Dove's Foray into Men Care: 'Journey to Comfort' or an Uncomfortable Journey Ahead?
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Case Details:
Case Code : MKTG279
Case Length :14 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Unilever
Industry : Consumer packaged goods; Personal care
Countries : US; Europe
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Dove's Foray into Men Care: 'Journey to Comfort' or an Uncomfortable Journey Ahead? Contd...
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Developed by Dove skincare experts, the Dove Men+Care range included 18 products both in the shower and deodorant categories including sprays, roll-ons, and stick antiperspirant deodorants, and body and face washes. To promote the new line, Dove launched a series of advertisements titled "Journey to Comfort" featuring popular sports personalities. Some experts opined that the Dove's men range would be successful as the brand was known for its competence in skin cleansing and was a market leader in that category. Moreover, Dove was positioned as a personal hygiene product for men and not as a beauty brand, they said. However, some experts were skeptical about the success of the range as they felt that Dove was generally recognized as a feminine brand and hence it would be difficult to make men switch to Dove products.
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With Dove Men+Care, Unilever was targeting a share of a tough but lucrative market, they said. According to Lorraine Kessler, Brand Positioning Strategist at Innis Maggiore Group, Inc.6 "From the customer's perspective, each line extension weakens the brand position - in a sense educating the customer that Dove is nothing more than a name to be pushed around by the company to make more, sell more. The more variations Dove attaches to its brand, the more the prospect's mind loses focus, and the fuzzier the customer’s picture of Dove's brand becomes".7
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