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Case study of Unilever and Dove brands

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  1. Introduction
  2. Introducing Unilever
    1. Overview
    2. The identity and values of Unilever
  3. Market Study
    1. The market for body care products of mass consumption
    2. Study of consumer behavior and expectations
  4. The Dove
    1. Brand Showcase
    2. Instead of Dove, Unilever
  5. The evolution of statutory identity Dove
    1. The new unifying concept
    2. Pro Age Campaign
  6. Conclusion

In the consumer society in which we live today it is virtually impossible not to know the brand Dove. Indeed, men and women, of all ages more or less visualize this brand of body care. This brand is one of the largest producers of consumer goods in the world for the Unilever Group.

Since 2004, Dove accepted a unifying concept that was socially and psychologically challenging. Taking a concept called "Self-esteem" to a large female audience, the success of the spontaneous promise of "Helping all women to feel beautiful!" has positioned the brand beyond its intended product. Some of us have been personally very touched by this latest advertising campaign, undertaken by the Brand. The campaigns of corporate communication that do not go unnoticed are the subject of further study in this document.

To determine how the power of seduction of a brand communication may cannibalize the corporate image of a company, we will study, different points around the communication of Unilever and Dove in this case study.

We will first consider the Unilever Group as a whole. Subsequently, we will conduct a market study analyzing the competition in the field of body care products, and finally, we will focus on the Dove brand, particularly in recent campaigns. Unilever is a Dutch-British multinational which has become one of the leading companies in consumer products with compelling brand names since the 1950's.

The group was formed in 1930 from the merger of Dutch Margarine Unie, and the British soap maker Lever Brothers. Since then it has continued to grow, and is now the third largest global seller of consumer products with 234 000 employees in a hundred countries. One hundred fifty million people worldwide use its products every day.

Since 1982, eight people have succeeded to the presidency of the group. Three were successively stationed in Rotterdam and five were based in London. For important decisions, around 100 to 120 top leaders of the group are consulted. The structure was headed by 2 headquarters in Rotterdam and London until 2005, but now a single CEO, Patrick Cescau, chairs the group.

Unilever France: Unilever employs 5330 people in France and has a turnover of 3,686 billion. The group's headquarters are located in Rueil-Malmaison (92) and Saint-Ouen (93).Besides the headquarters of the group's companies, Unilever has 14 industrial sites in France.

The structure of Unilever: Unilever is organized into three distinct areas:
- It focuses firstly on personal care with brands such as Signal, Brut, Axe , Dove , Rexona , Sunsilk , and Timotei .
- It also has a division dedicated to the maintenance of the house through Cajoline, Cif, Domestos, Omo, Skip, or SUN.
- Finally, it turned to the field of food with a wide variety of labels such as Gold Card, Knorr, Lipton, Alsa Amora, Maille, cornstarch, Plantafin, Boursin, Fruit d'Or, Tabasco, Ben & Jerry's and Miko.

The group faces three large competitors the world stage. They are Nestle in the food sector, L'Oreal in cosmetics and skincare products, and Procter & Gamble in cleaning products.

Tags: Dove, Rexona , Sunsilk ,Timotei, Procter & Gamble, L'Oreal, Unilever, Dutch Margarine Unie.

[...] Instead of Dove, Unilever The values of Dove : The Dove brand is owned by the multinational Unilever and therefore contains the values of the latter. The main value of Dove is to address all women. The brand will definitely break the codes of beauty to the point of feeling invested with a mission to help women feel beautiful. This approach is clearly consistent with the ''vitality'' mission that the group Unilever has set up to help consumers feel good and get more out of life. [...]


[...] The structure of Unilever : Unilever is organized into three distinct areas: - It focuses firstly on personal care with brands such as Signal, Brut, Axe , Dove , Rexona , Sunsilk , and Timotei . - It also has a division dedicated to the maintenance of the house through Cajoline, Cif, Domestos, Omo, Skip, or SUN. - Finally, it turned to the field of food with a wide variety of labels such as Gold Card, Knorr, Lipton, Alsa Amora, Maille, cornstarch, Plantafin, Boursin, Fruit d'Or, Tabasco, Ben & Jerry's and Miko. [...]


[...] In this communication, Dove wanted to stand out from other brands that have always been accustomed to sell through the narrow and fixed professional models. The agency Ogilvy & Mather FRANCE was responsible for the new communication by Dove. According to the brand, beauty has for too long been defined by stereotypes. Dove intends to re-educate people's attitude towards the archetypes of beauty. Reactions : "Beauty has been defined for too long by narrow stereotypes and fixed ideas. The women told us that it was time to change that. [...]

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