DoveCase - Framework for Case _ Section _ Group _ Submitted...

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Framework for Case _______________________________________________ Section __ Group ______ Submitted by _________________________________________________________________________ External Environment Framework Topic Area Data Analysis/Conclusions Segmentation This articles doesn’t really focus on how Unilever segments their market and who they target, but one can assume form the article who they are targeting Considering that the new campaign that they are trying to start to re-launch Dove, the target market is definitely young women Their market is obviously a pretty specific segment because they are targeting specific women who are trying to maintain their beauty It is a very identifiable, accessible, and responsive segment but not very substantial In terms of segmentation variables they are obviously very active The article doesn’t specify who exactly their target market or segment is for their Dove product, but based off the advertisements that are present in the case it can be assumed that they focus on young women. Obviously this is a very small segment and specific target market, but the Dove product is really appealing for young women. Simply because it is positioned as a product that helps you maintain your youthful beauty Even though it is a small target market the segment is still very identifiable, accessible, and responsive. Women tend to be a very accessible and responsive segment because they pay attention to ads and Page | 1
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Framework for Case _______________________________________________ Section __ Group ______ Submitted by _________________________________________________________________________ in regards to demographics and psychographics, not necessarily geographics Their segmentation strategy would have to be concentrated
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This note was uploaded on 09/20/2011 for the course MKT 291H taught by Professor Ms.jantaylor during the Fall '10 term at Miami University.

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DoveCase - Framework for Case _ Section _ Group _ Submitted...

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