Mather, 2004
Persuading consumers on the peripheral route, Dove highlights visual aspects in their
advertising among others, portraying women who don’t fit into beauty standards but are still at
ease with their bodies. Furthermore, they award their products/ brand as honest and authentic
through statements celebrating women’s bodies and ensuring the product’s effectiveness on
these bodies. These messages are supposed to trigger emotional responses of consumers
concerning their self-esteem and to support them to approach their own beauty and break free
from society’s norms (Deighton, 2007) by purchasing and using Dove skincare.
Previous research shows, that attractive models achieve higher persuasive results when
the advertisement is processed on the peripheral route (Trampe et al., 2010). However, even
though Dove’s advertisements may not use typical, thin models, but natural-looking, authentic
women (Deighton, 2007), these may still be considered pretty. One could argue, that Dove
advertisements still depict attractive women (Halliwell and Dittmar, 2004). However, they
defined “beautiful” different. This hints persuasion partly via the central route, too, since Dove
argues cognitively for a broader definition of beauty.
11. Page 11
Figure 6. Celebrating Curves Campaign, Ogilvy & Mather, 2004
4.3 Perception aspects, JND
Dove’s innovative marketing approach is seen across all three stages of the perception
process: exposure, attention, and interpretation, as described by Solomon et al. (2016).
Dove’s Real Beauty advertising campaign, featuring oversized models, leverages
empathy, relief from cognitive dissonance (Sears and Freedman, 1967), and social
comparison theory (Festinger, 1954), to trigger selective exposure and avoid ad-blocking
behaviour in a congested beauty market. Dove’s ads make it ‘real’ for women to feel beautiful
— this convergence of social comparison and motivation is likely to ignite voluntary exposure,
leading to proactive product discovery (Moschis, 1976). To capture customer’s attention in a
cluttered retail environment, Dove focuses on sensory stimulus factors, such as ‘pure’ colours,
and unique bottle shapes (Chen et al., 2004). The latter is a particularly important example of
just noticeable difference (JND).
Sensory marketing is driving the perception process, as well as revenues: the smell of the
product contributes $63m to Dove’s annual revenues in the USA, followed by touch ($34m)
and sight ($14m) (Hollis, 2007).
While traditional cognitive interpretation is still the main influencer of in-store decision
making, Dove’s customers are also following affective interpretation process (Millard, 2009).
This is a result of creative advertising with oversized models, triggering perceptual distortion
and promoting self-acceptance (Bissell and Rask, 2010).
12. Page 12
4.4 Memory and learning issues
Dove’s repeated use of the core value in their advertisements plays a significant role in
consumer’s learning process (Hawkins, Hoch and Meyers-Levy, 2001). However, depicting
linked message claims, instead of constantly repeating the same claim, increases advertising
effectiveness (ibid.). Therefore, Dove, continuously pronouncing the de-stigmatisation of
beauty, by using related but different images, links the brand to the general issue of beauty
and questions stereotypes (see figure 7 and 8). Doing so, they connect their brand to these
emotions evolving from this discussion via classical conditioning (Breckler, 1984).
Implementing these strategies, Dove aims to achieve implicit as well as explicit memory in its
consumers’ minds, in order to alter purchase behaviour (Shapiro and Krishnan, 2001).
Figure 7. Dove Freckles, Figure 8. Dove Femininity,
Ogilvy & Mather, 2015 Ogilvy & Mather, 2015
Focussing on experiential and functional benefits in their advertisements, Dove
encourages consumers to learn advertising contents based on existing product schemas (De
Marchi and Orth, 2007). Through intrinsic advantage assumptions (to feel beautiful), and the
sensory pleasure of soft skin (ibid.), repeated sales can be induced (ibid.). Depicting happy
women (see figure 5.) causes a positive mood with consumers, which in turn enhances
persuasion (Owolabi, 2009).
13. Page 13
4.5 ABC attitude model, attitude change strategies, multi-attribute attitude models
Based on the ABC attitude model, Dove tries to influence customers’ affective component,
using highly emotional advertisements (Amarnath and Vijayuda, 2011) with intimate
statements of individuals (Dove, 2015). Supporting women to feel beautiful, the brand aims for
an “emotional bond” with consumers on a personal basis (Malär et al., 2011), trying to
implement higher brand loyalty and therefore influence planned purchase behaviour
(behavioral component) (Chaudhuri and Holbrook, 2001). Based on that, consumers form
beliefs of the brand moderately elaborating the brand’s mission and quality of products
(cognitive component). To strengthen these attitudes, Dove presents itself as an authentic,
credible source (Dove, 2016) and communicates the product’s function as hedonic as well as
functional.
Figure 9. ABC-model, Solomon et al., 2016
The multi-attribute attitude model analysis enables Dove to understand purchase
dispositions and enables them to adjust advertising strategies (Pessemier and Wilkie, 1973)
in order to influence consumers’ attitudes of its skincare products. Buying skincare products,
consumers evaluate appearance enhancing and sensitive skin functions, scent (Richmond,
2012), as well as the price (Erickson and Johansson, 1985). Furthermore, Dove should
consider the importance of brand image and packaging for consumers as attributes of attitude-
based purchase behaviour (Esch et al., 2006).
Kumkale, Albarracín and Seignourel (2010) proved that source credibility is most
successful when consumers process via the peripheral route. Therefore it is crucial for Dove
to focus on their source credibility as an authentic, honest brand to which women’s self-
confidence is highly important, in order to influence consumers’ attitudes (Kumkale, Albarracín
and Seignourel, 2010). Moreover, Dove uses classical conditioning, in order to evoke positive
responses and meaning to the brand (Till and Priluck, 2000). As discussed earlier, Dove
products serve a hedonic function. Consequently, Dove focuses on hedonism as the basic
motivational function, communicated in their advertisements (Batra and Ahtola, 1991), as well
as awareness of their mission (Dove, 2016).
14. Page 14
4.6 The theory of the Self and self enhancement theory
Dove’s ‘Real Beauty’ advertising campaign is featuring average in appearance models to
connect with customer’s ‘actual self’ - a marketing approach that connects with perceived
reality of oneself (Wylie, 1979). Such method is proven to be effective in the beauty industry
by Halliwell and Dittmar (2004), and empirically through the growth of Dove brand (Deighton,
2007).
The ‘Real Beauty’ campaign is designed, amongst other things, to trigger self-congruence
and self-verification theories, resulting in a deep personal connection with a brand due to one’s
motivation to validate and sustain their existing self-concepts (Swann, 1983; Malär et al.,
2011).
Dove’s campaigns are not only targeting the present ‘actual self’, – they are also changing
beauty ideals, aiming to improve self-esteem, through the self-enhancement motive (Sedikides
and Strube, 1997). By doing the above, Dove is trying to reduce the gap between the actual
and ideal self, by bringing the ideal self closer to the actual self (McCleary, 2014). This change
helps to build an emotional connection with the brand (Boldero and Francis, 2002; Malär et al.,
2011), generating a measurable increase in brand loyalty (Kressmann et al., 2006).
4.7 Social influences (e.g. reference groups, opinion leaders)
Dove’s philosophy to redefine the standards of beauty, alongside with associated
programmes to promote women’s self-esteem (through establishing ‘reference groups’ such
as ‘G(irls)20 Summit’ and ‘Self Esteem Project’), ignited a feminist movement and united
groups of people around the concept of the “real beauty” (Johnston and Taylor, 2008).
Although critiqued by some for the lack of pure intent and enforcement of corporate values
(Murray, 2012), the approach of such feminist advocacy laid a foundation to a strong
community (Johnston and Taylor, 2008), who subsequently started promoting Dove’s ideology
through referral and social media sharing (Nudd, 2015), leading to virality of campaigns uptick
in revenue (Jenkins, 2006). Such organic (non-paid) social media activity, further amplified by
Dove’s standardisation of its messaging through digital “Movement for Self Esteem”
campaigns (Murray, 2012), leveraged the concept of social object theory (Solomon et al.,
2016). to create a loyal and passionate community. Dove’s social media followers broaden
digital message distribution and empower newly-created brand advocates to spread the
message and Dove’s ideology through word of mouth (Kirby and Marsden, 2006). The above,
in turn, empowers the brand to effectively utilise tribal marketing (Cova and Cova, 2002).
15. Page 15
5. Recommendations
Dove is targeting a broad audience worldwide. It has, however, found a way to unite women
of all ages, races, and sizes by exploiting low self-esteem around the concept of beauty (Dove,
2016a). Looking at Dove’s revenue growth and its brand recall, one can conclude that Dove’s
marketing efforts have been highly successful.
Dove’s ideology helped the company build a strong community and a sense of
psychological attachment to the brand. To continue both, growing the brand and retaining the
current audience, the following is recommended.
According to Khanom (2016), fast-absorption attributes have become more important to
consumers concerning skincare products, due to the general trend in faster-paced lifestyle.
Innovations, such as hand and bodycare moisturising spray in product development can be
considered for Dove to fulfill consumers’ needs (Leahy, 2013) through mass customisation to
enhance product involvement (Pine and Gilmore, James H., 1997).
Such physical characteristics can differentiate Dove from other brands and increase
interest for consumers, in order to enhance involvement with consumers (Bloch and Richins,
1983). A potentially successful innovative product development can also increase market
share (Iwu, 2010). It has been shown on Mintel that great product formula innovations win
consumers for retailers’ basic own-label hand care products (Khanom, 2016).
To connect advertising effectiveness and purchase intention, Dove should alter their
advertised product attributes to influence attitudes. Even though the “Campaign for Real
Beauty” was highly successful (Patton and Vasquez, 2008), they partially failed to connect
their advertisements to purchase intention. Thus, they should differentiate themselves even
more from competitors, by changing the importance of attitude attributes, and therefore
increase brand loyalty. Implementing that, Dove’s advertisements could focus more on
changing cognitive components of customer’s attitudes. Therefore, they would have to supply
in depth information, eg. from their surveys, and engage consumers into processing the
advertising on the central route (Cacioppo & Petty, 1986). Based on more cautious
processing, consumers memorise the information more thoroughly and Dove could benefit of
a combination of explicit and implicit memories of consumers (Argyriou & Melewar, 2011).
Since Dove position themselves as a global brand without specific geographic
segmentation (Dove, 2016), the global campaign for ‘Real Beauty’ failed in China (Fowler,
2008). The women there do aspire and feel attainable to stunning and thin models used in
beauty ads (ibid.), hence they intend to reduce self-discrepancy (Higgins, 1987) by putting
effort to reach the air-brushed ideals. Oppositely many women in the West would perceive and
relate to body dissatisfaction and self-objectification from the stereotyped models in ads
(Bissell, 2015), however, Dove’s global campaign attempts to reduce self-discrepancy from
16. Page 16
changing the ideals (Sedikides and Strube, 1997). Dove should take cultural values into
consideration when targeting different regions, especially women in collectivist countries such
as China and individualist Western countries at the reaction to self-concept is different
(Gürhan-Canli & Maheswaran 2000). Resulting in that consumers from collectivist countries
are less innovative in their purchases and accepting new idea challenging stereotypes
(Steenkamp, Hofstede and Wedel, 1999).
These recommendations will allow the brand to continue building loyalty and brand
attachment amongst a wide population, as well as grow in terms of brand awareness and
revenue.
17. Page 17
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