The Introduction of Dove Hair Care Into Spain

Topics: Hair, Unilever, Hair care Pages: 12 (3798 words) Published: April 18, 2011
In the 1890s, William Hesketh Lever, founder of Lever Bros and later Lord Leverhulme, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. The goal of this new product was to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products' (Our History). This innovation came long before the phrase 'Corporate Mission' had been invented, yet these ideas have stayed at the heart of American business, even if their language and the notion of only women doing housework has become outdated. In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day: economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And, throughout, we have created products that help people get more out of life – cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their clothes and themselves. In the late 19th century, the businesses, that would later become Unilever, were among the most philanthropic of their time. They set up projects to improve the lives of their workers and created products with a positive social impact, thus making hygiene and personal care more commonplace and improving nutrition by adding vitamins to foods that were already daily staples. Today, Unilever still believes that success means acting with 'the highest standards of corporate behavior towards our employees, consumers and the societies and world in which we live' (Our History). Over the years we have launched or participated in an ever-growing range of initiatives to source sustainable supplies of raw materials, protect environments, support local communities and much more. The Dove line introduced its first product in 1955: the Beauty Bar with moisturizer (Our History). Since then, Dove has expanded its line to include products such as antiperspirants, face wash, body wash, beauty bars (soap), and our newly introduced hair care.

The following is a business plan in which you will find the appropriate information as to why we believe it is in the best interest of the company to expand these products into Spain. Information within this global business plan includes: Internal Environment, External Environment, Entry Mode selection, International Functions and a Cost/Benefit Analysis.

Internal Functions:
Dove’s new hair care production is a unique line of 13 shampoos and conditioners that effectively moisturizes one’s hair and is specially designed to meet the needs of different types of hair; Intense Moisture for Dry and Damaged Hair, Extra Volume for Fine or Thin Hair, Intense Daily Conditioning Treatment for Severely Dry or Damaged Hair, Beautifully Clean for Normal to Oily Hair, Moisture Rich Color for Medium to Thick Color Treated Hair, creating volume, Color for Fine, Thin or Color Treated Hair. However, the true innovation of this new hair care line is that it introduces shampoos and conditioners with weightless moisturizers in formulas that thoroughly moisturize hair without weighing it down ( And, as an added bonus for those who are on the go, many of these shampoos and conditioners are available in a 2-in-1 shampoo plus conditioner formulas. Introducing Dove’s hair care line into Spain will result in a significant profit margin increase for Unilever. In order to maximize profits we should sell Dove to all major consumer product distributors, supermarkets, convenient stores, regional shopping malls, drugstores, beauty/barber shops, and hotel chains throughout Spain.

The introduction of the Dove hair care product line into the Spain Market will initially be led by our Corporate Marketing Team based in the United States. From...
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