Hips Feel Good – Dove’s Campaign for Real Beauty
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 drive of the initial campaign going.
This report outlines three alternatives that Kerstin has to present to Unilever’s senior management:
1. Expand the current “real women” advertisement
2. Focus on customer communication
3. Expand on existing products and focus on selling
Based on the case analysis it is recommended that the company shifts focus to “selling”. In order to increase sale volume, the company needs to expand the product line to increase sales to the targeted market segment and capture a larger market share. The company will be able to successfully apply this strategy as they have developed inside knowledge of consumer and needs through the first phase of marketing campaign. In order to ensure that the company is successful at implementing the strategy, it needs to continue the focus of selling the developed and popular product while evolving and altering Dove products.
2. Problem Statement
Unilever’s Dove product line is attempting to further increase market share in the next steps of the so far successful re-launch. These next steps need to be defined by Kerstin Dunleavy, brand manager, by making specific recommendations for the second phase of the marketing campaign.
3. Company Objectives
The primary objective of Unilever is to increase the market share for its Dove brand by evolving into a modern and desirable brand, while at the same time standing out in a highly competitive market. This goal is to be achieved by improving the
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 drive of the initial campaign going.
This report outlines three alternatives that Kerstin has to present to Unilever’s senior management:
1. Expand the current “real women” advertisement
2. Focus on customer communication
3. Expand on existing products and focus on selling
Based on the case analysis it is recommended that the company shifts focus to “selling”. In order to increase sale volume, the company needs to expand the product line to increase sales to the targeted market segment and capture a larger market share. The company will be able to successfully apply this strategy as they have developed inside knowledge of consumer and needs through the first phase of marketing campaign. In order to ensure that the company is successful at implementing the strategy, it needs to continue the focus of selling the developed and popular product while evolving and altering Dove products.
2. Problem Statement
Unilever’s Dove product line is attempting to further increase market share in the next steps of the so far successful re-launch. These next steps need to be defined by Kerstin Dunleavy, brand manager, by making specific recommendations for the second phase of the marketing campaign.
3. Company Objectives
The primary objective of Unilever is to increase the market share for its Dove brand by evolving into a modern and desirable brand, while at the same time standing out in a highly competitive market. This goal is to be achieved by improving the