Strategic Marketing Management

Running Head: Strategic Marketing Management 1
STRATEGIC MARKETING MANAGEMENT
STUDENT’S NAME
UNIVERSITY
DATE

Strategic Marketing Management 2
EXECUTIVE SUMMARY
This paper examines the evolution of the Dove from its functional brand, with a point of view
after the Unilever designated its Masterbrand. It’s also expanded its portfolio to cover sectors
beyond the original bath soap category. The development enables Dove to clinch an opportunity
to look for a fresh of the beauty industry. Real beauty campaign is a controversial result for the
company. As the campaign unfolds, Unilever learns to use specific social media platforms like
YouTube to manage the courtesy. Dove recognized itself as one of the markets proved as a
different and resilient variety of Unilever as it makes jumble sale valued $2.5 billion a year.
Dove is understood initially as the "cleansing brand." The brand propositions an extensive series
of merchandises comprising of the anti-per spirants, face care, deodorizer hair care, and body
washes. The crash is a transcribed groundwork of the case study known as, "Dove: The evolution
of a brand." The case characterizes the condition scrutiny for the case study. Also, places the
interest in the severe concerns revealed in the case study. This paper scrutinizes the precarious
disputes, which are associated with this case study, and after exploring the topics, the explosion
would deliver a perfect recommendation for future problems.
Keywords: Situation analysis, environmental analysis, alternative strategy, recommendation

Strategic Marketing Management 3
SITUATION ANALYSIS
Introduction
The Dove beauty bar was launched in the USA market in 1995. When Dove started its journey in
the USA, it’s positioned the band product as a cleanser. On its first advertisement, Dove claimed
that women should start using their product because it does not have a harmful element of soap
that can make the skin dry. A proposed functional attribute is that there is a quarter of cleansing
cream in the entire bar. The dove management realized that the company should look forward
and take useful traits of the brand. The brand objective is to make a distinctive proposal woman’s
mind that beauty is an inner self-esteem element, which is a significant discovery in a woman's
beauty (Heding, Knudtzen & Bjerre, 2015).
Objective
o To be able to communicate distinctively for a functional superiority.
o To deliver feedback massages so the potential product users will not convey that wrong
image.
o To have a clear, concise marketing strategy to target the market as soon as possible
(Malmelin & Hakala, 2009).
ENVIRONMENTAL ANALYSIS
Analysis of critical internal and external issues
The Dove critical Internal and External problems are analyzed in the form of SWOT analysis.

Strategic Marketing Management 4
Strength: The brand’s strength relies on the aspects of famine and strategic positioning. Dove
does not claim itself as a soap that makes it different from others; however, it focuses on the care
of the women aspect. Dove creates self-esteem among women who indirect enrich the image of
the brand.
Opportunity: The demand is in the personal product care, and the opening is in a changing
scenario for both men and women segment whereby there is an increase in the women segment.
Adding the product line in the men segment can be an excellent opportunity for Dove in the
market is expanding. Also, the product line can include the customers of a young teenage
woman.
Weakness: the criticisms can affect the Dove negatively due to the high expense of the
campaign. The fault of Dove is that the company cannot create footstep over the men's segments
Threats: The Dove band image can be harmed in the rise of the criticism over the advertisement
and campaign. The demonstrated beauty over the different campaign does not exist in the market
because it does not relate to the standard ideal of real beauty (Sparks & Langford, 2012).
PROBLEM STATEMENT
Unilever is selecting a brand to build a strong spitting image with clienteles. By identifying dove
as a Masterbrand, Unilever is exhausting the pivotal point for this image with numerous sub-
brand dwindling under the name of Dove (Berthon & Pitt, 2012).
The Major Analysis Issues
The major issues of the Dove were to shape and size the various aspect related to the beauty of
the campaign. The campaign of the dove proved that brand advertisement could work together