Dove, Evolution of a Brand

INTRODUCTION:

Unilever is one of the leading consumer’s corporations located in London who deals into various consumer goods, personal beauty care products including food and beverages as well. Unilever is considered to be one of the oldest existing company by making its product available across the globe under different brand names. The products are made available in around 185 countries across the globe. By holding such a huge market share it is also considered as the world’s third largest company. The corporation has around 390 brands under its belt but it concentrates more on 14 brands such as Sunsilk, Rexona, Surf, Dove etc. comprising a sale of 1 billion each year operating in different parts of the world in many different countries. By focusing on those 14 brands it aims to create a worldwide recognition of such brands thereby increasing their global image and attracting more consumers towards them.

The company also aimed at converting the brands into master brands by making use of various campaigns since they compete in a strong market and they require strong and effective strategies to sustain in such a competitive market. Dove is considered to be as one of the premium brand which gives them a revenue of about 1.5 billion dollars. Dove is a personal care brand owned by the Unilever Corporation and functions in 80 countries globally offering a variety of products for both men and women. Dove has come up with various campaigns which will be focused in report further. Though those campaigns were controversial but ended in a successful manner. The report will try to throw some light on how the companies strength and the weakness and how campaigns have benefitted the brand as a whole.

SWOT ANALYSIS: Here we will take a look into the Strength, weakness, opportunity and the threat faced by Dove towards their campaign which are as under. This will help us in getting a clear picture.

STRENGTH:

* Appealing and attracting a mass audience....