Contents
“Dove’s Dormancy” 3- Dove’s $4 Billion business 3
- Competition from P & G: 5
- Effect on Dove Beauty Bar: 5
- The First Mover Advantage: 7
- “Real Beauty campaign”: 7
- Conclusion: 8
Description
This assignment answers the following questions on the case study –
• Why was Dove dominant for so long?
• What were the keys to the success that Dove achieved in building its brand into a $4 billion business? What were the roles of success momentum and of brand differentiators?
• What was the role of the vigorous competitor? Would Dove have gotten there without P & G pushing the brand?
• Why were Dove Soap sales affected by the other Dove successors?
• What does this case tell you about first mover advantage?
• What is your opinion of the ‘Real Beauty’ campaign? Does the existence of the Axe brand affected your views?
