Please click on the link below to go to Harvard Publishing to download the Dove case for the first deliverable in the class:

https://hbsp.harvard.edu/import/604941

Case Questions

1. What was Dove’s market positioning in the 1950’s? What is its positioning in 2007?

2. What does it mean to be a Global Masterbrand? Why does Unilever want to have fewer brands?

3. How would you describe the primary customer for Dove?

4. Do you think Dove has become too controversial? Should they embrace their new brand direction or tone things down?

5. What would you recommend Dove should do to take the brand to the next level?

Case Parameters

• Be sure to read the case completely
• 2-3 pages
• 12 pt. font, 1-inch margin, double spaced
• No outside references needed for the case
• Only use information on the company from what is presented in the case
• Can use our textbook and/or slides