8.2: Demonstrate possible corrective action scenario ( Yin Thet Tin) 39
8.2.1: Cognitive dissonance 39
8.2.2: Claim disbelief 40
Appendix 41
References 47
Executive Summary
2. Current Situation Analysis
2.1 - Background Research and Analysis
2.1.1 Internal Research and Analysis
Dove brand established by Lever brothers began in 1957. When the brand
started, they sold beauty soap bars. From that, they have expanded to
produce a variety of personal care products, including shower gel,
deodorant, cleanser, and conditioner, especially in shampoo. In fact, from
1957 to 2004, Dove was advertising from a product point of view to
introduce the brand to the world. As of today, Dove is one of the most
valuable brands of Unilever.
Today, Dove is the world's top cleaning brand, selling in more than 80
countries with annual sales of more than 2.5 billion euros.
Dove wanted to strengthen the formula for regular shampoo, so he added
“Keratin Repair Actives” to his shampoo, which instantly moisturizes the
inside of the hair and strengthens the roots. The new formula in Dove
intense repair shampoo can instantly repair damaged hair, continuously
moisturizes hair from the inside out, and let women express themselves
more confidently. Besides, Dove is currently committed to developing Dove
intensive repair shampoo as the first choice for women. Dove's brand

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