Dove Case Study
Dove Case study the main problem
The main issue affecting the company relates to the real beauty campaign. The campaign was triggered by the quest for a point of view for the dove brand since the functional superiority emphasized in the past was not applicable to all products as it communicated different meaning to different categories. The real beauty campaign risks making dove an ordinary brand thus killing its heritage of inspiring beauty thus impacting on its performance (Deighton 2008).
History and Background
The history of Unilever Company dates back to the year 1930. In this year, the Lever brothers from the UK agreed to merge with Margarine Unie from the Netherlands. Both firms depended on palm oil in the production cooking oil products (Deighton 2008). The company gained roots in all the continents with specific strengths in South East Asia, Africa, Latin America, and India. The company Unilever had over 1600 brands in the market but in 2000, the company introduced a scheme to winnow the brands to just 400 (Deighton 2008).
One of the company’s ancient brands is the dove brand. Beauty bar was the first product under the brand as was launched in 1957. Dove production considers in health and beauty sector such as cleansing bars, body washes, hand washes, hair care and so on. Procter and Gamble's Ivory , Kao's Jergens and Beiersdorg's Nivea are its competitors. The new market decisions by the company were informed by the study of the customer needs. The product was thus developed to solve dry skin problems (Deighton 2008).
As for advertisement evolution, since 1957 Dove brand has relied on the functional efficiency of its product in its communication. The recent past (2000) has seen an attempt to develop a customer’s point of view that would become the selling point (Deighton 2008). Research has continuously played a pivotal role in understanding the consumer needs and in the consequent development of products tailor made to satisfy these needs. In
The main issue affecting the company relates to the real beauty campaign. The campaign was triggered by the quest for a point of view for the dove brand since the functional superiority emphasized in the past was not applicable to all products as it communicated different meaning to different categories. The real beauty campaign risks making dove an ordinary brand thus killing its heritage of inspiring beauty thus impacting on its performance (Deighton 2008).
History and Background
The history of Unilever Company dates back to the year 1930. In this year, the Lever brothers from the UK agreed to merge with Margarine Unie from the Netherlands. Both firms depended on palm oil in the production cooking oil products (Deighton 2008). The company gained roots in all the continents with specific strengths in South East Asia, Africa, Latin America, and India. The company Unilever had over 1600 brands in the market but in 2000, the company introduced a scheme to winnow the brands to just 400 (Deighton 2008).
One of the company’s ancient brands is the dove brand. Beauty bar was the first product under the brand as was launched in 1957. Dove production considers in health and beauty sector such as cleansing bars, body washes, hand washes, hair care and so on. Procter and Gamble's Ivory , Kao's Jergens and Beiersdorg's Nivea are its competitors. The new market decisions by the company were informed by the study of the customer needs. The product was thus developed to solve dry skin problems (Deighton 2008).
As for advertisement evolution, since 1957 Dove brand has relied on the functional efficiency of its product in its communication. The recent past (2000) has seen an attempt to develop a customer’s point of view that would become the selling point (Deighton 2008). Research has continuously played a pivotal role in understanding the consumer needs and in the consequent development of products tailor made to satisfy these needs. In