1. Company Name - Executive Summary Kerstin Dunleavy needs to determine how to maintain Dove’s brand momentum. The key objectives and goals of the Dove product line is to increase market share‚ develop a strong marketing campaign‚ retain functional strengths of the brand‚ maintain the image of the “Real Beauty” campaign‚ and stay ahead of the competition. Due to the highly competitive industry‚ marketing communication is critical to ensure campaign momentum. Kerstin must decide how to keep the
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Kerstin Dunleavy‚ brand manager for Unilever’s Dove line‚ needs to create a marketing plan to roll out the second phase of the successful re-launch and bring it to the next level. Unilever needs to keep a close eye on the competition that may try to imitate Dove’s success by creating similar campaigns and ensure they set themselves apart from these companies. Unilever’s objective is to continue with the success of the first phase of the re-launch of Dove’s Real Beauty Campaign and maintain the
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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
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[pic] Background Dove soap was launched in the United States in 1957 as a non-irritating skin cleaner for treatment use on burn and wounds during World War II under‚ the one of the largest consumer products companies in the world‚ Unilever. The basic Dove bar was reformulated as a beauty soap bar with one-fourth cleansing cream. It was the first beauty soap to use mild plus moisturizing cream to avoid the drying skin. |Time line |History of Dove
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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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“I think Canada was just really ready for it‚” says Aviva Groll‚ group account director at Ogilvy‚ who has worked on Dove since 2004. “There was a lot of support internally at Unilever‚ it struck a chord… [It was] a time of great experimentation and great leadership that allowed that to happen.” Groll also notes that having the budget available and co-operation amongst the product categories to allow for a campaign centred on the brand as a whole meant everything fell into place for a Canada-first
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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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| Marketing | | GROUP NO.11 | [DOVE] | CONSUMER BEHAVIOR PATTERN | Non-durable goods: Non-durable goods may be defined either as goods that are immediately consumed in one use or ones that have a lifespan of less than 3 years. Examples of nondurable goods include fast moving consumer goods such as cosmetics and cleaning products‚ food‚ fuel‚ beer‚ cigarettes‚ medication‚ office supplies‚ packaging and containers‚ paper and paper products‚ personal products‚ rubber‚ plastics‚ textiles
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What was Dove’s market positioning in the 1950s? What is its positioning in 2007? Dove back in the 1950’s had one product that was the “beauty bar”‚ it was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the TV‚ print media and bill boards. The advertising message was “Dove soap doesn’t dry your skin because its one-quarter cleansing cream”. All of these
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DOVE: EVOLUTION OF A BRAND Ques What is a brand? Why does Unilever want fewer of them? * Definition: A name‚ term‚ design‚ symbol‚ or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item‚ a family of items‚ or all items of that seller. If used for the firm as a whole‚ the preferred term is trade name. Why fewer brands? * Global decentralization brought problems of
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