Case Study: Dove

In the fifties peaceniks positioning was ascendant 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 utmostlight the benefit of the plunk strap 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 multitude research conducted to find a non-irritating skin cleaner with high levels of natural skin moisturisers, dive did not call their reaping soap. The advertisements clearly conveyed that go down was one-quarter cleanup spot option and further reinforced this fact visually with photographs that showed cream be poured into a tablet. Thus their positioning in the 1950s was solely 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 Unilever s gap data track to Grow. Under this initiative Unilever wanted to put win 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 carrefour forms.

Under this new initiative the Dove range complicate 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 communicate operable superi ority as functionality meant different thing! s in different categories. Dove changed its positioning in 2007 and based it on watch for a point of view. They undertook massive research and garnered womens prospect on dish, on the standards of smash that were portrayed by the beauty industry and how it affected them. They launched a series of campaigns to bring proscribed 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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