Consumer behavior : Dove vs Palmolive

Acepublisher .

Order the writing of a tailor-made Services marketing Market study

Free quote online

Market study Format .doc

Consumer behavior : Dove vs Palmolive

Download

Read an extract

Reader
Abstract
Contents
Extract

Abstract

The advertisement shows eleven women just with their underwear. The colors of the picture permit to remind the flask of the shower gel (S.G) which is white and blue. The white color is reminded with the background of the picture and the underwear. The blue color is reminded with the website which figure on the back of the advertisement. The website permits to the consumers to go to the Internet to see the different products of this brand. This advertising just shows three products. All The women who figure on the advertising are different. They come from different countries and all have not got the same body but any of them have got the ideal body. These women are not models. They are authentic. They have not complex of their body. They look like happy to be photographed. This brand wants to encourage women to celebrate themselves as they are. Dove does not apply the code beauty traditional of the advertisement.

Comparing and contrasting the two different advertisements and the brands themselves.
1. Dove.
2. Palmolive.
The techniques employed by the marketers to project those images.
1. Needs and motivation.
2. Personality.
3. Perception .
4. Learning.
5. Attitude.
Assess the positioning strategy of both brand with reference to segmentation and the assumed target market.
1. Identification of the brands.
2. Differentiation of the brands.
3. Positioning.
The success of the adverts in terms of communications strategy, media strategy and message strategy.
1. Palmolive.
2. Dove.
Appendix.
References.

Get this table of contents for free after login.

Extract

[...] Dove is concentrated on the care whereas Palmolive is more centred on the fun with its very colored packaging. It is more concentrated on personalities. However, the consumer contents himself not only these attractive flasks; Palmolive wants to surprise the consumer with its new products. The personal hygiene is a part of the image and the women are more and more worried about their appearance. The fact of being looked after is more and more important. Although the ads are very different, both are focus on positive motivation. [...]

[...] Palmolive use olive and it is tendency be seen as “vintage”. The symbol is a sign that is related to a product through purely conventional associations. The name of the brand is a metaphor for Dove. It is a bird. Customers may interpret it as: Use Dove is to be on peace with your body. The ads are distinctive. Consumers interpreted the ad as the way they perceived it. From a semiotic perspective, the marketing message has three basic components: Exposure is the degree to which people notice a stimulus that is within range of their sensory receptors. [...]

[...] Mercator, théorie et pratique du marketing, Lendrevie, Lévy and Lindon edition, Dalloz - P 152 - P 161 - P 164 - P 730 - P 735- Consumer behavior ,Schiffman & Kanuk Prentice Hall - P 73 - P 92 - P Consumer behaviour, Micheal R.Solomon, Fifth edition - P 44-47 - P Marketing communications : an integrated approach ; PR Smith ; Kogan Page; 2nd edition; p Low and Lamb (2000), Hoek et Al (2000) “Examining the effects of service brand communications on brand evaluation”, Journal of Product & Brand Management VOL 14 NO.2 (2005) pp Consumer behavior, international edition, sixth edition, p 291- 296 Websites 1. [...]

[...] To continue, Palmolive or Dove is one of the best brands at the moment. According to VALS, Palmolive's target segments would be the thinkers because these consumers are conservative. Dove's target segment would be the innovators, experiencers, makers, because they both have the desire to try new product.[23] Identification of the brands: Palmolive wishes to satisfy the consumers who become more hedonist and who like to find recollections of his childhood, stays in the campaign, or simply to dream about evasion. [...]

[...] Dove and Palmolive have got a politic of positioning which is based on segmentation by expected advantage .The S.G on the ads are just one of the sells of the brands. It is one of the demands of the consumers. Shower gel of Dove Shower gel of Palmolive Aroma massage body Palmolive naturals Refreshing body wash Milk and homey, Almond milk, Shea Energy glow body wash butter Triple moisturing body wash Palmolive aromatherapy Firming body wash Antistress, energy, sensual, Cream oil shower cherry blossom and tranquility almond oil Palmolive thermal spa Massage, smoothing, hydrating Palmolive aroma crème Comfort, exotic Both advertisements succeed in communicating the product's attributes with their selected target group underlining the desired needs. [...]

doc