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13 Task Performance

Unilever moved away from customizing products and marketing for each local market to positioning Dove as a global brand to boost total sales. This global branding strategy was made possible by new technology that made spreading enthusiasm for a product across multiple markets easier. Unilever was able to shift Dove's focus from individual products to its entire beauty brand. While branding Dove globally, Unilever still tweaked campaigns for each nation to account for cultural and consumer behavior differences between countries.

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Janine Caldito
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68 views2 pages

13 Task Performance

Unilever moved away from customizing products and marketing for each local market to positioning Dove as a global brand to boost total sales. This global branding strategy was made possible by new technology that made spreading enthusiasm for a product across multiple markets easier. Unilever was able to shift Dove's focus from individual products to its entire beauty brand. While branding Dove globally, Unilever still tweaked campaigns for each nation to account for cultural and consumer behavior differences between countries.

Uploaded by

Janine Caldito
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Caldito, Janine B.

13 Task Performance 1
Dove- Building a Global Brand

1. Historically Unilever has had a reputation for customizing its product offerings and
marketing messages to local market conditions. What are the benefits of this approach? What
are the drawbacks?

Unilever used to deal with every marketplace extra or much less one after the other earlier
than 2003. The organization regularly creates fantastically new items and marketing
techniques for each marketplace. India is a a good example. The business has created a
shampoo for cleaning oily hair. China and Hong Kong, however, have additionally produced
completely extraordinary products. The organization has skilled excessive costs, complexity,
and confusion because of this strategy, which permits agencies to cater to the precise needs in
their customers at the same time as additionally adjusting goods, packaging, and messaging to
unique regions. The disadvantages of such strategy would be that it will cost money and take
time because of the various packaging, formulation, offers, and customization based on
customer needs. Another disadvantage is that when customers are dissatisfied with the
customized product offerings, it may result in significant losses and the company's demise.

2. Why do you think Unilever chose to move away from its local customization strategy, and
tried to position Dove as a global brand? What emerging conditions in the global marketplace
made this strategy feasible?

To boost total sales, Unilever decided to avoid its local customization strategy in favor of
portraying Dove as a global brand. Additionally, they were able to make advantage of cutting-
edge technology that made spreading enthusiasm for a product across several marketplaces
simpler than before. It was made feasible by shifting Dove's approach from one that focused
on individual products to one that concentrated on the entire beauty brand. The fundamental
argument for why India and other nations have chosen to accept Unilever into their markets is
that "the brand should symbolize for the genuine beauty of all women." Because they have a
pull strategy, they can easily send the marketing message to potential clients.
3. Do you think Unilever could have pursued the same basic strategy 30 years ago? If not,
why not, and what has changed to make it possible today?

Since people's lifestyles and preferences have evolved significantly since then, I doubt
Unilever could have successfully implemented a comparable strategic approach 30 years ago.
As opposed to today's generation, where women are less self-conscious about their
appearance. The corporation had not made any progress in its brand comprehension.
Technology's accessibility and support, as well as people's preferences, are to blame for the
developments that have made it feasible in the present.

4. Despite being globally branded, Unilever still tweaked the Dove campaign from nation to
nation. Why did it do this? What does this tell you about national differences in consumer
behavior?

Consumer behavior varies from one country to the next since each has its own unique culture
and traditions. For the purpose of marketing its goods in certain nations, Unilever has
carefully taken into account a variety of underlying factors and conducted in-depth research
on people's requirements, wants, interests, and preferences. The main takeaway from the
Dove ad was that physical appearance should be changed from a cause of fear to a source of
pride and confidence, and that women's unique variances should be valued and respected.
This idea was spread through a variety of media, such as television advertisements, magazine
covers, television shows, and an international internet discourse that was accepted by the
concerned nations despite cultural differences.

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