Target Consumers-Dove Consumer and Glo Consumer

The Dove Consumer

Dove targets consumers who hold their own brand values, the products are targeted at both male and female consumers and an ageless consumer as Dove believes that well-being, lifestyle and happiness is important to consumers of all ages and both genders. Both genders are targeted differently however, for women, Dove focuses on promoting self esteem, for example through their self esteem fund, “developed... to make real change in the way women and young girls perceive and embrace beauty...To help free ourselves and the next generation from beauty stereotypes.” (Dove 2011). The brand also promotes happiness within women and embracing inner beauty, their website reflects this saying “At Dove, we uphold one central belief above all others: every woman is beautiful. And with the help of skin care, nutrition, lifestyle and a good mood, every woman can feel even better about herself” (Dove 2011).

Men on the other hand are encouraged by Dove to feel comfortable within their own skin as the brand develops more products to men with an understanding that men too should feel confident and comfortable with themselves, their tagline portrays these confident men saying “You’ve reached a point where your comfortable with who you are” and inspires potential consumers to strive to achieve this feeling of contentment. There is also a strong focus for men on daily performance, being the best that they can be every day.

Doves brand values and the way in which they target their consumers led Glo to establish the target consumer best suited to the Glo band, a consumer who wants to embrace and emphasise their inner beauty, to be the best that they can be and to achieve happiness through enjoying their favourite activities.

Glo as a brand will focus on improving their consumers lifestyle both physically by encouraging them to become more active but also emotionally, helping them to realise what makes them happiest and how to maintain this. Therefore, Dove as a brand and the Dove consumer fits perfectly with Glo’s own brand values as both brands have a focus on improving the lifestyle, self esteem, happiness and well-being of their consumer.

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The Glo Consumer

The Glo consumer will also be both male and female, will reflect Doves ageless consumer and will have a keen interest in improving their lifestyle. They understand that the Glo band is not about health in terms of drastic dieting and an exercise regime but rather about reducing inactivity by doing the things you already love and become happier during this process. It’s not about health, it’s about well-being.

Each consumer is different and this will be reflected by the Glo band, the app is versatile, tailored to that users specific interests and level of activity, the Glo band will act as a subtle nudge for the consumer, reminding them that enjoying an active lifestyle can make them happier rather than pushing them to change who they are and what they do on an over-ambitious scale.

The Glo Band will fit in with the consumers lifestyle, both physically, designed to be unobtrusive and to stay on permanently, technologically as the user can fill in their data on the move and view it through social networking and also in terms of values, the band will not try to change the consumer and their behaviour but instead will encourage them to become the best that they can be.

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Charlotte xx