In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap his revolutionary new product that helped popularise cleanliness and hygiene in Victorian England. It was to make cleanliness commonplace to lessen work for women to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products. And from that time origin of Unilever today is started.Unilever Corporation is established in 1930, it is result of merging two companies that areLeverBrothers of England and Margarine Unie of Denmark. At that time, Unilever has two head offices are placed in Rotterdam and Lon don and two presidents. Unileverhas more than 400 brands focused on health and wellbeing,owns one of the most world-leading brands including Lipton, Knorr, Dove, Axe, Hellmanns and Omo with 265,000 employees in more than 500 companies in 90 nations over the world, annual global profit is around 40 billion euro. Unilever seem to have only one competitor that is Nestl. Unilever always consistence with its vision that is helping people to look good, feel good and get more out of life. Unilever started in Vietnam in 1995. After nine years operating, success of Unilever in Vietnam market is really considerable. Many new products are launched and they have important role in increasing Vietnamese standard of living. Dove is one of the most successful brand that Unilever.As a personal care product, Dove always try to protect womens beauty and makes them believe in their beauty as a dove mission and vision Dove is committed to helping all women realize their personal beauty potential by creating products that deliver real care. Dove believes that beauty should be for everyone, because when u look and feel your best, you feel better about yourself. Dove says it continues to provide products that makes a genuine difference to the condition and feel of your skin and hair and Dove point out clearly statement of marketing goal like Dove wants to target all ages, shape, and sizes of woman to let them believe through the use of their products that beauty does not depend on these factors, rather beauty lies in you. Dove tries to help all women through its tactics to believe the real beauty present in them. In this assignment, we focus on analyzing one of the popular product lines in Dove personal care products is Dove hair care products. Specifically, our report will go through SWOT analyzing to assess the internal characteristics and external factors in implementing marketing strategy of Dove hair care product. The following part is targeting strategy with Dove hair care products segments. In the next section, marketing mix describes the different kinds of choices organizations made in the whole process of bringing a product or service to market. Finally, we approach and interpret the external factors that influence on the Dove hair care products in developing marketing strategy in the market, particularly in Vietnamese market. I. SWOT Analysis 1. Strengths Doveconditionerand shampoo are products ofthe Doves hair care product line. As we know, Unilever is a Anglo-Dutch multinational corporation that owns many of the worlds consumer product brands in foods, beverages, cleaning agentsand personalcare products. Therefore, Doveconditioner andshampoo own a strong name and image that is a part of a wide range of leading brands. Thus, it is good for establishing and promoting brand prestige and getting numbers of commercial partners, economic aids and resources. Doves products toward to all women level in society from young to older women with variety of shampoo product line including treatment types for normal hair, oily hair, dry hair, dye hair, conditioner shampoo, and dandruff shampoo. The most difference of Doves shampoo lies is to catch women consideration about truly beauty that contains both shampoo and conditioner that make hair becoming smoothly, softy, and...
References: About Unilever Global Unilever WWW Document, n.d. URL http//www.unilever.com.vn/aboutus/unilever-global/ (accessed 6.5.13). Dove Promotianal Mix - Essays - Leemeredew WWW Document, n.d. URL http//www.studymode.com/essays/Dove-Promotianal-Mix-1367741.html (accessed 6.5.13). Dove Skin Care, Hair Care, Body Cleansers, Lotions Beauty Tips WWW Document, n.d. URL http//www.dove.co.uk/en/ (accessed 6.5.13). Dove Skin Care, Hair Care, Body Cleansers, Lotions Beauty Tips WWW Document, n.d. URL http//www.dove.us/ (accessed 6.5.13). Geeta Sakhuja, n.d. Dove SWOT. Y, dXiJ(x(
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