Communication in Dove Real Beauty Campaign - Case Study Example

Communication in Organisation Table of Contents Introduction 2 Discussion 2 Real Beauty campaign and Use of Language Images 3 Literature Review 3 Selection and Collection of Data 4 Analytical Approaches and Issues 5 Conclusion 8 References 10 Appendix 11 Introduction Dove can be considered as one of the leading personal care brands marketed and owned by Unilever. The products under the brand name of Dove have been sold in more than 80 countries. The products of Dove are popular in several countries due to high quality of products. In addition to this, the marketing department of Unilever is equally responsible behind the popularity of the products. Promotion of products and services can be considered as an important strategic marketing tool that helps a brand or an organisation to create significant brand awareness of the products among the target customers. Dove Real Beauty campaign can be considered as an effective promotional campaign ensured by the marketing department by the organisation. The marketing department of the organisation did a great job by promoting the campaign through both language images and video. But, effective use of organisation text in campaigning events and activities helped the brand to promote and distribute intended message to the target customers. Use of campaigning texts in organisation documents, adverts and product packaging helped the organisation to gain huge success. This particular essay will conduct a research based on marketing or advertisements texts that has been used by the marketing department of Unilever in the Dove Real Beauty Campaign. Discussion This part of the essay will conduct a research on organisational text of Dove regarding the Real Beauty campaign. It involves collection and analysis of relevant text data and information available on organisational document, print adverts and product packaging. Real Beauty campaign and Use of Language Images Dove can be considered as one of the leading cosmetic brands in this world. Unilever is the parent organisation of Dove. The organisation established a concept of Real Beauty campaign for the marketing and brand awareness of the cosmetic products of Dove. Women of all ages are the real target audiences of this brand. The marketing department of the organisation has significantly tried to enhance effective brand awareness through this advertising or promotional campaign. According to this campaign, the management of the organisation has integrated real beauty of the women with the self-esteem and self-actualisation aspect. The marketing department of the organisation has tried to say that a lady cannot be considered beautiful through only external get-up. A lady can be called beautiful through her personality, self-esteem and belief along with external get-up or attractiveness. These aspects are clear for target audiences after observing the conveyed message through the campaigning and promotional activities (Image 1). Literature Review It has been discussed earlier that effective promotional strategy can be considered as a significant strategic marketing tool that helps an organisation to create significant brand awareness among the target customers. The marketing management team of Unilever has implemented emotional marketing and promotional strategy by developing Dove Real Beauty campaign. The organisation delivered the promotional message through sheer emotional in order to create a significant brand awareness of the products (Spurgeon, 2007, p.87). It is true that global business environment is becoming highly competitive as several organisations within an industry are trying to develop and implement unique marketing and promotional strategies in order to gain potential competitive advantages over their competitors. It is true that women are worst critics of themselves. They always suffers from low self-esteem and self-actualisation in case of own criticism. This specific promotional and advertising campaign helped them to increase their self-belief and self-esteem. This campaign is successful from this specific point of view. In addition to this, effective organisational culture and significant market data collection process helped the marketing department of Unilever to make this event or campaign hugely successful (Berman, 2010, p.42). The marketing management of the organisation ensured that this specific message will be printed on organisational contents, brochures and product packages. This specific promotional strategy helped both the organisational employees and consumers. This specific printed message helped the executives to peach the customers significantly. In addition to this, social media marketing strategy also has been implemented by the marketing department of Unilever regarding the promotion of this campaign. The real beauty sketch campaign got huge success through the consideration of You Tube. This specific campaign helped the organisation to create brand awareness of the products among 90 percent of total target customers (Schultz, 2009, p.59). This specific marketing campaign can be considered as a significant example of pull marketing strategy. Selection and Collection of Data Research methodology and data collection can be considered as significant strategies in a research or in order to get favourable and positive research outcome. Research methodology can be divided into two parts, such as qualitative research methodology and quantitative research methodology. Qualitative research methodology has been implemented in this study due to two reasons, such as exploratory nature of the study and research’s dependency on the behaviour and attitudes of participants and target customers. It is true that success of a campaign always depends upon the reply of target customers to the developed advertising campaign. It is clear from above campaign details and literature review that the organisation has succeeded to attract the attention of the target customers through the effectiveness of the promotional campaign. Data selection and analysis can be divided into two parts, such as primary data analysis and secondary data analysis. Secondary data analysis has been selected for the study as the study will examine the organisation texts, language images and organisation contexts used in the promotional campaigning. Therefore, the adoption and implementation of secondary data collection process can be considered as an effective data collection process for the sake of the study. This specific data selection and data collection process will help the readers to understand the significance and effectiveness of the promotional campaigning. The organisation has used print medium, social media networks and several unique media platforms to enhance the success of this particular promotional campaign (Hackley, 2010, p.17). Secondary data collection process will help the researcher to determine the efficiency of the campaign through the use of significant analytical approaches. Analytical Approaches and Issues This part of the essay will discuss how the organisation has effectively used language images in the promotional and advertising campaign. It is clear from above discussion that Dove Real Beauty campaign got huge success due to two different reasons, such as high quality of the products and effective promotional strategy employed by the marketing department of Unilever. In terms of brand awareness, the promotional marketing strategy can be divided into two aspects, such as pull marketing strategy and push marketing strategy. The Dive Real beauty campaign can be considered as one of the significant examples of effective pull marketing strategy in which the organisation succeeded to attract the awareness of people towards the campaign. In addition to this, effective use of emotional marketing strategy in the campaign helped the organisation to create significant brand awareness among the target customers (Patrut, 2014, p.98). Organisational identity and communication Organisational identity and communication can be considered as an effective aspect in determining the effectiveness of strategy implementation during promotional or advertising campaign. It is true that the brand manager of the organisation effectively used traditional organisational culture in its promotional activities. Real beauty sketch campaign can be considered as one of the effective storytelling promotional campaigns that have been initiated by the marketing management team of Unilever regarding the promotion of the products of Dove. It is clear from the organisation texts that the management of the organisation has significantly used the views of the target customers in different organisational texts. Same thing happened in the video footages in which the organisational executive took the opinion of the consumers regarding the quality of the products and effectiveness of the campaign. It is true that the specific real beauty campaign gained huge success in initial six months. But, slowly and gradually, the craze of this campaign slowed down. It is quite real to think so as the global business environment is becoming highly competitive as several organisations are adopting and implementing unique product and promotional strategies in order to gain potential competitive advantages over the competitors. However, the management of the organisation started to use this campaign through different processes. Effective social media and traditional print media approaches made this campaign successful. In addition to this, real life campaigning activities and live approaches also have been considered by the organisation in order to make this campaign successful. This real campaign has really changed the definition and concept of beauty. Women started to use the products of Dove as a symbol of self-esteem and self-actualisation (Kourdi, 2011, p.9). According to several critiques, this campaign helped the ladies to feel them that they are really beautiful from inside. It has actually helped to increase personality and self-belief of the target customers. It has been discussed earlier that employees of the marketing department of Unilever have done a great job in creative effective brand awareness of the products. The executives’ story telling approach helped the target audiences to take some interest about the products. Now-a-days, the products of Dove are significantly recognised around the globe thanks to the effective promotional campaign (Patterson, 2012, p.64). In addition to this, integration of several mediums has helped the people of all ages and demographics to get aware of the products. The study has adopted an effective analytical approach in order to determine the effectiveness of the advertising campaign. It is true that constant development of new marketing and promotional strategies under the campaign maintained the success rate of the campaign. Personal selling and mass selling: both the strategies have implemented by the organisation in order to make the campaign successful (Woodward, 2013, p.78). Marketing volunteers and executives are responsible to do aggressive marketing activities. On the other hand, traditional print and marketing mediums have been employed by the organisation in order to ensure mass marketing activities. Simple random survey analytical approach has been selected for the study in order to determine the efficiency and effectiveness of the campaign. This analytical approach has helped the readers to understand how and why the campaign has become so successful despite the market competitiveness. During these promotional activities under the campaign, the management of the organisation faced different issues. This essay somehow have failed to extract the issues and challenged that have been faced by the organisation. It is true that real and up-to-date facts regarding inadequacy are hard and difficult to find out from the organisational sources. Therefore, the study faced some difficulties regarding the presentation of real facts and figures. It can be considered as one of the major analytical issues that have been faced by the researcher. Moreover, it is impossible for any researcher to find out maximum number of sources during this limited period of time. Therefore, the accuracy of expected research outcome cannot be considered 100 percent. These are the major analytical issues that need to be avoided by the readers while analysing and finding of the data. Conclusion It is clear from above discussion and analysis that the marketing department of Unilever has developed and implemented effective promotional strategy for the products of Dove. Effective use of Dove Real Beauty Campaign has helped the organisation to create significant brand awareness among the target customers. The video footages and organisational contexts used in promotions are the real sources of data and information that have been used in this report. The management of the organisation has effectively used both pull and emotional marketing strategy in order to enhance effective brand awareness around the globe. Secondary data collection process has been implemented in this study. The organisational texts and printed promotional messages of this campaign have been used as the major secondary data sources. It is true that there are several organisations around the globe are trying to implement unique strategies in business operation process in order to gain potential competitive advantages over competitors but the expertise of the marketing department helped Unilever to make this promotional campaign highly successful. Last but not the least; it is highly important to emotion that despite the approaches some analytical issues are present in this study due to lack of research time and appropriate research contents. References Berman, M., 2009. Street-Smart advertising. London: Rowman and Littlefield. Hackley, C., 2010. Advertising and Promotion. London: Routledge. Kourdi, J., 2011. The marketing century. New Jersey: John Wiley & Sons. Patrut, B., 2014. Social media in politics. London: Sage. Patterson, L., 2012. Media Ethics: Issues and cases. New York: Springer. Schultz, E. D.,2009. Building Customer-Brand Relationships. London: M.E. Sharpe. Spurgeon, C., 2007. Advertising and New Media. London: Routledge. Woodward, G., 2013. Persuasion and Influence in American Life. New Jersey: Pearson. Appendix Image 1: Dove Real Beauty campaign (Advertisement Texts) Read More