Dove Case StudyEssay Preview: Dove Case StudyReport this essayWhat is a brand? Why does Unilever want fewer of them?A brand is the customers experience of the product that is formed by images and thoughts about the brand. A brand is also referred to as a symbol such as a logo, name, scheme, or slogan that makes the product or service distinct from other brands. A brand can represent a single product or a collection of similar products or all products a company produces.
In 2000 Unilever proposed a goal to reduce the 1,600 brands down to 400 in the next five years; the plan was named “Path to Growth.” The plan is to reduce the number of brands so that Unilever can focus on the brands they want to evolve into what they call a “Masterbrand.” The advantage this organization is seeking is to ensure each product receives full attention and recognition for the development and success of the brand. In addition, reducing the number of brands in Unilever will give this global organization more control over their brands and brand management. Also reducing the number of brands will provide Unilever with the ability to concentrate on the numerous global markets and develop and build the brand around the market it is being promoted.
What was Doves market positioning in the 1950s? What is its positioning in 2007?Doves marketing position in the 1950s conveyed the message, “Dove soap doesnt dry out your skin because its one-quarter cleansing cream,” as well as the denial to call the product a soap it was a “cleansing cream.” In the 1950s Dove focused on the products functionality, which helped it become one of Americas most identifiable brand icons during this time period.
In 2007, Doves marketing position had evolved with the time, and by 2007 had become the worlds leading “cleansing” brand. Dove changed the market positioning of the product from shifting the focus of functionality to changing the way the Dove brand appears in the public eye. Dove wanted to stand for a point of view, which led to the development of the “Campaign for Real Beauty.”
3) What does this discussion contribute to the meaning of the brand?The discussions going on currently in blogs about health and beauty products, specifically about Dove hair products have not been given great reviews. In reading the blogs I have found that many people claim they love the dove brand, but the product is either too expensive or does not deliver what the product claims. Also in reading the current blogs, I found that it Dove is promoting a body wash for men by making free samples and coupons available online. Doves classic white beauty bar as reviewed in blogs has been given great reviews in online blogs. How do these discussions contribute to the meaning of the brand, well first of all these discussions show
Dove has stated in the press that the brand is “a beauty product and is being marketed in terms of beauty that not many have seen or heard. The original purpose of the brand was to make women feel superior to the male. Women who are being marketed are being trained to be more masculine then other women who are being marketed to be so.” I am not sure if I agree with this statement, but its clearly not true in the first place. When I read about how the brand has created such a stigma around its brand, I am sure some women are confused when they read about the Dove line in my blogs.
4) Why do you think companies are targeting women who are not working hard to stay in shape?
I don’t believe the companies are targeting them because it is a product to enhance the appearance of a woman. The “good” results come from the product themselves. In fact, the “good” results are what makes Dove a brand. All of the company products will be available in a limited quantity. How much of a “good” product will be available for purchase will depend on how hard you work at putting it together. I was lucky enough to work on a product that was designed just for women. The best example given this past week by an award winning product designer, who worked on product for over two years, was the Dove product, Mummy’s Sock, which was produced in the US. It was a huge leap for a product marketed for American women, and even though the product is marketed around the country, the only way it can be achieved in the UK is if you make a good product that can be taken anywhere. As far as I can say, there is no way that Dove could have been successful because of this. Why not just sell their product and have it be available in the US only and make money off of it?
5) Why are I not a Dove customer?
A Dove customer is simply a person, who has been purchasing products as they are delivered to their shop. This cannot be expected from a beauty brand because many people simply assume that they are not a Dove customer. In my experience, many women I have worked with have never had any problems in buying on the website, no matter what the company says. To say that your customers are not that good for Dove is an understatement. For many of us who work in this service as a full time employee you have a difficult time buying products on the website. You even have to do something special with your order before you can actually get them. This takes a lot of time and has resulted in a total loss for my customers. You would think someone would just take over and then say ‘I don’t like that they bought it on the web but what’s happening here is amazing’. As a full time employee, I cannot find a single person who truly cares about