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Dove and Real Beauty: Building a Brand with Purpose
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- Dove and Real Beauty: Building a Brand with Purpose By: Mark R. Kramer
- Dove and Real Beauty: Building a Brand with Purpose By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
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Dove: Evolution of a brand Harvard Case Solution & Analysis
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Dove: Evolution of a brand Case Study Solution
Brand management is the planning and scrutiny of the brand, the perception of the brand in the market and the tactics that can be used to improve the sales. Unilever made a brand management system that was similar to P&G, they also hired different brand managers for each brand that they made within the product classifications. They wanted their products to compete with their own products as well as the rival’s products.
Unilever had a “Path to Grow” initiative according to which they made 2 groups, one was centralized and focused on development of the brand, and the second group was brand building which was decentralized and according to the geographic demands and needs of the customers.
Brand building team had to focus on the local markets of a region. The company copied ways of its competitor P&G, while establishing brand in different markets around the globe. The brand builders had to focus on the growth of the profits and revenues of the company. The brand managers had to be answerable for the decline in growth levels or of any losses if occurred. They had a code of conduct set by the brand development team and had to focus on the overall company’s health, but they were also allowed to run their imaginations wild and market their products as they liked in their local markets. Customer service and going along the trend was one of the main tasks of Brand builders ( Exhibit 5 ).
The brand development team had to focus on the research and development of the brand. They had to position their brand in the market. They had to sort out strategies in order to gain competitive advantage over the company’s competitors. All the new ideas and innovations and analysis were done by the brand development team ( Exhibit 6 ). These teams were established in areas where the brand was highly recognized and was a major in the market.
The company focused on their long term and short term markets share by making both the teams responsible. Brand development was responsible and answerable for the short term market share while the brand building team was responsible for long term share.
Product Category management by Unilever:
Before the implementation of Path to growth strategic plan, there were a number of issues faced by Unilever. As the company did not have a specific strategic plan to follow, due to its expansion of business in more than 80 countries it was facing a lot of key issues which needed to be resolved such as it lacked unified global identity, a large of unwanted brands etc.
- The brand portfolio has reduced from 1600 brands to maximum 400 core brands.
- The strategy of Path to Growth categorized management of brand in two steps i.e. brand building and brand development.
- It is now more focused on the innovation of the products in order to increase the internal growth of the organization.
- It serves as an Umbrella to all the brands of Unilever. (Sameer Mathur, 2015)
The company was one of the fastest growing companies, and captured a very large market in a very short time. They were amongst the companies who had the best percentage in brand health. The campaign seemed like a failure but that was not the whole story, many people were inspired by it and people started talking about stereotypes and how the standards of beauty has been set by media only and how insignificant they are. The campaign had a very diverse effect on the market and people acted according to their understanding, it was a very risky step for the company because this raised questions on the company’s motives and its marketing strategies. The company risked their position in the market according to many, and many thought the idea is appealing and just needs to be expressed in a way it doesn’t damage the reputation of the company.
Replacement of Cream bar with the name of moisturizing cream
Extended product range
Pre-Campaign Survey Results
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Dove: Maintaining a Brand with Purpose
Can Unilever’s Dove soap maintain both its market position and social impact?
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Unilever’s Dove soap became a brand with purpose when it launched the “Campaign for Real Beauty” to combat media-driven stereotypes of female beauty. But now Dove is facing criticism about its other brands that contradict the Dove campaign, and struggling to determine the best allocation of funds between advertising and the educational programs that deliver social impact. Can Dove maintain both its market position and social impact in the future?
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Harvard Business School Case Study | Evolution of the Brand : Dove
This is the analysis of how Dove evolved as a brand in the market and describes the marketing strategies
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- 1. Evolution of a Brand Symbiosis Institute of Business Management, Bengaluru 1
- 2. Unilever Formed in 1930 Anglo-Dutch merger between Lever Brothers and Margarine Unie Headquartered in Rotterdam, Netherlands and London, United Kingdom 3rd largest Consumer products company in the world after P&G and Nestle Unilever operated in every continent and had particular strengths in India, Africa, Latin America and Southeast Asia Symbiosis Institute of Business Management, Bengaluru 2
- 3. By 1980: Reduced Palm Oil Dependence Globalized market Later: Global Decentralization Brand portfolio grew in laissez-faire manner Symbiosis Institute of Business Management, Bengaluru 3
- 4. By 2000: More than 1600 brands Problem of control No unified global identity February 2000: 5 year strategic plan “Path to Growth” 1600 brands 400 brands Some of them “Masterbrands” Own Global Brand Unit Symbiosis Institute of Business Management, Bengaluru 4
- 5. Evolution of Brand “Dove” Symbiosis Institute of Business Management, Bengaluru 5
- 6. 1957: Launched in market The 1957 launch advertising campaign for Dove was created by the Ogilvy and Mather advertising agency. The message was, “Dove soap doesn’t dry your skin because it’s one quarter cleansing cream.” Symbiosis Institute of Business Management, Bengaluru 6
- 7. 1970’s: Popularity increased as milder soap The term “cleansing cream” was replaced by “moisturizing cream” – but Dove stayed with the claim not to dry skin, and the refusal to call itself a soap, for over 40 years. Symbiosis Institute of Business Management, Bengaluru 7
- 8. 2000: Pre-Campaign Silvia Lagnado, global brand director of Dove, led a worldwide investigation into women’s responses to the iconography of the beauty industry to find a new brand definition. Symbiosis Institute of Business Management, Bengaluru 8
- 9. Pre-Campaign Survey “Young, white, blonde and thin” – unattainable standards for general women Taunted by ads featuring beauty icons Symbiosis Institute of Business Management, Bengaluru 9
- 10. Pre-Campaign Survey Unilever survey results of 3000 women in 10 countries Result: Only 2% of respondents worldwide chose to describe themselves as beautiful Symbiosis Institute of Business Management, Bengaluru 10
- 11. Symbiosis Institute of Business Management, Bengaluru 11
- 12. 2005: New Brand Definition More Women Feeling Beautiful Symbiosis Institute of Business Management, Bengaluru 12
- 13. Campaign For Real Beauty In September 29, 2004, Dove launched “Campaign for Real Beauty” The ad campaign was designed by Ogilvy & Mather The PR was handled by Edelman Raise Consciousness of the issues surrounding beauties Purpose was to challenge the stereotypes set by the beauty industry Intended to make more women feel beautiful everyday. Symbiosis Institute of Business Management, Bengaluru 13
- 14. Release Of a Global Academic Research Study That Explores The Relationship That Women From Around The World Have With Beauty And its Links To Their Happiness And Well-Being Advertising That Inspires Women And Society To Think Differently About What Is Defined As Beautiful. Fundraising Initiatives (Sponsored by the DOVE SELF-ESTEEM FUND) To Help Young Girls With Low Body-Related Self Esteem. Symbiosis Institute of Business Management, Bengaluru 14 Campaign For Real Beauty
- 15. EVERY WOMEN HAS SOMETHING BEAUTIFUL ABOUT HER 68% agree with the fact that unrealistic standards of beauty exist in the media & advertisement world. 47% agreed that only attractive women are portrayed in popular cultures. Over 85% believed that beauty could be achieved through attitude & spirit. Symbiosis Institute of Business Management, Bengaluru 15
- 16. WHY CFRB?? Real beauty comes in many shapes, sizes and ages Declining Sales - lost in crowded market Increased competition Advertising clutter Stagnation in one or two categories - In spite of increase in product range Need for Brand Positioning - Evolve brand image without losing their existing customer base and driving aggressive growth Symbiosis Institute of Business Management, Bengaluru 16
- 17. Change the idea of beauty In 4 stages of advertisements Start of the Campaign Symbiosis Institute of Business Management, Bengaluru 17
- 18. Stage 1: TICK-BOX billboards Campaign In this campaign, billboards were erected and viewers were asked to phone and vote on whether a woman on the billboard was “outsized” or “outstanding”. A counter on the billboard showed the votes in real time. Symbiosis Institute of Business Management, Bengaluru 18
- 19. Stage 2: Firming Campaign This campaign featured six “real” women cheerfully posing. The aim was to “change the way society views beauty,” and “provoke discussion and debate about real beauty.” Functional Benefit: Skin firming cream Symbiosis Institute of Business Management, Bengaluru 19
- 20. Stage 3: Executive’s daughters discussing their self esteem challenges Symbiosis Institute of Business Management, Bengaluru 20
- 21. Stage 4: Film – “Evolution” 112-second film, popularized on YouTube. It showed the face of a young woman as cosmetics, hair styling and Photoshop editing transformed it from plainness to billboard glamour. Symbiosis Institute of Business Management, Bengaluru 21
- 22. Strengths o Unconventional strategy o Effective advertising, Free publicity o Continuously evolving the campaign o Strong emotional touch o Cross-selling Possibilities Weaknesses/Criticism oContradictory in nature oObjectification of women oWomen featured were comparatively slim oUse of idealized images in other brands under the same flagship oContradictory Japanese campaign Opportunity Recommendation oTarget male customers oMaintain better standards of quality oUnified advertising throughout the globe oContinuous innovation Threats oRisk of being a brand for “fat girls” oInvolved marketing risk oCopy by the competitors oUndermining the aspiration of consumers oSustainability of campaign in long run SWOT Analysis
- 23. Consumer Point of View Real Ads by Real Women Contest, to invite consumers to create their own ads for Dove Cream Oil Body Wash Symbiosis Institute of Business Management, Bengaluru 23
- 24. Media Planning Bought every billboard in Grand Central Station for CFRB promotions Showcased ‘Hates Her Freckles’ ad in the Superbowl match Evolution ad released only on Youtube All these media planning activities created a lot of buzz in the market Symbiosis Institute of Business Management, Bengaluru 24
- 25. Public Relation Unilever established the global Dove Self- Esteem Fund to raise the self esteem of girls and young women Symbiosis Institute of Business Management, Bengaluru 25
- 26. Brand Management Unilever had organized the work of marketing in a manner similar to its main competitor, Procter & Gamble, known as the brand management system. Within a product category the form often offered multiple brands, each led by a brand manager. In effect, each brand operated as a separate business, competing with its siblings as well as the products of other firms. Under Path to Growth, Brand Management was split into two groups: 1. Brand Development 2. Brand Building Symbiosis Institute of Business Management, Bengaluru 26
- 27. Dove in top 10 brands in health and business value Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Revenues for 2005 - (39.67 billion & employed 206,000) Firming Lotion sales 1st six months 2004- 2.3 million bottles Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness(M & O) Silver Anvil Award for PR (Edelman) Success Growth of $1.2 billion Symbiosis Institute of Business Management, Bengaluru 27
- 28. Criticism • No strong connection between ads and Dove products • People may question Dove’s socially responsible image; Is it real? • Limits their future marketing campaigns • Focused too much on the cause and not on the product • Hypocrisy of criticizing beauty industry and selling beauty products Symbiosis Institute of Business Management, Bengaluru 28
- 29. Our Perspective • They featured real women in their campaign as models were too perfect for most women to aspire for. Also they realized images of models and supermodels left the consumers feel bad about their own body image and hurt their self-esteem. • They broaden the definition of “ beauty” • They use effective ways of campaigning. • The CFRB website had various tools that helped bolster self- esteem of the young girls. • In all these ways they grabbed the attention of the customers. • The campaign was quite different from the conventional approach in the beauty industry. • Also free publicity was given • It broke the rule of the advertising business that “ only beautiful models sell” Symbiosis Institute of Business Management, Bengaluru 29
- 30. Thank You! Symbiosis Institute of Business Management, Bengaluru 30
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Dove: Evolution of a Brand – Case Solution
This case study analyzes the development of Dove from a functional brand to a brand from a point of view. This happened after Unilever called it a master brand and with the brand's portfolio expanded to include other categories besides the original bath soap. This growth resulted in the brand team taking a second look at the cliches of the industry. It caused the unfolding of the Real Beauty campaign. With some issues about the campaign, Unilever resorted to the Internet, particularly the use of social media to manage such issues.
John Deighton Harvard Business Review ( 508047-PDF-ENG ) October 10, 2007
Case questions answered:
What is a brand why does unilever want fewer brands, what was dove’s market positioning in the 1950s what is its positioning in 2007, how did unilever organize to do product category management and brand management in unilever before 2000 what was the corresponding structure after 2000 how was brand meaning controlled before 2000, and how is it controlled at the time of the case, spend a little time searching blogs using google blog search, technorati, blogrunner, or any other blog search engine to get a sense of what people are saying about dove today. what does this discussion contribute to the meaning of the brand, footnote 1 of the case leads you to a blogger who asks, with reference to the age of youtube advertising, “is marketing now cheap, fast, and out of control” footnote 2 refers to dove as having started a conversation “that they don’t have control of.” in “when tush comes to dove,” seth stevenson writes about the “risky bet that dove is making.” do you see risks for the dove brand today.
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Dove: Evolution of a Brand Case Answers
A Brand is a way to distinguish various companies using their name, logo, and personality. A company uses these traits to create a unified message with a distinctive image for its consumers.
Unilever’s vision was about reducing the number of brands to allow Unilever to improve the company’s brand management. The current decentralized approach resulted in a somewhat fractured approach to brand management in its various geographical markets.
Considering that the company used different individual brand managers across different geographical markets, it resulted in a number of different brands with varying brand identities and strengths.
They wanted to consolidate their 1,600 brands in order to embark on their “Path to Growth.” However, they instead wanted a global brand unit for the 400 remaining Masterbrands that had a global vision and would inspire cooperation across the markets.
- Control issues with the global structure
- Lack of global identity: They wanted to create “Masterbrands” with a global identity
- Several low-volume brands
- “Path to Growth” initiative
With fewer brands, Unilever can leverage brands with existing strong identities to allow them to market these brands as the company’s global brand or “Masterbrands.”
The company planned to execute this “Masterbrands” strategy through global brand managers and leverage Unilever’s ability to collaborate across different geographical markets.
Dove’s Market Positioning in the 1950s:
Dove’s market was soap, but they differentiated themselves as something different and better than soap. They called it the “beauty bar” and claimed that their product was a cleanser that would not dry out your skin because it was partly a cleansing cream.
It was changed from cleansing to moisturizing, but the company focused on its position as a functional superiority with a moisturizing benefit.
Considering that there was dermatological evidence that it would not dry your skin out compared to regular soap, they took the chance to market it as, technically, it wasn’t soap. They were reliant on its functional benefit for more than 40 years.
They claimed the following:
- ¼ cup of cream added to every bar
- Moisturizer vs. drying properties of soap: it doesn’t leave your skin dry
- Research to back it up: military research driving the special formulation
- Advertising was different and authentic: average-sized women
Dove’s Marketing Positioning in 2007:
In 2007, its market positioning was the number one cleansing brand in the health and beauty sector. In the early 2000s, Unilever wanted to make Dove one of their Masterbrands. Unilever needed to create a meaning for Dove that could apply to and extend over the entire product offerings. Thus, they chose Dove to stand for a point of view.
Dove moved away from emphasizing its functionality to trying to portray a point of view, which resulted in the “Campaign for Real Beauty.” They wanted to provoke a discussion and debate about real beauty. This campaign was done after many years of research where they found that beauty advertising and packaging created an unattainable standard for women.
Dove set a change in the idea of beauty altogether rather than marketing a functional product. They also had already extended the brand into more product offerings such as shampoo, deodorant, and the list goes on.
Before 2,000, brand management was highly decentralized, and Unilever had spread itself across a variety of product categories within consumer packaged goods.
Brand managers were in charge of designing strategies, delivering profit targets, and making daily marketing decisions. Each brand was operating independently and competed within its categories. Moreover, a staff of brand assistants worked under the policies of a brand manager.
Considering there were disadvantages to this structure, the issues of control of brand management outweighed it. Also, there was no unified vision of what the portfolio should look like. Keep in mind that there were some brands that had different identities in different parts of the world. That resulted in Unilever’s brand confusion in 2000.
After 2,000, Unilever started splitting responsibility for a brand between two groups; one was in charge of brand development, where it was centralized but targeted globally, and the other was in charge of the brand building in specific markets where it was decentralized based on the major geographic regions Unilever occupied (localized brand building). They ended up reducing their portfolio to 400 core brands.
They created the path to growth initiative where they separated the functions of brand building and development. They also concentrated on product innovation in order to fuel their internal growth. Lastly, they created an initiative to create an overall umbrella brand across all of Unilever’s brands.
Before 2,000, the brand meaning was controlled as Dove was a cleanser. It aspired to be a healthier option for moisturized skin that doesn’t dry it. It was honest, authentic advertising based on dermatological research and emphasized the functional superior benefit of using Dove as opposed to any normal soap.
They had a simple meaning behind their brand: Dove will not dry your skin. Their strategy was decentralized and cannibalistically capitalist, pushing each band manager to compete with their in-house brands.
At the time of the case, Dove focused on consumers’ emotions, specifically women’s insecurity and fears in the beauty industry. They listened to the market and gathered results to make a talking campaign.
They also stood for a point of view to popularize a movement that aims to help women see their personal beauty that is already there. They used the emotional stimulus to implant the product deep into the consumers’ minds. Dove became a brand that held a statement of who you are.
The discussions online contribute to the meaning of the brand, where it creates a conversation meaning.
To further elaborate, it allows the consumer to judge the brand (Dove) based on their perceptions, not just how well the brand is doing (Dove’s performance), but also on Dove’s ability to draw their emotions regarding beauty.
The consumer target was not only about women, as it turns out. It was also about men.
After reading the articles, I agreed with the authors to a certain degree, as I do not think it was a risk for Dove. It was mentioned that technological advancements enable information exchange among individuals to become faster and more proactive, and I agree with that.
Social media has connected us closer and broken down cultural and geographical barriers in order to form a virtual society where people are able to interact freely, sharing their emotions and information across the globe.
Considering we are quite connected through the internet if a marketer reaches one person, they will be able to share it through their social media, and it quickly can travel across the globe in a combination of word of mouth and social media.
This happens because people have certain relationships with people around them, and doing so will generate more consumers, as people sense that consumers talking about a brand are more trustworthy and reliable.
The marketing strategy is not cheap. It all depends on how they market the brand. In this specific case, Dove wanted to generate a buzz for the campaign and wanted more people to participate. Their strategy was to use the ordinary in order to highlight the extraordinary.
Considering that the models that were in the ads were normal people, Dove approached YouTube instead of the TV to start a conversation. This allowed consumers to share it with their peers, and it was a cost-effective approach that enabled them to refine their target audience more appropriately.
Dove took the opportunity of relationships amongst their consumers in order to consolidate the credibility of their “Real Beauty.” This resulted in consumers sharing the video and simultaneously becoming the brand’s endorsers. Dove’s message brought value to a certain group, and doing so did not risk the brand’s mission.
The more involvement from people, the more awareness the brand receives. Using models that are not fit conveys a message that real beauty is within all of us. However, Dove did receive criticism. Several people thought that using Photoshop ended up devaluing the ads’ efficiency, while Dove focused on “Real Beauty.”
Keep in mind that when consumers looked at billboards with unfit and normal women, it ended up confusing them about the brand message. Consumers weren’t sure whether the models’ weight was the new standard of beauty or whether real beauty meant that they should be satisfied with who they were.
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Hbr Dove Case
MBA 240 Individual Case #2 11/2/2011 Dove’s Campaign for Real Beauty I. Executive Summary The Dove brand has been revitalized with the success of their “Real Beauty” campaign. Dove’s main goals are to continue to improve their brand image and gain market share. The key challenges facing top management to accomplish these goals are; building on the momentum the ‘Real Beauty’ campaign has generated, differentiating from their competition and modernizing their brand image.I am recommending that Dove should continue to stay the current course of designing marketing campaigns to redefine what real beauty is and also push to promote more natural skin care products.
Dove is able to stand out with the message they are communicating through their “Real Beauty” campaign. Dove is in an industry where there is little product differentiation. I believe the best strategy is to continue to focus efforts on differentiating themselves through the image developed by their marketing campaigns.Revamping the ‘Real Beauty’ and ‘Self-Esteem’ marketing campaigns will allow Dove to continue to build on the momentum generated thus far and will limit new costs since current marketing strategies can continue to be used. II.
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Statement of the Problem Dove’s main goal is to continue to gain market share through the improvement of their brand image. The Ernest Dicher Institute conducted a research study for Dove and they found that consumers associate Dove with being a reliable moisturizer but that the brand was also old-fashioned.Dove is a brand that has been produced commercially since 1957 when they introduced their first beauty soap bar. The brands longevity and relatively unchanged image have contributed to many consumers, especially younger generations, perceiving Dove as an old-fashioned brand. The main decision facing top level management now is how to go about modernizing their brand image and differentiating themselves from the competition.
III. Causes of the ProblemDove is in a highly competitive market where new brands are continuing to be introduced and there is little room for product differentiation. Dove is one of the longest tenured brands in the industry and has been able to develop a reliable brand image. I believe that Dove’s longevity and steady success led them to become complacent and bland, ultimately leading to the brand being viewed as old-fashioned. Up until the campaign for real beauty, Dove failed to make any significant changes in marketing campaigns and packaging.Many of Dove’s competitors have a more energetic and edginess feel to them.
Garnier has done a great job with promoting natural ingredients in their products with their ‘Fructis’ line and they have been able to differentiate themselves with bright colors used in their packaging. L’Oreal Paris has done a great job at producing a sophisticated image by promoting strong ties to European fashion. According to reportlinker. com, Johnson & Johnson was the industry leader in 2010 with a 13% market share in the skincare industry.Johnson & Johnson’s Neutrogena brand has been able to differentiate itself by promoting that they are the number one dermatologist recommended skincare brand.
These newer brands were succeeding not because their products were superior to Dove, but rather because they were successful at differentiating themselves from other competitors. The launches of the ‘Real Beauty’ campaign and more recently the ‘Movement for Self-Esteem’ campaign have allowed Dove to begin to differentiate themselves from competitors.The two campaigns have given life to the brand and begun the image shift. According to a study by research firm Millward Brown, the brand is now being described as “open, self-confident, and fun. ” Dove needs to continue to modernize their brand image. IV.
Decision Criteria and Alternative Solutions The decision criteria I used to evaluate the viability of my alternative solutions are; does the solution help to improve the brand image, timing and costs of implementation, and does the solution create differentiation in the market.If the solution is able to accomplish all three of the identified criteria, Dove will improve their brand image and continue to gain market share. Solution 1: Make a concerted effort to penetrate the growing Chinese market. Currently Dove has little exposure in the Chinese market. The Dove website doesn’t even offer a Chinese version. Dove can take current marketing practices and implement them in China, gaining global market share through a more aggressive expansion plan.
Pros: Dove will be exposed to a very large new customer base.Dove won’t have to convince customers that they are not old-fashioned due to the Chinese markets lack of prior experience with the brand. Implementation of the “Real Beauty” and “Self-Esteem” campaigns will differentiate them amongst local Chinese and other global brands. Cons: Further penetration of the Chinese market will have considerable costs. Introducing a new brand to a large audience will cost millions of marketing dollars. In addition to the other major global leaders in the skincare industry, Dove will have to compete with local brands that have a better understanding of the market.
According to Cosmeticdesign-Europe. com, in 2006 there were already over 1300 different skincare products on Chinese shelves. Olay and L’Oreal were the dominant leaders with 13. 4% and 11. 3% market share. There are also still unique challenges in dealing with the Chinese government.
Solution 2: Stay the current course; focus on the brand as a whole and not selling individual products. In addition, do a better job of promoting the natural ingredients in Dove products. They also need to modernize their packaging, add more color.Pros: The current marketing campaigns have already generated dramatic positive results. Core European markets increased from 7. 4% to 13.
5% shortly after the campaigns launch. The current marketing plans are an effective way to create differentiation in the market. There is no waiting time for implementation of a new plan. Costs are minimized since current marketing tools can be used. Cons: Duplication by competitors, thinking of ways to revamp the same marketing idea, and by not focusing on individual products they are requiring the consumer to do some research on their own behalf.
Solution 3: Switch focus from promoting the overall brand to selling individual products; specifically focus on marketing their male products. Tailor ads for male products to promote masculinity, similar to what Old Spice has done. Pros: Focusing on individual products allows Dove to better meet the needs of different market segments, as opposed to their blanket marketing approach. Increase in sales for growing male market. According to Skincaretrends. net, “More and more men are becoming conscious of grooming and appearance.
In addition, men’s skin is different from women’s, and products specifically made for women may not be as effective for men. ” Cons: Strategy of focusing on individual products in a market where product differentiation is limited will make it difficult to make the brand stand out. Dove currently has a strong association with female products. Males might be hesitant, thinking that the brand is not for them. Dove’s brand image will become confusing to consumers.
V. Recommended Solution, Implementation and Justification I recommend that Dove should go with solution 2.They should continue to stay the current course and further focus marketing strategies on defining their brand. According to Dove, their recently launched ‘Self-Esteem Movement’ is designed to promote “a world where beauty is a source of confidence, not anxiety. ” Dove’s current strategy of connecting with customers on an emotional level allows them to develop stronger relationships with customers. Skincare products are very similar from company to company, by placing a greater importance on marketing their brand image and not necessarily their products Dove is giving customers a different reason to buy.
There will be no wait for implementation and the plan will be the least costly since most of the strategies and tools are already in place. Implementation will include doing a better job of communicating that Dove products are largely made up of natural products. According to Skincaretrends. net, “natural skin care products derived from botanical sources are all the rave today. ” Like most industries, skincare consumers are placing a higher importance on natural ingredients than ever before.Dove should add more color to their packaging and make them more eco-friendly, this will help them modernize their brand image.
They should also consider a gorilla marketing tactic to regain some of the media coverage and buzz that the “Real Beauty” campaign originally generated. Instead of using billboards to ask provocative questions, Dove could put some of their “street models” in Times Square and place signs around their necks that ask similar questions. An older woman could have a sign that reads “wrinkled or wonderful,” “grey or gorgeous? All of these solutions help Dove to connect with their customers on a deeper level than their competition. This is the strongest way Dove can differentiate themselves. The current campaign has turned the brand around; they just need to keep the momentum going.
Works Cited 1. Pitman, Simon. “Competition Heats up in China Skin Care Market. ” Cosmetics Design Europe – Cosmetics Packaging, Industry, Manufacturers – Cosmetics Ingredients, Supply. Web. 01 Nov.
2011. <http://www. cosmeticsdesign-europe. com/Market-Trends/Competition-heats-up-in-China-skin-care-market>. 2. Skincare Market Overview in the US to 2014 – Market Research Report.
” Find Industry Reports, Company Profiles and Market Statistics. Web. 01 Nov. 2011. ;http://www.
reportlinker. com/p0115263-summary/Skincare-in-the-US-to. html;. 3. “Skin Care Trends » Skin Care Trends in Focus.
” Skin Care Trends. Web. 01 Nov. 2011. ;http://skincaretrends. net/skin-care-trends-in-focus/;.
4. “The Dove® Movement for Self-Esteem. ” Dove® Skin Care, Hair Care, Body Cleansers, Lotions ; Beauty Tips. Web. 01 Nov.
2011. ;http://www. dove. us/Social-Mission/Our-Vision/;.
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Dove Evolution Of A Brand Case Study Solution Analysis
by HBR Forty Six
Dove Evolution Of A Brand Case Study Solution Analysis. Get Dove Evolution Of A Brand Case Study Analysis Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Dove Evolution Of A Brand Case Solution, Case Analysis,... More
Dove Evolution Of A Brand Case Study Solution Analysis. Get Dove Evolution Of A Brand Case Study Analysis Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Dove Evolution Of A Brand Case Solution, Case Analysis, Case Study Solution. John Deighton Less
Email us for Any Case Solution at: [email protected] Dove Evolution of a Brand Case Study Solution Analysis Dove Evolution of a Brand Case Study Solution Analysis. Our tutors are available 24/7 to assist in your academic stuff, Our Professional writers are ready to serve you in services you need. Every Case Study Solution & Analysis is prepared from scratch, top quality, plagiarism free. Authors: John Deighton Get Case Study Solution and Analysis of Dove Evolution of a Brand in a FAIR PRICE!! Steps for Case Study Solution Analysis: 1. Introduction of Dove Evolution of a Brand Case Solution The Dove Evolution of a Brand case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Dove Evolution of a Brand case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Dove Evolution of a Brand case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution. The case solution first identifies the central issue to the Dove Evolution of a Brand case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] 2. Problem Identification of Dove Evolution of a Brand Case Solution Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Dove Evolution of a Brand is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these. 3. Analysis of the Dove Evolution of a Brand HBR Case Study The objective of the case should be focused on. This is doing the Dove Evolution of a Brand Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found. In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study. The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation. Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation. 4. SWOT analysis of Dove Evolution of a Brand An important tool that helps in addressing the central issue of the case and coming up with Dove Evolution of a Brand HBR case solution is the SWOT analysis. The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] opportunities and threats. It helps in the strategic analysis of Dove Evolution of a Brand Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue. Therefore, the SWOT analysis is a helpful tool in coming up with the Dove Evolution of a Brand Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used. 5. Porter Five Forces Analysis for Dove Evolution of a Brand Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Dove Evolution of a Brand operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions. • These are the threats that the industry faces due to new entrants. • It includes the threat of substitute products. • It includes the bargaining power of buyers in the industry. • It includes the bargaining power of suppliers in an industry. • Lastly, the overall rivalry or competition within the industry is analysed This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective. 6. PESTEL Analysis of Dove Evolution of a Brand Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases. • The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] • Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question. 7. VRIO Analysis of Dove Evolution of a Brand This is an analysis carried out to know about the internal strengths and capabilities of Dove Evolution of a Brand . Under the VRIO analysis, the following steps are carried out: • The internal resources of Dove Evolution of a Brand are listed down. • Each of these resources are assessed in terms of the value it brings to the organization. • Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors. • Each resource is assessed whether it could be imitated by competition easily or not. • Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not. • The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage. 8. Value Chain Analysis of Dove Evolution of a Brand The Value chain analysis of Dove Evolution of a Brand helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows: • The firm’s primary and support activities are listed down. • Identifying the importance of these activities in the cost of the product and the differentiation they produce. • Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities. Recognizing value creating activities and enhancing the value that they create allow Dove Evolution of a Brand to increase its competitive advantage. 9. BCG Matrix of Dove Evolution of a Brand The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows: • Identify the relative market share of each strategic business unit. • Identify the market growth of each strategic business unit. • Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate. • Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix. The strategies identified from the Dove Evolution of a Brand BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting. 10. Ansoff Matrix of Dove Evolution of a Brand Ansoff Matrix is an important strategic tool to come up with future strategies for Dove Evolution of a Brand in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products. • The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy. • The organization can develop new products for the existing market. This is known as product development strategy. • The organization can enter new markets with its existing products. This is known as market development strategy. • The organization can enter into new markets with new products. This is known as a diversification strategy. The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take. 11. Marketing Mix of Dove Evolution of a Brand Dove Evolution of a Brand needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] • Analyse the company’s products and devise strategies to improve the product offering of the company. • Analyse the company’s price points and devise strategies that could be based on competition, value or cost. • Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements. • Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products. 12. Dove Evolution of a Brand Strategy The strategies devised and included in the Dove Evolution of a Brand case memo should have a strategy. A strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy. 13. Competitors analysis of Dove Evolution of a Brand The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Dove Evolution of a Brand looks at the direct and indirect competitors within the industry that it operates in. • This involves a detailed analysis of their actions and how these would affect the future strategies of Dove Evolution of a Brand . • It involves looking at the current market share of the company and its competitors. • It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc. • It also should look at the potential opportunities and threats that these competitors pose on the company. 14. Organisation of the Analysis into Dove Evolution of a Brand Case Study Solution Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] also be the Dove Evolution of a Brand case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations: • The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these. • The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Dove Evolution of a Brand Case Study Solution that the business unit should focus on costs. • The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved. The case study analysis and solution, and Dove Evolution of a Brand case answers should be written down in the Dove Evolution of a Brand case memo, clearly identifying which part shows what. The Dove Evolution of a Brand case should be in a professional format, presenting points clearly that are well understood by the reader. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] 15. Alternate solution to the Dove Evolution of a Brand HBR case study It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Dove Evolution of a Brand is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations. 16. Implementation of Dove Evolution of a Brand Case Solution The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process. • A proper implementation framework shows that one has clearly understood the case study and the main issue within it. • It shows that one has been clarified with the HBR fundamentals on the topic. • It shows that the details provided in the case have been properly analysed. • It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented. • The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Dove Evolution of a Brand Harvard case is complete and properly answered. 17. Recommendations and Action Plan for Dove Evolution of a Brand case analysis For Dove Evolution of a Brand, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows: Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
Email us for Any Case Solution at: [email protected] • Dove Evolution of a Brand should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL. • Dove Evolution of a Brand should enhance the value creating activities within its value chain. • Dove Evolution of a Brand should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis. • To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.
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Dove: evolution of a brand case study analysis & solution, harvard business case studies solutions - assignment help.
Dove: Evolution of a Brand is a Harvard Business (HBR) Case Study on Sales & Marketing , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.
Sales & Marketing Case Study | Authors :: John Deighton
Case study description.
This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy. Video Supplement available for purchase through Harvard Business Publishing's customer service department.
Business history, Growth strategy, Internet, Networking
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[10 Steps] Case Study Analysis & Solution
Step 1 - reading up harvard business review fundamentals on the sales & marketing.
Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Sales & Marketing. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.
Step 2 - Reading the Dove: Evolution of a Brand HBR Case Study
To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -
- Marking out the protagonist and key players in the case study from the very start.
- Drawing a motivation chart of the key players and their priorities from the case study description.
- Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
- Evaluate each detail in the case study in light of the HBR case study analysis core ideas.
Step 3 - Dove: Evolution of a Brand Case Study Analysis
Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -
- Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
- HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
- Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.
Step 4 - SWOT Analysis of Dove: Evolution of a Brand
Once you finished the case analysis, time line of the events and other critical details. Focus on the following -
- Zero down on the central problem and two to five related problems in the case study.
- Do the SWOT analysis of the Dove: Evolution of a Brand . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
- SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Dove: Evolution of a Brand
- SWOT analysis will also provide a priority list of problem to be solved.
- You can also do a weighted SWOT analysis of Dove: Evolution of a Brand HBR case study.
Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Dove: Evolution of a Brand
In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.
Step 6 - PESTEL, PEST / STEP Analysis of Dove: Evolution of a Brand
Another way of understanding the external environment of the firm in Dove: Evolution of a Brand is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.
Step 7 - Organizing & Prioritizing the Analysis into Dove: Evolution of a Brand Case Study Solution
Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.
- Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
- Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
- Case study solutions can also provide recommendation for the business manager or leader described in the business case study.
Step 8 -Implementation Framework
The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -
- Detailed understanding of the case,
- Clarity of HBR case study fundamentals,
- Analyzed case details based on those fundamentals and
- Developed an ability to prioritize recommendations based on probability of their successful implementation.
Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Dove: Evolution of a Brand case study solution.
Step 9 - Take a Break
Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.
Step 10 - Critically Examine Dove: Evolution of a Brand case study solution
After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.
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