• Marketing Plan
    ). While positioning the new anti-ageing Dove soap in the market, it is important to carefully focus on the principle of 4’C. Credence – The different attributes used to position the new anti-ageing Dove soap has to be perceived credible by the target customers. Hindustan Unilever Ltd needs to...
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  • Dove
    positioning change from the mid 2000`s? Functional era Prior to the establishment of Dove as a Masterbrand in February 2000, the brand was positioned differentiated in the health and beauty sector. The brand refused to call its product a soap for 40 years and insisted that it was something entirely...
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  • Dove: the Evolution of a Brand
    . 2. What was Dove’s positioning in the 1950´s? What is its positioning in 1970? Dove´s positioning in the 1950´s was merely based in functional attributes. Dove´s main claim in this decade was that it would not dry out your skin the way soap did because it was not technically soap at all. Its...
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  • Golgate Analysis
    , which would be the same number of products facing as the current segment leader. At the time Dove was the segment leader and was Cleopatra’s major competitor. Another objective of the campaign was obtaining the proper shelf positioning, in this case being a position directly next to Dove Soap. And the...
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  • A Detail Report of Hindustan Unilever
    engaged in the production and distribution of soaps and detergents, personal products, beverages, foods, ice creams, exports and others products such as chemicals and agri products. The major brands of the company include Lux, lifebuoy,Dove, Rin, Surf, Wheel, Sunlight, Vim, Fair & Lovely, Clinic Plus...
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  • Marketing
    about how you feel. Target:- It targets specially women of rich class. Positioning:- Dove is being positioned as an alkaline substance free soap with one fourth moisturizer for highly sensitive skin. Price:- Rs. 45 (100gms.) Advertising objective:- to influence the rich women who wants moisturizer...
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  • Project
    sensory experience. Its strengths are its fragrance, lather and the soft feeling it has on the skin. Target : Breeze is a mass market soap that sells in the economy segment. It targets to the people who wants to feel fragrance during the bath. Positioning : Breeze is positioned for her who...
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  • Dove
    to the company and its portfolio had grown is a relatively laissez-faire manner and that makes Unilever has lacked of global identity. 2) What was Doves market positioning in the 1950’s? What is its position in 2007? In the 1950’s, Dove’s position was a functionally superior cleanser than...
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  • Dove
    all ages, shapes & sizes Dove is committed to help all women realise their personal beauty potential by creating products that deliver real care. Positioning SWOT 1. Dove contains 1/4 moisturizing cream 2. Zero pH levels 3. Flagship product of HUL with strong brand awareness through advertising...
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  • Case Study Dove Evolution of a Brand
    Q1: What was Dove’s market positioning in the 1950s? What is its positioning in 2007? Dove back in the 1950’s had one product that was the “beauty bar”, it was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed...
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  • Organic Soap Product Concept
    . these are the very brands which are produced locally. Among the other brands of beauty soaps, Dove, Imperial Leather, Palmolive, Camay, Cinthol, Fa etc are imported. If the overall market segmentation is made from economic perspective, all the existing brands fall into two segments...
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  • Dove's marketing strategy
    positioning of Dove: “Positioning itself 2.1. Positioning competing place. There are many big competitors in the cosmetic market such as: Olay, Nivea, Biore, Esteé Lauder, etc. Beside, there are many other competitors which are trying their best to become big brand such as: Oriflame, M.A.C...
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  • Analysis on Deodorant Market of India
    – 2012 Contents Overview of Market: 2 Market Statistics: 3 Case Study: Dove 5 History: 5 Origin: 5 Segmentation 5 Target: 6 Positioning : 6 Unique Sellng Proposition : 6 Milestones: 6 Advertisemnt, Distribution and Selling : 6 Price Postioning : 7 Growth Prospects: 7...
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  • Dove Case Notes
    and tried to position it self with a specialized product in a large market. Dove changed its slogan to “moisturizing cream” to take distance from the image as only being a soap, which cleaned the skin (Point-of-Parity, POP). Dove provided the costumer with rational benefits, by preventing your skin...
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  • Dove Case Analysis
    introduced to the market. Dove used media tools like print advertisement, TV commercials and billboards to send the message of functional benefit of the beauty bar to the audience. Dove’s product positioning statement (pg.no. 275 Kotler, & Lane, 2008) was “Dove soap doesn’t dry your skin because it’s...
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  • Liril case study
    consumer equity. In 2005, as a result of the loss in its market share, Liril was re-launched as Liril 2000, a skincare soap for the whole family. The positioning was drawn from an international product in the Lever’s stable Lever2000. The belief was that ‘freshness’ had by then become a generic...
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  • Marketing Case
    soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as “Sunlight Flakes” laundry soap in 1899. In 1924, it became the first mass market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements. As of 2005, Lux revenue is at 1.0 billion...
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  • Dove Case
    world. Originally invented in the US in the post-world War II era, the first Dove product of beauty bars was launched in 1957. Dove’s formula came from military research, in which it claimed to not dry skin like other soap on the market did. Since then, the Dove brand has provided an alternative for...
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  • Dove Case
    was Dove’s brand positioning in the 1950’s? At its setting up, Dove is positioned as a cosmetics brand destined to men, women or children wishing to use a soap without drying the skin. This is a soap that has two virtues: cleaning and moisturizing. The brand is based on the experiences of soldiers...
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  • Hul (Lux)Swot Analysis
    purpose of this paper is to demonstrate how SWOT can be used by administrators to analyze and initiate new program offerings in vocational education. § 4 SOWT ANALYSIS OF LUX & DOVE STRENGHTS STRENGHTS OF LUX  Strong Market Research (door to door sampling is done once a year in Urban and Rural...
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