Caselet Code : CLCB025
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 3 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB025) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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Abstract

Dove's new promotional campaign tried to break away from the stereotype images of beauty portrayed by the media and advertisements. The campaign titled 'Campaign for real beauty' caught the attention of the public. The caselet deals with the challenges the company had to face while implementing the promotional campaign.

Issues:

» The role played by advertising companies and the media in portraying images of beauty

» How companies are trying to be authentic in their promotional campaigns

» Influence of peer groups and reference groups in influencing beliefs of people

 
Key words:

Dove, Anorexia Nervosa, Henley Center, National Institute of Mental Health, Campaign for real beauty, Unilever, Johnson & Johnson, Nivea, Slim-Fast and Stereotypic model.

Questions for Discussion:

1. Assess the challenges the "Campaign for real beauty" campaign faced and will face in the future.

2. In which ways were "Campaign for real beauty" unique as compared to promotional campaigns of beauty companies?