Dove company and brand overview

Résumé du document

Unilever has been operating in UK for more than a century. With annual UK sales of nearly £2.5 billion, the company is one of the world's leading suppliers of fast moving consumer goods which includes food products, home and personal product categories. In 2004, the company spent $1250 million (= £ 715.7 million) on research and development, 2.6% of the company's turnover, which confirms their leadership on the market. This research and development was focused on their priority segments i.e. the D and E markets, personal care and vitality segments. Dove, originally a moisturizing soap, had strong brand image among the consumers which was an economic leverage for Unilever. The company has expanded Dove's brand from 13 countries to 75 over the past decade, with global sales reaching more than $800 million (= £ 458 million).

Extraits

[...] (feb 2006) Campaign for real beauty, Charlotte observer's style Dhordain, M. (25 march 2006) Dove ou l'ère de la publicité réaliste, pubstv.com Ely, Guérin, et al (sept 2005) Dove innove dans le discours publicitaire, elycorp Johnson,O. (2004) How Dove changed the rules of the beauty games, WARC Latham, C et al. (2003) The power of a strong brand, brand consultants Manson, J (2004) Dove celebrating curves, campaign abjectives Lever- Fabergé, WARC Mills, Lipman, L (2004), Dove beauty bar, how advertising stimulated new growth for an established brand, WARC Ritherford, Vonk, Kestin, J (1997) Dove beauty bar, Canadian advertising success stories Wiley, F.(2002) Brand stretch or brand ego trip, p12, Marketing week Wise, R (2004) Finding new paths to growth by managing brand portfolios well, Mercer management journal data bases ISL Personal Wash care report (2003) WARC The Natural beauty revolution 2001, datamonitor websites www.bcl.co.uk/case-study/ www.brandchannel.com www.cmomagazine.com www.dove.co.uk www.dove.com www.lathamandcompany.com www.unilever.co.uk Glossary Natural products: A chemical substance produced by a living organism, a term used commonly in reference to chemical substances found in nature that have distinctive pharmacological effects. [...]

[...] The market for personal care products, especially high-end cosmetic products that have therapeutic benefits but which are not regulated as pharmaceuticals, is growing by double digits each year. Most of the products are oriented around skin care and anti-aging, with the anti-aging category posting a 13% growth in sales in the past year. This market also continues to grow at double-digit rates, as organisations introduce new product lines into a variety of channels, existing companies offer line extensions, and larger players continue to enter the arena. This market is mainly guided by advertising which is the key success to gain market shares. [...]

[...] Dove shower 1. Imperial Leather launched a new white variant: advertising implied mildness and purity. The Imperial Leather range has seen a major re-launch in recent years, with a programme of repackaging and product innovation, emphasising lather delivery, as well as new product launches Lux was re-launched with a new range of beauty soaps containing natural oils like almond and apricot. It launched the world's first mass-market beauty soap. In 2004, the entire brand range was relaunched in the UK to include five shower gels, three bath products and two new soap bars Palmolive re-launched its toilet soap range with products that also contain moisturising oils. [...]

[...] Dove receives pride of place in many displays. Moreover, with the popular advertising campaign, Dove operates a global promotion, with many operational marketing actions, below-the-line activities, gondola shelving, racks, hangers Thus, the brand can afford exceptional in-store fixtures as the sales volume and the market shares are increasing. Figure I.2: Gondola shelving and promotional offers in Boots II. Expert's opinion According to Mr Conrad Crosswaites, pharmacy manager in Boots (Preston) interviewed the 23rd of March 2006, Dove represents one of the core brands in the personal care market. [...]

[...] The products are usually put in the middle or in the top of the shelves. The colours, the packaging and the logo make the brand easily identifiable. As Dove is really increasing its market shares and its brand recall, this is now easy to understand why it is well implemented in shelves. Dove takes part of a display which is designed with a central point that attracts the customer. The ideal position of Dove in the displays (in the middle or in the top) helps the potential customer to look straight ahead. [...]