"Hips Feel Good" Dove Campaign

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“Hips Feel Good”- Dove Campaign for Real Beauty Individual Case Analysis Strategic Marketing November 21, 2013 A dove is more than just a white bird (or what I call, a pretty pigeon) but to the eyes of the consumer, Dove is a symbol to describe purity and beauty. But what makes Dove so pure and beautiful? This is the challenge that the largest consumer product company Unilever had to answer for themselves. As a consultant, I will research this global beauty brand and with my research, I will identity critical issues that the Dove beauty care line had to face with their marketing strategy, brand image, and underlining issues that the Unilever corporation may be faced with today as well as some alternatives course of action that Dove may take to resolve the issue(s) at hand. Dove began development in the United States as a nonirritating skin cleanser for the treatment of burns and wounds during World War II. In the late 1950’s, the Dove bar was reformulated and then introduced to the consumer market as beauty bar soap. In the late 1070’s, Dove had an independent clinical research study found that Dove beauty bar was the mildest compare to 17 different leading soaps, thus began the full on campaign push to the consumer on the beauty bar’s mildness. The trend that followed with the campaign was how the Dove product line of shampoos, conditioners, deodorants, and hair care products under the Unilever name, one of the largest consumer products company, will emphasize product brand name and build a reputation on Dove products to be the best moisturizing and mildest of all consumers of all ages. The issues that the Dove beauty care line was the competition, lack of a target (consumer) audience, and brand image. In the beginning of the new millennium, Dove was faced with stiff competition with many will-supported brands and products. For instances, The Body

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