An analysis of Dove, Unilever
Table of Contents
Executive Summary 1
Introduction 3
Marketing Strategy 2
The Nature and Role of Marketing at Local Level 4
The Nature and Role of Marketing at International Level 5
Marketing Concepts and Approaches at local level 5
Marketing Concepts and Approaches at an International Level 6
Implications of segmentation on international organization 7
Implications of targeting on international organization 7
Implications of positioning on international organization 8
The Implications of Customer Acquisition Activities on the Organization’s Performance 8
Implications of Customer retention activities on the organization’s performance 9
Implications of Innovations on International Strategy for Products/Services 10
Implications of Future Trends on Marketing Objectives for International Organizations 11
Implications of Future Trends on Marketing Strategies for International Organizations 11
Evaluation of the political environment 12
Evaluation of the economic environment 12
Evaluation of legal and economic environment 13
Conclusions and Recommendations 13
References 14
Executive Summary Dove denotes a personal care brand name that speaks for itself. It emanates from the global business Unilever. Unilever has over 400 varieties of products typically in advertising foods, drinks and toiletries. Having been established in 1957, in the United States, Dove currently stands as one of the biggest names in women’s skin care products. Dove beauty bar, Dove body wash, Dove body lotion, Dove deodorant and Dove hair care take credit for putting Dove Company as a leading brand in the beauty market. Dove range of products extends to Facial Cleansers, body splashes, shampoos, conditioners and hair styling products. The company targets women and men across the globe with the larger investment being in women’s product than men. The emblem of the brand is formed by a silhouette of the dove. The company owns plants in sixteen
Executive Summary 1
Introduction 3
Marketing Strategy 2
The Nature and Role of Marketing at Local Level 4
The Nature and Role of Marketing at International Level 5
Marketing Concepts and Approaches at local level 5
Marketing Concepts and Approaches at an International Level 6
Implications of segmentation on international organization 7
Implications of targeting on international organization 7
Implications of positioning on international organization 8
The Implications of Customer Acquisition Activities on the Organization’s Performance 8
Implications of Customer retention activities on the organization’s performance 9
Implications of Innovations on International Strategy for Products/Services 10
Implications of Future Trends on Marketing Objectives for International Organizations 11
Implications of Future Trends on Marketing Strategies for International Organizations 11
Evaluation of the political environment 12
Evaluation of the economic environment 12
Evaluation of legal and economic environment 13
Conclusions and Recommendations 13
References 14
Executive Summary Dove denotes a personal care brand name that speaks for itself. It emanates from the global business Unilever. Unilever has over 400 varieties of products typically in advertising foods, drinks and toiletries. Having been established in 1957, in the United States, Dove currently stands as one of the biggest names in women’s skin care products. Dove beauty bar, Dove body wash, Dove body lotion, Dove deodorant and Dove hair care take credit for putting Dove Company as a leading brand in the beauty market. Dove range of products extends to Facial Cleansers, body splashes, shampoos, conditioners and hair styling products. The company targets women and men across the globe with the larger investment being in women’s product than men. The emblem of the brand is formed by a silhouette of the dove. The company owns plants in sixteen
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