IUPUI Business Dove Real Beauty Case Study

IUPUI Business Dove Real Beauty Case Study

IUPUI Business Dove Real Beauty Case Study

As your book touches on this week, brand identity plays an important role in positioning products and companies in the minds of consumers. In gaining a deeper appreciation for the importance of developing a positive brand identity and related marketing strategy, you are going to focus on the globally recognized personal care products of Dove® and will address questions related to a real-world case study on the brand. For starters, you can discover more about the brand by going to their website at the following address: www.dove.com

You will then learn more about the marketing and branding challenges of Dove, by reading the case study on page 224 225 of our ebook. Once you do this and complete your additional outside research, address the following questions: (please note the questions here are slightly different than those in the ebook and you should only address the questions that follow here.)

The Dove Real Beauty campaign used a unique message to successfully market its products, but beneath that message was the effective understanding of basic marketing fundamentals. What are those fundamentals?

As a result of its Real Beauty marketing campaign, Dove’s sales soared and it attracted many new customers. What can the Company do to retain these customers?

If a brand is a promise, what does the Dove brand promise its customers?

What can a company that sells services, rather than commodities, take away from Dove’s experience?

Building upon the business you would like to open up, what would differentiate your brand from competitors?

Score	Evaluation Criteria
Total score 100%	Meets all the criteria necessary for an A+ grade. Well formatted and instructions sufficiently followed. Well punctuated and grammar checked.
Above 90%	Ensures that all sections have been covered well, correct grammar, proofreads the work, answers all parts comprehensively, attentive to passive and active voice, follows professor’s classwork materials, easy to read, well punctuated, correctness, plagiarism-free
Above 75%	Meets most of the sections but has not checked for plagiarism. Partially meets the professor’s instructions, follows professor’s classwork materials, easy to read, well punctuated, correctness
Above 60%	Has not checked for plagiarism and has not proofread the project well. Out of context, can be cited for plagiarism and grammar mistakes and not correctly punctuated, fails to adhere to the professor’s classwork materials, easy to read, well punctuated, correctness
Above 45%	Instructions are not well articulated. Has plenty of grammar mistakes and does not meet the quality standards needed. Needs to be revised. Not well punctuated
Less than 40%	Poor quality work that requires work that requires to be revised entirely. Does not meet appropriate quality standards and cannot be submitted as it is to the professor for marking. Definition of a failed grade
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IUPUI Business Dove Real Beauty Case Study

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