Dove Marketing Research Paper
Introduction Dove Inc. is a well-known body care brand that has played a key role in the body care industry since it’s introduction in 1955. Many women identify with Dove because of their large array of products that are available to them and because of their strong advertising campaigns. In January 2010, Dove Inc. launched their new product line that was to cater specifically to men. Initially, Dove Men+Care was advertised to gain recognition by a female target base. After women were familiar the brand, the new line would be targeted to men through a Super Bowl sponsorship and through other advertising channels. The fact that Dove had always been defined as a women’s brand posed a problem for the new line. Dove had to drive their new advertising campaign in a way that would change the reputation of the brand so that it was no longer viewed as “women only”. The brand awareness for this men’s line is relatively low but considering that this is a new line, Dove Men+Care has room to grow and develop a larger consumer base and raise brand awareness.
Executive Summary As a brand that is considerably new, it is important to choose the right target market. By targeting young males from the ages of 18 to 25 Dove Men+Care can increase brand awareness and develop a consumer base that is brand loyal. In the past, Dove Men+Care has advertised specifically to middle-aged men or the “family man”. We used many methods to study young adult males and their purchasing patterns. We believed that it we were able to recognize their patterns, it may lead us to the reasons behind the lack of brand awareness in young adult males. The ethnographic research that was conducted led us to conclude that young males take into consideration many different factors when purchasing body-care products. The consumer that was observed studied the price, scent, and packaging when choosing the product. This consumer was someone who was not brand loyal to a specific brand, but purchased based
Executive Summary As a brand that is considerably new, it is important to choose the right target market. By targeting young males from the ages of 18 to 25 Dove Men+Care can increase brand awareness and develop a consumer base that is brand loyal. In the past, Dove Men+Care has advertised specifically to middle-aged men or the “family man”. We used many methods to study young adult males and their purchasing patterns. We believed that it we were able to recognize their patterns, it may lead us to the reasons behind the lack of brand awareness in young adult males. The ethnographic research that was conducted led us to conclude that young males take into consideration many different factors when purchasing body-care products. The consumer that was observed studied the price, scent, and packaging when choosing the product. This consumer was someone who was not brand loyal to a specific brand, but purchased based
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