Individual Hand-In Case “Hips Feel Good” Dove’s Campaign for Real Beauty TABLE OF CONTENTS EXECUTIVE SUMMARY........................................................................................................1 INTRODUCTION ...................................................................................................................2 INTEGRATED MARKETING COMMUNICATIONS PLAN .............................................2 Objective ..................................................
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The aim of all business enterprises is to satisfy the needs and wants of the society. Marketing is a basic function of all business firms. When a salesperson sells washing machines‚ a doctor treats a patient or a Government asks people to take their children for getting polio drops‚ each is marketing something to the target audience. Traditionally‚ small firm owners did not give as much importance to marketing as to other functions such as accountancy‚ production and selling. Training programs‚ enterprise
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SAKSHI GUPTA Selection Of The Product The Product chosen by me is Dove Company is Hindustan Unilever Limited (HUL) Company Profile HUL is India’s largest FMCG Company with a span of over 75 years. Having 35 brands spanning 20 distinct categories such as soaps‚ shampoos‚ detergents‚ cosmetics‚ toothpastes‚ skin care‚ deodorants‚ tea‚ coffee‚ ice cream‚ packaged foods and water purifiers‚ the Company is a part of the daily life of millions of consumers across India. Over 16‚000 employees
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2.2 Pricing Strategy 2.2.1Factors affecting pricing decisions (Types of market) The internal factor that affects the pricing decision of Dove is based on marketing strategy‚ objectives and mix. The Dove Company mostly is working on the market of women’s personal care. Dove has a large range of products from soap to hair shampoo. The company strategy and objective is to have a high level of segmentation to answer to the many needs of the women’s personal care market and to widening stereotype view
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Dove A Business Management Report Contents An Introduction to Dove In 1957‚ Unilever introduced Dove into the market as a single product: a beauty soap bar. And it was not just ordinary soap‚ but touted as having more moisturizing qualities than the top brands at that time and therefore suitable for dry sensitive skin. And in the 1980s‚ the brand launched a new product line‚ which constitutes of liquid body wash‚ shampoo and conditioner‚ deodorant/anti-perspirants and body
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11. Personality 12. Customer value INTRODUCTION * Dove is a self-care brand which is owned by The Unilever and was established in 1930 by the Lever Brothers and Margarine Union. * Unilever is a leading manufacturer and marketer of food‚ drinks‚ cleaning products and personal care products. It also branded Knorr‚ Lipton‚ Surf‚ Vaseline‚ Lux‚ AXE‚ Pond’s and Lifebuoy. * Dove has grown from a US-only soap to a global success today. * The brand targeted women firstly
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RIVER BASIN KOLAB [ INDIA ] Kolab 010.doc SCHEDULE A ASSESSMENT OF RIVER BASINS (RBs) IN SOUTH ASIA Sr. No. 1 1.1 1.2 Details Physical Features - General Information Name of River basin (also indicate regional names); Relief Map and Index Map of RB with Country/ State/ Province boundary marked to be attached. Geographical location of the place of origin (Country/District) Area (in Sq. Kms.)‚ Population (in Millions); Name of population centers/ Cites ( duely marked on the map: refer 1
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DOVE Case * In the 1950s Dove established the market positioning of being unique and differentiated itself from other normal soap bars‚ which leave the consumers with dry skin after usage‚ by coming up with a bar that moisturizes the consumers` skin after usage with inclusion of one-quarter cleansing cream. * It aimed to become a masterbrand in February 2000 to extend its category beyond the beauty bar category‚ such as deodorants‚ hair care products‚ facial cleansers‚ body lotions and hair
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Product “In 1957‚ the Dove Beauty Bar was introduced in the US. It promised women that it wouldn’t dry their skin the way soap did. Women tried it. And it didn’t. Thus began a very trusting and lasting relationship between the brand and its users.” ( www.unilever.com.ph/brands/personalcarebrands/dove.aspx) This product of Unilever Global Company is used to replace soap in taking care of women’s skin. With its patented blend of mild cleansers and ¼ moisturizing cream‚ Dove Beauty bar is known all
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DOVE: EVOLUTION OF A BRAND Ques What is a brand? Why does Unilever want fewer of them? * Definition: A name‚ term‚ design‚ symbol‚ or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item‚ a family of items‚ or all items of that seller. If used for the firm as a whole‚ the preferred term is trade name. Why fewer brands? * Global decentralization brought problems of
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