Examples Of Market Segmentation Of Dove

They are women with incomes of $25,000 or more a year that care about their appearance and spend money on beauty products. They tend to have curly or frizzy hair. They are women that tend to use beauty salons and keep up with fashion and fashion trends.

For centuries, women have found it to be difficult to live up and be the standard “runaway model”. Women have the pressure to fit in to be considered beautiful since ads and media have distorted society in how they view and evaluate beauty. The false representation of models in the beauty commercials have made women want to replicate them even though they don’t know what’s behind the editing. Even though this is a huge matter, companies did not stand back but instead made more commercials that self-degrade women constantly, except one. The Dove Evolution Commercial- “Campaign for Real Beauty” focuses on the way they change women sending a strong message to women about beauty and what it really

Market analysis is determining the attractiveness of a market and looking for growth opportunities and threats related to the strengths and weaknesses of the company (Aaker, 2008).

3. Analyses of the value proposition and markets: Profitability of the various provincial markets or product lines is analyzed.

- Women under 25: These women become more sophisticated in their taste in personal care and want a fragrance that makes them feel attractive and is noticed by others. They are the heaviest fragrances users and are using them more frequently than any other group. They are also more likely to feel stylish, sophisticated, fun or unique while wearing a fragrance. Moreover, they explore different scents and brands. Finally, citrus scented fragrances appeal more to women under 18 years old while flowery or fruity scented fragrances appeal more to women under 25 years old. However, even if these women are using fragrances, they are buying less of it than the other age groups.

The Dictionary defines the word Beauty as “A beautiful person, especially a woman.” Nowhere in that definition does it suggest the woman is a size 0 with big breasts, flawless skin and high cheekbones. This is the message Dove is trying to send by creating “Dove’s Campaign for Real Beauty”, to make women of all shapes, sizes, and color feel beautiful everyday. However, shortly after Dove released their first campaign, media columnists such as Richard Roeper and Lucio Guerrero were quick to reflect their “professional” opinions. After reviewing Jennifer L. Pozner’s article on Dove’s “Real Beauty” Backlash and the naïve comments these active media members have made, I found through

The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.

For baby boomer generation which is experiencing life changes brought by aging, they have shown increasing interests in cosmetics and toiletries, not only to enhance their appearance but also for other reasons. A simple example is that they use foundation with treatment ingredients to protect their skin against harmful UV rays, and to help a variety of skin problems.

Carefully evaluate the pros and cons of the segment markets and determine the market where the product has definite advantages over other

Psychographics divides customers according to their personality and lifestyle. Customers choose skin care products which match their lifestyle. Busy business women may tend to spend less time on skin care. Thus, they will likely choose the skin care products with a combination of functions which save their time and effort in both selection and usage. Women who spend more time outdoors may need skin care products with sun-protection function.

Perceptual interpretation is an important issue in this commercial. This is the main reason why it was not aired in the US, but in other markets across the world. This Dove Pro-Age campaign was aiming to change the perception of the way women viewed themselves. Many women, these days adhere to surgery or Botox to make them be perceivably better looking than their natural look. What this product line is trying to do is to allow women to see that they do not need any of those surgeries to make them be worthy and be considered beautiful in the society. The US media proposed that this ad campaign cannot be aired on network television because it showed too much skin, but I think that this is just a cover up. The media probably doesn’t want to alter the American viewpoint of beauty as of yet. They are still not up to the revolution of Dove’s viewpoint of beauty which is natural at a limitless age. In American society, the stereotype of beautiful women is portrayed to be slender, tall, and young; whom are all the women featured in ads such as Clean & Clear or Neutrogena. But Dove is trying to change that stereotype of beautiful women and make the statement that at any age and size you

The Dove campaign for Real Beauty was the brainchild of Ogilvy & Mathers, Edelman Public Relations and Harbinger Communications (to be referred to as simply Ogilvy) and the project was known as the “Evolution” campaign. The marketing campaign began in 2004 under the corporation known as Unilever. This diversified conglomerate is the parent company to the Dove Company’s line of beauty and body products. The campaign began as a result of survey conducted in which only 2% of women believed they were “beautiful.” Unilever saw an opportunity to reach a saturated market from a fresh perspective. After hiring Ogilvy, the message grew into one of the most successful advertising campaigns in Unilever’s storied history.

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of

Dove had developed self-confidence work shops for women and girls, which are in line with its objective of maintaining the “Real Beauty” image. Using women from different ethnic background is also a good strategy for Dove to continue. This strategy welcomes international women differences and Dunleavy’s team gained a competitive advantage by using women of all shapes, sizes and color.

Many young women in today’s society struggle with confidence and their body image. This is a huge problem in society and many people have spoken out against the influence of media on women’s body image. However, it continues to be a major problem and more can always be done to raise awareness about societies unrealistic expectations for women’s beauty. Dove’s Choose Beautiful campaign was started to promote the self-esteem of women and encourage them to see their beauty, however there are some criticisms, including the company using this campaign to increase their sales. Dove is selling a product with the expectation that confident, beautiful women will purchase it, however people still have the ability to resist the ad industry.