Essay About Dove Real Beauty Sketches Campaign And 16Implementation Of Plan        17Bibliography        18Appendix        19Appendix

Dove Real Beauty Sketches Campaign
DOVE REAL BEAUTY SKETCHES CAMPAIGNContentsAbstract        3Introduction        4Company’s Background        4Problem statement        5Analysis        5Campaign for real beauty        5Real beauty sketches campaign        6Criticism regarding the real beauty sketches campaign        6SWOT analysis of Real beauty sketches campaign        6AIDA MODEL        8Porter five force model framework        10PESTEL Analysis        11Alternatives        13Decision Matrix Criteria        15Recommendation        16Implementation of Plan        17Bibliography        18Appendix        19Appendix – SWOT Analysis        19Appendix – Porter five force analysis        20Appendix C – PESTLE Analysis        21Abstract The report elaborate the strategy that has been used by dove to position its brand in the mind of the consumers over the past 10 years. Since its initial stage the company offered a moisturizing soap that was gentle on the skin, leaving it soft and smooth specifically targeting the women in the market. However with each passing period, a false image of beauty started prevailing in the beauty industry. Dove stood against the norms and the unrealistic beauty standards and initiated to empower women by making them embrace their flaws and setting realistic beauty goals in the market.The brand remain quite successful in creating this image through various campaign that were focused on realistic beauty. However the brand is currently facing a strategic decision that is whether to change its brand strategy or to stick with its core marketing strategy that is promoting the flaws and real beauty through new and innovative campaigns in the market. The company is considering three options i.e. to 1) initiate a selfie documentary 2) run a mirror selfie campaign or 3) overhauling the dove strategy.After analyzing the strategy and the all the related factors, it can be suggested that the brand should go for a selfie documentary where mother and daughter teams will be encourage submitting a selfie. It will allow the company in achieving its targeted goal while keeping the values of the company intact. Through the implementation of this strategy the company will be able to expand its reach among the targeted audience and will allow the audience to connect with the brand on an emotional level as they will feature the relationship between mother and daughter.