MKT 291- DoveCase

MKT 291- DoveCase - FrameworkforCase_Section_ Group_...

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Framework for Case _______________________________________________ Section __  Group ______ Submitted by  _________________________________________________________________________ 3External Environment Framework Topic Area Data Segmentation Women around the world 30-39 year old women Any women who had not yet tried any skin firming products Any women who used body products Everyday women Buyer Behavior Dove brand was considered outdated Appreciated dove for natural ingredients Prefer a soap that won’t dry skin Emotionally influenced buyers Market Industry Beauty & Style, Healthy Living, Cooking and Eating & Around the House Tough, highly critical/highly competitive industry Similar products/few trade secrets Dove leads in “societal Marketing”, dealing with marketing in a way that helps self esteem issues and “cures society’s ills” New Campaign Revolutionized Dove’s status in the industry Specific Competition Garnier, Nivea, Jergens, L’Oreal (Paris) Other brands used stereotypical models (tall, thin, young) excluding most women and encouraging them to be self- critical Marketing crucial for success in Beauty Industry Economic Environment 6 European core markets, market shares increased from 7.4% to 13.5% by end of 2004 Record High Market share: 38.4% 6 months after launch in US bar market. Social/Cultural Demographics Women age 30-39 Green conscious consumers Social responsibility for consumer self-image Made for everyday woman not just stereotypical models (tall, thin, young) Legal Political FDA Partnered with American Women in Television and Radio to advance the impact of women in the electronic media by Page | 1 
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Framework for Case _______________________________________________ Section __  Group ______ Submitted by  _________________________________________________________________________ educating it’s members Started a program with US Girl Scout troops to help build self- confidence in girls ages 8-14 Campaign launched in every country had to be partnered with
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This note was uploaded on 11/15/2011 for the course MKT 291 taught by Professor Brandabur during the Fall '08 term at Miami University.

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MKT 291- DoveCase - FrameworkforCase_Section_ Group_...

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