CaseStudy3-1 - Framework for Case _HIPS FEEL GOOD_ Section...

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Framework for Case ________”HIPS FEEL GOOD”__________ Section _A_ Group __3__ Submitted by Katherine Francke _________________________________________________________________________ External Environment Grade Instructor comments Framework Topic Area Data Analysis Segmentation Main Target Audience: 30- 39 year-old women suffering self-esteem issues and who had not tried any skin-firming products Broad Target Audience: any women who use body lotions and creams In 2004, Dove’s “Campaign for Real Beauty” launched its website and it allowed women to go online and cast their votes and join beauty debate chat forums. After reviewing the results of the surveys/chat rooms, it allowed Dove to specifically focus on women within this specific target audience and provide products that provided to their needs. Decided women over the age of 30 would be needing products to reduce problems with aging skin, less firm skin, and cellulite. Wanted to reach out to women of all different shapes, sizes, and ages – show the real meaning of “true beauty” – needed to strengthen emotional ties to the target group Buyer Behavior Buyers (mainly women) want to buy a product that will help them boost their self-esteem Want a “realistic” product – 68% believed the media and advertising set an unrealistic standard of beauty After the StrategyOne survey was completed, they were able to get a better understanding of who they needed to target, and also, get inside the minds of the buyers. The results demonstrated Page | 1
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Framework for Case ________”HIPS FEEL GOOD”__________ Section _A_ Group __3__ Submitted by Katherine Francke _________________________________________________________________________ Products to reduce aging skin, cellulite, and less firm skin that buyers were typically women between 30-39 years old and they are seeking a product that will help them with beauty issues that come with age Many of the buyers suffered from low self-esteem issues, therefore it was in Dove’s best interest to create a product that would satisfy this need. Market Industry Unilever used a global marketing strategy In 2003, Dove brand declined in market share and was being lost to competitors After the re-launch, in 2004, market share dramatically increased The idea of the global marketing strategy was to satisfy individual cultures. The company tried to understand as to why their market share was declining – undertook a focused brand analysis by Ernest Dichter Institute Consumers viewed Dove as dated and old-fashioned Targets: increasing market share though improvement of the brand image and create an outstanding marketing campaign 800 newspaper and magazine articles, and massive media coverage led to the sale of Dove quadrupling. The website also noticed an increased in visitors per day. “The turnaround was no less
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This document was uploaded on 11/02/2011 for the course FIN 461 at Miami University.

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CaseStudy3-1 - Framework for Case _HIPS FEEL GOOD_ Section...

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