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Unilever and Dove brand: Case study

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  1. Introduction
  2. Position of the L'Oreal and Henkel on the market for cosmetics
  3. History of the two groups
    1. Time axis of Henkel
    2. Time axis of L'Oreal
  4. Determination of the core businesses of both companies
  5. Areas of strategic activities of the two groups
  6. Determination of the target of L'Oreal and Henkel
  7. Determination of the need satisfied by the products of L'Oreal and Henkel
  8. Type of technology used in the SBU studied
  9. The competitive forces of Porter
  10. Threats and Opportunities in the cosmetics market
  11. The key success factors
  12. Map of strategic groups
  13. Strategic analysis of L'Oreal and Henkel
  14. Strengths and weaknesses of L'Oreal
  15. Strengths and weaknesses of Henkel
  16. SWOT Analysis - L'Oreal, Henkel
  17. The value chains of the two groups
  18. The BCG Matrix for L'Oreal and Henkel
  19. Financial Comparison
  20. Revenue breakdown by business
  21. Evolution of profitability
  22. Evolution of the share value
  23. Comparative analysis of strategies
  24. Global Strategy of L'Oreal
    1. Strategy of constant innovation
    2. An intensive communication strategy
    3. The concentration of its activities
    4. Internationalization strategy
  25. Global Strategy of the Group Henkel
    1. Innovation Strategy
    2. Communication strategy for the "Citizen"
    3. Diversification strategy
    4. Internationalization strategy
  26. The future of Henkel
  27. The future of L'Oreal
  28. The cosmetics market
  29. Justification of the hexagon sector of Porter
  30. The threat of new entrants
  31. The threat of substitute products
  32. The bargaining power of customers
  33. The bargaining power of suppliers
  34. The threat of firms in the sector
  35. The power of the state
  36. Analysis of key companies
  37. Breakdown of the couples Opportunities / Threats and Strengths / Weaknesses
    1. L'Oreal
    2. Henkel
  38. Conclusion

In a consumer society in which we live today, it is virtually impossible to be unaware of the brand Dove. Indeed, men and women of all ages visualize this brand of body care. This mark belongs to the Unilever Group, which is one of the largest producers of consumer goods in the world. Since 2004, the Dove followed a concept of unifying socially and psychologically a broad female audience, by the concept of "self-esteem."

The success of this spontaneous promise of "Helping all women to feel beautiful!" has positioned the brand beyond its intended product. Many consumers have been personally affected by the recent advertising campaigns undertaken by the brand. Institutional communication campaigns do not go unnoticed and this is the subject of the study.

To determine the power of seduction of a brand, communication cannibalizes the corporate image of a company and in this case, we will study the different points around the communication of Unilever and Dove. First, we will consider the Unilever Group as a whole. Subsequently, we will do a market study analyzing the competition in the field of body care products. Finally, we will focus on the Dove brand and in particular, its recent campaigns.

Unilever is an Anglo-Dutch multinational in the 1950s became one of the leading companies in consumer products with powerful brand names.

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

Since 1982, eight people have succeeded to the presidency of the group: three successively based in Rotterdam, and five based in London. For important decisions, from 100 to 120 top leaders of the group are available.

The structure was headed until 2005, with its two head offices in Rotterdam and London, but now a single CEO, Patrick Cescau, chairs the group.

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

Unilever is organized into three distinct areas: it is dedicated primarily to personal care with brands such as Signal, Brut, Axe, Dove, Rexona, Sunsilk, Timotei. It also has a division dedicated to the maintenance of the house through Cajoline, Cif, Domestos, Omo, Skip, or SUN.

Finally, it is 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 competitors on the world stage size: Nestlé in food, in L'Oreal cosmetics and skin care products, and Procter & Gamble cleaning products.

Although Unilever was not founded until 1930, companies that formed the group were well established before the 20th century.

In the 1920s, the rapid expansion of trade increases competition, the original companies begin negotiations to prevent others from producing the same type of product. They finally decide to merge - and so was born Unilever. The first decade of the group is not simple. It begins with the recession and ends with World War II.

Tags: Unilever Group; history of Unilever; brands under Unilever; Dove

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