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2 replies on “Hello world!”
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I have to agree that this is a very interesting critique to Unilever’s recent marketing campaign.
However, I beg to differ with your point that the male market for personal care products has been saturated.
Over the years marketers have exclusively targeted the female population as they thought that the male
counterparts would feel degraded to use personal care products. Inspite of that, brands like Loreal and
Garnier realized that they were missing out profits from the male demographics as they launched their first personal
care products for men within the past 15 years. Even then, there are just not enough products for a market which
comprises of about 50% of the entire North American population.
Unilever has invested a lot in marketing research before launching the campaign for ‘Dove for men’ and
found some very interesting insights of how today’s men think which inspired the new product launch. According
to the research, 80% of the North American men today values their personality and sense of humour more than being the
stereotypical male image of being the athletic star and the ladies’ man. The aforementioned brands advertised their
men-products with the tall dark and handsome male models who celebrated their looks and abs more than anything
else. On the contrary, Dove for men advertisement focused on the hardships and responsibilities that an everyday man goes through before
he overcomes his insecurities and becomes comfortable with who they are.Dove targeted its product more as a necessity than means to look
better in the mirror.This positioning strategy proved to be the cornerstone of the product’s success.
The critics of Unilever’s expensive market research and marketing campaigns has been proved wrong as ‘Dove for men’
turned out to be huge success in North America. Now that all the investments are done, Unilever can sit back enjoy the
profits from Dove men’s care products in the years to come.
2 replies on “Hello world!”
Hi, this is a comment.
To delete a comment, just log in and view the post's comments. There you will have the option to edit or delete them.
I have to agree that this is a very interesting critique to Unilever’s recent marketing campaign.
However, I beg to differ with your point that the male market for personal care products has been saturated.
Over the years marketers have exclusively targeted the female population as they thought that the male
counterparts would feel degraded to use personal care products. Inspite of that, brands like Loreal and
Garnier realized that they were missing out profits from the male demographics as they launched their first personal
care products for men within the past 15 years. Even then, there are just not enough products for a market which
comprises of about 50% of the entire North American population.
Unilever has invested a lot in marketing research before launching the campaign for ‘Dove for men’ and
found some very interesting insights of how today’s men think which inspired the new product launch. According
to the research, 80% of the North American men today values their personality and sense of humour more than being the
stereotypical male image of being the athletic star and the ladies’ man. The aforementioned brands advertised their
men-products with the tall dark and handsome male models who celebrated their looks and abs more than anything
else. On the contrary, Dove for men advertisement focused on the hardships and responsibilities that an everyday man goes through before
he overcomes his insecurities and becomes comfortable with who they are.Dove targeted its product more as a necessity than means to look
better in the mirror.This positioning strategy proved to be the cornerstone of the product’s success.
The critics of Unilever’s expensive market research and marketing campaigns has been proved wrong as ‘Dove for men’
turned out to be huge success in North America. Now that all the investments are done, Unilever can sit back enjoy the
profits from Dove men’s care products in the years to come.