So, as we
seen on the pyramid, companies choose to take the emotional side of the
pyramid. But, not in the same way: Dove takes the emotional part of everywoman
to make them feeling well on their body and like everyone. Le petit Marseillais
take the emotional way to climb the pyramid by putting the accent on the family
and the traditional but also rational way thanks to the reference to a natural
product.
Every
advertising of dove is feeling oriented to make woman feel better, major part
of the communication is oriented like that.
Concerning
le petit Marseillais, even they insist of the natural virtues of the product
(the rational side), the most importance of the communication is about the
family, the smell of the product, the remember.
That’s why,
Dove is very active on the social medias: 20 MILLIONS OF LIKES !!
453 968
talking about it so they have a very active community which shares photos of
them in front of advertising, with encouraging messages, something far away
from soap (clothes, ...), funny images or drawings about woman life.
Le petit
Marseillais is very late compare to dove with less than one million likes on
the facebook page
Concerning
instagram, they both don’t have a real presence: le petit marseillais even
doesn’t have an account whereas dove has an account with one thousand followers
but with only one publication within 23 weeks.
Viral
Marketing
Dove is
really present in the viral marketing, they really manage the “buzz” by making
campaign showing models without any retouch on software or by making people do
there self portrait of how the see themselves and after the portrait of how
people see them. The aim is to see that women have a bad image of themselves
and that they have to be self-confident.
Concerning
Le petit Marseillais, the company is very less active concerning street and
viral marketing but they try to make some stuff like this summer when the make
a tour of the market of the south of the France in a traditional old French car
to sell their products but also traditional product like fruit and vegetables.
So,
Finally, these two brands are actors of the French market. But, just dove has
an international orientation really more important than Le Petit Marseillais.
We have at
least some recommendations for these 2 brands.
Concerning
Dove, they have to continue the strategy but not forgiving the men issue. That
is to say even if they are focused on woman communication, they also have to
attach importance to the men market. Because, we seen in our survey that Dove
is always associated with woman. They also have to still being creative and make
people feeling good in their skin; I think it is the best way to climb the
pyramid.
As regards
le Petit Marseillais, they have to intensify their development abroad if they
want to compete with Dove. They have to accentuate their digital strategy
because today it is poor and for the brand awareness it is something really
important. Furthermore they really have to increase the brand awareness and the
brand recognitions because we see in survey that nobody recognize the logo of
Le Petit Marseillais. Maybe, they can make Le Petit Marseillais a real
character to become the embodiment of the brand. End, they can also reinforce
the image of the family to win market share.
Sources :
Facebook.com
Instagram.com
youtube.com
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