Instructions This is a research based individual assignment. Please follow the i

Question

Instructions This is a research based individual assignment. Please follow the instruction given below to do this assignment. . Collect as much information as possible for the Dove real beauty Campaign. You shall us mainly the website for the Dove company to gather basic understanding of the background and motives of the campaign. Give a background information/synopsis of the campaign . Explain a little about the promotional tactics used by the company. Which countries the campaign has been launched in? Explairn Explain the challenges Dove faced in doing this campaign. Relate any concepts from the chapters you have studied in the consumer behavior on this campaign and explain how you see the application of these concepts with the implementation of this campaign Explain the strengths and weaknesses and opportunities offered by this campaign to the company Conclude your assignment by giving some recommendations to the company for how the success could have been improved in the middle eastern region/the UAE. You can supplement your suggestions based on the surveys Dove company has done in the Sdi Arabia in 2004-5 . Remember to add in the references. The length of the assignment shall not be more than 2-3 pages or word length between 2500-3000 words including pictures, graphs, and tables. This assignment replaces the 10% of the quiz points. 8

Explanation / Answer

Answer-

Dove launched Real Beauty Productions to expand the definition of beauty by putting the power of storytelling into real women 's hands .

2. February 2000

Campaign for Real Beauty-

* Based on research indicating women think media image standards are unattainable and that media should portray diverse phsical traits.

* Aimed to broaden the 'narrow definition of beauty' by inspiring women to 'take great care of themselves'.

* Included ads featuring 'real women'

The Compaign for Real Beauty has reached consumers and built masterbrand awareness, but continuing to define the product against beauty stereotypes exposes the brand to to too many risks in the long run.

2. Cons-

Promotional tactics:

Challenges and drawbacks in Dove Compaign:

Strength :

One of the greatest good of Dove compaign is that it initiated the global commuincation to widen the definition of beauty.

Weakness:

The main issue being targetted was the repetitive use of unrealtistic, unattainable images which consequently pose restrictions on beauty.

Recommendations:

To think from the point of view of a women having both internal and external beauty that beauty is not the only segment to be measure.

One can say, Dove added beauty which added confidence and added value to a women who is already beautiful in her way.

Thanks

Related Questions

Navigate

• Browse (All)
• Browse I
• Subjects

---