Case Study: Dove

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In the 1950s Dove’s positioning was based on the functional superiority of its products and the moisturising benefit of the soap. Dove advertisements in Exhibits 1, 2 and 3 (reference to Case, p9-11) all highlight the benefit of the Dove soap in moisturising the skin as opposed to other soaps available in the market which caused the skin to dry. Since the formula for the soap had come from military research conducted to find a non-irritating skin cleaner with high levels of natural skin moisturisers, Dove did not call their product ‘soap’. The advertisements clearly conveyed that Dove was one-quarter cleansing cream and further reinforced this fact visually with photographs that showed cream being poured into a tablet. Thus their positioning in the 1950s was solely based on conveying the benefits of Dove as a moisturising agent and a cleanser. However, Dove changed its positioning in 2007. A reason for this change was the parent Unilever’s initiative ‘Path to Grow’. Under this initiative Unilever wanted to reduce the diversity of its brands and bring down the number of brands from 1600 to 400 (reference to Case, p2). Unilever had selected Dove as one of its portfolio of brands that would serve as ‘Masterbrands’. Each of these Masterbrands would be an umbrella identity over a range of product forms. Under this new initiative the Dove range included products such as deodorants, hair care products, facial cleansers, body lotions and hair styling products (reference to Case, p2). This meant that Dove could no longer communicate functional superiority as functionality meant different things in different categories. Dove changed it’s positioning in 2007 and based it on standing for a point of view. They undertook massive research and garnered women’s perspective on beauty, on the standards of beauty that were portrayed by the beauty industry and how it affected them.

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