Table of Contents
2.0 Background of organization and description of the situation.
2.1 Background of Unilever
2.2 Description of situation.
3.0 Discussing relevant literature associated with the topic.
3.1 Classification of innovation.
3.2 Source of innovation.
3.3 Open vs. close innovation.
3.4 Incremental vs. radical innovation.
4.0 Critical analysis of the product, Dove Soup.
4.1 The uniqueness of Dove soap design elements.
4.2 How the Dove soap’s design changed over time to meet customer needs.
4.3 Competitiveness in the marketplace.
4.4 Benefits the Dove soap provides to the consumers in meeting their changing needs.
4.5 Values and needs of Dove Soup to consumers.
4.6 Benefits and values change overtimes.
5.0 Putting forward recommendations with justification.
5.1 How Dove soup can increase its brand position in customers’ minds.
5.2 How Dove Soup’s brand can beat competitors.
5.3 How Dove Soup can gain a competitive advantage in the market
The present modern market is full of competition, volatility and uncertainty. Additionally, the life of a product is not as long as before. For this reason, the producers have to concentrate on the production of new and creative products for the customers on a regular basis (Barry, 2013). The regular development of the product helps to increase the lifetime of the product. In the case of product innovation, the producers produce new and creative products based on the customer’s demand. Chesbrough (2015) stated that innovation also indicates that the development of new and existing products and adding features with the products like new styles, flavors, new elements, creative design and attractive packaging. Drucker (2015) stated that product innovation includes the customers’ feedback on the performance of the product, weaknesses along with the method of removing the weaknesses of the product for meeting the demand of the customers. There is a close connection between marketing activities and product innovation strategy. The effective relationship between these two departments assists in developing the product features and others successfully.
In this assignment, the selected business is Unilever Ltd to study a particular product “Dove Soup”. Firstly, this report explains and evaluates the performance of the products and determines the strengths and weaknesses to recommend some actions for removing the weaknesses and establishing a good brand image in the market.
2.0 Background of organization and description of the situation
2.1 Background of Unilever
In 1890, Unilever had launched its business activities and at present, it has covered a large area of the global market. A large part of people in the world is connected with Unilever and use the product for a comfortable life. This company offers several products including foods, personal & home cares products around 330 thousand (Unilever, 2020).
2.2 Description of the situation
Dove is well brand soap and has the capability of cleansing and moisturizing the skin and eliminating irritation along with dryness. This soap has high efficiency than the general soap in the market. This soap has also the capability of improving the skins of the consumers. This soap is certified by doctors to remove skin diseases and other skins problems. In the year 1975, this soap had started offering beauty bars along with its innovative formula ( Saddleton, 2017). At this time, this soap was used for cleanness and skins protection. This formula was different from the other soap that helped this soap to create a strong and authentic brand image in the market. Unilever has merged with this soap and still trying to ensure the best quality of this soap for delivering the soap to the customers (Unilever, 2020).
At present, Dove has left its many years and established a well-recognized brand to both male and female customers though especially to the female customers. In the case of the United States market, Dove had launched its soap in 1975 and established a good image through a slogan of removing skin diseases and dryness of the customers (Saddleton, 2017). Additionally, Dove had started advertising the product on the analog and digital platforms by giving a guarantee of skins problem solutions. The logo design, packaging and the quality of the Soap are the main tools for attracting customers. Dove had offered soap in the US market with the original logo, attractive packaging and best quality that help this company to sustain in this market. Dove had segmented the market based on demographic characteristics and especially targets the female customers in the market.
3.0 Discussing relevant literature associated with the topic
3.1 Classification of innovation
According to Gibson (2014), innovation indicters the creation of new things that can be categorized under 4 kinds including process, product, position and paradigm innovation
This innovation indicters the creation of a new idea of processing by which organizations can maintain the standard of business functions and attain the optimal attraction of the consumers by increasing selling amount (Gibson, 2014). For example, Unilever has launched an effective production system and delivery process that helps to attain the optimal attraction of the consumers.
Product innovation indicates the addition or creation of new features with products for attaining the optimal attraction of the consumers by increasing selling amount (Govindarajan, 2016). For example, Unilever has added a skin treatment feature with its soap dove.
Paradigm innovation indicates the methods of changing business functions on the basis of new and creative business models (Boyd, 2016). For example, Samsung has changed its A series by launching Samsung A51.
Position innovation indicates the method of establishing a strong position in the market by an intellectual capability (Littman, 2013). For example, Samsung used copyright for preventing fake products in the market and protecting the intellectual property of the firm.
3.2 Source of innovation
Innovation is important for all types of business organizations and they have to understand the innovation sources. Littman (2013) stated that effective knowledge about the innovation sources helps a firm to launch effective and innovative functions to establish business success. The innovation sources include mergers, acquisitions, joint ventures, takeovers, strategic alliances (Chesbrough, 2015). These sources have been categorized under imitation, acquisition, and incubation. Firstly, imitation indicates the method of innovating through copying others. Secondly, acquisition indicates innovation by using licensing as well as purchasing.
Finally, the incubation indicates the generalization of new ideas and products by doing R&D along with the partnership method (Davila, 2015). These three sources are applied as the sources of innovation by which an organization can improve its innovation quality (Gibson, 2014). Most of the specialists stated that incubation is the main and important innovation technique by which the organization can be benefited only and the benefits can’t be shared with others. For this reason, the business organization needs to take research and development activities to ensure innovative actions in the development of products, services and processes of business………………………….