Dove's Foray into Men Care: 'Journey to Comfort' or an Uncomfortable Journey Ahead?
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According to analysts, Dove was largely perceived as a feminine brand strongly rooted in women and one of the biggest challenges for Unilever would be to make the brand appeal to men as they generally avoided buying feminine products. While some experts felt that Dove's men range would be successful as the brand was known for its competence in skin cleansing, others labeled the move as risky saying that brands with a feminine association had failed to make significant inroads compared to exclusive men's brands. This case is aimed at MBA/MS level students as part of the Consumer Behavior/ Brand Management/ Marketing Communication curriculum.
The case will help the students:
Consumer behavior, Brand management, Target marketing, Marketing communication, Brand extensions, Brand Positioning, Product portfolio, Feminine brand, Brand personality, Personal care, Men' grooming market, Unilever
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