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Dove case study

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Introduction

John Paul Mifsud- Introduction to Integrated Marketing Communications Dove: Evolution of a Brand 1. In February 2000 Uniliver embraced a five year strategy to downsize (re-organize) the 1,600 brand to 400. The elected brands were defined as 'Master brands', and were meant to serve as umbrella identities over a range of products. The company took the decision to reduce the number of brands to gain control over its products. In the case of Dove, the brand served as umbrella brand for a wide range of health and beauty products. To gain control, the company shifted from a decentralized branding strategy, led by brand managers, to a more centralized strategy. ...read more.

Middle

that were to fall under the Dove brand. The notion of communicating functional superiority had to change. Unilever decided that Dove should stand for a point of view. They conducted an exploratory market research and came up with the idea to market the Brand as "The Real Beauty" focusing on women. The Mission statement changed into a challenge to make more women aware of their beauty. 3. The campaign for real beauty meant that the company had to understand needs and desires of women. The company made use of market research by spreading 3000 surveys across 10 countries. The outcome of this research showed that only 2% valued themselves as beautiful. ...read more.

Conclusion

The company made use of Dove reputation (quality soap) to launch a whole range of personal care products. Their most important tool was to depict women to a realistic picture. They did not make false promises simply to attract clients to buy. I am of their opinion that the company should go a step further and market their range of products to men. Their successful image can also be transferred to men. The only disadvantage of this strategy is that it leaves the customer without any hope to dream into becoming something bigger. The media is continuously depicting fashion beauty as the perfect beauty. From this perspective, Dove will have to face the challenge to show that their products are not 'average products' for 'average women'. Customers might think that more expensive products are more effective. ...read more.

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