Consumer behavior : Dove vs Palmolive

Résumé du document

The advertisement shows eleven women just with their underwear. The colors of the picture permit to remind the flask of the shower gel (S.G) which is white and blue. The white color is reminded with the background of the picture and the underwear. The blue color is reminded with the website which figure on the back of the advertisement. The website permits to the consumers to go to the Internet to see the different products of this brand. This advertising just shows three products. All The women who figure on the advertising are different. They come from different countries and all have not got the same body but any of them have got the ideal body. These women are not models. They are authentic. They have not complex of their body. They look like happy to be photographed. This brand wants to encourage women to celebrate themselves as they are. Dove does not apply the code beauty traditional of the advertisement.

Extraits

[...] Dove's target segment would be the innovators, experiencers, makers, because they both have the desire to try new product.[23] Identification of the brands: Palmolive wishes to satisfy the consumers who become more hedonist and who like to find recollections of his childhood, stays in the campaign, or simply to dream about evasion. Dove is for all the beauty. Differentiation of the brands: Palmolive is different to the others because it proposes a lot of S.G which are for different used and each proposes a lot of perfume. The fragrant product plays on the tendency of the well being. [...]

[...] Palmolive emphasize the importance of physical attractiveness in an attempt to sell products. Personality Personality influences consumer's purchases decision. Karen Horney categorizes people in three types: people who are directed positively to others, people who are directed in an aggressive way to others, the persons who are detached from others.[8] The consumers of the products of Palmolive and Dove are in the first category. These consumers want to be appreciated, loved by the others but each in a different way. [...]

[...] She is a model. This advertising wants to present the new product of Palmolive witch is a shower gel with an olive perfume. Different elements permit to remind the perfume and the flask of the S.G: The colour of the background and the image of olives. This advertisement shows others different S.G of the brand on the top of the picture. Next to these products it is writing: Superbrand. A Superbrand is an international organisation witch is independent and based in Great Britain. [...]

[...] The kind of S.G is the result of the secondary needs which is from the culture or environment of the consumers. Before, the shower served for washing itself. Then, a bigger attention was tuned to the care in products in particular for women. Today, the shower is more and more a moment of pure pleasure is brought up. Dove is concentrated on the care whereas Palmolive is more centred on the fun with its very colored packaging. It is more concentrated on personalities. [...]

[...] For Dove, it is different. Instead of images of long legs, locks and incredible lean bodies, Dove wants to promote its image with the image of the real beauty. The women who are on the advert are not models. They have not got a perfect body. It is their reality. Palmolive want to sell thanks to its products by the colours of the shower gel and the sensation given by the use of these products. Perception Marketers rely heavily on visual elements in advertising. [...]