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Required reading:
1. Dove: Evolution of a Brand (Course Reader, starts on page 173)
Required questions for case submission:
1. What is a brand, and why does Unilever want fewer brands? (2-3 sentences is fine)
2. What was Dove’s positioning in the 1950s (i.e., who does is seem like their target customer was, and what did they want to stand for)? What was Dove’s positioning in 2007 (i.e., now who are they talking to, and what image do they want to have in these consumers’ minds)? Compare and contrast the value proposition offered to Dove’s consumers in those two time periods (that is, do they emphasize economic, functional, and/or psychological value, and how?).
3. What internal, social, and external factors influence the stages of consumer decision making for Dove consumers today? You may use the chart/template we went over in class for the B&D case to describe the key internal, social, and external factors at each stage (tip: avoid one-word answers, and try to explain what the factors you identify are and how they affect consumers). For “extra credit,” you may want to compare and contrast the internal, social, and external factors that mainly influenced consumers in the 1950s compared to the 2000s. If you’re worried about space, and you may use an appendix or table to assist you, and it will not count against the page limit.
4. In your opinion, was Dove’s campaign for real beauty ethical (why or why not)? Do you think it is important for Dove to have a consistent campaign message around the world? Be sure to comment on why or why not for each of the responses you provide.
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