Contents 1 Introduction 3 1.1 Company Introduction 3 1.1.1 SWOT Analysis of the Company 3 2 Market Orientation 4 2.1 Product Orientation 4 2.2 Customer Orientation 4 2.3 Branding Orientation 4 2.4 Culture Orientation 5 3 Macro Analysis: PESTEL Analysis 5 3.1 Political 5 3.2 Economic 5 3.3 Social 5 3.4 Technological 5 3.5 Environmental 6 3.6 Legal 6 4 Micro Analysis: Porter’s Five Forces Model 6 4.1 Bargaining Power of Buyers 6 4.2 Bargaining Power of Suppliers 6 4.3 Threat of Substitute Products
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Management Marketing Plan for Dove SUBMITTED BY: Danilynn Caballero Genevieve Cuevas Angelo Marfil Kathy Mendoza Danilo Orcine Ara Reyes SUBMITTED TO: Ma’am Chona Bautista Submitted on: February 28‚ 2014 2 TABLE OF CONTENTS I. Executive Summary------------------------------------------------------------ II. Situation Analysis-------------------------------------------------------------A. Category/competitor definition--------------------------------------B. Category Analysis--------------------------------------------------------1
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meaningful unified unit on a global scale. Dove was one of Unilever’s many brands. The first Dove campaign was launched in the 1950s‚ and as mentioned in the case study‚ its message was “Dove soap doesn’t dry your skin because it’s one-quarter cleansing cream”; it was focused on its functional benefits and honesty. And soon Dove became one of the most recognizable brands in the world‚ and was tapped to become a Masterbrand in the year 2000. When Unilever’s Dove launched its “Campaign for real beauty”
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about the brand Dove‚ a successful brand for last 40 year. In 1957 it was positioned as the beauty bar. So in which business they Dove is in? It is beauty. So how do we define beauty? Beauty can be described as natural‚ pure‚ clean‚ fresh‚ aspiration‚ dream etc. It is difficult to define beauty‚ so it is more difficult to describe real beauty. The present case scenario is of 2007 where Unilever wants to reduce its 1600 brands to 400 brands and Dove would be one of the master brands. Dove has launched
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What is Customer Analysis? June 9th‚ 2008 by Doug Bright Customer analysis is the process of determining customer segmentation‚ value‚ purchasing behavior and motivation in order to better target marketing and increase sales. Well‚ that sounds ok in theory but is perhaps a bit too abstract for practical use. Practically speaking‚ what is customer analysis‚ really? The crux of customer analysis is that all customers are not created equal. Companies have some customers who are worth their weight in
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Management AEC – LCA.AV – MEQ VI Course: Marketing Case 1 Dove October 20‚ 2011 By Joumana Introduction: Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry‚ sensitive skin than other leading soaps: half of women have dry skin. In a world of promotion and brand names‚ Dove provides a pleasantly real option for women who appreciate that beauty comes in all shapes and sizes. Case 1 Dove 1. The market was flooded and jam-packed with beauty
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CASE STUDY SUBMITTED BY : MANSI PRASAD 13079 SECTION:C Question 1: “The idea propagated by media about beauty is unattainable and unrealistic”. On what platform do companies market their beauty products? Do you really think that the image projected by media of beauty is hypocritical and unrealistic? Ans: Firstly‚ I would like to define what is beauty? Beauty (also called prettiness‚ loveliness or comeliness)
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Table of Contents 1. Title: “Effectiveness of Brand Extension in Personal Care Product: A Case Study on Dove of Unilever.” 1.0 Background of the Study Brand is perceived to be in important intangible asset for company which gives company a cutting edge in product market through positioning in consumer mind. To leverage on success of brand‚ companies go for brand extension which is offering different new product in the same brand name. Such brand strategy is intended to be pursued
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From the 10 shampoos given below which one do you prefer the most? A- Pantene (0) B- Fiama Di Wills (0) C- Garnier (0) D- Vatika (0) E- Sunsilk (0) F- Head and shoulders (0) G- Clinic all clear (0) H- Himalaya (0) I- Dove (1) J- Clinic plus (0) K- Home made herbal shampoo (1) L- Any other please specify (0) View Details Download this question Download data(Format 1) Download data(Format 2) 6 From what age r u using your shampoo? Summary Download
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Sec QMWA The Dove brand has been a household name since 1955 with its promise of “moisturizer cream” and a product that held up to that promise. The dove bar helped dove grow a consumer base that not only had product loyalty‚ but after a few unsuccessful product lines‚ paved the way for brand loyalty that allowed Dove to become a 2 billion dollar corporation. Every company‚ especially one with the resources like Dove‚ wants to successfully expand to their full capacity. Dove had the ability
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