The key weakness in Dove’s marketing strategy seems to be the gender bias. While the campaign aims at disbanding beauty stereotypes prevalent in the society, it has ignored the response from the masculine section of the global population. The advertisements featuring plus size women also raised some concerns related to the prevalent issue of overeating and obesity. Though these two factors can be termed as prominent weaknesses in the cause related marketing strategy, the campaign was not affected negatively.
Some concerns were also raised during the screening of the advertisement at the American Superbowl, which suggested that a huge amount of money was spent on the advertisement costs for displaying the ad at a large scale event like the Superbowl (Brebels, De & Van, 2014). Another probable flaw which can be found in the marketing strategy is that the beauty stereotypes across different cultures in the world displayed in the advertisements might have angered some ethnic societies and thus losing revenue for the brand. However, these assumptions about weaknesses in the marketing strategy of Dove, if any, have failed since Dove registered stupendous sales figures as a result of the campaign (Foxall, Goldsmith & Brown, 1998).
The relation (or not) between Dove’s campaign for real beauty and the overall branding strategy for Dove brand is the same as that between a delicacy made out of cheese and just cheese. The former imbibes the latter and offers an appealing entity to the consumers. The same goes for the Dove’s campaign and the complete branding strategy of the Dove brand. The former case can be considered as a strategic marketing procedure which integrated the basic or overall branding strategy with a unique idea to promote the product. The campaign for real beauty run by Dove was communicated to different classes of consumers through various media such as newsletters, press releases, websites, advertisements and lots more.
These procedures ensured that the message of the brand is conveyed to the audience (consumers) (Brebels, De & Van, 2014). The major difference between the overall branding strategy and the campaign strategy followed by Dove is that the former was intended for primary sales of the product while the latter was targeted towards a specific consumer base. The overall branding strategy comprises of designing the logo of the product, determining the product specifications, modifying the product prices and advertising the product in good light. Though this process seems to be quite easy on paper, it involves a lot of varied efforts from all circles of the organization to frame a branding strategy for a particular product. Now, if the campaign for real beauty is to be concerned, it doesn’t fit the overall strategy in terms of significance (Borkowski, 2015).