The impact of Dove's marketing communication strategy in Hungary
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| Format: | Thesis |
| Kulcsszavak: | advertising branding commerce marketing communication promotion |
| Online Access: | http://dolgozattar.uni-bge.hu/43359 |
| Abstract: | The topic of my thesis is the marketing communication strategy of Dove in Hungary. My goal was to make a detailed research about it by which I get an insight of the impacts it makes on the target audience. I created a researc question by which I wanted to find answer if Dove’s success in the Hungarian market is due to its strong use of campaigns associated with social responsibility. Therefore I studied both the masterbrand campaigns and the promotion of the products, I chose the product category of shower gel for women and the customer perception related to them within the domestic market. In my research I sent a questionnaire to an unreperesentative group of people and made an interview with the brand manager of Dove. The majority of the questionnaire respondants were women and their average age was 24. When I finished the research, I came to a conclusion that it is rather the marketing communication of the product that generates sales and I proposed stronger communication about the brand values through a more efficient utilisation of communication channels, focusing on social media. |
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