Dove being brand has targeted to promote beauty which is real and authentic, not the beauty that can be deceiving. The most important part of Marketing Mix of the product has been its promotional strategy of the brand.
Huiqing Chen's insight:
This blog basically analyses the reason why Dove made a successful communication. The first, and of course, the most important reason is that Dove has a creative promotion strategy that beauty is real and authentic rather than that can be deceiving.
And using the right media and advertisement is vital as well. Dove put different kinds of women's faces in commercials and advertisement online, to spread the idea that beauty should be real rather than perfection to their target audience: teenagers and mothers. What's more, Dove launched a short flim evolution online to raise people's interests towards the campaign.
The results of Dove's advertising are very successful. It is a good combination example of a good idea and a right communication mix. Most Dove's target audiences should be teenagers and mothers, so the internet and commercials on TV can reach them efficiently. The latter short film activity can keep audiences interest for a longer period which is a good implication of communication strategy as well.
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
Huiqing Chen's insight:
This article mentioned some important factors which will influence marketers' decisions in making a communication mix. Firstly, no marketer should expect that a one-fits-all communication mix strategy which can be applied to all products. As different products have different target customers, the communication mix should be adjusted accordingly. As well, the chosen media should fits the target customers and the whole communication mix strategy should fits the nature of a product. Sometimes, the customer relationship strategy should be taken into consideration too.
Although this is a short article, it clearly illustrates some essential factors in communication mix. It gives audiences a strong idea that all communication mix should be decided carefully and accordingly. A product should be assigned a suitable communication mix instead of using the most popular communication media like social media. Making a communication strategy with careful consideration before applying the strategy can make it more efficient in long term.
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