Dove Case

1160 Words Oct 30th, 2013 5 Pages
How did unilever organize to do product category 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 this case?
Ans: In product category they offered multiple brand. Each brand operated as a separate business compare with its siblings as well as other firms. Each brand has a different strategy for that they have separate delivery of profit target.
BRAND MANAGEMENT before 2000. Multiple brands within a product category, Each Brand as separate business. Staff of Brand Assistants executing policies of Brand manager. Each Brand Manager, responsible as General Manager. Strategy Design Delivery of profit
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In 1955, the Dove beauty bar was launched as a superior product with a real confirmable point of difference.
At first, the media plan mainly consisted of newspaper "split runs" in various local markets. Television, the era's "new media", was debated as the appropriate medium for Dove.
But, television eventually was incorporated into the media plan and became a powerful way to broadcast Dove's messaging. The work produced in the 50s also shows experiments with different television production conventions.
1960s
Dove was endorsed by everyone from dancers , to the cast Father Knows Best. old standard in skin care. So from 1959-1968, Dove advertising focused on the face and introduced the use of the "Dove Face Test", still using the original strategic focus of "Doesn't Dry Like Soap" and "1/4 Cleansing Cream".
In 1960 they conducted a research on face tests which concluded concluded the face was the gold standard in skin care. So from 1959-1968, Dove advertising focused on the face and introduced the use of the "Dove Face Test", still using the original strategic focus of "Doesn't Dry Like Soap" and "1/4 Cleansing Cream".
1970s
The use of real women proved to be so strong it was decided the vehicle of the Face Test wasn't needed. The use of real women, with their stories, continued the

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