MKTG 400 Marketing Assignment Paper: Dove Case Study

Dove – A Case Study
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November 26, 2016
Your Institution of Affiliation
According to the case study, Dove was deemed as “the most impressive brand builder in last 15 years”, for the fact that it generates up to $4 billion dollars in revenue for Unilever. Being one of the biggest company in the world, Unilever, is found at “seven out of ten homes in the United States, available in 190 countries, and have about 2 billion people users daily.” However, despite its success, Dove Men+Care’s journey to being the ‘buoy’ of Dove’s sales (rise in 9.8% of Dove’s sales), and one of SymphonyIRI’s new brand in their top ten products (which ranked as fourth for men) was not an easy one. According to the article, being a predominantly “female-oriented product,” marketing Dove to men was problematic. This is because marketing the product to men could entail risks. For one, acceptance from the male community might be difficult to achieve because the perception of masculinity lacks from the brand itself. For another, advertising to the male community might endanger the product’s appeal to women. Thus, to circumvent his problem, Dove created Dove Men+Care. Doing this is in line with Unilever’s strategy of “building and developing brands that form strong relationships with consumers in multiple consumer product-market segments.” More particularly, this is because their predominant masculine product – Axe – is marketed towards younger males from ages 24 and below. Thus, Dove Men+Care was marketed towards men from ages 25 and above. To make it appealing Dove Men+Care created a “full spectrum” of items that complement each other (e.g. body scrub and soap). Aside from this, Dove Men+Care became successful because they targeted the &ldq...