Dove Case Study Analysis

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 Essay about Dove Case Study Analysis

Dove Last Presentation - Presentation Transcript

1 . UNILEVER'S " TRUE BEAUTY” MARKETING CAMPAIGN FOR DOVE Crafted simply by: 2 . BASIC OUTLINE

oINTRODUCTION

oCASE BRIEF SUMMARY

oREASONS

oMARKETING STRATEGY

oSWOT ANALYSIS

oACHIEVEMENTS

oRECOMMENDATIONS

oOUR LEARNINGS

3. ADVANTAGES

oUNILEVER --- An Anglo-Dutch firm

oEstablished in 1930 with the combination of Lever Brothers and Margarine Union. oFormed two separate choices:

o1) Unilever Plc, London

o2) Unilever NV, Rotterdam

oLeading manufacturer and marketer --- foods, beverages, cleaning brokers and personal care products. oMajor Brands: Knorr, Lipton, Bertolli, Surf, Vaseline, RESPONSABLE, Lux, Pond's and Lifebuoy oRevenues intended for 2005 --- US$ 40 billion

oEmployee Foundation --- 206, 000 people

4. EVOLUTION OF BRAND NAME ‘DOVE'

o1940's – Formula to get Dove Tavern (Mild Soap)

o1950's – Sophisticated to initial Dove Beauty Bar

o1960's – Launched available in the market

o1970's – Reputation Increased as being a milder detergent

o1980's – Leading brand suggested by Medical doctors

o1990's – Dove beauty wash successfully launched

o1995-2001 – File format of Dove's range of products

5. ITEM LAUNCHING

o1 ) APRIL- 2004 launched " DOVE FIRMING LOTION”

o2) Advertisements named as " ALLOWS CELEBRATE CURVES”

o3) SEPT- 2004 LAUNCHED GLOBAL CAMPAIGN.

o4) It absolutely was renamed as " CAMPAIGN FOR GENUINE BEAUTY”

o5) Meant to make ladies feel beautiful.

6. CASE-INTRODUCTION

o" We want to challenge the definition of the splendor. We believe that beauty is now too narrow in definition. We wish to defy the stereotype that just young, brown and high are beautiful. ” o-Philippe Harousseau, Dove's Marketing Director

oCFRB (Campaign to get Real Beauty):

First Phase

Second Period

7.

8. FACTORS

oDeclining Sales --- lost in crowded industry

oIncreased competition --- Olay, P& G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson & Johnson oResulting promoting clutter

oStagnation in a single or two types --- Despite...

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