Consumer behavior : Dove vs Palmolive

Type :

Market study

Pages :

9 pages

Format :

.doc

Published date :

01/19/2009

Category :

Business & market

Sub category :

Marketing

Oboulo.com selection criteria

$ 18.95 Add to cart

Summary :

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.

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.