subject asian marketing management assignment 1 dove campaign 1 dove real beauty sketches you are more beautiful than you think

VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATIONSUBJECT: ASIAN MARKETING MANAGEMENTASSIGNMENT 1: DOVECAMPAIGN 1: DOVE REAL BEAUTY SKETCHES

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VIETNAM GENERAL CONFEDERATION OF LABORTON DUC THANG UNIVERSITYFACULTY OF BUSINESS ADMINISTRATION

SUBJECT: ASIAN MARKETING MANAGEMENTASSIGNMENT 1: DOVE

CAMPAIGN 1: DOVE REAL BEAUTY SKETCHES - YOU AREMORE BEAUTIFUL THAN YOU THINK

Lecturer: MBA Nguyen Thi Quynh AnhGroup: Gia Dinh Phep Thuat

1 Phan Ly Na (Leader)721H06652 Phạm Thị Diệu Ngọc721H06663 Tăng Mỹ Ngọc 721H00784 Cao Phương Quỳnh Nhi721H00925 Dương Hà Phương 721H0496

HO CHI MINH CITY, 18 SEPTEMBER 2023

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MEMBERSHIP ASSESSMENT TABLE

IDTaskContributionSignature1 Phan Ly

Na (Leader)

721H0665 Part 1 The analysis of Dove Beauty Sketches: 1.4

Part 2 Developingcommunication messages for Dove: 2.1, 2.2, 2.4

2 Phạm ThịDiệu Ngọc

Part 2 Developingcommunication messages for Dove: 2.2, 2.4

3 Tăng Mỹ

Ngọc 721H0078 analysis of Dove Part 1 The Beauty Sketches: 1.2

4 Cao Phương Quỳnh Nhi

Part 2 Developingcommunication

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messages for Dove: 2.2, 2.4

5 Dương Hà Phương

6 Huỳnh Hoàng Trâm

7 Trần Ngọc Yến Vi

Doing word report

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PART 1: THE ANALYSIS OF DOVE REAL BEAUTY SKETCHES – YOU ARE MORE BEAUTIFUL THAN YOU THINK

1.1 Communication objective

- Boosting self-esteem: The aim is to create a positive and encouraging message that

enhances the self-esteem of women The campaign seeks to convey that everyonedeserves love and is beautiful in their own unique way Convince other 96% thatthey are also beautiful, and promote natural beauty

- Challenging beauty standards: Throughout the campaign, Dove may intend to

challenge existing beauty norms and explore the meaning of beauty from within.The goal is to promote diversity and individual acceptance, rather than conformingto standardized images.

- Inspiring and stimulating discussion: Dove may aim to bring about a shift in how

people perceive beauty and encourage conversations around this topic Theobjective is to stimulate positive and meaningful discussions about self-confidenceand self-acceptance.

- Raising awareness about the impact of advertising imagery: The campaign may

seek to loosen the pressure and reveal the negative effects of beauty standardsperpetuated in advertising The goal is to encourage individuals to critically thinkand object to unhealthy messages and unnecessary beauty-related pressures.

- Building customer relationships and brand love: Dove may want to establish

long-term relationships with customers by creating a supportive community ofindividuals who trust and respect the brand The objective is to inspire and connectwith customers through campaigns focused on self-confidence and self-acceptance.

- Increase global brand positioning and value: Continuing the Dove beauty

campaign, bringing back the awareness and consideration to customers.

1.2 Target audience

- Age: Dove's Real Beauty Sketches campaign is aimed at middle-aged women (ages

35 to 55) who are moderately to highly self-conscious about their looks

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- Geography: The Dove Real Beauty Sketches Campaign operates in a number of

western industrialized nations, including the United States, the United Kingdom,and Europe Besides, it also affected emerging markets such as China, Brazil andIndia with a variety of ethnicities The campaign primarily targets women in urbanareas.

- Consumer’s status: This public consists of middle-aged women that are

consistently using beauty products However, these individuals have not seen thevideo or heard about it either This means this public is most likely not extremelysocial As we can see in the video campaign, the woman told that the crew onlyinstructed her to make friends with another female named Chloe, the crew claimed;the woman was unaware of the sketch project.

- Social class: The campaign targets customers in class A1, A2 and A3 (middle

class) with salaries ranging from $700 to $3,000 per month Based on thecharacters in the campaign, there is a girl who uses a bicycle as a vehicle andmostly women dressed in casual clothes These targeted ladies are well-off andhave a reliable source of income They can afford to spend money on cosmeticsthat are not actually necessities, but they do not have enough disposable income topurchase expensive luxury brand cosmetics.

1.3 Insight

From surveys conducted by Dove, it was found that only a very small number ofwomen believe they are beautiful, while the majority of women are quite self-conscious about their appearance Women tend to scrutinize and evaluate their physicalappearance most harshly, leading to a lack of recognition of their true beauty Becauseof this, when discussing their own appearance, they tend to make more negativeremarks about themselves than others/ outsiders, and this mindset creates pressure thatundermines their self-confidence in their external beauty Understanding thesethoughts, Dove launched the campaign "You are more beautiful than you think" toconvey the message that true beauty is not just in the eyes of the beholder but resides ina woman's heart and aura, along with the self-respect they have for themselves Womencan only become more beautiful when they believe in their own beauty.

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1.4 Communication Message

The message that Dove wants to convey to all women through this campaign is"You are more beautiful than you think" With the mission of "embracing women'snatural beauty", the campaign's media product video records a social experiment toshow how strict women are when evaluating their appearance The campaign provesthat every woman has her own beauty and is worthy of praise, it's just that sometimes,we don't see the excellence and specialness in ourselves.

With this message, Dove always respects and encourages each woman, turningcharacteristics that they may not be satisfied with into their own unique and perfectbeauty Not only that, Dove also motivates women to learn and discover more aboutthemselves It is about discovering personal qualities, interests, and dreams, creating apositive mindset and positive view of oneself Dove wants women to believe that theyare special, worthy of love and positive evaluation from the social community.Furthermore, Dove hopes that every woman will open her soul and discover that truebeauty is herself, and every woman is beautiful in her own special and unique way.

The campaign created a great resonance with the community, specifically with73.4 million views after only 2 weeks of the media video being released on YouTube,becoming one of the most shared advertising campaigns at that time, along with manyother outstanding achievements This proves that the message Dove wants to conveyhas connected with women who are concerned about this issue.

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PART 2: DEVELOPING COMMUNICATION MESSAGES FOR DOVE

2.1 Target respondent

-Age and Geography: This group includes females aged 16-30 Geographically

concentrated in Ho Chi Minh City.

-Income and Occupation: These individuals have a middle-income level, classifiedas Class C or above, including students and working professionals.

-Interests: This group regularly expresses interest in health and body care issues,including nutrition, exercise, beauty, or healthy lifestyles They tend to dedicatetime to research products related to health and body care, such as beauty products,functional foods, or medical services.

2.2 Survey results

Interviewee 1: Nguyen Vo Hoai Duyen (20 years old)

1 How do you perceive beauty?

Beauty is relative, depending on each person's perspective and personalexperiences It's a complex and diverse concept that spans various fields such asaesthetics, personality, landscapes, art, culture, and many other aspects of life I believeone is beautiful when they are truly confident because when you're around confidentpeople, they exude a captivating energy, regardless of any external flaws they mayhave.

2 When do you feel you need to be beautiful?

You can choose to look beautiful at any time you want Whether you're traveling,attending a party, at home, or at work, you can select outfits that suit each occasion andyour preferences.

3 What do you think makes a person perceive that they are not beautiful?Some factors that can make someone feel not beautiful include comparingthemselves to others, negativity from the past, changes in appearance or health, thebeauty standards portrayed by media and advertising, or insecurities about themselves.

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4 Are you feeling satisfied with your current appearance? If not, what do youmost want to change?

I have both aspects of satisfaction and dissatisfaction with my current appearance.The aspect I'd most like to change is my smile because I don't feel truly confident aboutit Part of it is because my teeth are not evenly aligned, and when I smile, my teeth arequite prominent, which I really don't like.

5 If you could choose someone as a beauty model to pursue, who would youchoose and why?

If I could choose a beauty role model to emulate, I would choose Miss NguyenThuc Thuy Tien because she has a graceful beauty, a radiant smile, and an ideal height.I admire her not only for her external qualities but also for her confidence and courage.Once again, I believe confident individuals are very attractive and have a strongpresence.

6 Will you prioritize accepting your inherent beauty with a few physical flaws orchoosing cosmetic surgery methods to follow the beauty of the majority?I would prioritize choosing cosmetic procedures to improve my appearance Thisway, I can confidently socialize with friends, and at school, I can remove theuncomfortable face mask.

Interviewee 2: Phan Thi Diem My (19 years old)

Beauty encompasses both external and inner beauty, including personality, having astandard body, and I personally believe that having a high nose is important for beauty.

I feel the need to look beautiful all the time, not to gain attention from others but torespect and love myself more When I feel that way, it's enough, it's consideredbeautiful Why should I doubt myself, fear others saying I'm not beautiful, or listen tocriticism from outside when I feel confident? Everyone has different standards, so Ishould embrace my own.

3 What do you think makes a person perceive that they are not beautiful?

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I think people feel they're not beautiful when they lack confidence in something orwhen others constantly tell them they're ugly, leading to insecurities and self-doubt.

Honestly, I have many insecurities My skin isn't great, my lips are too thin, but theaspect I'm most self-conscious about is my breast size I often get teased for being a"two-back girl." So if I have the opportunity, I'd consider enhancing my breast size tobe more confident in wearing the clothes I desire.

If I could choose a beauty role model to emulate, I would choose singer and modelHo Ngoc Ha because she exudes elegance and sophistication Her calm personality isalso very attractive These qualities make her a great role model for me.

6 Will you prioritize accepting your inherent beauty with a few physical flaws orchoosing cosmetic surgery methods to follow the beauty of the majority?Currently, I would prioritize cosmetic procedures I want to feel more confidentwhen I go out and wear the clothes I like Things have changed for me now.

Interviewee 3: Phan Yen Nhi (21 years old)

In my opinion, beauty is a realm of aesthetics that signifies something, an event, ora person as pleasing and perfect in the eyes of others Beauty doesn't just lie in externalappearance but also within our souls Besides, a beautiful person is someone withharmonious, natural features, clear and smooth skin, healthy hair, and a confidentdemeanor about their appearance Each person has their own perspective on beauty,depending on their point of view.

I think we should always strive to look beautiful because the concept of beauty canvary at different times Taking care of our appearance consistently helps us maintain

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confidence in front of others Beautifying ourselves daily is a way to express love and respect for the people we encounter.

self-3 What do you think makes a person perceive that they are not beautiful?In my opinion, someone feels they are not beautiful when they are dissatisfied withsomething, like having less-than-perfect skin or an imbalanced figure Additionally,people may feel unattractive when they are compared to others or receive negativecomments about their physical flaws These experiences can lead to a lack of self-confidence and negative thoughts.

Currently, I'm somewhat self-conscious about my height I find it unfair that somejobs, like being a flight attendant, have height requirements that I don't meet I reallylike that job, but my height prevents me from pursuing it Additionally, I'm not fond ofmy nose as it's slightly larger, which makes me lose confidence when I smile.

I would choose Miss Universe Vietnam – Tieu Vy She has a face that matches thegolden ratio for beauty standards Moreover, her facial features are harmonious andnatural Not only her face but also her physique is ideal, and she exudes confidence andfriendliness toward everyone around her All these qualities make her an ideal rolemodel for me.

6 Will you prioritize accepting your inherent beauty with a few physical flaws orchoosing cosmetic surgery methods to follow the beauty of the majority?Certainly, everyone wants to improve themselves and be as perfect as possible.Furthermore, today's advancements in the beauty industry provide reassurance invarious cosmetic procedures Therefore, I would prioritize using skincare products andcosmetics to enhance my appearance, as it helps me, and women in general, feel moreconfident However, I would still choose to undergo a minor nose job to make itsmaller, as I believe it would greatly enhance my overall appearance.

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