Executive summary for the below text:

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Dove has a marketing strategy Campaign for real beauty, this campaign focuses on defining the real beauty and states that real beauty can come in different shapes, sizes and ages. It has campaign which starts a debate of the current definition of beauty. The campaign heavily focuses of promoting positive body image for women. It states that there is no ideal definition of beauty and women must embrace their body image rather than conforming to stereotypical expectations. The company which owns Dove also owns other brands which stereotype women beauty and needs. Axe ad campaign shows women being physically attracted to axe deodorants, fair and lovely ad campaign states that beautiful women are fair, slim fast ad campaign states that beautiful women are slim.

These campaigns are portraying a stereotypical image of women and are using gender washing strategies to attract women. This is contrary to Dove's campaign which is also from the same parent company which is leading to criticism that the cause related campaign that dove has adapted is just a defense barrier, a marketing strategy for the positive image of the parent organization and there is no actual genuinely towards the cause and women empowerment.

It is said that even as early as at the age of 10 girls have a set idea of beauty. The 2017 Dove Global Girls Beauty and Confidence Report revealed startling facts which state that 6 out of 10 Indian girls do not have high body esteem and feel the pressure to look beautiful.

To tackle this issue, Dove has launched its Lets Break the Rules Of Beauty campaign with a film that will leave you questioning the unrealistic beauty standards that surround us.

The film a social experiment, features a group of young girls, who are invited to select a face for the beauty feature of a magazine. It captures their candid, raw and revealing discussion on what qualifies as beautiful one that leaves viewers with the urge to break the rules of beauty, for them.

One of the first alternatives should be stability, which involves following a steady course and trying to maintain profits.

Also, concentration should be in their marketing as a strategic alternative, means that the company is ready to throw off many of its diversified holdings, so that it can concentrate on its core business.

Pros:

• More profits
• Diversity in customers

Cons:

• Competition
• Financials