How Dove one start?
This year, Dove is celebrating 60 years of beauty. It all started when Dove swept the market in 1957 when it launched its beauty bar. This beauty bar removed Dove from the cognition given to a ordinary bar of soap. It was optimized to have the ability to moisturize and cleanse while getting rid of the usual irritation and dryness received from normal toilet soaps. This crucial differentiation at the time enabled more brand awareness for Dove.
What Dove is about.
Dove believes that beauty comes in all shapes, sizes and ages and also strives to transform beauty into a source of self-confidence. With regards to personality, every Dove product is designed to make the consumer feel beautiful and seeks to help grow a positive self-image. Dove’s values, beliefs and personality can influence current/potential costumers to start believing in the trademark. To make women feel beautiful every day, is a part of Dove’s mission statement and it encourages women to support the trademark.
Not only is Dove for women, it has also expanded into new territory by including the needs of men and babies. Today, it is acceptable that men also use beauty products, so Dove has designed the “Dove + care” product for men. In addition, Dove recently started producing baby products with the hope of meeting parents needs for their children. Source: https://goo.gl/annJN7
Marketing Mix: Dove Products
- Body washes
- Beauty bars
- Lotions and moisturizers
- Hair care
- Facial care products
You can also watch the video directly on Youtube here.
“Somewhere along the way, it has become the norm to judge women based on their appearance and use their beauty against them. Stand up and determine your own beauty”
How does Dove stay connected with Customers?
In order to be accessible to many consumers, Dove maintains distribution channels ,so that their beauty products are available in a large number of stores countrywide. The themes used by Dove in their television commercials are usually repeated on posters marketed in stores to remind consumers of the television message. Dove uses internet advertising, social networks, blogs as well as social media in order to target and listen to their audience. Dove provides more information regarding available products to their target audience through the their website (here). The interactivity through social networks between Dove and Dove’s target audience, creates the opportunity for brand loyalty from the trademarks target audience. With regard to effective communication through integrated brand promotion, a brand’s consumer acquires new brand information and brings them to new insights. They attempt to influence consumer purchasing choices by making consumers aware of the trademarks available products by advertising in print media. Dove is also well known for creating beauty campaigns, like the video above, to raise awareness via different platforms (Youtube, Facebook, Dove website, Television)
Dove is known as a trademark that is friendly by showing a sense of understanding towards their customers. This makes things easy for Dove to use its own social networks to create a platform on which people’s personal opinions can be lifted and shared among each other, which can affecting the image of Dove.
Source: Own photo
Moral of the story: Dove yourself!