Unilever, The Dove Brand Parent Company

This reports examines various successful hair care companies (Kevin Murphy/TreSemme), and through discussion of various of branding issues encountered, the following initiatives are recommended to enhance brand

Its origin goes back to the 19th century when a group of companies operating independently, produced soaps and margarine. In 1930, the companies merged to form Unilever that diversified into food products in 1940s. Through the next five decades, it emerged as a major fast-moving consumer goods (FMCG) multinational operating in several businesses. In 2004, the Unilever 2010 strategic plan was put into action with the mission to ‘bring vitality to life’ and ‘to meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life’. The corporate strategy is of focusing on core businesses of food, home care and personal care. Unilever operates in more than 100 countries, has a turnover of €39.6 billion and net profit of €3.685 billion in 2006 and derives 41 per cent of its income from the developing and emerging economies around the world. It has 179,000 employees and is a culturally-diverse organization with its top management coming from 24 nations. Internationalization is based on the principle of local roots with global scale aimed at becoming a ‘multi-local

Unilever believes in the sustainable growth and use of renewable sources of energy. It is also very watchful of employee health and has managed to bring down its accidental rate by a high margin. Unilever’s vision includes a better way for living for its consumers and better use of the products that they use. It maintains a high standard of its products by following stringent standards which helps in maintaining consumer satisfaction. Over the years, after working for different social projects like Water conservation and Food for all, it has grown its image as a socially aware and responsible

This assignment reviews the background, analysis of the marketing environment, SWOT analysis, segmentation, targeting and positioning strategies, and the marketing mix (4Ps) of Nestlé. At the end of this assignment we will discuss some recommendations for Nestlé.

The adventure of becoming a successful brand with the launch of Cream Bar in the United States begins in 1957. Dove is Unilever's fastest growing and momentum as time goes on after this launch is one of the brands. World launch of Dove is started in 1991. The brand went to meet with consumers in 55 countries in total by the end of 1994. Thus, the Dove family kept expanding. Successive face and body cleansing products, skin care, deodorant and hair care products with the launch of Dove continued to grow rapidly. Today, Dove, and the difference in quality that will redefine the standards of the category that enters through any personal care, personal hygiene brand to the world's expert.

The marketing strategy of a company is critical to its success for many different reasons. Without product awareness, customer will not know about the availability of the product. A lack of branding will result in customers quickly forgetting about the product and the significance of the products on their lives. Strategic marketing is a planning process by which an organization devises the best way to develop an advantage over competitors. Businesses measure the success of their strategic planning by analyzing the increase in sales, getting positive consumer feedback and measuring a greater number of repeat customers. The strategic imperative of marketing may be revealed using a basic SWOT analysis, which focuses on strengths,

p/a. Lynx dominates the male deodorant market with a 52% value share, and with men now becoming much more image aware these figures are sure to increase in the future. A SWOT analysis is a useful means of examining the relationship between an organisation and its marketing: Coca-cola Strengths: Is the pioneer of the soft drink industry also they are the benchmark to which all over companies in the market operate.

Marketing is the management process involved in identifying, anticipating and satisfying consumer requirement profitably. This marketing mix comprises of product, price, place and promotion (Surridge and Gillespie pg.190). Sometimes people argue that an element of the mix is more important than the others but I do believe that they are all equally essential for the success of a product. In this essay, I am going to explain the various elements of marketing mix, if the product is the most important element of the marketing mix, and the importance of an integrated and consistent marketing mix.

The previous pages have revealed analyses of the company and the environment in which it operates, including forces such as the customers or the competition. At this level then, it is important to review the findings of the analyses and devise customized recommendations at the levels of the target market, brand positioning and competition.

The purpose of this is to formulate a suitable marketing campaign for your chosen organisation. Produce a report detailing the below. As part of the introduction to the report give a brief explanation of the various elements of the marketing process (LO 1.1) Evaluate the benefits and costs of a marketing orientation for the selected organisation. (LO 1.2) Carry out a thorough organisation, industry and market environment situation analysis. For this, identify and analyse Macro environment, Micro external environment, Micro internal environment and the capabilities using a range of tools and techniques suitable for each market situation. Summarised your analysis using a SWOT Analysis. Include minimum key factors such as the different analysis models, you must carry out; - Macro environment analysis - Micro external environment

For an effective marketing plan, a SWOT Analysis is done to help the company in understanding the market. Along with it, 4Ps of marketing are also discussed in this plan to have a better understanding of the cosmetic market in the country. Customers need to be educated regarding the products that are being offered by the company and why they are better than other similar products in the market therefore; the company will organize seminars across the city and distribute free samples to the customers. All the products will be made using natural processes and no harmful

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of

B) The brand personality of a company can be described as the set of human characteristics that attributed to the brand of a company. It is something by which the consumer can relate to the brand which can effectively increase the value of the brand by effectively communicating a sense of similarity to their customers. There are five main types of brand personalities, but the one that matches Nestle the best is, excitement. Nestle gives of vibes of a carefree attitude and connects best with consumers that are youthful and spirited. Because of the nature of the products Nestle offers, the idea of Point of Purchase (POP) becomes very important. Many of the Nestle consumers purchase their products at the payment isle of grocery stores, so POP sales become very important. This also allows packaging to play an extremely important role during the POP purchase. Because there are many other similar products in the check-out isle, it is important for Nestle to make their products stand out. According to a brand manager from Nestle, “For Nestle, packaging has a key role to play in brand recognition”. Environmental issues, mainly the use of biodegradable and sustainable materials, have a growing impact on package design and materials sourcing. This is something Nestle keeps in mind when communicating with their consumers and also when maintaining brand identity and packaging characteristics. Nestle also recently announced that they

The company's primary goal in the marketing mix is to make it widely known that it carries these product categories and make it easy for customer to locate and purchase them. An advantage of this strategy is that we can develop a reputation for providing quality products in the marketplace. But, If we just target on promoting the product, we can produce loyalty among our customers because of the high quality of the item.

When it comes to economic and demographic forces within Unilever, we are well aware of worldwide population growth, changing mixes of age, ethnic composition, educational levels, the rise of nontradional families, and the large geographic shifts in population around the world. This is why at Unilever, we are learning how sustainability can generate growth, control costs, and help us to manage business risk. Through the Unilever Sustainable Living Plan, we have committed ourselves to cutting our environmental impact by improving health and well being for billions of people around the world. We have set tough goals to making sure we accomplish our commitments. We also work with organizations through partnerships that have the potential to change things on a global scale.