Dove
The case study is about Karen Dunleavy, Unilever’s Dove line brand manager. She is given the task of increasing the Dove brand’s market share growth. She faces a competitive industry in the beauty market. And so as to fight for recognition in the increasingly competitive market, she and her assistant executive Dove brand manager, Michael B. Allen, embark on a societal marketing campaign. In the conclusion section of the case study, Dunleavy and Allen anticipated a series of strategic moves.
Strengths
It had been the largest producer in the world but it out of the 1600 brands that it dealt with, it reduced them to a mere 400 brands. Unilever made an initiative aimed at building and developing brands. It had effective advertising using an assorted media advertising means and also there was a very much emotional engagement. Embracing the micro-blogging and the social media tools, a move from the traditional form of broadcast (David, 2007). This social media tool, YouTube, enabled the organization to reach a wider audience via on-line such as the ‘Evolution’ movie and enabled the viewers to discuss the brand, also got wide media coverage inclusive of TV programs, magazine and newspaper publications and talk shows. The movie which gained an audience of more than three million in a period of three months, used that media platform to redefine the meaning of beauty. The use of the social media tools in the strategic move served as a platform to market the brand such as the ‘Dove Evolution’ search results that were recorded on the blogsearch.google.com. This was the large marketing that was got from the media coverage on the film. The organization has a reputation as an organization that is a master in cosmetics and beauty products. Its advertising is allocated a huge budget, a staggering figure of $27 million in just its Europe market alone. It has partnered with U.S Girl Scouts.
Weaknesses
The models that have been featured in the adverts are somehow too slim compared to the the different sizes of the audience targeted. The characteristics of the featured women does not represent the females. The organization has a reputation of and is more connected to soap products compared to the cosmetics products. Thus, customers may fail to regard it in high esteem. Also, customers have lost interest in the brand as it no longer excites them as it used to despite the fact that it has launched new products. The models posing in the organization’s ads are almost naked, thus drawing criticisms. It has been criticized for allegedly using “real” women, raising questions about the authenticity of “real.” The campaign has contradicted greatly with the other forms of marketing of the Dove brand. There is also the exportation of images from one brand for the use in other brands.
Opportunities
The organization’s strategic branding strategy and a unified form of advertising. To enable internal growth in the organization, it has aimed on product innovation. The creation of a main brand among the brands produced by Unilever to be the identity of the organization. The organization also has a brand and communication strategy. The aim of this strategy was to foster a self-esteem and instill a sense of feeling good. This enabled the organization to improve its brand image and increase its market share in the market industry, involve the organization with the clients and bring a unique identity on the organization that would set it aside from business rivals; to preserve the brand’s market abilities. Dove created ways of building the self-esteem on young girls, also, addressing self-esteem issues concerning mothers and their daughters. The organization should not only target female customers, but should also target the male customers as well. The organization should also tailor its operations so as to integrate the diverse cultures across the world. Partnerships provide great opportunities. Also, its brand wins the heart of everyday women market and which is a vital marketing tool. The Dove brand is innovative.
Threats
The Dove branding of the organization was defined by four questions namely why?, For Whom?, What?, and competitive companies. The What?,, the business competitors were. For Whom?, was represented for the between in age bracket 30-39 years who despite the fact that there on a developmental stage connected with the appearance of wrinkles and cellulite, they had never used products for skin-firming. There was the threat of the brand being seen as unapproved for health. Upon the representation of the Dove’s hair care products, there is also the risk of imitation business rivals such as Nivea, L’Oreal, Oil of Olay and Johnson & Johnson. The organization may also be viewed as a brand for “fat girls.” Dealing with beauty care products is a lucrative business, thus many organizations try to outdo each other which lead to an increment in the level of competition.

Reference
Wesley, D. (2007). “Hips feel good-Dove’s campaign for real beauty’. Richard Ivey School of Business.