Dove: Evolution of a Brand

Dove: Evolution of a Brand

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Xiaohan wei

Jiamin Wang

Erica Charlson

Jingru Liang

1.  Executive Summary: Jiamin Wang

2.        Introduction and a summary: Jingru Liang

3.        Brand, Product or Service Review: Jingru Liang

4.        Perform a SWOT analysis: Erica Charlson

5.  Discuss the segmentation, target market, and positioning strategy: xiaohan wei

6.  Corporate Social Responsibility components: Jiamin Wang

7.  Articulate the Marketing Mix: Erica Charlson

8.  Marketing Communications

9.        Conclusion:   xiaohan wei

10.        Bibliography: Four of all

11        Appendix: Four of all

Introduction and Summary:

Dove is a personal care brand owned by Unilever, The Dove brand of personal care products currently includes everything from shampoos to deodorants to facial washes. The brand has a strong focus on “purity, moisture, cleanliness, natural beauty, and touchable skin”. Dove is sold in more than 80 countries and is used by both men and women (Dove.com).

Unilever, a leading global manufacturer of packaged consumer goods, Unilever operated in the food, home, and personal care sectors of the economy. Dove had recently launched what it termed a Masterbrand campaign under the title of The Dove Campaign for Real Beauty. For some marketing observers the Campaign was an unqualified success, giving a single identity to the wide range of health and beauty products (Dove: Evolution of a Brand).In this case study, we are going to analyze with Dove from some ways: Dove of brand, Product Review, a SWOT analysis, the segmentation, target market, and positioning strategy, Competitive Review and Analysis, Corporate Social Responsibility components, and Marketing Strategy. From this project, Dove is Successful in positioning itself as a brand with a conscience Self-Esteem Fund offered free publicity in charities they worked with Continuous innovation important as societal marketing easily imitated by competitors, Dove Ensure consistent product quality due to higher expectations, unified advertising globally will save cost, and making campaign sustainable in long run.

Dove is a personal care brand owned by Unilever. The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. Unilever’s Dove was the world’s number one “cleansing” brand in the health and beauty sector with sales of over $2.5 billion a year in more than 80 countries. Dove is Unilever's biggest personal care brand, and certainly one of the group's most high profile brands in recent years as the result of a clever marketing campaign that has consistently generated headlines and accolades since 2004. The Dove brand of personal care products currently includes everything from shampoos to deodorants to facial washes. The brand has a strong focus on “purity, moisture, cleanliness, natural beauty, and touchable skin”. The brand promises softness and improvement of the skin and advertises confidence as the consumer benefit (Dove.com). Dove is committed to helping women realise their personal potential for beauty by engaging them with products that deliver real care. Throughout the years, Dove has transformed itself into a powerful platform supporting women’s confidence and self-esteem. The focus comes off of advertising products and turns to advertising Dove’s beliefs and emotional appeal and creating an image as being supportive and compassionate as an effective way of gaining loyalty.