DOVE: HIPS FEEL GOOD

1. Discuss Dove’s competitive position prior to re-launch, as well as the success of the 2004 re-launch.
2. Investigate and categorize the marketing arena for Dove and its competitors.
3. Identify opportunities in the “societal marketing” arena that Dove may be able to capitalize on.
4. Which is easier, emotional or functional advertising? (Particularly for beauty care products)
5. Why should a product be more successful appealing to emotions?
6. When should companies focus more on functional attributes?
7. What values sell Dove products?
8. Unilever attempted to overcome these challenges (Best of 360° — Exploitation and Ubiquity)in several ways. What were they?
9. Selling consumer products has become increasingly difficult for several reasons. Elaborate on the reasons and what you might consider to overcome these reasons with a better positioning/advertising strategy.
10. Offer suggestions for the second phase of the re-launch that focuses on consumer communications and promotion.