Did Dove Real Beauty Sketches Video Align with Other Advertisements Within the Real Dove Beauty?

1. *did Dove real Beauty sketches video align with other advertisements within the real Dove Beauty? Was the message consistent?

ans:dove Real Beauty sketches Campaign Yes Dove Campaign for Real Beauty one of the series marketing campaigns since by years to shape the care of women, help build self-confidence and appreciate the real beauty of a series of marketing activities, appeal to the real beauty of women, triggering recognition and empathy, and successfully shape the brand image and attract customers long-term support. With the methodology of the STP , using the real Beauty Theme Marketing,the target market forDove is as follows :

(1.) Segmentation:

(a) female, transnational and ethnic, regardless of age, stature, skin color and other external factors.

(b) people who care about beauty and are willing to use cleaning and maintenance products.

(2.) Targeting:

(a) Categorize by Ethnicity : older women, especially those in the metropolitan area, who live in a busy middle class.

(b) Categorize by Behavior : There is no time to care for the skin, want to be the product of cleaning, maintenance and beauty of multiple effects.

(c) Psychological Factors : the can accept and agree with the new definition of beauty.

(3.) Positioning:

(a) to the best intimate female friends posture, care about you and encourage you, together to pursue real beauty and self-worth, success in shaping identity and psychological satisfaction, to deep root brand loyalty.

(b) long-term management of the identity of the customer base, the organization of a series of marketing activities, a high degree of consolidation of market segment.

by STP analysis shows that Dove Real Beauty sketches Campaign highly consistent with the continuation of this series of marketing activities, through very creative activities, to raise Publicity the topic effect of a form, by Social media viral transmission, which causes high recognition and attention.

2. *what should Dove do next? Which option would you choose? What were the pros and cons of each alternative?

Ans: resolve in the following table:

Self-portrait documentary

People promotion in the mirror

Overall adjustment strategy

consistent Real Beauty Theme Ideas

compliant Viral Marketing ( Community effect)

The interactive marketing