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Essay / Research Paper Abstract
This 14 page paper takes a look at marketing and branding in general and also looks extensively at the Dove brand. Unilever along with its advertising agency Ogilvy and Mather are each evaluated. Corporate culture is discussed. Bibliography lists 24 sources.
Page Count:
14 pages (~225 words per page)
File: RT13_SA215Duv.rtf
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Unformatted sample text from the term paper:
be behind the brands the firms promote. To do otherwise is to be disingenuous and that is something that consumers see right through. In using Unilevers Dove Soap as a
brand with which to make a case, there are exciting elements at the various levels of the corporation as well as how the brand is marketed. To some extent, Unilever
follows the play book. It goes by marketing rules. On the other hand, the company sometimes breaks them and implements its own methodology. What Unilever does that perhaps the other
companies do not is to promote its people and put its employees first. The company first and foremost upholds the values of honesty and integrity and it is with such
values that it markets its products. In fact, few companies are as clean as Unilever and while that is important, marketing savvy is equally valuable. The Dove brand of
soap is rather well known and in embarking on a study of the company that makes this favorite brand, and how the brand is promoted, an exciting example of careful
marketing management is brought forth. It is through the details which Unilever encounters that creates a brand that many people are truly familiar with. Before using the case study, theory
should be explored to provide a basis for discussion. II. Marketing Operations Strategy: Theory Marketing operations strategy models and frameworks are helpful in evaluating particular companies.
Theories may be applied to real life examples but in each case the validity of the strategy becomes important. As noted, the corporate culture and general management of a company
is relevant to how it embraces and implements marketing strategy. First, all organizations have to be viewed as a system or network of processes (McNary , 1997). A good
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