Individual Hand-In Case “Hips Feel Good” Dove’s Campaign for Real Beauty TABLE OF CONTENTS EXECUTIVE SUMMARY........................................................................................................1 INTRODUCTION ...................................................................................................................2 INTEGRATED MARKETING COMMUNICATIONS PLAN .............................................2 Objective ..................................................
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Mars Dove Chocolate Brand Audit IMC 613 Brand Equity Management Chocolate is one of America’s favorite treats‚ and companies like Hershey’s‚ Ghirardelli and Dove‚ have captured consumers minds‚ body and emotions with delicious tasting chocolates for more than 100 years. After examining three brands in Dove’s competitive set- Hershey’s‚ Ghirardelli and Unilever Dove- it became obvious that the Dove Chocolate brand has an unfavorable brand association with Unilever Dove soap and does not resonate
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Critiques of the Strategies and Recommendation Dove has many strategic issues which are classified as convenience goods because consumers bought this product frequently and immediately. We can set the price a bit lower down and affordable for their product. Besides‚ they can change another supplier to lower down cost however can keep the good quality of product otherwise lower down the cost of advertising that can affect the product price of Dove. Dove can boost up their sales by using the line extension
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Dove A Business Management Report Contents An Introduction to Dove In 1957‚ Unilever introduced Dove into the market as a single product: a beauty soap bar. And it was not just ordinary soap‚ but touted as having more moisturizing qualities than the top brands at that time and therefore suitable for dry sensitive skin. And in the 1980s‚ the brand launched a new product line‚ which constitutes of liquid body wash‚ shampoo and conditioner‚ deodorant/anti-perspirants and body
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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
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The Forgiving Dove A long time ago on the small island of Wanahkie there was a beautiful forest that grew in the centre of this deserted island. In the middle of this forest stood a tree which was superior to all the other trees‚ it was the oldest‚ and biggest tree in the forest and legend has it that the tree possessed love‚ kindness‚ and knowledge. The birds of the forest named the tree Joshua. The tree was home to many birds‚ which included a dove and a crow. Early
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The Competitor Exiting competitors -Local competitor -These competitors which have brand name in market and build relationship with customers such as Hanosimex‚ Tan Phu‚ Trung Viet‚ Viet Thy. -Non Local-competitors -These products were imported with low price and so competitive from foreign such as China. *Alternative Products Competitors are those that offer an alternative‚ these competitors gained market share‚ we can not cover and control them based on exiting
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10. Logo 11. Personality 12. Customer value INTRODUCTION * Dove is a self-care brand which is owned by The Unilever and was established in 1930 by the Lever Brothers and Margarine Union. * Unilever is a leading manufacturer and marketer of food‚ drinks‚ cleaning products and personal care products. It also branded Knorr‚ Lipton‚ Surf‚ Vaseline‚ Lux‚ AXE‚ Pond’s and Lifebuoy. * Dove has grown from a US-only soap to a global success today. * The brand targeted
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INTRODUCTION ABOUT DOVE * In 1955 Unilever ( Lever brothers) introduced Dove * It was introduced as a mild cleansing ingredient in soap category. * It is always positioned as a “beauty bar” * It contains one fourth cleansing cream which moisturizes the skin instead of drying effect‚ an attribute which is not present in normal soaps. * Unilever promoted its moisturizer preposition heavily through advertisements and finally in 1979 its phrase “cleansing cream” was replaced by “moisturizer
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2. Competitors 2.1 Direct Competitors Being part of the Traditional Chinese Medicine (TCM) market‚ Eu Yan Sang faces direct competition from large chain retailers like Hockhua and neighbourhood medical halls like Yan Chai Tong Medical Hall. They are direct competitors because they compete in the same market sector of TCM retailing and also offer a similar product range. 2.2 Indirect Competitors Indirect competitors will include Western pharmacies like Watson and Guardian‚ supermarkets
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