"Marketing Strategy Of Dove Soap" Essays and Research Papers

  • Marketing Strategy Of Dove Soap

     Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Indonesia, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird. ...

    Advertising, Brand, Henkel 951  Words | 4  Pages

  • Marketing and Dove

    Dove: Evolution of a brand Case write up Sources: Dove: Evolution of a brand, Harvard Business School case 9-508-047, 2008; Dove`s big ideal: from real curves to growth curves, 2009 (IPA); Social Media, Harvard Business School case 9-510-095, 2011 Question 1: How did Dove`s brand 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...

    Advertising, Communication, Dove Campaign for Real Beauty 2289  Words | 6  Pages

  • marketing and dove

    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...

    Brand, Brand management, Business 989  Words | 4  Pages

  • Dove Marketing

    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...

    Hair care, Hairdressing, Market segmentation 1578  Words | 7  Pages

  • Dove: An Almost Perfect Marketing Strategy

    Dove: An Almost Perfect Marketing Strategy In the mixture of all the advertisements we see in this day and age, it hard to get noticed. A company needs to get creative and really expand its reach to grab the consumer’s attention. Dove, a subdivision of Unilever has definitely done that. ‘Campaigning For More Than Beauty’ is the Case Study to be discussed in this paper, trying to decide if Dove’s campaign actually accomplishes what it wants: More sales. In this day and age, to break through...

    Beauty, Human skin color, Marketing 1171  Words | 4  Pages

  • Marketing Product Dove

    History • The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. • It is #1 Dermatologist Recommended brand in the US, Canada and France strongly endorsed by Dermatologists across the world. • In 1979, the phrase “cleansing cream” was replaced with “moisturizer cream” . • Since 1993, Indian women have relied on Dove for beautiful skin. Logo • It’s a perfect representation of softness, gentleness and sophistication • The image of dove or peace pigeon...

    Advertising, Brand management, Marketing 477  Words | 3  Pages

  • Dove Case

    [pic] Background Dove soap was launched in the United States in 1957 as a non-irritating skin cleaner for treatment use on burn and wounds during World War II under, the one of the largest consumer products companies in the world, Unilever. The basic Dove bar was reformulated as a beauty soap bar with one-fourth cleansing cream. It was the first beauty soap to use mild plus moisturizing cream to avoid the drying skin. |Time line |History of Dove ...

    Advertising, Brand, Brand equity 1518  Words | 6  Pages

  • Strategies of Dove

    Dove Dove Soaps Dove Hair Care Dove Body Lotion Dove Deodorants Dove Face Care Dove Hand Wash History Dove 50 years ago, it was a beauty bar offering a revolutionary new formula containing 1/4 cleansing cream. It...

    Aesthetics, Beauty, Groucho Marx 1406  Words | 5  Pages

  • Brand Management and Dove

    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 soap, centered on science. Today, Dove is transforming into a lifestyle brand, centered on an emotional connection between consumer/product. In the 1950s Dove’s positioning was based on the functional superiority of its products and Dove’s position was a functionally superior cleanser than soap, centered on science. Since the formula for the soap had...

    Advertising, Brand, Brand management 2004  Words | 5  Pages

  • Dove & Real Beauty

    Executive Summary: Dove decided to differentiate itself though an unconventional new campaign titled “The Campaign for Real Beauty,” that challenges the traditional beauty marketing tactics of idealized and unattainable beauty standards. The campaign proved to be wildly successful and can be attributed to Dove’s careful market research, planning, and implementation. This case is examined through the neo-classical framework that I have used in other classes in examining cases that have already...

    Advertising, Advertising campaigns, Brand 1252  Words | 4  Pages

  • Dove Marketing Analysis

    Dove Case Analysis 1. Imagine you have oversight of the Dove Campaign for Real Beauty. Are you comfortable with what is going on? Is this a brand that is out of control with its promotional messages? Dove released its first advertising on 1957, in which Dove called its product as "cleaning cream" instead of soap. After that, Dove launched some advertising to emphasized on its functional feature. In 2000, Dove became a Masterbrand of Unilever. In other words, it had to establish a meaning...

    Advertising, Brand, Brand management 1342  Words | 4  Pages

  • Dove Case Study Analysis

    Dove Final Presentation - Presentation Transcript 1. UNILEVER’S “REAL BEAUTY” CAMPAIGN FOR DOVE Crafted by: 2. BASIC OUTLINE o INTRODUCTION o CASE SUMMARY o REASONS o MARKETING STRATEGY o SWOT ANALYSIS o ACHIEVEMENTS o RECOMMENDATIONS o OUR LEARNINGS 3. INTRODUCTION o UNILEVER --- An Anglo-Dutch company o Established in 1930 with the merger of Lever Brothers and Margarine Union . o Formed two separate entities: o 1) Unilever Plc, London o 2) Unilever NV, Rotterdam ...

    Advertising, Brand, Brand management 546  Words | 3  Pages

  • Cleopatra Marketing Strategy Changes.

    C570: Strategic Marketing Management Cleopatra – Marketing Strategy Changes Team 3: 1. What are the most important possibilities for improving the results for the Cleopatra product in Canada? If Colgate-Palmolive wants Cleopatra to be successful in Canada, they need to make a few major changes to their strategy. As seen from the first assignment on segment attractiveness, the Canadian soap market has matured and the only way to grow is by drawing more market share from competitors...

    Ad Tracking, Colgate-Palmolive, Competition 1654  Words | 5  Pages

  • Dove Case Analysis

    SWOT analysis: Strengths: Weaknesses: • Unilever’s worldwide establishment • Unconventional marketing strategy • Word of mouth and Word of Mouse free publicity • Campaign has a strong emotional touch • Social responsibility- Dove established self esteem fund, which conducted self esteem workshops along with Girl Scouts to improve the self esteem of girls • Dove’s brand loyalty • Best known for functional superiority, i.e. beauty bar which does not dry the skin • Changing perceptions of people...

    Advertising, Brand, Brand equity 1109  Words | 4  Pages

  • Dove: the Evolution of a Brand

    Dove: The Evolution of a Brand 1. What is a brand? Why does Unilever want fewer of them? Brands, as defined by Silk are names or symbols that marketers have introduced to make product differentiation concrete. Branding is a process by which both a brand and brand identity are developed and established on a market, it involves selecting and blending tangible and intangible attributes to differentiate the product, service, company or brand in a meaningful and compelling way. Brand Equity is...

    Advertising, Brand, Brand engagement 1125  Words | 3  Pages

  • Dove Evolution of brand

    DEVELOPMENT & MARKETING MANAGEMENT “DOVE – EVOLUTION OF A BRAND” GROUP 6 : HARSONO SUHARTO AUDREY TUMBELAKA KRISTIN Executive Summary In 2007, Unilever’s Dove was the world ‘s number-one “cleansing “ brand in the health and beauty sector. Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are P&G (Procter and Gamble’s) ivory, KAO’s Jergens, Beiersdorf’s Nivea. The first Dove Product...

    Brand, Brand management, Branding 1083  Words | 6  Pages

  • Five Environmental Forces in Hong Kong Affecting Dove's Marketing Strategies

    Environmental Forces in Hong Kong Affecting Dove’s Marketing Strategies In 2001, Dove introduced its hair care products to Hong Kong’s market1. According to The Marketing Information Company, ACNielsen’s retailing survey report, Dove was ranked number one in the sale volume of personal care product including shampoo, body wash, soap and face care products from 2001 to 2003 in Hong Kong.2 This survey report proves that Dove has adopted successful marketing strategies in the Hong Kong personal care market. In...

    Hair, Hair care, Hong Kong 1114  Words | 3  Pages

  • Dove Unilever

    structuring advice on products and services:   Dove shampoo Responding to new competitive conditions in its business environment, Unilever corporation has evolved into one of the foremost transnational companies and began to penetrate the home and personal market (Boone and Van Den Vosch, 1996; Maljers, 1992). With the marketing leverage and established brand name of Unilever, Dove became a success story shortly after its launch. The accomplishment of Dove has largely been built on Unilever's ability...

    Brand, Hair care, Hair conditioner 1792  Words | 5  Pages

  • Dove Case

    Dove Case Study Questions 1. What is a brand? Why does Unilever want fewer of them? The Dictionary of Business and Management defines a brand as: "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors." For example, Dove is recognized as a brand by its name and its logo "dove". The dove refers to an image of purity, simplicity and sweetness. Besides having a name, this brand has a personal identification. The problem...

    Advertising, Brand, Brand management 827  Words | 3  Pages

  • Dove Case

    Dove: Evolution of a Brand Introduction Unilever was formed in 1930 when the U.K-based Lever Brothers combined with the Dutch Margarine Unie, a logical merger given that both companies depended on palm oil, one for soaps and the other for edible oil products. It operated on every continent and described itself as combing local roots with global scale. Positioning In the 1950’s: The first Dove product, called a beauty bar, was launched in 1957. It would not dry out skin the way soap did. The company...

    Advertising, Brand, Brand management 979  Words | 4  Pages

  • Hbr Dove Case

    Summary The Dove brand has been revitalized with the success of their “Real Beauty” campaign. Dove’s main goals are to continue to improve their brand image and gain market share. The key challenges facing top management to accomplish these goals are; building on the momentum the ‘Real Beauty’ campaign has generated, differentiating from their competition and modernizing their brand image. I am recommending that Dove should continue to stay the current course of designing marketing campaigns to...

    Advertising, Brand, Brand management 1643  Words | 5  Pages

  • case study of dove soap

    “I think Canada was just really ready for it,” says Aviva Groll, group account director at Ogilvy, who has worked on Dove since 2004. “There was a lot of support internally at Unilever, it struck a chord… [It was] a time of great experimentation and great leadership that allowed that to happen.” Groll also notes that having the budget available and co-operation amongst the product categories to allow for a campaign centred on the brand as a whole meant everything fell into place for a Canada-first...

    Advertising, Audience, Audience theory 2169  Words | 6  Pages

  • Case Study Dove Evolution of a Brand

    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 through a mix of marketing communication tools like the TV, print media and bill boards. The advertising message was “Dove soap doesn’t dry your skin because its one-quarter cleansing cream”. All of these ads...

    Brand, Brand management, Branding 1294  Words | 4  Pages

  • Dove Analysis

    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...

    Brand, Brand management, Branding 598  Words | 3  Pages

  • Marketing strategies

    Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.[1] Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute...

    Economics terminology, Management, Marketing 1099  Words | 4  Pages

  • Dove: Evolution of a Brand

    I. What brand strategy should Dove employ, considering social media development? What would be keys to its success? Dove should employ a strategy that takes full advantage of building an emotional connection with its target customers. Dove’s target customers are women. Women are 50% of the world’s population, and they are the key decision-makers for soap purchases in most households. Dove has already made clear that its target is women through it Campaign for Real Beauty. Dove needs to expand...

    Advertising, Brand, Brand equity 1049  Words | 3  Pages

  • Marketing Strategy

    Chapter 1 Marketing in Today’s Economy Exercise 1.1 CarsDirect http://www.carsdirect.com 1. Explore the CarsDirect website, including pricing a vehicle of your choice. How successful is CarsDirect in reducing the hassles associated with buying an automobile? 2. Does the design of the CarsDirect website convey confidence and trust in the car buying process? How has CarsDirect answered consumers’ concerns over the lack of a human element in their marketspace? Exercise 1.2 Daytona...

    Blue Cross and Blue Shield Association, Daytona 500, Daytona Beach, Florida 1154  Words | 7  Pages

  • Marketing Strategies

    development of their marketing strategies with regards to the deterioration of some other existing firms. The market concept of building an organization around the profitable satisfaction of customer needs helped firms achieved high-success growth, moderately competitive markets. However, to be successful in the markets in which economic growth has leveled and there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required. Such a strategy considers a portfolio...

    Competitor analysis, Marketing, Marketing management 898  Words | 3  Pages

  • DOVE CASE

     Dove Case Analysis Bus 568 Professor Constance Rossum Rong Zhang 1. What is the case statement? What is the case about? This case states about the evolution of the Dove brand, the position and value of the brand improved and changed from 1950s till now. The case is about how Dove changed people’s perspectives toward beauty through “The Campaign for Real Beauty”. 2. What is a “brand?” Why does Unilever want fewer of them? Brand is the "name, term,...

    Brand, Brand management, Branding 1407  Words | 8  Pages

  • Marketing strategy

    Follower Nicher According to Shaw, Eric (2012). Marketing Strategy: From the Origin of the Concept to the Development of a Conceptual Framework. Journal of Historical Research in Marketing., there is a framework for marketing strategies. Market introduction strategies "At introduction, the marketing strategist has two principle strategies to choose from: penetration or niche" (47). Market growth strategies "In the early growth stage, the marketing manager may choose from two additional strategic...

    Igor Ansoff, Management, Marketing 1477  Words | 6  Pages

  • Marketing Strategy

    Marketing strategy A strategy is a long-term plan to achieve certain objectives. A marketing[link] strategy is therefore a marketing plan designed to achieve marketing objectives. For example, marketing objective may relate to becoming the market leader by delighting customers. The strategic plan therefore is the detailed planning involving marketing research, and then developing a marketing mix to delight customers. Every organisation needs to have clear marketing objectives, and the major route...

    Marketing, Marketing plan, Marketing strategy 1689  Words | 6  Pages

  • Dove: Doughnut and Tim Horton

    Dove Dove is a personal care brand owned by Unilever. It is imported and marketed by Hindustan Unilever Limited. Dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’Oreal, Garnier, Neutrogena, and Olay. In the year 2004, Unilever won the “marketer of the year” award for its brand Dove. It is now considered as a moisturizing bar and a beauty bar. Also, Dove has many different products such as, bar soap, body wash, shampoo, body lotions, hair...

    Doughnut, Hindustan Unilever, Marketing 1000  Words | 3  Pages

  • Marketing Strategies

    8: Marketing strategies CHAPTER SUMMARY Summary (CHAPTER 8: Marketing strategies, page 211) • The marketing mix consists of four major elements: product, price, promotion and place. • Combined with these four Ps are people, processes and physical evidence to create the extended marketing mix. • Together, these seven Ps make up the strategies of marketing and become the centrepiece of the marketing plan. • The main goal of a marketing manager is to develop and maintain a marketing mix...

    Distribution, Marketing, Marketing management 1763  Words | 6  Pages

  • Marketing Strategy and Types of Strategies

    Marketing strategy Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal. Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market...

    Dominance, Market segmentation, Marketing 2138  Words | 7  Pages

  • Dove Case Notes

    Dove Case notes 1. What is a brand? Why does Unilever want fewer of them? How did Unilever reorganize its brand management organization to position its newly created umbrella brands for success? [10 Points] A Brand can be a name, symbol, sign etc. intended to identify your goods and service by the target audience. A brand is unique and differentiates you from your competitors. To get a brand into the customers mind needs a lot of marketing efforts. Furthermore you need to establish brand...

    Advertising, Brand, Brand engagement 1462  Words | 4  Pages

  • Marketing Strategy

    PGDM (Batch:2012-14/ Term-III) MARKETING MANAGEMENT-II (C-303) Session 1, 2&3 T- Course Overview; Introduction to Strategy Development Framework; (Finalization of C- What is our Business? (Hard Copy) groups) R- 1.Strategy as simple rules –HBR Article (Soft Copy) 2. Environmental and Internal Analysis (West et al.) Ch-3, pp-65-89 AR- What is Strategy? - HBR Article (Soft Copy) Session 4&5 T- Understanding Business and Marketing Objectives C- 1.Carolina Lunker Sauce (Hard Copy) 2. Glaxosmithkline:...

    Case analysis, Case study, Marketing 1738  Words | 6  Pages

  • Marketing Strategy

    Marketing Strategy Objectives Publix strives to meet the every needs of each individual customer. Their objective is to match Publix’s products and services offered with demands from their customers to assure competitive success. Throughout the marketing division, the department ensures the customers necessities or requests drive the design and performance for the products proposed. Additionally, the marketing strategies determined would maximize the long-term profits that are effectively implemented...

    Advertising, Brand, Customer service 821  Words | 5  Pages

  • The Marketing Mix In Marketing Strategy

    The marketing mix in marketing strategy: Product, Price, Place and Promotion The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution. The four Ps of marketing: product, price, place and promotion. The marketing mix can be divided into four groups of variables commonly...

    Advertising, Coca-Cola, Marketing 864  Words | 3  Pages

  • Marketing and Dove

    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...

    Competition, Marketing, Monopoly 620  Words | 2  Pages

  • Marketing Strategy

    Marketing Strategy of Zara The purpose of this paper is to analyse the existing marketing strategy of the one of the biggest, worldwide clothes company-Zara. In our research we have chosen this company because it is a well-known brand that is popular amongst young consumers. The company has performed very well with its marketing strategy in the past few years and it is still the top company on the market. The marketing strategy of Zara consists of high turnover in which the company usually...

    A Coruña, Bershka, Inditex 757  Words | 3  Pages

  • Marketing Strategy

    What is Offensive Marketing? When more than one company offers the same kind of product, each company only receives a percentage of all sales of that kind of product. This percentage is called a “market share,” and any effort to take some of the market share away from one company and bring it to another is called an offensive marketing plan. (See also Flanking Marketing) In the above case of the motorcycle business of the mid-to-late 20th century, the Harley Davidson Company saw its market share...

    Competition, Competitor analysis, Harley-Davidson 1873  Words | 6  Pages

  • Marketing Strategy

    MARKETING STRATEGY The field of marketing strategy considers the total marketing environment and its impacts on a company or product or service. The emphasis is on "an in depth understanding of the market environment, particularly the competitors and customers." A given firm may offer numerous products or services to a marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs...

    Business, Business marketing, Business-to-business 944  Words | 4  Pages

  • Marketing Strategy

    Marketing 500 Assignment 2 Life Alert Marketing Strategy Strayer University Discuss the type of product the company will offer and identify its primary characteristics The type of product the company will offer is a bracelet called Life Alert band. The characteristics of this device are size and the ease of use along with a lifetime guarantee. The Life Alert band is light and portable that no one will even know it’s on his or her wrist. It’s the size of a thick rubber band and comes in different...

    Brand, Brand management, Branding 1301  Words | 4  Pages

  • Unilever's "Real Beauty" Campaign for Dove

    Abstract: This case is about Unilever's "Campaign for Real Beauty" (CFRB) marketing campaign for its leading personal care brand 'Dove'. CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. This campaign featured regular women (non-models) who were beautiful in their own way and did not fit in with the idealized images of models, super-models, and celebrities. Unilever developed the CFRB campaign based on a global study on the perceptions and attitudes...

    Advertising, Anno Domini, Beauty 1576  Words | 5  Pages

  • Marketing Strategy

     Marketing Strategy Randolph McMindes Strategic Market Management (MGMT 449) Embry Riddle Aeronautical University Steve Jessup February 20, 2014 Abstract A marketing strategy stands as the foundation of an organizations success. It should be a dynamic and interactive process that if utilized effectively can allow an organization to focus its resources on the most obtainable opportunities. A good marketing strategy has several key components. These components...

    Competitor analysis, Distribution, Market research 2332  Words | 10  Pages

  • Marketing Strategy

    5. Marketing means solving problems of how best to meet customer needs. What were the mistakes Afjuz made in its former approach to marketing? What marketing strategy should Afjuz adopt to improve its performance on the British market? Give your reasons. Marketing is a mix of activities involved in getting goods from the producer to the consumer. The producer is responsible for the design and manufacture of goods. Early marketing techniques followed production and were responsible only for moving...

    Competitor analysis, Consultative selling, Customer 768  Words | 3  Pages

  • MArketing Strategies Jet Airways

    operates real estate. GIL is a member of the Godrej Group, which was established in 1897 and has since grown into a US$1.875 billion conglomerate. The company was called Godrej Soaps until March 31, 2001. Thereafter, the consumer products division got de-merged into Godrej Consumer Products, and the residual Godrej Soaps became Godrej Industries. This led to the formation of two separate corporate entities: Godrej Consumer Products and Godrej Industries. Besides its three businesses, Godrej Industries...

    Business, Corporation, Fatty acid 642  Words | 3  Pages

  • marketing strategy

    Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute...

    Market segmentation, Marketing, Marketing management 1350  Words | 4  Pages

  • Marketing Strategy

    Marketing Strategy A Marketing strategy is a way of achieving a marketing objective. Marketing Tactics Marketing tactics are short-term actions to achieve the marketing strategy. For example: Marketing Objective – increase sales by 20% Marketing Strategy – selling the product in overseas markets. Marketing Tactic – Advertise the product in France and Spain first and then open up to other European countries if the campaign is successful. Examples of Marketing Strategy ...

    Advertising, Brand, Consultative selling 625  Words | 3  Pages

  • Dove Case Study

    scale. Dove was one of Unilever’s many brands. The first Dove campaign was launched in the 1950s, and as mentioned in the case study, its message was “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream”; it was focused on its functional benefits and honesty. And soon Dove became one of the most recognizable brands in the world, and was tapped to become a Masterbrand in the year 2000. When Unilever’s Dove launched its “Campaign for real beauty”, the promotion strategy used was...

    Brand, Brand management, Focus group 1055  Words | 3  Pages

  • Marketing Strategies

    Marketing strategies for fast-moving consumer goods in India The current recession is the most brutal economic downturn in a lifetime. One industry where the consequences of the recession are felt particularly hard is the fast-moving consumer goods (FMCG) industry. In the past, this industry was dominated by such well-known manufacturer brands as Ariel detergent, Nescafé coffee, Philadelphia cream cheese, Flora margarine, and Pampers nappies. Our research, spanning several decades of purchasing...

    Brand, Brand management, Fast moving consumer goods 1488  Words | 4  Pages

  • Marketing Strategy, Penetration Strategy

    pricing, etc. Price skimming is a pricing strategy in which a marketer sets a relatively high price for a product or service at first, and then lowers the price over time where a new, innovative, or much-improved product is launched onto a market. The objective with skimming is to “skim” off customers who are willing to pay more to have the product sooner; prices are lowered later when demand from the “early adopters” falls. The success of a price-skimming strategy is largely dependent on the inelasticity...

    Apple Inc., Brand management, IPod 1577  Words | 5  Pages

  • Marketing Strategy

    Introduction Marketing mix is an important element to start a new business. It is include 4Ps which are product, place, price and promotion. In our project, we focused on these 4Ps to achieve our goal. We wrote our survey questions considering the 4Ps to investigate people’s opinion and start thinking about our marketing strategy for the online shopping website. Furthermore, after finishing the survey and investigated peoples’ views, we decided how to design our website and market it to satisfy...

    Marketing, Marketing strategy, Online shopping 2181  Words | 6  Pages

  • Marketing Strategy

    with 56 of those stores located in the Minneapolis/St. Paul metro area. Cub Foods has served the customers more comfortable by providing the best grocery value to customers. Cub views consumers as the driving force behind the business goals and strategies. Cub continues to offer the premier value for consumers' dollars. All of the business units and operations teams consistently work to identify and support business initiatives that are environmentally-friendly, ranging from promoting customer...

    Grocer, Grocery store, Safeway Inc. 1578  Words | 5  Pages

  • Marketing Strategies

    competition require continuous analysis of competing forces. Business and marketing strategies need to take advantage of opportunities and to avoid threats. Market leaders and competitors cannot fulfill their executive role unless customer’s needs and desires are understood and satisfied. Strategic marketing is creating a plan to better reach and satisfy customer while increasing profitability and productivity. Competition strategy is an important strategic planning process to help management understand...

    Customer, Customer service, Marketing 1123  Words | 3  Pages

  • Hul Strategy

    several ongoing brands from the market. HLL also vigorously pursues brand extension strategy. And concurrently, HLL undertakes line pruning and brand restructuring and consolidation, based on marketing compulsions. HLL is also playing the rejuvenation and re-launch game. With great benefit the corporate-level endeavors at business expansion and diversification are also throwing new challenges on the brand strategy front. HLL lends itself for a proper understanding of the complexity of the brand management...

    Brand, Brand equity, Brand management 776  Words | 3  Pages

  • Dove Case

    evolution of the dove brand? The origins of the Dove brand lay in the U.S. In 1957 the first dove product was launched that was called the beauty bar. This product claimed that it was different than soap and that it would not dry out your skin. The advertising campaign for this launch was created by the Ogilvy and Mather advertising agency. The main message of this advertisement was that Dove soap does not dry out your skin because it contained a quarter of cleansing cream. The message that Dove does not...

    Advertising, Brand, Brand management 951  Words | 3  Pages

  • Dove Case Study

    Mindy Dauber MKT 9703 Marketing Management : Spring 2012 Sec QMWA The Dove brand has been a household name since 1955 with its promise of “moisturizer cream” and a product that held up to that promise. The dove bar helped dove grow a consumer base that not only had product loyalty, but after a few unsuccessful product lines, paved the way for brand loyalty that allowed Dove to become a 2 billion dollar corporation. Every company, especially one with the resources like Dove, wants to successfully...

    Brand, Brand loyalty, Brand management 844  Words | 3  Pages

  • Marketing Strategy

    The marketing skills that these companies possess are the reasons both Coca Cola and Pepsico are so successful. The marketing tactics the companies use and how they compare to each other. The use of new technologies, advertising and political environments that will include when determining what affects the marketing strategies the companies choose to take. INTRODUCTION The purpose of this report is to evaluate the marketing strategy of the...

    Alcoholic beverage, Coca-Cola, Drink 864  Words | 4  Pages

  • A MARKETING PLAN FOR DOVE

    De La Salle University – Dasmarinas College of Business Administration and Accountancy Bachelor of Science Major in Marketing and Advertising Management Marketing Plan for Dove SUBMITTED BY: Danilynn Caballero Genevieve Cuevas Angelo Marfil Kathy Mendoza Danilo Orcine Ara Reyes SUBMITTED TO: Ma’am Chona Bautista Submitted on: February 28, 2014 2 TABLE OF CONTENTS I. Executive Summary------------------------------------------------------------ II. Situation Analysis-------------------------------------------------------------A...

    Brand, Brand management, Human skin color 9768  Words | 55  Pages

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