Unilever’s worldwide establishment
Unconventional marketing strategy
Word of mouth and Word of Mouse free publicity
Campaign has a strong emotional touch
Social responsibility- Dove established self esteem fund, which conducted self esteem workshops along with Girl Scouts to improve the self esteem of girls •
Dove’s brand loyalty
Best known for functional superiority, i.e. beauty bar which does not dry the skin •
Changing perceptions of people is difficult
Huge opportunity to develop products for other target customers, i.e. male users •
Communicating one advertisement message throughout the world •
Inclusive of 98% of the target market which is largely ignored •
Gain mind and heart share
If the message is not conveyed right, Dove may become brand of oversized people •
Copy by the competitors
Sustainability of the campaign in the long run
Excessive media criticism
Dove’s marketing strategy should plan for continued momentum of the campaign – Short term 2.
Dove should address the criticism on “Campaign for Real Beauty” effectively- Short term 3.
Changing people’s perceptions about the brand –Long term 4.
Address the competition from other brands – Long term
The objectives of Unilever’s Dove market study and campaign are to establish Dove as an umbrella brand and increase the sales of the various Dove beauty products by debunking the stereotypes of definition of beauty by the society.
Prior to the year 2000 Unilever’s Dove brand has only one product, i.e. beauty bar. The brand name depended upon the functionality benefits of the beauty bar, i.e. moisturizing benefits. In the year 2000 Unilever wanted to introduce various beauty care products under the Dove's umbrella brand by Brand Extension (pg.no. 258 Kotler, & Lane, 2008 ). As a Masterbrand Dove should create a strong association between other products and...
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