1. Problem statement
Kerstin Dunleavy, brand manager for Unilever’s Dove line is planning to make specific recommendations for phase two of the re-launch marketing campaign that should takes Dove beauty products to the next level. Dunleavy wants to maintain the brand’s momentum while continuing to be ahead of competitors.
2. Situation analysis:
a. Company objectives, background and forecast:
Unilever main objectives are to evolve Dove product into a modern and desirable brand, while at the same time standing out against the myriad other products offered by competitors. Unilever primary objective is to increase the market share for its Dove brand.
Unilever was one of the largest consumer products companies in the world. Product line was available in 40 countries. The company employed around quarter million staff and make approximately $50 billion in sales every year. The company’s product lines were organized in four main areas: cooking and eating, beauty and style, healthy living, and around the house. Unilever adopted decentralized marketing campaign that suit individual cultures and their unique subsidiaries requirements. The company’s branding policies had been considerably modified; with newly designed logo adorned the packages. Along with the new public image, the company updated its mission.
Dove was originally developed in United States as non-irritating skin cleaner during World War II. Between 1990 and 2004, Dove expanded its product line to include body wash, facial cleansers, moisturizers, deodorants and hair care products.
Marketing communication strategy:
Results of marketing campaign:
Millward’s brand audit report (2005) showed significant image shift, the brand gained attributes such as; open, active, self-confidence, fun, energetic and confident. The brand reached the premium segment of the market, was included as many as 800 newspapers and magazines, market share increased...