Dove Evolution of brand Essay Example for Free

Dove Evolution of brand Essay In 2007, Unilever’s Dove was the world ‘s number-one â€Å"cleansing â€Å" brand in the health and beauty sector. Dove Competed in all categories like cleansing bars, body washes, hand washes, face care, hair care, deodorants, anti-perspirants, and body lotion.Their competitor are PG (Procter and Gamble’s) ivory, KAO’s Jergens, Beiersdorf’s Nivea. The first Dove Product â€Å"Beauty Bar† was launched in 1957 with campaignâ€Å" Dove Soap doesn’t dry your skin because it’s one-quarter cleansing cream†. Dove positioning their product to functionality superiority product. It’s can no longer be accepted because functionality meant different things in different categories Dove was tapped to become master brand in 2000, Dove entries in all personal categories and Dove become masterbrand. To build masterbrand needed to do something different. Dove do a process of exploratory market research, consultation with experts, conversation with women, and message testing led to â€Å" The Campaign for Real Beauty†. Now Dove success become masterbrand under the title of The Dove Campaign for Real Beauty. Dove success giving a single identity to the wide range health and beauty products. Dove also organizing for brand management to support this champaign. Read Also:  Ideas for an Exploratory Essay Question Analysis 1. What is brand in the definition of Dove ? Answer : Based on Merriam-Webster, Dove is a. a small wild bird that is related to pigeons b. a gentle woman or child c. a person who does not want war and does want peace Dove is a symbol for peace, love and honesty. Dove Brand definition is a soap that give you real beauty because its more gentle than another soap so it would not dry out your skin the way soap did. So people does not worries about dry skin if used it because it was not technically soap at all. It is milder than soap-based bars. 2. What does Dove’s market positioning in the 1950s? What is its positioning in 2007? Answer : In 1950’s The first Dove product, called a beauty bar was launched in 1957. It was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the Television, print media and bill boards. The advertising message was â€Å"Dove soap doesn’t dry your skin because its one-quarter cleansing cream† which was illustrated with photographs that showed cream being poured into a tablet. The advertising aspired to project honesty and authenticity, preferring to have natural looking women testifying to Dove’s benefits rather than stylized fashion models. In 2007 Dove become a Masterbrand, its name is used for all beauty bar category in Unilever, such as deodorants, hair care products, facial cleansers, body lotions, and hair styling products. The old positioning of Dove is focus on functional superiority and it can no longer be accepted because functionality meant different things in different categories. After a process of exploratory market research, consultation with experts, conversation with women, the positioning of Dove is â€Å"The campaign for Real Beauty†. The campaign begin with using ordinary people in supermodel contexts and for books of nudes featuring plain-looking models. The result was the so-called Tick-Box campaign. In this campaign, billboards were erected and viewers were asked to phone 1-888-342-DOVE to vote on whether a woman on the billboard was â€Å"outsized† or â€Å"outstanding.† The next campaign  were known internally as the Firming campaign because they promoted a cream that firmed the skin. They featured six â€Å"real† women cheerfully posing in plain white underwear. The company wanted the ads to â€Å"change the way society views beauty† and â€Å"provoke discussion and debate about real beauty.† The next step in the campaign was particularly controversial. At a Dove leadership team offsite meeting, an effort was made to engage executives in the idea behind The â€Å"Campaign for Real Beauty† by filming their own daughters discussing their self-esteem challenges. Stage four of the Real Beauty campaign involved not an advertisement, but a film. The resulting digital film was known as â€Å"Evolution†. Given its unusual length, television was not an option, and in October 2006 the film was posted to YouTube and within three months, it had been viewed three million times. 3. How did Unilever organize to do product category management and brand management in unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? Answer : Before 2000, within a product category the firm often offered multiple brands, each led by a brand manager. In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms. A staff of brand assistants executed the policies of the brand manager. Each brand manager was charged with the responsibilities of a general manager in relation to the brand, including design of strategy, delivery of profit targets, and power over many of day-to-day marketing decisions such as advertising and target promotions that were needed to achieve profitability. In 2000, Unilever began to split responsibilty for a brand between two groups, one charged with development of the brand and the other charged with building the brands in specific markets. Brand Development was centralized and global in scope. Brand Building was decentralized according to the major geographic regions in which Unilever operated. Before 2000, brand meaning controlled by Brand Manager, but at the time of case brand meaning idea is created by Brand Development but bringing to life by Brand Building. 4. Spend a little time searching blogs, using Google search, and any social media, to get a sense of what people saying about Dove today. What does this discussion contribute to the meaning of the brand? Facebook Dove Indonesia have 23.027.326 Fans Followers Dove Indonesia : 19.4K Yes, people is feel the real beauty of themselves by using Dove. Dove makes the Real Beauty. Recommendation In the Future dove must be have line extension product such as cosmetic product, to enlarge their category product, but must have same positioning with their campaign â€Å" For Real Beauty† The position must be stand for a point of view Dove can enlarge their business to retail shop (cosmetic shop) to sell all dove product and communicated their brand. To organize Brand Management, Dove under Unilever must maintain split responsibility between Brand Manager and Brand Development.

Dr. Martin Luther King Essay -- essays research papers

Dr. Martin Luther King Jr. Paper   Ã‚  Ã‚  Ã‚  Ã‚  With his constant pursuit for civil rights, Dr. Martin Luther King Jr. helped bridge the gap between races during the 1960Õs. (It was) His unique approach of using nonviolent protests (to) helped create an awareness of the inequalities the African Americans had to endure during this time period. In 1963, King went to Birmingham, Alabama to engage in a nonviolent protest (there), yet before he could perform the (protest à  use synonym such as rally or something) he was arrested. While King was in the prison he wrote Letter from a Birmingham Prison. By reading this letter one can easily see that aside from being ahehe civil rights crusader, King was also an incredibly intelligent and articulate man. In the letter he brought up each issue he felt needed to be addressed and used solid evidence to defend his case on every issue. Even though the letter contains many different strong points, his two strongest arguments he makes are explaining why he was in Birmingh am and the defending of his Ã’untimelyÓ actions.   Ã‚  Ã‚  Ã‚  Ã‚  (change sentence doesnÕt flow)The first issue King addresses is the claim he was nothing more than an Ã’outside agitatorÓ. He says that he can not be considered an outsider anywhere within the boundaries of the America. Moreover, He explains that he had a business tie in Alabama and had promised them he would 1 engage in a nonviolent protest. He feels that a injustice anywhere is... Dr. Martin Luther King Essay -- essays research papers Dr. Martin Luther King Jr. Paper   Ã‚  Ã‚  Ã‚  Ã‚  With his constant pursuit for civil rights, Dr. Martin Luther King Jr. helped bridge the gap between races during the 1960Õs. (It was) His unique approach of using nonviolent protests (to) helped create an awareness of the inequalities the African Americans had to endure during this time period. In 1963, King went to Birmingham, Alabama to engage in a nonviolent protest (there), yet before he could perform the (protest à  use synonym such as rally or something) he was arrested. While King was in the prison he wrote Letter from a Birmingham Prison. By reading this letter one can easily see that aside from being ahehe civil rights crusader, King was also an incredibly intelligent and articulate man. In the letter he brought up each issue he felt needed to be addressed and used solid evidence to defend his case on every issue. Even though the letter contains many different strong points, his two strongest arguments he makes are explaining why he was in Birmingh am and the defending of his Ã’untimelyÓ actions.   Ã‚  Ã‚  Ã‚  Ã‚  (change sentence doesnÕt flow)The first issue King addresses is the claim he was nothing more than an Ã’outside agitatorÓ. He says that he can not be considered an outsider anywhere within the boundaries of the America. Moreover, He explains that he had a business tie in Alabama and had promised them he would 1 engage in a nonviolent protest. He feels that a injustice anywhere is...

Of Mice And Men Report

Although Lennie from â€Å"of mice and Men† and Mrs. Jones from â€Å"Thank You Ma’am†are similar in a way the authors portray them as caring, there are diffrences in theses characters that help readers understand important themes in the two stories. Lennie and Mrs. Jones have little similarties, But yet have many diffrences There are some similarties between Mrs. Jones The main characters in the twon storys. Both characters are sympathetic towards others. Lennie from â€Å"of Mice and Men† showed many sympathetic action towards other charcters and animals. (pg. 58)An rabbits, lennie said eargily; and id take care of them tell how id do that George† this showed that lennie cared for rabbits. Mrs. Jones is Also very sympathetic for another. She show sympathy by helping out a young boy who was in need of food and money. Mrs. Jones bring a boy into her home and fixes him up a hot plate of food. The boy had once had tried stealing from her, so she sees if she can trust the boy by turning her back towards he purse while she was cooking, to see if the boy would runaway with her purse. â€Å"(Pg. 9) Theres nobody home at my house,† said the boy. â€Å"Then we’ll eat said the woman. † â€Å" I believe your hungry- or been hungry-to try to snatch my pocket book. † Mrs. Jones notices that the boy most likely had no one around to buy food or buy him clothes so she shows sympenthy by helping him out. Later on we find out that the boy was stealing to buy some knew blue suaed shoes. Mrs. Jones gives hime ten dallors,and trreaches him a very important life lesson. She shows him that you don’t need to steal to get what you want you ask or either work to get what you want in life. Despite Lennie and Mrs. Jones similarties they have very important diffrences. â€Å"Pg. 90) the woman did watch her purse to see if the boy would runaway, nor did she watch her purse when she left it behind her bed. † This action shows that Mrs. Jones is intellegant Because she left one of her great valuables behind her to test the boy if he would runoff with her purse. In contrast, lennie also had diffrences from Mrs. Jones. A matter of fact Lennie would have some else speak for him for he was mentaly slow. He was of say the wron thing and getting him self into trouble. â€Å"(Pg. 62)What the hell you laughing at? Curly † â€Å"Lennie looked blankly at him, ‘huh? ’† Lennie got him self into trouble and curly began to swing on Lennie and lennie cried for George/ George yelled for lennie to fight back to protect himself and lennie did. This action showed that Lennie wasn’t very intellegant to keep his mouth shut and be quite to himself. Also it shows how slow he is by having Gorege telling him What to do.

Essay on Is Stereotyping Inevitable - 1740 Words

Prejudice, discrimination, and stereotyping are important topics at the cause of debating within social psychology. A stereotype is a generalization about a group of people, in which certain traits cling to all members, regardless of actual individual variation (Akert, Aronson, Wilson, 2010). As humans, people assign objects and individuals into categories to organize the environment. Individuals do this for not only organization, but also survival. Is stereotyping inevitable? That is the question; according to Devine (2007), it is, but Lepore and Brown (2007) have to disagree. Devine believes that â€Å"stereotyping is automatic, which makes it inevitable.† On the other hand, Lepore and Brown are not convinced that stereotyping is†¦show more content†¦Energy and conscious controlled thinking takes effort; this does not apply in social situations, making the stereotype appear (Devine, 1989). Cultural influence affects not only the formation of a stereotype, but also its acceptance. According to the tripartite model of attitudes, a stereotype is the cognitive component of prejudiced attitudes. Many contemporary theorists suggest prejudice is an inevitable consequence of the stereotyping process (Devine, 1989). This makes learning attitudes and stereotypes of social groups inevitable. There is strong evidence that stereotypes are established in children’s memories before they have the ability to use cognitive processing to accept or reject the stereotypes. In this developmental process, the stereotype is easier to access for the child than personal beliefs; therefore, the culture an individual lives in makes it impossible not to apply stereotypes in daily life (Devine, 1989). Schemas are mental structures people use to organize their knowledge about the social world (Akert, Aronson, Wilson, 2010). The accessibility of schemas makes them easier to retrieve in social situations. Priming is also relevant in how people apply schemas. 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