Dove Evolution Of A Brand - amazonia.fiocruz.br

This sample marketing essay explores Dove and the various methods the company used to achieve its admirable position. Dove is a brand of Unilever https://amazonia.fiocruz.br/scdp/blog/story-in-italian/karen-horney-v-alfred-adler.php is one of the most successful companies in the world. A business student might be given an essay Braand like this or it might be a part of a marketing curriculum.

The Dove case study

Unilever is the corporation that owns the Dove brand as well as ten other billion dollar brand names that are well-recognized in the food, home, and personal care markets. The company began in and has since grown to dominate its chosen sectors on a global scale.

At the end of the 20th century, Unilever was faced with the problem of competing for brand names under their own umbrella around the world, rather than unified brand names that could be recognized from region to region. The Dove brand began in with a single product, the Evolufion bar.

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It marketed its moisturizing Bgand and emphasized a high cream content. The basic claim that Dove Dove Evolution Of A Brand not dry out skin remained the core marketing concept until February of when Dove was chosen as the Unilever master brand for hygiene and personal care products of all kinds. The marketing strategy of functionality had https://amazonia.fiocruz.br/scdp/blog/story-in-italian/john-lockes-concept-of-a-persistant-self.php change when Dove brought a wider variety of products under its umbrella because that would have been a vastly complex and confusing marketing and media campaign.

It would have undermined the purpose of the master brand.

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Instead, Unilever decided to pursue a point-of-view strategy that would align Dove with a hygiene and personal care product regardless of its function. This marketing concept was developed through the a multi-step, multi-disciplinary process.

Many of these advertisements were designed to tap into gender stereotypes and encourage women to buy. The overall strategy of this marketing campaign was to invalidate the beauty myth and simply claim that Dove brought out the real and natural beauty of a person.

Dove Evolution Of A Brand Ordinary women and girls were used on ads, interviewed about their self-esteem, and oDve one case put through a filmed beautification process to show the artificial transformation from plain to glamorous. This strategy created tension within the marketing team as some felt that not claiming to create impossible beauty would make Dove appear inferior to products that did make that claim. Unilever went even further by creating an amateur ad contest where women could submit their own take on the Dove strategy, contributing to the overall concept.

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By addressing the issue of low self-esteem, and during the Superbowl no less, Unilever raised Dove to the level of a crusade against false impressions of beauty and for the physical and mental health of women and girls everywhere. A survey about the definition of beauty served as the foundation of this public relations strategy; the survey confirmed that most women considered the standard of beauty to be out of reach.

As part of this marketing campaign, Unilever adopted a new brand management method that deviated from the previous strategy of isolating each individual brand as its own independent unit.]