Dove Essay

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Question 1: a. Dove’s marketing positioning in the 1950s: The first Dove product was launched in 1957, they called it a beauty bar with the claim that it would not dry out the customers’ skin the way soap did. The beauty bar removed Dove from the cognition given to a regular bar of soap. It was not ordinary soap, which was now “old-fashioned”. Dove’s formula came from military research. It was a beauty bar that had the ability to moisturize and cleanse while eliminating the usual irritation and dryness. Dove refused to call its product ‘a soap’ for over 40 years showed that they wanted to create a distinct image for their product. This differentiation create brand awareness for Dove. During its earlier advertisings, Dove was promoting itself as benefit driven product. The Dove’s adverts communicated the product’s unique selling proposition by focusing on the moisturizing cream that is added in the soap to prevent dry skin. They use a blend of marketing communication tools such as TV, billboards and print media. They message that they used in the advertising campaign in 1957 is: “Dove soap doesn’t dry out your skin because it is one-quarter cleansing cream”. The advertising has attracted many people follow because of its honesty and authenticity. In stead of using fashion models, it used natural looking women to convey the benefits of the product. b. Dove’s marketing positioning in the 2007: Post 2000, Unilever decided to promote Dove to a Masterbrand which included incorporation of many product lines such as hair care, skin care and deodorants. The positioning was focused on the consumers’ needs, expectations and points of view, rather than the benefits and features of the product. Rather than focus on functional benefit of the product, Dove focus on need to feel good through their “Real beauty” and “Self Esteem Campaign”. They used oversized models,

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