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Analysis of the brand building by Dove

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  1. The internal analysis of Michelin
    1. The ethics of Michelin.
    2. Competitive financial, technical and commercial aspects
    3. Segmentation
    4. Portfolio of products and 4Ps of Michelin
    5. Strengths / Weaknesses of Michelin
  2. The external analysis of Michelin
    1. Microenvironment: Michelin's partners
    2. Market opportunities and threats by the PESTEL method
    3. Competitive analysis and Porter's five forces
  3. SWOT analysis
  4. Strategic decisions undertaken by Michelin on SBA
    1. Passenger Vehicles
    2. Heavy Load
    3. Specialty tires
    4. Other group activities

The choice of the slogan on the Dove campaign, 'For every beauty', is an original and relevant one. The advertisement itself is original and appeals to women. Its goal is not only to convince potential customers but also to develop some trust between the brand and its target.

The company targets women who are aged 20 and over. The advertisers did not use dummies or models, but focused on young women from off the street. The reason behind this strategy is twofold. The strategy recognizes the target face for a new product and also shows a new vision of beauty.

The company wants women to understand that these products have been created for them, and not just the usual stereotypical celebrities, who advertise most beauty products. By displaying posters that tell the women that they can be beautiful, Dove wants to restore confidence in women.

Women will quickly be able to relate to this product in comparison with the other products in the market. They will quickly grasp the message that Dove wants to convey i.e. 'After using Dove, when they look into the mirror, they will look as beautiful as any celebrity'.

The product is affordably priced and the product is available in supermarkets. The product is easy to find and is accessible to all. The cosmetic market is highly competitive and there are a number of luxury brands like Dior, Lancome, Sisley etc, but there are also retail brands like Dove, L'Oreal, Nivea etc.

Tags: Dove campaign, retail brands and luxury brands, analysis of brand building of Dove

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