Innovation in Dove: Strategies for Product Updates and Brand Promotion

INNOVATION

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Background of organisation and description of situation...........................................................3
Discussing relevant literature associated with the topic.............................................................4
Critical analysis of the product, service or process. ................................................................5
Putting forward recommendations with justification..................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and journals......................................................................................................................9

INTRODUCTION
An innovation can be defined as a thought or idea that can be turn into reality. It can be
done in the form of products or services, new and advanced business processes or some updates
and changes in the existing products or services or in technologies. It refers to a process of
creation of plan, development of plan and implementation of that plan to innovate something in a
unique way (Arundel, A., Bloch, C. and Ferguson, B., 2019). This report is based on British
multinational consumer goods company named as Unilever which headquartered in London and
founded on 2nd September 1929. The company manufactures products like food, energy drinks,
baby foods, beauty products, personal care, health care, cereals, frozen pizza, cleaning agents
and many more. This company very well known for the largest production of soap in the world
such as Lux, Rexona, Dove and more. The other companies which can give the tough
competition to Unilever is Procter & Gamble and Nestle. The company Unilever mainly focuses
on three divisions; beauty and personal care, home care products and foods and beverages.
Innovation helps the Unilever to increase the chances in change and finding new opportunities
that fosters competitive advantage and allows the company to discover new and innovative
goods and services for their consumers.
MAIN BODY
TASK
Background of organisation and description of situation.
Unilever, a British company owns over 400 brands with a huge turnover of 53.7 billion
euros. It covers around 190 countries. The company believes to remove the word 'Normal' from
their beauty products (Biemans, W., 2018). Unilever believes in ethics of the company and treats
their employees well, it understands and follows the concept of giving them back with benefits
with good surroundings and involves employees in their projects of services. Company was
established by the merger of Dutch Margerine Unie and British soapmaker Lever Brothers with a
resulting name 'Unilever'. As Unilever has three divisions and includes well known brands like
Magnum. Bovril, Pot noodles in food division, PG tips, Lipton in drink and Dove, Redox, Surf,
Tresemme in the households. The brand identity was developed with a thought that it would add
vitality of life. The current logo of the company that is “U-shaped” was designed in 2004 by a