Dove Evolution of a Brand Harvard Case Solution & Analysis

Dove Evolution of a Brand Case Study Solution 


Any symbol, indication, logo design, color, or other unique capability of a product that differentiates itself from other items is described as a brand. A brand may be described as a single product, a family of items, or all the products offered by a company.

Unilever Wanting Less Brands

Along with the modification of strategy, Unilever likewise reduced its brand range from 1600 to 400 brands and called each brand name that made it through as Masterbrand. The company moved its technique to less brands because they could not control lots of brand lines and business portfolio which eventually developed problems for the company. Unilever feared that they would ultimately lose the market for their most popular brand if they do not focus and take control of the market.

Dove's Market Positioning in 1950's.

The concept behind the particular marketing method was that Dove does not dry out the skin of consumers as it works as a skin cleanser and a moisturizer. Dove was focused on replacing the regular toilet soap with Dove cream bar. Dove always recalled itself as superior to soap since its formula recommended that Dove cleanser shall not aggravate the wounds and burns.

Dove Evolution of a Brand Harvard Case Solution & Analysis

Dove's Market Positioning in 2007.

The market positioning of Dove was focused upon 'The real appeal project'. As described by Dove in its objective declarations that it is focused on making ladies feel more beautiful by using Dove. Dove broadened the significance of gorgeous through its campaign and focused on making women recognize that not only prettier, thin, and healthy ladies are stunning, however anybody who is more inspiring, or have a different attitude or a spirit is even more beautiful than the physical appearance. The concept of Dove was focused on all those women who were physically not as quite but they had beauty to influence anyone through Dove. The concept appealed to all females throughout nations and it established a sense of self-confidence amongst those ladies. In order to make this concept a success, the company made tactical alliances with psychiatrists and style publications to promote self-confidence in females through this marketing campaign. Dove was placed to the genuine ladies and not the elitist ladies.

Product Category Management and Brand Management in Unilever prior to 2000.

Before 2000, Unilever had actually been implementing a decentralized technique in which the brand name supervisors of a specific country were authorized to create their own marketing strategy in their area. These brand supervisors were likewise accountable for making key choices concerning setting the objectives of those items and targets to be accomplished by the regional subsidiary. Unilever adopted a technique of 'think globally and act locally'.

 Unilever's Structure after 2000.

The Unilever's correspondence structure was altered when the company understood it might not achieve the greatest percentage of development through various brands. The company changed its technique to establish a standardized approach throughout the world for its brand and took them along with the same marketing technique. In accordance with this approach, the brand supervisor of the nation was not accountable for making essential choices concerning advancement of the marketing method, specifying goals for a particular brand, or approving targets. The Center would be accountable for taking the preferred choices and the very same standard would be followed around the world. Unilever referred this strategy as 'course to development' where the company would fall its brand names and would describe the staying brand as 'Master brand'. These Master brand would be accountable for bring their vision throughout the world with a single voice. Unilever considered this method as a merged global technique where the product theme and the concept is same all over the world.

Brand Significance Controlled Before 2000.

The meaning of brand controlled by Unilever prior to 2000 was based on offering multiple brands inside a comparable item category. The strategy was to consider each brand as a different company entity and will have different strategies according to different countries. The Brand name Supervisor was accountable for making decisions and carrying out policies.

Brand name Significance Managed at the Time of Case.

At the time of the case after the year 2000, the duty to run a diverse group of business was charged with the brand name advancement and the brand structure. The brand name development duties were taken by the Center, whose role was to develop the core ideas of innovation and to come up with future brands. The requirements were set from acquiring the medium share market towards the long term market share. The center was likewise responsible for establishing a brand name plan and to present a specific brand name in a country. The brand structure technique was catered by the local workers whose obligations were to effectively introduce the brand remembering the client insights and to develop a team that could deliver for the company. These were the strong modifications with respect to the brand name made by Unilever.................

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