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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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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brand Dove launched a new advertising campaign called Dove`s Campaign for Real Beauty. That`s one of the most successful marketing campaign which revolutionised stereotypes of beauty. In this assignment I will discuss a few questions about this campaign. The first is why Dove`s campaign was so successful. I`ll try answer how the campaign is different from traditional cosmetic brand campaign and also consider the key weaknesses of Dove`s marketing strategy. I also try to answer what segmentation Dove
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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
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Unilever Soaps | Product Category: Soap | | Three categories of soaps taken i-e LUX‚ Lifebuoy‚ DOVE. | | | | Table of Contents Unilever 4 Vision 3 Unilever’s Corporate Purpose 5 Unilever’s Growth Priorities 5 Consumer Product Market 5 1. Product 6 Unilever’s Products 7 1.1. LUX 7 Color: 9 Sizes: 9 Target Market: 9 1.2. LIFEBUOY 9 History of Lifebuoy: 10 Lifebuoy on a Mission 10 The Way Forward 10 FRAGRANCE 10 PRODUCT: 11 1.3. Dove 11 History
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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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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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RIVER BASIN KOLAB [ INDIA ] Kolab 010.doc SCHEDULE A ASSESSMENT OF RIVER BASINS (RBs) IN SOUTH ASIA Sr. No. 1 1.1 1.2 Details Physical Features - General Information Name of River basin (also indicate regional names); Relief Map and Index Map of RB with Country/ State/ Province boundary marked to be attached. Geographical location of the place of origin (Country/District) Area (in Sq. Kms.)‚ Population (in Millions); Name of population centers/ Cites ( duely marked on the map: refer 1
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INDUSTRY PROFILE Soap in Philippines Reference Code: 0115-0208 Publication Date: April 2011 www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York‚ NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfo@datamonitor.com Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai‚ UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e:
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DOVE Case * In the 1950s Dove established the market positioning of being unique and differentiated itself from other normal soap bars‚ which leave the consumers with dry skin after usage‚ by coming up with a bar that moisturizes the consumers` skin after usage with inclusion of one-quarter cleansing cream. * It aimed to become a masterbrand in February 2000 to extend its category beyond the beauty bar category‚ such as deodorants‚ hair care products‚ facial cleansers‚ body lotions and hair
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