1. Tanmana Naznin 1–1
SUBMITTED TO:
MR. MAHMUDUL HASAN FOUJI
ASSOCIATE PROFESSOR
DEPRTMENT OF MARKETING
JAGANNATH UNIVERSITY
SUBMITTED BY:
TANMANA NAZNIN
BATCH-19, SECTION- B
DEPRTMENT OF MARKETING
JAGANNATH UNIVERSITY
BRAND MANAGEMENT
3. Tanmana Naznin 1–3
Brand Management
Dove is one of the leading brands in the FMCG sector
and a well-respected reputable brand of Unilever
Dove grew from a moisturizing Beauty Bar into a
global brand with a range of products:
body washes, hand and body lotions, facial cleansers,
deodorants, shampoos, conditioners and hair styling.
Dove started its life in 1957 in the US, with the
revolutionary new beauty cleansing Bar.
Dove began its Campaign for Real Beauty, followed
by the creation of the Dove Self-Esteem Fund in
2006.
Dove
4. Tanmana Naznin
1–4
What company is Dove?/ History
• Unilever
• Dove (toiletries)
• Who is the founder of Dove?
• Vincent Lamberti
1927/28 – an American chemist and inventor, who held 118
granted patents, and is best known as the inventor of Dove soap
Product type Personal care
Owner Unilever
Country United States
Introduced March 8, 1957
Related brands Dove Men+Care Baby Dove
5. Tonmona Naznin 1–5
Dove Products List
• Dove Hair Therapy Intense Repair Conditioner.
• Dove Environmental Defense Shampoo.
• Baby Dove Rich Moisture Hair To Toe Baby
Wash.
• Dove Coconut Hand Cream.
• Dove Cream Beauty Bathing Soap Bar.
• Dove Go Fresh Body Lotion.
6. Tanmana Naznin 1–6
The challenges are divided in categories
Mindfulness
Fitness
Lifestyle
Health
Challenges
7. Tanmana Naznin 1–7
More Challenges
• Globalization of Business
Outsourcing and increased competition
The threat of corporate politucs
• Economic and Technological Changes
Occupational shifts from manufacturing and FMCG to
service industries and telecommunications.
Pressures of global competition causing firms to
adapt by lowering costs and increasing productivity.
• Technological Shifts and the Internet
Growth of information technology.
8. Tanmana Naznin 1–8
HR Management Challenges
• Organizational Cost Pressures and
Restructuring
Mergers and Acquisitions
“Right-sizing”—eliminating of layers of management,
closing facilities, merging with other organizations,
and outplacing workers
Intended results are flatter organizations, increases in
productivity, quality, service and lower costs.
Costs are “survivor mentality”, loss of employee loyalty, and
turnover of valuable employees.
HR managers must work toward ensuring cultural
compatibility in mergers.
9. Tanmana Naznin 1–9
HR Management Challenges
• Workforce Demographics and Diversity
Increasing Racial/Ethnic Diversity
More Women in the Workforce
Single-parent households
Dual-career couples
Domestic partners
Working mothers and family/child
Significantly Aging Workforce
Age discrimination
10. Tanmana Naznin 1–10
Analysis
• USP- Dove provides deep Moisturizer for Dry Skin
• Strengths in the SWOT Analysis of
Dove contains 1/4 moisturizing cream which is
perceived to be a good attribute for the product
Dove has got an excellent market presence owing
to string advertising and marketing exercises
Flagship product of Unilever with strong brand
awareness through advertising and branding
Promises not to leave any residue on the skin
Dove products are available in more than 80
countries worldwide
11. Tanmana Naznin 1–11
Analysis
• Strengths in the SWOT Analysis of Dove
Apart from soaps, products like bathing gel,
shampoos, conditioners, creams, deodorants are
also a part of the product line
Dove products are available through an extensive
supply chain network of Unilever at leading
supermarkets, stores
The products are available online via the company
website or almost all leading ecommerce platforms
12. Tanmana Naznin 1–12
Analysis
Here are the weaknesses in the Dove
SWOT Analysis:
Intense competition for Dove in the FMCG market means
limited growth in market share
Targets primarily only the female segment & men's range not
very popular
Following are the Opportunities in Dove SWOT
Analysis:
Can target male audience more purposefully
Dove can increasing its reach by further geographic
expansion
Involvement of students from colleges & tie-up with
corporates can open a new opportunity
13. Tanmana Naznin 1–13
Analysis
• The threats in the SWOT Analysis of Dove are as
mentioned
Increased Competition in this market segment can
affect business of Dove
Global business can be affected by government
policies and fluctuating economies
Fake imitations of the brand can affect Dove's
image
14. Conclusion
• Well-known celebrities and models
• Dove uses real people or its loyal customers
for the commercials
• Build its own brand image
• Highly engaged women active on digital and
social media
• Beauty is for everyone
Tanmana Naznin 1–14
