Professional Documents
Culture Documents
01 Dove
01 Dove
The Rules:
1. Try the product of Dove Cream Oil Body
Wash (Feel, smell, see, and hear)
2. Looking up the meaning of luxury
3. Finding the luxury in their own world
MEDIA PLANNING
BRA ARG USA CAN GBT ITA FRA NLD PRT JPN
Global Survey
“Definition of beauty had become limiting and attainable”
BRAND MANAGEMENT SYSTEM
So, cut the brands down from 1600 to 400 is one of their strategic planning to
strengthen their brands globally and a small number of those brands would be
Unilever’s Masterbrands
Question 2
What was Dove’s market positioning in the
1950s? What is its positioning in 2007?
1950 Dove market positioning is “cleansing cream”, not a soap, and focusing on
functional benefit of its product, which is moisturizing.
2007 Dove market positioning is number one cleansing brand in the health and
beauty sector. Dove also stand for a point of view, left the functional benefit
marketing, Dove pursued an idea of beauty through Campaign for Real Beauty
Question 3
How did Unilever organize to do product category management and brand management in
Unilever before 2000 ? What was the corresponding structure after 2000 ? How was brand
meaning controlled before 2000 and how is it controlled at the time of the case ?
Before 2000, Unilever created a structure for product category and brand
management by having one brand manager in charge of a multiple brands in a
product category. The brand manager was in charge of designing strategy,
delivering profit targets and daily marketing decisions. Each brand operated
independently and even competed with its similar categories.
Brand meaning was controlled with Dove as a cleanser which had an aspiration for
healthier and moisturized skin.
After 2000, Unilever began to split responsibility for a brand between two
groups. One group was in charge of development of the brand and the other was in
charge of building the brand in specific markets. Brand development was
centralized but targeted globally. While brand building was decentralized according
to the major geographic regions that Unilever occupied.
At the time of the case, brand meaning was controlled with Dove focused on
emotions of consumers by its campaign.
Question 4
Spend a little time searching
blogs to get a sense of what
people are saying about
Dove today. What does this
discussion contribute to the
meaning of the brand.
Lead to more
“awareness”
about the brand, people
curious about the ads also.