Dove: Evolution of a Brand by John Deighton, however, is a paper that I am fond of because it gives me the opportunity to read about women in strong and. Dove: Evolution of a BrandBased on: March 25, Harvard Business School Case John Deighton Harvard Business School Publishing Sara Dea. The aim of this case study, written by John Deighton, is to highlight and explain the revolutionary brand evolution strategy at the basis of the extraordinary.

Author: Kazralkis Samutaxe
Country: Brunei Darussalam
Language: English (Spanish)
Genre: History
Published (Last): 17 November 2004
Pages: 472
PDF File Size: 9.1 Mb
ePub File Size: 10.36 Mb
ISBN: 215-4-67802-403-7
Downloads: 34261
Price: Free* [*Free Regsitration Required]
Uploader: Dizshura

Often, one and the same retailer offers several of these options, and multichannel retailing has become common in most product categories.

The fortunes of the sale rise and fall as the Siebel account manager faces one obstacle after another. The name field is required.

Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. Advertising ; Measurement and Metrics.

The Territory of Consumer Research: The exercise provides students with first-hand understanding of important concepts in consumption domain e. DeightonRoss Rizley and Susan Keane.

Business Ventures ; Planning ; Citation: Deighton 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.

Deighton, John, and Das Narayandas. The case explores the migration of a powerful newspaper brand to the Internet, the design of the product and delivery system, and alternative sources of revenue.

This note explores the features of this environment. Linked Data More info about Linked Data. Cutting through the Hype J. The development causes the brand team to take a fresh look at the cliches of the beauty industry. Article Harvard Business Review. Case HBS Case Collection January Acxiom John Deighton Acxiom built the market for personal data, yet sales have been flat for a decade during which marketing’s appetite for data has exploded.


Sorry, but downloading is forbidden on this website. Evolution of a Brand – Advertising Supplement.

Corinne Mentzelopoulous, who took over the estate from her father inwonders whether a new lower-priced wine should be added to the portfolio. The misalignment generated frustration in women and, as a relevant consequence for Dove, negatively affected efolution sales of health and care products.

A recent study took a closer look at the interplay among different retail channels and showed that the short-term effects of store nohn can be very different from the long-term sales impact.

To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods.

Article Financial Times Digital Media: Indeed Dove, proposing and supporting its unconventional point of view, with the aim to provoke discussion and debate, really made people feel part of revolution and, at the same time, outstandingly got the company closer to its potential clients. Amazon, Apple, Facebook, and Google Deighton Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions.

Case studies Material Type: What made the campaign effective? Illustrates the use of the program to deliver customer-specific promotions to the Marketing Science Institute, Direct sales evolhtion Consumer marketing ; marketing management ; marketing strategy ; Personal selling ; Sales compensation ; Sales organization ; Marketing Strategy ; Sales ; Citation: You may send this item to up to five recipients.


Dove : evolution of a brand

It considers regulation and legislation, and will examine the comparative effects of regulatory regimes. Features of Good Integration: Consumer Products Industry. Add a review and share your thoughts with other readers.

Anatomy of a Sale, Part 1. Social Media and Their Consequences.

Review of Dove:Evolution of a Brand

Pursuing the best way to develop the proper image, the management had to slightly change the approach to the promotion. The Future Of Advertising.

Don’t have an account? Good News in Jobs: The new marketplace rewards more participatory, more sincere, and less directive marketing styles than the old. Research Priorities of the Marketing Science Institute, — The campaign for Real Beauty was setup and ready to be implemented. Deighton gives examples of leadership by both genders, which can only be helpful in counteracting any leadership gender bias that may potentially be held by business school students when reading case papers.

Deighton Teaching Note for and Deighton, and Mary Caravella.

Article Journal of Marketing. Given the way marketing media are evolving and patterns of johm engagement with media are changing, our goal as a class will be to anticipate trends that, while novel and relatively unexplored today, will be mainstream in the next decade.

Now the challenge is to become profitable.