Read the case Dove's Campaign for Real Beauty. Discuss the following questions: 1. Investigate and categorize...

 

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Read the case "Dove's Campaign for Real Beauty". Discuss the following questions: 1. Investigate and categorize the marketing arena for Dove and its competitors. 2. What has been beauty and personal care industry's advertising approach, in terms of message sent to the customers? 3. Campaign for Real Beauty for re- launch of the Dove brand has been successful in many countries. Discuss why this campaign has been so successful, in terms of a) message, b) media mix, and c) promotion mix. 4. Offer suggestions for the second phase of the re-launch that focuses on consumer communications and promotion. Read the case "Dove's Campaign for Real Beauty". Discuss the following questions: 1. Investigate and categorize the marketing arena for Dove and its competitors. 2. What has been beauty and personal care industry's advertising approach, in terms of message sent to the customers? 3. Campaign for Real Beauty for re- launch of the Dove brand has been successful in many countries. Discuss why this campaign has been so successful, in terms of a) message, b) media mix, and c) promotion mix. 4. Offer suggestions for the second phase of the re-launch that focuses on consumer communications and promotion.