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  1. Company overview: Unilever
  2. Dove overview
  3. The personal care market
  4. Changes and context
    1. Sequential stretching of Dove
    2. Dove equity
    3. A pioneered strategy in the beauty products market
    4. Dove basic product: the soap bar
  5. Competition and market
    1. Direct competitors
    2. Dove Body
    3. Dove shower
    4. Dove soap bar
  6. Primary researches: a final and operational feeling of Dove
    1. Observation
    2. Expert's opinion

Unilever has been operating in UK for more than a century. With annual UK sales of nearly £2.5 billion, the company is one of the world's leading suppliers of fast moving consumer goods which includes food products, home and personal product categories. In 2004, the company spent $1250 million (= £ 715.7 million) on research and development, 2.6% of the company's turnover, which confirms their leadership on the market. This research and development was focused on their priority segments i.e. the D and E markets, personal care and vitality segments. Dove, originally a moisturizing soap, had strong brand image among the consumers which was an economic leverage for Unilever. The company has expanded Dove's brand from 13 countries to 75 over the past decade, with global sales reaching more than $800 million (= £ 458 million).

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