Dove Sketches Case Analysis Case Study Example

Dove Sketches Case Analysis

Dove real beauty campaign has a major problem of winning the attention of the audience for changing the concept of beauty in their mind. The main issue that the campaigning deals with is “what is real beauty mean to women?” The main problem of the campaign is to make people understand the actual meaning of real beauty and make them feel confident about their own beauty. The real beauty sketch campaign was successful to increase the sales of the company but was it really successful in changing the concept of real beauty in peoples’ mind? Is this campaign able to earn, long term relationship with the consumers? Will this campaign help the company in long run? The campaign also faces a problem of choosing real women for the campaigning. It was a difficult task for them to choose real women and make a add movie with the help of them.
The critical factors that evolves from this campaign is that, will this advertisement campaigning be helpful in long run. The beauty sketch campaign is a lengthy process and it is too expensive for the company to conduct the beauty exhibitions and others campaigning procedures. It also targets a limited audience because of its complexity of understanding. The company is continuing with the same message of real beauty for about ten years and this message will become boring for the audience at some point of time.
The company must go for market survey to know the effect of the campaign in changing the mind of the common women. As the company wants to seek growth in long run they must check the feedback of the audience, whom they are targeting. The company must choose some alternative for this campaign to attract the new audience and meet the changing taste of the consumers to compete its rivals. They can go for new models those are not popular in the field of media. This will help the company as well as the models to get a new platform to seek growth. As it is a beauty product but it must not only depend on real women for its campaigning because the same thing when continues for a long time becomes boring for the consumers. The market survey may incur more expenditure for the company but will be helpful for them to get the feedback on the campaigning. This will help the company to know whether or not the campaigning is able to fulfill the requirement of the company.
The company needs to change its strategy to target more audience and capture the market for long run. For this the company needs to conduct market survey and get the feedback of audience they are targeting. For this the company can use questionnaires about the campaign and also use cheaper media sources like social networking cites. They can also go for advertising through internet that is cheaper than that of television advertising. The company can also go for new models that will be cheaper and time saving than going for real women for getting the same advertising shoot. The company can also choose new tag lines and messages for their customers to meet the changing taste of the new generation.
The real beauty sketch campaign was successful in increasing the sales of the company for short run, but to get success in long run the company needs to change its advertising strategies and choose modern advertising schemes that will be more helpful for the company to get the attraction of the people. In present day it has become easier for any company to reach it customers through internet. The company must go for internet advertising that will help the company to get feedback of their audience that will help them to make necessary changes in the advertising campaign.

Reference

Mayer, P. (2015). 310 Advertising Management and Cases. Dove Real Beauty Sketches Campaign, 21-26.