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분야
ppt2.Marketing Mix
3.Distribution System
4.Longer Channel System
5.Channel Quality
6.Dove in India
7.Successful of Dove Shampoo in Indian Market
8.Due to differences in culture
9.Dove Bottom Line
10.Branding Evolution-Dove Story
11.Dove’s Products
• Dove's Campaign has been a huge success thanks to YouTube where Dove has advocated for unconventional beauty and self-esteem. Traditional media and consumers have joined in the campaign by carrying out the message.
• Dove's successful use of free media resulted from its ability to strike a cultural nerve.
"Dove Evolution Campaign" can be a very good example of brand evolution when the company use viral advertisement to clarify their brand message so that it is more understandable to consumers and/or partners.
the Dove advertising message :
It's not soap. It's a beauty bar.
Unilever downsized from 1,600 brands to 400 in 2002 , nominating Dove to be one of its master brands.
Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.
In the US, Dove bar soap is currently produced in the cool moisture, exfoliating, sensitive skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow versions
