Dove Case Study

  

Dove Case Study

Question Description

I’m studying for my Marketing class and don’t understand how to answer this. Can you help me study?

Dove case

Imagine you have oversight of this part of Unilever’s business. Are you comfortable with what’s going on? Why or why not?

You may or may not find it helpful to consider the following issues from the case:

(You do NOT need to address every question below. These are some possible issues for you to think about as you develop your answer to the main question above.)

  • What is a brand? Why does Unilever want fewer of them?
  • What was Dove’s market positioning in the 1950s? What is its positioning in 2007?
  • How did Unilever organize product category management and brand management before and after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case?
  • What steps did Dove take in building its masterbrand?
  • Footnote 1 of the case leads you to a blogger who asks, “Is marketing now cheap, fast and out of control?” Footnote 2 refers to Dove as having started a conversation “that they don’t have control of.” In “When Tush Comes to Dove,” Seth Stevenson writes about the “risky bet that Dove is making.” Do you see risks for the Dove brand?

Reminders:

  • Do not exceed 1 page (12-point uncondensed Times New Roman font, double-spaced with one inch margins on all sides). If your write-up exceeds 1 page (or you use a smaller font, smaller spacing, or smaller margins), you will lose points.
  • Late submissions will be heavily penalized at my discretion, and case responses that are not submitted by the start of class will receive 0 points. There are absolutely no exceptions.
  • Please ensure that you have received an email confirmation from TurnItIn that your submission has been submitted. It is YOUR responsibility to ensure that your submission has been submitted. If you are experiencing any technical issues, you may email me your case response before the deadline.
  
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