Marketing Design and Innovation at the Unilever “Dove Soup” (GC049)
Table of Contents
Task A: Critics on product design and innovation.
1.0 Introduction.
1.1 Company background.
1.2 Introduction to the chosen product
1.3 Why Dove soup is considered as an innovative product
1.4 Evolution of product
1.4 Target customers segment of Dove soap.
1.5 Competitiveness in the market place.
2.0 The benefits and value derived by the clients or customers or recipients.
2.1 Benefits the Dove soap provides to the consumers in meeting their changing needs.
2.2 Values the Dove soup provides to consumers addressing their needs.
2.3 Benefits and values change overtimes.
3.0 The uniqueness of Dove soap design elements.
3.1 Shape, color, design, features of Dove soap with their relevancy and usefulness to the consumers
3.2 How Dove soap’s design changed over time to meet customer needs.
4.0 Brand appeal in contemporary markets.
4.1 Brand position of Dove soup in customer minds compared to competitors.
4.2 Dove soup’s brand position in terms of competitors.
4.3 Competitive advantage gained by the brand.
5.0 Conclusion.
Task B: Reflective Summary.
1.0 Introduction.
2.0 Reflection of a journey through the module.
2.1 Learning acquired by undertaking the MDI module.
2.2 Learning acquired by undertaking the assignment
2.3 Change of pre-convinced ideas.
2.4 Difficulties Faced in Learning the Module.
2.5 The Benefits Sought to the Future by Learning this Module.
3.0 Conclusion.
6.0 Reference.
1.0 Introduction
The current marketplace is very competitive, volatile and uncertain, and the product life cycles are very short. As a result, manufacturers need to be creative and innovative in every step of their product development life cycles and marketing the products to the consumers (Beckman and Barry, 2008).
Product innovation does not mean only being new or different, it refers to creating new products or improving existing ones considering customer needs and exactions, and taking different potential paths which customer will want to follow. Product innovation also refers to manufacturers’ expertise in seeking out new ideas, formulas, flavors, fragrances, ingredients, design and packaging. The product innovation process includes tracking of customer responses, identifying the weaknesses and explaining the reasons for weaknesses, and finding out the ways of development meeting customer needs and expectations(Zhang and Ma, 2007).
This report focuses on the evaluation and analysis of the way of innovation of “Dove Soup”, its design and packing developed by Unilever Ltd. The critic will characterize how the product has altered over the time period according to meet the changing requirements of customers’ expectations and market demand. The critique will consider the benefits as well as the value of the product derived by customers. It will also focus on the uniqueness of the product’s design components like usefulness and relevance, design, shape, color, and imagination, etc. Finally, the report will emphasize the brand appeal of the product relating to the competitors in marketplaces.
1.1 Company background
Unilever is one of the most successful consumer goods companies based in England since the 1890s. Millions of consumers choose Unilever’s brand to feel good, look good and get a more active life. Unilever sells a huge range of foods, personal care, and home cares goods where consumers can choose 330 thousand products around the world. Innovation and vision have let Unilever be a global company and change the lives of customers as they like (Unilever, 2013).
1.2 Introduction to the chosen product
Dove has been iconic Masterbrand introducing a revolutionary form of soap as a beauty bar with a new formula. It has the ability to cleanse and moisturize the skin and reduce irritation and dryness received from ordinary toilet soap. It gives a guarantee of quality and better products for customers’ skins. It is also prescribed for dry skin treatment by dermatologists and physicians which gives more reasons to the consumers to try the product.
1.3 Why Dove soup is considered an innovative product
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As Saddleton (2013) notes, Dove soup first introduced as a beauty bar with innovative formula in 1957, when it was used to clean and moisturize skins and reduce irritation and dryness come from ordinary soups. This innovative formula made differentiation and increased its brand awareness as a natural, honest and authentic brand.
On the other hand, Dove has not been marketed as soap because technically it is not a soap. This innovative marketing campaign has given the product an attractive framework for consumers. Unilever has also ensured innovative quality and functional values which have promoted the physicians and dermatologists to suggest to the people to try the Dove soap (Saddleton, 2013).
1.4 Evolution of product
Dove has celebrated its 56th anniversary evolving the brand from a bar of soap to a world-leading master brand, messaging to main women on the pivotal period in the history of women around the world. Dove soap as a beauty bar first hit the US market during 1975. The advertising of Dove took a different way from the norm which focused on the notion that ” Dove soap is much better for skin because of its mildness as well as the content of cleansing cream “. The Dove creams the skin during wash, which has pushed the product to be different and unique with its novel curved shape as well as simple gold and blue packing features including the original logo of dove bird (Saddleton, 2013)………….
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