We will analyze the article and tell how Dove has hit the bulls-eye and where with some changes they can be the brand back on top. Dove has been doing well from the business perspective as they are ruling the roost from the Unilever’s stable. Let us analyze the ticks and crosses, just to understand where they should do things in an innovative way or stick to the old formulas. * Their marketing campaign for a DOVE according to me was brilliant, because Beauty is something which should be accessible to everyone and especially to people who get a feeling that Beauty is defined by Tall and thin. Dove is a product related to beauty and they have made a brand image in front of people which is relating to beauty and purity. It is tough for people to imagine how their moisturizer can help in cleaning the dishes. It is like asking Harley Davidson to make toothpastes where you can ask them to make Harley Davidson cigars.
* They do not have to compete with Olay and always have to follow and do what they do because what works for Olay does not work for them. Dove is supposed to be a brand of unilevers who are innovators and not followers. Beauty products are known to have a small product life cycle as compared to most of the products available in the supermarket. It is important to innovate and understand how to tackle the small product life cycle. Need of the hour for Dove * Look to expanding into other regions as they should start their own production plants in places like India, Middle East where cost of production will be low and they gain an upper hand in a market where beauty has become more of a necessity than a luxury. Dove should make people understand that it is a privilege to use their product and the reason why they pay real high amount of money is because they are getting the best product. * They have to outsmart Olay as they are the nearest competitor who eats into most of their market. This can be only done if they think out of the box because in Olay they have a competetitor who can really eat their market away.