Centre for Continuing Education
Computerized Financial Management AEC – LCA.AV – MEQ VI
Case 1 Dove
October 20, 2011
Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than other leading soaps: half of women have dry skin. In a world of promotion and brand names, Dove provides a pleasantly real option for women who appreciate that beauty comes in all shapes and sizes. Case 1 Dove
1. The market was flooded and jam-packed with beauty products from soaps, body washes, creams etc. As a result Dove a division of Unilever sales’ began deteriorating in 2004. They were on the dog side of the BCG matrix and needed to come up with a strategy soon. 2. As a result of declining sales, Unilever ‘s management approached their PR agency Edelman to come up with a plan to turn things around, together, they created a campaign that centred on the beauty of women regardless of their age and size, rather than on the product itself. In 2004 The Dove Campaign for Real Beauty (CFRB) was born in England, and it was introduced to the USA in 2005. They were able to reposition the brand Dove and it moved to the cash cow side of the BCG matrix, thus their sales increased and, their market expanded to include women of all shapes, sizes, color, and age. The campaign has won two Grand Prix Cannes Advertising Awards. 3. With the environment sector booming, they could have used an environmental and sustainable solution for a healthy body and a healthy planet and reduce our footprint, they would need to rebrand and transform their products as eco friendly, or organic with biodegradable packaging, and thrive on this new market segment of eco conscious consumers. Or they could have done a portfolio analysis and phased out the brand Dove and incorporated it with one of the many other brands that Unilever produces and sells such as Lux soap which has a very profitable and...
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