CASE ANALYSIS Dove: Evolution of a brand INTRODUCTION Unilever’s Dove is one of the leading companies in the health and beauty industry. Dove has launched an advertising campaign named “The Campaign for Real Beauty” to general the attention of the public in order to change the traditional definition of beauty and improve their brand awareness. Dove took the advantages of new social media by uploading the advertisements on YouTube and allowed people to give comments on the “Real Beauty” story
Premium Advertising Culture New media
Dove’s Real Beauty Campaign: A Reflection Jennifer Millard’s Performing beauty: Dove’s “Real Beauty” campaign was made to conduct a study on the results of the company Dove’s Real Beauty Campaign onto it’s targeted audience‚ women. Throughout the study Jennifer Millard explains that Dove’s Real Beauty Campaign is a series of advertisements in magazines and commercials that promotes and empowers beauty for every women‚ no matter what other media outlets says. Millard uses focus groups and interviews
Premium Mass media Symbolic interactionism Advertising
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
Free Unilever Marketing
Unilever was created in 1930 by the amalgamation of the operations of British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie‚ a merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. In the 1930s the business of Unilever grew and new ventures were launched in Latin America. In 1972 Unilever purchased A&W Restaurants’ Canadian division but sold its shares through a management buyout to former A&W
Premium Unilever
Topic: Search for a company’s new project or new investment plan and present it. Analyse its SWOT Presentation project: Starbucks’ market expansion campaign in Vietnam PRESENTATION TRANSCRIPT Good afternoon everybody. Thank you for making the effort to come here. It’s an honor for us to get the chance to meet you today. My name is Viet Huong and I’m the leader of group 2‚ which also includes Lan Huong‚ Tri‚ Phuong and Ha. As you all know‚ coffee is one of the world’s most popular kinds of drink
Premium Coffee Starbucks Vietnam
An analysis of ULTA Beauty’s internal environment demonstrated both strengths and weaknesses. Overall‚ the company has a strong customer base relating to its marketing strategy and brand reputation‚ providing a competitive advantage (Piaget‚ 2013). Strengths • S1 Brand Awareness: ULTA Beauty is known for its products and services. The company remains competitive in the industry through its product differentiation‚ expertise‚ and customer service. • S2 Supply Chain Management: The concerted efforts
Premium Marketing Strategic management Customer service
One of Doves direct competitors is Olay. They have six bar soaps and two massaging bath bar soaps. The Olay brand is known as a brand that celebrates beauty outside and within. Their tagline is “Love the skin you are in.” Olay has a bar name Age Defying Moisturizing Bar‚ which helps reveal younger looking skin. This would be a competition for Dove‚ since Dove doesn’t have an age defying bar‚ but instead it has a sensitive skin‚ which is good for those with sensitive skin. Olay though has no variety
Premium Colgate-Palmolive Competition Bathing
Situation Analysis: Objectives and Goals‚ Background‚ Market and External Environment Analysis 2 Situation Analysis: Competition Analysis 3 Situation Analysis: S.W.O.T. Analysis 4 Situation Analysis: Segmentation Analysis 5 Situation Analysis: Consumer Analysis 6 Key Success Factors and Uncertainties 6 Analysis of Alternative Solutions 7 Recommendations 9 Action Plan and Contingency Plan 10 Bibliography 11 Executive Summary Kerstin Dunleavy needs to determine how to maintain the Dove brand’s
Premium Advertising
Dove’s Campaign For Real Beauty. The target advertising segment that I chose is women of all ages and shapes. This is a very large segment with many nationalities‚ races‚ beliefs‚ sizes and ages. I believe that one of the successful PR campaigns was Dove’s Campaign For Real Beauty. The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Dove conceived a campaign that focused not on the product‚ but on a way
Premium
The Love between a Woman and her Chocolate: Dove Commercial Analysis Let’s be honest‚ how many opportunities does one have to swaddle themselves in rich‚ velvety‚ layers of chocolate? Well if you’re the star of a Dove chocolate commercial‚ every day! Dove’s “Pure Silk” chocolate commercial plays up the appetizing name of their treat by using specific appeals that charm adult women right out of their diets. The writers of the commercial achieve these appeals through the use of words with pleasurable
Premium Emotion Woman Feeling