Dove Case Analysis
Professor Constance Rossum
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, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." (American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project)
Based on the previous definition, brand is something makes the outstanding value of a particular product. It’s the brand which distinguishes the products from others, it is something that the producer need to put lots of energy and efforts to work on. For Unilever, it works on a variety of industries, for example, beauty care, food, etc. Therefore, in order to do business in those different industries, Unilever needs to have a few brands. However, the company actually wants fewer of them, there are several reasons. First of all, it is not easy for a new brand to enter the market and be well recognized by the public, there should be huge input of advertising, marketing, and public relation, etc. The cost is very large and the result might not be as expected. Secondly, it is difficult to manager all the brands if there are too many, because the management contains the product quality management and all the brands’ reputation management. Unilever is a large company with a long history and creditable reputation, people trust Unilever and even sometimes their lives rely on the company. Therefore, it’s hard to maintain all the brands’ good reputation and if there is one brand not doing well, it may destroy the whole company. Last point is, based on the Pareto Principle, which is The 80/20 Rule, there are approximately 80 percent of the company’s income come from 20 percent of the brands. Therefore, there are only a few brands of Unilever that make the most profits of the company. As a result, why not focusing on those brands and not emphasize on all the brands? Therefore, reducing brands might be a smart choice.
2. What was Dove’s market positioning in the 1950s? What is its positioning in 2007? During the 1950s, Dove launched the the first product which is a beauty bar that claimed not to dry your skin as other soaps did because it contained one quarter of the “cleansing cream”. Therefore, it is very clear that Dove’s market positioning in the 1950s is the competitive strategy with unique formula and extremely outstanding product. When it comes to the year 2000, Unilever felt that only the product itself cannot fit in the fast changing marketing environment and they need to come with something new, as they were saying, they need to have “a point of view”, that is the brith of the “The Campaign for Real Beauty”. The campaign lasted for many years even the year 2007, and first of the time, Dove was trying to overturn people’s, especially women’s thoughts concerning beauty. After doing a large sum of research, the result came out that women all over the world all have low self-esteem. Therefore, Dove decided to dedicate to help women to build their confidence and change peoples’ concepts of beauty to more healthier and comfortable manner. This brand new and revolutional concept also translated by Dove’s every product.
3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? Before the year 2000, Unilever’s brand management was similar to Procter & Gamble, it was for each different category or brand, it...
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