Dove Marketing Assignment

“Leveraging a Brand Asset - Dove”

Executive Summary:

The given case of Dove is a perfect example of various marketing concept. The Case brings up a perfect understanding about why one should be always searching for improvements and innovation in its product. It also highlights the advantages of being a first mover and also explains why always first mover strategy may not be successful. Dove faced steep competition from P & G, but how it was successful in meeting all the challenges and maintaining its dominant presence in the market. Below discussed questions would make it clear of how Dove emerged as a market leader.

Table of Contents

“Dove’s Dormancy” 3

Dove’s $4 Billion business 3

Competition from P & G: 5

Effect on Dove Beauty Bar: 6

The First Mover Advantage: 7

“Real Beauty campaign”: 8

Conclusion: 9

“Dove’s Dormancy”

From the case study of Dove it can be gathered that Dove as a beauty bar brand did not face any tough competition from 1955 till 1990, with the advent of P & G in the same category of soaps. This could be one of the main reasons for Dove’s dormancy. As the pressure of competition was almost nil, Dove did not think of bringing about any variation into its product or marketing it product vigorously until in 1979, where it started a marketing campaign, where the beauty bar was introduced to doctors who recommended to patients as a moisturizing bar which would smoothen their skin. This move of Dove won it 25% of market share, which was a remarkable success for the brand. (Dove Evolution)

Other reason for its dormancy could be attributed to its relative low risk taking ability. This could be evident from the case of its introduction of dish washing detergent which did not fair well against the sharp competition from the existing market leader Palmolive brand. (Dove Evolution)

Also, one can attribute its dormancy to reasons like lack of initiative from its research and development team to come up with innovative...