The Starting of a Business

Freshman (College 1st year) ・Business ・APA ・3 Sources

Dove Real Beauty's basic marketing concepts as it sell its goods require the recognition of its goals. Dove Real Beauty has defined its priorities through its initiative, in this case women from all walks of life. These groups of individuals were then used by the company in marketing their products and they were able to cater to women who did not match the model image used in the ads. Dove Real Beauty got their ambitions from the streets and from other directions because they knew their target customers. In addition, Dove Real Beauty informed their targets what the benefits of using Dove products were. The company said its soaps were gentler than other soaps and by using nonmodels in their campaign, they convinced their targets that those products would benefit women from all walks of life. The campaign attracted women with different skin color, body shapes, and sizes. The benefits of this campaign were seen through the high sales that the company made, and the fact that competitors started copying this strategy in marketing their products.

Acquiring a new customer is more expensive than retaining an existing customer, hence the need for customer retention strategies (Weinstein, 2002). To retain its customers, Dove Real Beauty can ensure that its current customers are satisfied with the products it is offering. Dove can study its customers purchasing patterns to understand their purchase frequency and needs so as to meet those needs in a timely and affordable way. Increasing customer value by providing superior products will result in customer satisfaction, which in turn will create customer loyalty and ultimately high customer retention. Satisfied customers have no reason to switch to competitors’ product. Dove Real Beauty can establish a customer loyalty program that rewards loyal customers (Stevens, 2005) by offering them redeemable points for every purchase. In addition, they can improve on their customer service experience which will increase the customer retention levels.

The Dove brand promises its customers that it will offer them products that allow them to be comfortable in their skin, body shapes and sizes without conforming to society’s definition of beauty. When the Dove brand used nonmodels to advertise their products rather than using the models, they enabled women of all walks to identify with the Dove products, promising to appreciate all women and acknowledge that all women are beautiful in their own unique ways.

A company that sells services can benefit from the Dove experience. It is clear that a company can benefit by involving its clients in advertising. A company that offers services rather than products can use images of actual clients getting the service in their advertising process. These will ensure that customers identify themselves with the brand and services offered. In addition, firms offering services can learn from Dove Real Products that in order to increase their sales, they should stop conforming with what the society views as ideal and instead focus on satisfying all customers from all walks of life.

I would want to open a business in the service industry, specifically a beauty center. My brand would be differentiated from competitors through pricing strategy. I will offer services that customers are willing to pay more for because of the perceived value they will get from the product. This will make me a premium provider, and I will focus on high-end clients who prefer convenience and quality and are not price sensitive. To ensure that the clients pay more for services provided, I will offer them great customer experiences and include loyalty programs to reward loyal customers.  I will involve my clients in the creation of the brand to ensure that the brand identifies with the client’s needs. According toChernatony, Malcolm, and Wallace (2011), customers have now become co-creators of brands and it is therefore important to include them in creating any company’s brand.


Chernatony, L., Malcolm, M., & Wallace, E. (2011). Creating Powerful Brands. Oxford: Elsevier Limited.

Stevens, R. P. (2005). Seven Strategies for Keeping your Customers. Retrieved December 7, 2017, from Penton Custom Media:

Weinstein, A. (2002). Customer Retention: A Usage Segmentation and Customer Value Approach. Journal of Targeting, Measurement and Analysis for Marketing, 259-268.


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