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. [...]
[...] The means of communication : Besides the traditional means of communication, Dove is shown as brand that speaks to real women and not models, and has circulated on video sharing sites films on behind the scenes activity of beauty, a small reassuring chronicle, which shows that all women can feature on a magazine. Highlighted on the website of the Dove, a sentence is proclaimed as a philosophy: "There are no professional models on this site. Only real women". B. The latter concept of Dove : Pro Age Campaign Pro-Age, Dove is launching a major campaign to change attitudes about aging. [...]
[...] The goal was to strive for transparency and accountability on the one hand, to establish a clear, consistent and united identity of Unilever around its brands around the world on the other. Thus, all brands of the group adopted a common position: to help consumers feel good and get more out of life. This applies, for example, on the detergent brands Omo and Skip, who base their communication on the following message: encourage children to get dirty so they can live life to the fullest. [...]
[...] In the field of deodorants : Unilever owns brands striking: Axe, Dove, Rexona, Gross, Impulse. Groups deodorants leaders are: L'Oreal (Lascad: Narta, Narta Male, No!of Narta, Mennen) Yves Rocher (Yves Rocher) Reckitt Benckiser (Veet) Sara Lee (Sanex). B. Study of consumer behavior and expectations The purchasing decisions of consumers are increasingly influenced by their beliefs and their level of civic requirement against large groups or "producers of brands" is higher. Consumers are indeed looking at companies and trusted brands. Various demands of consumers vis-à-vis large firms, affect their buying behavior. [...]
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