HOLISTIC OR SUSTAINABLE MARKETING

SOCIETAL MARKETING

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Dove use this approach of marketing. In this they educate the women that the perfect body is a healthy body and influence their perceptions to change towards this direction. This would in turn help raise the self-esteem and confidence in the minds of women. It also focuses on human welfare in addition to brand profits and consumer demands.

They conduct many social activities to build a community. An example of this would be the sleepover workshop they conducted on eating disorders. Many such activities are brought forward to the society through social media as well.

THE HOLISTIC MARKETING ACTIVITIES OF DOVE

       Dove has managed to attain several advantages because of its holistic approach in marketing. A few of these include creation of goodwill, differentiation from its partners, professional image, creation of the perfect environment for support and so on. Its holistic approach includes

• personal care with beauty tips
• assistance with medication: the dove self-esteem funds, programs for aesthetics and well being)
• provision of companionship: the Dove website has a community of forums blogs where its consumers can discuss about anything of their choice.

 The dove also attempts to provide personal attention to its customers and tries to indulge in them a sense of feeling beautiful with its campaigns and workshops.