Obesity and Dove Company

Case Study genus Columba in global market. We destiny to challenge the definition of beauty. We gestate the beauty have become too narrow in definition. We want to defy the stereotype that only young, blond and gangling are beautiful (Phillippe Harousseau, falls Marketing Director) dove profoundly runs their CFRB (Campaign For Real Beauty) over the world, whereby they choose to use real women, which define as non-setting up of image, or original natural beauty and use in the campaign advertisement, focus on cultural issue, US pay off great feedback from the public, troupe believe US market are growth matured since consumer are adapted to take words easily, for an example, fall recent advertisement in US, as below, The company design the advertisement in the sense of alternative, its consider a strategy to target female market, according to research which conducted by dove social club (U.S. Obesity Trends, 2009), heavy(a) and obesity problem is lifelessness slightly incre asing every years, Dove define it as a good market opportunity, in order to fit into the market, campaign like Stand for something big and deliver it actually runway in United State, the main purpose is to telling their consumer, do not concern able the problem of overweight, do not hide, Dove are here to tell audience, they are beautiful because they are not fix to be beautiful.Finally, the concept of the whole campaign by revealing the problem, get a very good respond from the public, Dove acting as in the flesh(predicate) caring to everyone, and prospectors are thinking Dove is stand on consumer side, feel and understand their problem, PR department does evaluated while post-event stage, generally Dove company think aiming obesity population will typically increasing their sale.The problem of translation and expression is still occur from years 2005-2008, advertisement below, European country feeling toward freckled skin do not receive pretty much positive value upon itself, the advertisement in the testing stage actually utilise the word freckled instead of flawed, scarce some kind of rejection appear on the market, PR and in-house agency for Dove company immediately conduct a focus group on differences country, they found kayoed, the word freckled ndirectly offending women who face the problem, instant consideration given to the translator to actually look for a suitable word to replace freckled, and finally came out with flawed, post-event group survey the market opinion, the campaign achieve higher value in the view of their perspective buyer, public think the word flaw is acceptable because the word freckled can indirect define as a distemper for skin, that flawed is still represent a healthy status compare to the previous word choice.Western and eastern country contain speed of light and eighties degree of different upon cultural value, Dove Company realize the identical event running in US cant be apply in japan, 2 factors affected the tr end, one is the general opinion and stereotype on judging beauty for women is totally different, secondly, Japanese education is typically different in sense of how they can think as open as European does, other than that, media selection play important rule because Japan is developed and advance in technological device, population density is higher compare to US, meanwhile the accessibility must be as high as possible, CFRB event declined at Japan while the testing stage is running at years 2005 to 2006, local advertising agency Ogilvy & Mather ASIA Pacific adapting to the Japanese lifestyle, and came out with a event so call ACTIVATION at September 2008 (Creative Director David Morgan, 2009), due to the existing problem, Japanese do not agree on voting or judging in some weakness point that clear can be seen or tangibility, like freckled skin, or overweight problem, so ACTIVATION is some kind of education base to telling viewer, think carefully, revealing is not a problem, Activa te and generate your mind in no time As a result, this event is still running in Japan, and its receiving a positive feedback from the public, and the concept of original beauty is still delivered successfully. Promotion part, Dove have more than 50 types of product launched in the market, several context and competition running in those country where Dove is able to reach the market, Malaysia packaging focus on convenience and discount or even free gift to attract buyers, and its lock, sales is increasing, but same method failed in another country, Japan.Beside of education aspect, behavior or Ill define it as psychological interfere issue, advisor from in-house smart, PR conjunction with psychiatrist, expert group believe the Japan market prototype free as no quality, Dove company work with legal advisor in order to find out the principle for Japaneses prototyping, Dove decided to evolutes the concept of free gift as complementary base of promotion, but they start focus on re-v alue or reposition the brand image into something slightly above the cost, but perfect value and quality, even though this promotion did not achieve highest climate of profit, but it is good enough to create awareness and enable consumer to differentiate Dove with competitor, due to the price set is clearly can be seen.Dove using standardization on running their campaign worldwide, but some facts have to bring in on how they standardise everything worldwide, difficulty on controlling everything is still one of the issue Dove company concern about, Dove company held the main official website at US, because Dove headquarter is locate in USA, sub ordinary company will refer changes on what does the headquarter will do, and what their plan will run worldwide, referring to this, management style for Dove company using centralization whereby headquarter will control organization management so it can dead body with the objective set by headquarter, but decentralisation applicable for su b quarter so concept of adapting to local market helps to reach the market goal.The point briefly discuss on history, is because in the 20s century, Dove company face problem on management style for Dove soap and other product do not contain similar image, shoddy consumer on Dove is a common product that look alike with others competitors, that period of time, consumer lack of ability to differentiate what is the uniqueness between Dove and competitor, Dove came out with a campaign that changed their destiny, Dove Campaign For Real Beauty conducted at the years of 2004, at 1st running in US and Canada, where they receive high value of support from the public, Dove company decided to run the campaign for real beauty worldwide with the same kind of concept, no doubt, it work everywhere, slightly changes like language in the advertisement, color and level of women body disclosure still bothering creative team to come out with campaign without contemptuous talented buyer, but the main point focus on organization management style, Dove company using one kind of concept running in worldwide market successfully influence the market whereby information overload will never apply for buyer, consumer realize only one individuation can be seen from Dove, which is real beauty, by using Dove product, you are one of them.For an example, Dove company headquarter in US have the strongest controlling force-out to communicate with others sub-corporation so sub-corporation will follow their plan to held any event, Phillippe Harousseau, creative director of Dove company in US, said that, challenging women basic cognition require a consistency of strategy flow to exactly reinforce audience mind, once perception toward a brand, product or services consistence with the management style, its easier for them create a creative event which define the uniqueness of the product, eventually if the event will running worldwide. Appendix Article for Dove Company Its just some basic idea h ow does Dove Company discuss on the concept, article below observe discussion on The Women as principle to running any campaign. Advertiser cash flows to indie film projectsBusiness Lorenza Munoz June 1, 2007 Advertisers have long linked up with Hollywood by placing their products at bottom films or trotting out stars as their official sponsors. But some companies are now going a step further, consecrateing directly in word picture productions in the hopes of striking even deeper connections with film audiences. In what could be the latest trend in the financing of independent films, Unilever brand Dove has agreed to invest $3 million about one-fifth of the budget into The Women, the first theatrical movie by Diane English, the creative force behind the hit television serial Murphy Brown. Dove look is real, but does it inspire?Entertainment Robin Givhan opulent 23, 2005 Popular culture is in a tizzy of a surround over the female physique and the way in which it is depict ed. Much has been written about the broad concept of beauty and its role in cultural politics, but the current conversation has narrowed the focus, from the woman as a whole to her individual parts thighs, rear end and stomach. Comparison Eastern and Western marking Ads Western Eastern Level of disclosure is different. Word Choice is different. Different in women portrayals. (Sexy vs Beauty) Reference DOVE online references Pathamisra, Dove Final Presentation, Slide shows, retrieved from http//www. slideshare. et/parthamisra/dove-final-presentation-presentation, August 2, 2009. Authen Bill. U. S. Obensity Trend, articles, retrieved from http//www. cdc. gov/obesity/data/trends. html, August 2, 2009. Dove Pro-Age Activation, Slide Show, http//www. coloribus. com/adsarchive/prints/dove-cream-products-activation-275559/, August 2, 2009. Printed resources McGraw. Hill, contemporary Advertising Tenth Edition, Chapter Summary page 263, August 2, 2009. McGraw. Hill, Contemporary Advertisin g Tenth Edition, The Important of Relationship page 242, August 2, 2009. Paul. J Argenti, Corporate Advertising Fourth Edition, Centralization and Decentralization page 183, August 2, 2009.