Personal Statement On Dove Beauty Bar Essay - 1952 Words

CONTENTS TARGETED NEEDS 1 HEALTH NEEDS 1 SOCIAL NEEDS 2 MASLOW’S HIERARACHY OF NEEDS: 2 CULTURE AND SOCIAL CLASS 5 HOFSTEDE MODEL 5 SOCIAL CLASS 6 BELIEFS 8 Brand Distictiveness 8 Inferential Beliefs 8 Consumer Confusion 9 FAMILY AND HOUSEHOLD INFLUENCES 11 ROLES IN BUYING DECISIONS: 11 FAMILY LIFE CYCLE: 12 TARGETED NEEDS HEALTH NEEDS Health needs include personal care and hygiene demands. Dove beauty bar caters to the health needs of consumers. Dove sets itself apart in the soap industry by offering a beauty bar. Dove has evolved over time into a beauty bar from a bath and toilet soap. Earlier Dove was known as a bath and toilet soap that cleanses and moisturizes the skin with its cream laden soap. Today Dove does not call itself a soap because over the time it has associated the word soap with harsh cleaning action and rough skin. It completely differentiates itself from soap by calling itself a beauty bar. The change of trends with time also required Dove to remove the word toilet soap from its ads and position itself more strongly on its distinct ability to nourish and revitalize the skin. SOCIAL NEEDS Social image needs are based on a person’s concern about how they are perceived by others and a desire to project a distinct image on others. Dove beauty bar actively focuses on the social needs and communicates the consumer to celebrate differences that they have. Dove’s beauty campaign revolves around diminishing the stigmatized standards for beauty and promotes theShow MoreRelatedThe Principles Of Unilever Ceo Paul Polman2170 Words   |  9 Pages Dove was launched in the market by Unilever in 1957. With a vision to motivate the people to feel good and look good, it aimed to help women to become confident about their skin and appearance. Their basic aim is to get more out of life with brands and services that are actually good for them and also for others. 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