Advertising and Integrated Brand Promotion

Revised Advertising Strategy For DOVE

Project proposal submission by:

GROUP 4: Sienphika Cora Megan Blah
Spandan Jena
Shwetank Shahi
Kandikattu Yamini

Executive Summary: This project work is about what position a brand is holding currently
and the issues it has been facing in regards with Advertising and branding and how
rebranding can be done to that brand for that brand to stay in market and in minds of
customers.
In this project we must:
 Select a brand which need rebranding.
 Revise current advertisement strategy.
 Create an advertising campaign.
 Create an objective for the campaign chosen, based on DAGMAR approach.
 Make a media schedule for each ad in campaign.
 Testing and process to measure.
Introduction:
Brand Name: DOVE

Reason For selecting DOVE:

1. Dove has published an advert on its Facebook page which showed a black woman
turning into a white woman.

 The brand was accused of racism over the online advertising campaign, and it later
admitted it had “missed the mark” with an image posted on Facebook.

 The advert showed a black woman removing her top to reveal a white woman
underneath supposedly after using Dove body lotion. The white woman then removes
her top and turns into a Middle Eastern woman.

2.

 Real Beauty Bottles: “Beauty comes in all shapes and sizes,” a commercial declares.
“There is no one perfect shape.” As evidence, the ad rolls out six different shapes of
Dove-branded plastic body-wash bottles. Each roughly correlates with a (woman’s)
body type. 

 If all products are sufficiently equivalent, how can companies distinguish them such
that the consumer would choose one over another

Current strategy: Empathetic marketing strategy

Reason For Revising the Current Strategy: Though DOVE has positioned itself as “not a
soap but a moisturizing beauty bar”, it failed in few of its campaigns as the end results of
those ads got portrayed as racism and body shaming.
Advertising Campaign:
 Dove uses psychographic segmentation
 Target group of Dove is especially women above 18 years old.