“FUNCTIONAL ANALYSIS of DOVE CAMPAIGN FOR REAL BEAUTY” E303 Project Report Submitted in Partial Fulfillment of the Requirements of UNITED KINGDOM OPEN UNIVERSITY/ ARAB OPEN UNIVERSITY for the Degree of BACHELOR of ENGLISH LANGUAGE AND LITERATURE to DR HAYAT AL-KHATIB ENGLISH LANGUAGE AND LITERATURE PROGRAMME COORDINATOR By Grace Abou Zeid ARAB OPEN UNIVERSITY LEBANON 2010 Functional Analysis of “Dove Campaign for Real Beauty” 1 DECLARATION I hereby declare that the project
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Team Case Analysis DOVE: EVOLUTION OF A BRAND (2008) Zuzana Husarova Sayantan Jana Papitha Mohan Arianna Parmigiani Subject: Brand Management Summer Term 2015 Date of submission: 2015-05-28 Dove: Evolution of a brand The aim of this team case analysis is to describe and analyse the evolution of the brand Dove with respect to its current strong position in American, European and increasingly even in the Asian market. What enables the brand to be so successful? Why is Dove today
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Dove * 1. UNILEVER’S CATEGORY MANAGEMENT STRATEGY * Then * World’s largest producer but lacked a unified global identity. * Brands managed in a decentralized fashion * Years of slow performance * Lack of sound corporate strategy * Numerous low-volume brands * Small global presence compared to competition * Mediocre performance in emerging markets Now * Reduce portfolio to 400 “core” brands * Path to growth Initiative
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Dove Brand Analysis * Brand Description Dove is the world’s number one personal care brand owned by Unilever, selling products such as beauty bar, deodorants, hair care products and facial cleansers in more than 80 countries. Brand History Dove launched its first product — beauty bar in 1957 and then became a leading brand. In 2000, Dove became a Masterbrand of Unilever and expanded to personal care category. Since then Dove started series of new revolutionary campaigns such as “ the
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MARKETING MANAGEMENT Case Study 2 “Hips Feel Good” – Doves Campaign for Real Beauty July 9, 2009 TABLE OF CONTENTS Executive Summary…………………………………………………………………………………………….. 2 Problem Statement…………………………………………………………………………………………….. 3 Data Analysis………………………………………………………………………………………………………. 3 Alternatives Analysis…………………………………………………………………………………………… 8 Key Decision Criteria…………………………………………………………………………………………… 9 Recommendations……………………………………………………………………………………………… 10 Action and Implementation
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premium product user looks for more differentiation as compared to a normal soap. Body soaps with emollients and emulsifiers are the requirements of premium soap users. Delving into the subject, we will use customer value hierarchy to do further analysis: Core Product: At the core of any soap is the cleansing and hygiene need required by the consumer from the product. To address this need the company uses products like sodium salts combined with fats and oil. Expected Product: At this level the
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Marketing Management Dove: Global Beauty Close at Heart Problem Statement Dove has decided to shift its focus from the traditional approach of marketing product results. Instead it will focus its marketing on making more women feel beautiful. In doing so, Dove has moved to a controversial viewpoint which has the potential to either entice more customers to buy Dove or alienate it from all beauty product buyers. In an age of uncertain social media, how does Dove excel as a master brand using the Campaign for Real Beauty
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Problem Statement In the “Dove: Evolution of a Brand” case, Deighton identified several problems that Unilever faced with Dove's “Real Beauty” campaign. First, Unilever "risked moving the [Dove] brand ... at odds with its heritage" (Deighton, 34). In doing so, they lost the aspirational element, the brand did not promise attractiveness, and they effectively debunked "the whole reason to spend ... more for the product (34). Secondly, to that end, “The Campaign for Real Beauty,” in some circumstances
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UNILEVER | DOVE SOAP | Product: Dove Soap Submitted By:Muhammad Shoaib 25021Bakhtawar Jabeen 20181Gufran Ahmed 24845Shabahat Naureen 24838Submitted to: Ms.Ayesha Aman | Acknowledgement ------------------------------------------------- Alhamdulillah, we are very grateful to the Almighty “ALLAH”, who have bestowed us the will to complete our assignment about “DOVE” which is connected to our scheme Principles of Marketing, Here, we would like to take this opportunity
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% % !“GARNIER”! Situation%Analysis%% (Skincare%Industry)% STRATEGIC!MARKETING!(20008)! ASSIGNMENT!1! SEMESTER!2,!2013! TUTORIAL:!Wednesday!1J!2pm! TUTOR:!Katherine!Therese! Polson! PREPARED&BY:& ANITA!TANG:!558!433! ELENA!JOKIC:!539!600! EMMA!SMITH:!392!185! PHOEBE!POWELL:!586!589! SHANNON!FARGHER:!587!520! Team%members:%A.T,%E.J,%E.S,%P.P%&%S.F% ! Page%1% Table of Contents EXECUTIVE&SUMMARY&......................................................................................
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