De La Salle University – Dasmarinas College of Business Administration and Accountancy Bachelor of Science Major in Marketing and Advertising 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
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A brand is the symbol‚ name‚ or sign that identifies a specific product or business. Unilever had many different types of brands across the world. And controlling all of them was becoming harder and harder‚ so Unilever decided to reduce its brands from about 1600 to 400. Then a few of them will be selected as Masterbrands‚ and each of them will represent a 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
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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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1 Introduction This paper conducts a strategic marketing analysis of Unilever’s brand‚ Dove. In this regard it discusses the market orientation of the company from different angles such as product orientation‚ customer orientation‚ branding orientation and culture orientation. Moreover‚ it also undertakes the macro and micro environmental analysis with regards to Dove. In this regard PESTEL analysis and Porter’s Five Forces Model is being utilized. Besides‚ it is also taken
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Marks & Spencer’s repositioning strategy In 2004 M&S was facing a possible takeover by Phillip Green. The management team led by Chairman Paul Myners‚ and the Chief Executive Stuart Rose‚ decided to turn down the offer given by Phillip Green and instead engineer a rejuvenating turn-around for M&S with a new marketing strategy. Stuart Rose and M&S’s executive director of marketing‚ Steve Sharp saw that M&S had gained an unpopular image through the "I’m normal" advertising campaign and knew it
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One of Doves direct competitors is Olay. They have six bar soaps and two massaging bath bar soaps. The Olay brand is known as a brand that celebrates beauty outside and within. Their tagline is “Love the skin you are in.” Olay has a bar name Age Defying Moisturizing Bar‚ which helps reveal younger looking skin. This would be a competition for Dove‚ since Dove doesn’t have an age defying bar‚ but instead it has a sensitive skin‚ which is good for those with sensitive skin. Olay though has no variety
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buying behavior‚ increasing market share and reducing promotional costs. Packaging is the science‚ art‚ and technology of enclosing or protecting products for distribution‚ storage‚ sale‚ and use. Packaging also refers to the process of design‚ evaluation‚ and production of packages. Packaging can be described as a coordinated system of preparing goods for transport‚ warehousing‚ logistics‚ sale‚ and end use. Packaging contains‚ protects‚ preserves‚ transports‚ informs‚ and sells. History of Packaging
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for Real Beauty I. Executive Summary The Dove brand has been revitalized with the success of their “Real Beauty” campaign. Dove’s main goals are to continue to improve their brand image and gain market share. The key challenges facing top management to accomplish these goals are; building on the momentum the ‘Real Beauty’ campaign has generated‚ differentiating from their competition and modernizing their brand image. I am recommending that Dove should continue to stay the current course of
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Dove Case Analysis 1. Imagine you have oversight of the Dove Campaign for Real Beauty. Are you comfortable with what is going on? Is this a brand that is out of control with its promotional messages? Dove released its first advertising on 1957‚ in which Dove called its product as "cleaning cream" instead of soap. After that‚ Dove launched some advertising to emphasized on its functional feature. In 2000‚ Dove became a Masterbrand of Unilever. In other words‚ it had to establish a meaning
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Dove Case Study November 20‚ 2014 Student ID#10041441 MAN 71 Professor Moon Unilever Unilever‚ the parent company of Dove has more than 400 brands‚ 12 of which generate sales that exceed $1.3 billion a year. More than 171‚000 people are employed at Unilever‚ and their company mission stresses sustainability‚ responsibility‚ innovation‚ and minimizing waste . Environmental responsibility is a huge aspect of what this advertising strategy will emphasize. One of our four primary objectives is
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