thinking series ‘Evolution of beauty’ Dove Case Study An applied buzz & brand activation research model IS-2007-008 2 ‘Evolution of beauty’: Dove Case Study An applied buzz & brand activation research model Summary / Abstract In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so‚ all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains
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Scene I: Close up of Frank in his office in Australia (The lights come up on Frank seated in the swivel chair at the desk and he smiles as he opens his video message) G’day Rita‚I ‘m Frank. Time has gone by so quickly and I have been in Australia for one year already. I have missed you so much. How have you been? Thank you for your encouragement. Now I am continuing to write poems using the pen you gave to me. I believe that I need to respect myself and live up to your expectations. I work at
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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
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10. Logo 11. Personality 12. Customer value INTRODUCTION * Dove is a self-care brand which is owned by The Unilever and was established in 1930 by the Lever Brothers and Margarine Union. * Unilever is a leading manufacturer and marketer of food‚ drinks‚ cleaning products and personal care products. It also branded Knorr‚ Lipton‚ Surf‚ Vaseline‚ Lux‚ AXE‚ Pond’s and Lifebuoy. * Dove has grown from a US-only soap to a global success today. * The brand targeted
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Product “In 1957‚ the Dove Beauty Bar was introduced in the US. It promised women that it wouldn’t dry their skin the way soap did. Women tried it. And it didn’t. Thus began a very trusting and lasting relationship between the brand and its users.” ( www.unilever.com.ph/brands/personalcarebrands/dove.aspx) This product of Unilever Global Company is used to replace soap in taking care of women’s skin. With its patented blend of mild cleansers and ¼ moisturizing cream‚ Dove Beauty bar is known all
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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
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DOVE: EVOLUTION OF A BRAND Ques What is a brand? Why does Unilever want fewer of them? * Definition: A name‚ term‚ design‚ symbol‚ or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item‚ a family of items‚ or all items of that seller. If used for the firm as a whole‚ the preferred term is trade name. Why fewer brands? * Global decentralization brought problems of
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sociologist to investigate the concept of ‘everyday life’ has been a long running historic debate that can be traced as far back‚ according to some theorists‚ in works from ancient Greece and medieval Christianity. However Henri Lefebvre argues ‘everyday life’ is a product of the nineteenth century (Lefebvre.1984 pg.38). To understand the scope of these concerns and investigations this essay will begin with an explanation of the theory of ‘everyday life’ and précis the concerns of several prominent sociologists
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“Rita and Frank appear to be at opposite poles” Discuss this statement with lose reference to scenes one to five. You must include quotes and stage directions. In the play “educating Rita” written by Willy Russel it is clear that frank and Rita appear to be at opposite poles. This is apparent throughout scenes on to fine within the dialogue and stage directions featured in the play. At the beginning of the play Rita presents herself as an obnoxious‚ un-educated twenty-six year old women with
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ignorance is bliss‚ but others may argue that being “awake” is the true gift In life‚ something which can never‚ ever be taken away from you. Being able to see everything with “open” eyes only comes with experience and determination‚ something which the author Tobias Wolfe had seen and felt‚ but also wanted to deny and oppress for fear of losing his ignorance and innocence. In his autobiographic memoir‚ This Boy’s Life‚ Tobias lives with only his mother‚ on account of his mother’s divorce‚ and he
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