Case Study: Dove

In the fifties peaceniks positioning was buttocks on the working(a) superiority of its harvests and the moisturising benefit of the goo. fall advertisements in Exhibits 1, 2 and 3 (reference to Case, p9-11) all mettlesomelight the benefit of the plunk cleanse in moisturising the clamber as opposed to former(a) soaps available in the market which caused the skin to dry. Since the formula for the soap had come from forces research conducted to find a non-irritating skin cleaner with high levels of natural skin moisturisers, peacenik did not call their harvest-tide soap. The advertisements clearly conveyed that come down was one-quarter cleanup spot selection and further reinforced this fact visually with photographs that showed cream existence poured into a tablet. Thus their positioning in the 1950s was wholly based on conveying the benefits of Dove as a moisturising agent and a cleanser. However, Dove changed its positioning in 2007. A reason for this change was the parent Unilevers gap travel plan to Grow. Under this initiative Unilever wanted to put cut down the diversity of its brands and bring down the number of brands from 1600 to 400 (reference to Case, p2). Unilever had selected Dove as one of its portfolio of brands that would serve as Masterbrands. Each of these Masterbrands would be an umbrella identity over a range of ware forms.

Under this new initiative the Dove range embroil products such as deodorants, hair care products, facial cleansers, frame lotions and hair styling products (reference to Case, p2). This meant that Dove could no longer communi cate operative superiority as functionality ! meant different things in different categories. Dove changed its positioning in 2007 and based it on bide for a point of view. They undertook massive research and garnered womens picture on dish, on the standards of dish antenna that were portrayed by the beauty industry and how it affected them. They launched a series of campaigns to bring taboo the unattainable standards posed by the beauty...If you want to get a full essay, order it on our website: BestEssayCheap.com

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