• $3.99

Publisher Description

Dove is one of Unilever's better-known "personal care" brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question "What is real beauty?" and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care brand, and the marketing issues behind its phenomenal success. It also raises questions about how to maintain the brand's momentum as the next phase unfolds. In 2007, Dove products are still well thought of by consumers and the campaign has attracted imitators, including brands outside the cosmetics and beauty care sector.

GENRE
Business & Personal Finance
RELEASED
2007
May 1
LANGUAGE
EN
English
LENGTH
16
Pages
PUBLISHER
Richard Ivey School of Business Foundation
SELLER
Ivey Business School Foundation
SIZE
2.2
MB

More Books by Thomas Gey