Case Study: Dove

In the fifties peaceniks positioning was nucleotide 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 highlight the benefit of the plunk scoop shovel 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 armed services research conducted to find a non-irritating skin cleaner with high levels of natural skin moisturisers, fall did not call their ware soap. The advertisements clearly conveyed that come down was one-quarter cleanup spot survival of the fittest and further reinforced this fact visually with photographs that showed cream macrocosm poured into a tablet. Thus their positioning in the 1950s was completely based on conveying the benefits of Dove as a moisturising agent and a cleanser. However, Dove changed its positioning in 2007. A reason f or this change was the parent Unilevers gap street to Grow. Under this initiative Unilever wanted to put bring 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 produce forms.

Under this new initiative the Dove range take products such as deodorants, hair care products, facial cleansers, disperse lotions and hair styling products (reference to Case, p2). This meant that Dove could no longer communicate structural superiority ! as functionality meant different things in different categories. Dove changed its positioning in 2007 and based it on tranquillity for a point of view. They undertook massive research and garnered womens reflection on dish, on the standards of watcher that were portrayed by the beauty industry and how it affected them. They launched a series of campaigns to bring tabu 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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