Summary: Brand Management 2012-2013 (328032) Material included: * Constructs‚ findings & implications from each week’s papers * Lecture Notes & slides summary Table of Contents: page: Week 1: Brand Management 2 Articles 2 Lecture summary 4 Red Bul Case findings 6 Week 2: Brand Positioning 7 Articles 7 Lecture summary 10 Week 3: Special Branding Strategies 13 Articles 13 Lecture summary 17 Week 4:
Premium Brand Brand management Branding
[pic] Background Dove soap was launched in the United States in 1957 as a non-irritating skin cleaner for treatment use on burn and wounds during World War II under‚ the one of the largest consumer products companies in the world‚ Unilever. The basic Dove bar was reformulated as a beauty soap bar with one-fourth cleansing cream. It was the first beauty soap to use mild plus moisturizing cream to avoid the drying skin. |Time line |History of Dove
Premium Advertising Brand Marketing
Dove A Business Management Report Contents An Introduction to Dove In 1957‚ Unilever introduced Dove into the market as a single product: a beauty soap bar. And it was not just ordinary soap‚ but touted as having more moisturizing qualities than the top brands at that time and therefore suitable for dry sensitive skin. And in the 1980s‚ the brand launched a new product line‚ which constitutes of liquid body wash‚ shampoo and conditioner‚ deodorant/anti-perspirants and body
Premium Singapore Hypermarket Unilever
| Marketing | | GROUP NO.11 | [DOVE] | CONSUMER BEHAVIOR PATTERN | Non-durable goods: Non-durable goods may be defined either as goods that are immediately consumed in one use or ones that have a lifespan of less than 3 years. Examples of nondurable goods include fast moving consumer goods such as cosmetics and cleaning products‚ food‚ fuel‚ beer‚ cigarettes‚ medication‚ office supplies‚ packaging and containers‚ paper and paper products‚ personal products‚ rubber‚ plastics‚ textiles
Premium Marketing Good Decision making
Find the paradox • Brand value pyramid Another tool: Find the paradox • Overcome negatively correlated attributes and benefits (paradox) Examples of neg. correlated attributes and benefits • Price and quality • Taste and low calories • Power and safety • Comprehensiveness (variety) and simplicity • Strength and refinement Strategies to Overcome Attribute and Benefit Trade-offs • Establish separate marketing programs • Leverage secondary association (e.g.‚ co-brand‚ use celebrities)
Premium Brand Brand management Brand equity
SAKSHI GUPTA Selection Of The Product The Product chosen by me is Dove Company is Hindustan Unilever Limited (HUL) Company Profile HUL is India’s largest FMCG Company with a span of over 75 years. Having 35 brands spanning 20 distinct categories such as soaps‚ shampoos‚ detergents‚ cosmetics‚ toothpastes‚ skin care‚ deodorants‚ tea‚ coffee‚ ice cream‚ packaged foods and water purifiers‚ the Company is a part of the daily life of millions of consumers across India. Over 16‚000 employees
Premium Marketing
INTRODUCTION ABOUT DOVE * In 1955 Unilever ( Lever brothers) introduced Dove * It was introduced as a mild cleansing ingredient in soap category. * It is always positioned as a “beauty bar” * It contains one fourth cleansing cream which moisturizes the skin instead of drying effect‚ an attribute which is not present in normal soaps. * Unilever promoted its moisturizer preposition heavily through advertisements and finally in 1979 its phrase “cleansing cream” was replaced by “moisturizer
Premium Unilever Soap Introduction
DOVE Case * In the 1950s Dove established the market positioning of being unique and differentiated itself from other normal soap bars‚ which leave the consumers with dry skin after usage‚ by coming up with a bar that moisturizes the consumers` skin after usage with inclusion of one-quarter cleansing cream. * It aimed to become a masterbrand in February 2000 to extend its category beyond the beauty bar category‚ such as deodorants‚ hair care products‚ facial cleansers‚ body lotions and hair
Premium Brand management Positioning Brand
The aim of all business enterprises is to satisfy the needs and wants of the society. Marketing is a basic function of all business firms. When a salesperson sells washing machines‚ a doctor treats a patient or a Government asks people to take their children for getting polio drops‚ each is marketing something to the target audience. Traditionally‚ small firm owners did not give as much importance to marketing as to other functions such as accountancy‚ production and selling. Training programs‚ enterprise
Premium Marketing
Case Study Introduction Canon is one of the most recognisable brands worldwide. It is a Japanese Multinational Enterprise (MNE)‚ specialised on manufacturing of imaging and optical products‚ including printers‚ cameras and copiers. This paper will investigate on the degree of global expansion of Canon. It will focus on the problem statement on how Canon evolved from a Japanese company to a global player. First‚ this paper starts with Canon’s structure and their background. Furthermore
Free Globalization Multinational corporation Corporation