Dove case study MRKT 5500.docx - Dove Evolution of a Brand Chelsea Raney MRKT5500 September 29th 2019 Situation Analysis The American Marketing

Dove case study MRKT 5500.docx - Dove Evolution of a Brand...

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Dove: Evolution of a Brand Chelsea Raney MRKT5500 September 29 th , 2019
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Situation Analysis The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (Marion, 2019). Some could say that Dove is defined by their Campaign for Real Beauty or by their famous beauty bar. In 2000, Dove became a dominant brand for a leading manufacturer of packaged consumer goods in the food, home and personal care business sectors, known as Unilever (Deighton, 2008). The company is filled with successful brands such as Knorr, Hellmann’s Vaseline, Suave and Ben & Jerry’s (Deighton, 2008). The brand identity was developed around the idea of “adding vitality to life”. In 2000, Unilever launched a strategic plan, the “Path to Growth”, where they cut their 1,600 brands down to 400 (Deighton, 2008). Downsizing of the brand portfolio was meant to restructure the business portfolio to reflect the “vitality” concept. From the time Dove became a dominant brand to today; the brand is not only on a cleaning bar but additional health and beauty products carry Dove’s name. Dove is sold in more than 80 countries and is used by both men and women. It offers antiperspirants, deodorants, body washes, soap bars, moisturizers, and hair and skin care products. Its main competitors on quality, style and price are Neutrogena. Dove uses a distinguished strategy where a separate marketing mix is offered to each segment. For example; in the advertisements of Dove Men+Care; stereotypical “ideal” women are used to show that men who use Dove Men+Care products would be more attractive. On the other hand; Dove’s original product line; especially the “Campaign for Real Beauty”; has a way of celebrating different body shapes of women.
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STRENGTHS “Real Beauty” campaign Dominant Brand in beauty industry Unique niche for soaps Endorsed by physicians and dermatologists Ability to reach “normal” women Social media success Reaching out to consumers for help with ads WEAKNESSES Poor responsibility to manage Dove setting up to be an ordinary brand No promise for new attractiveness No product mention with self-esteem discussion Unclear mission statement equals control loss OPPORTUNITIES Change society’s views on beauty Beauty brand avoiding beauty stereotypes
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