Q. Case 2: Dove - Building a Global Brand
1. Historically Unilever has had a reputation for customizing its product offerings and marketing messages to local market conditions. Elucidate the benefits of this approach? What are the drawbacks?
2. Why do you think Unilever chose to move away from its local customization approach, also tried to place Dove as a global brand? What emerging conditions in the global marketplace mad this strategy feasible?
3. Do you think Unilever could have pursued the same basic strategy 30 years ago? Unless why not also what has changed to make it possible today?
4. Despite being globally branded, Unilever still tweaked the Dove campaign from country to country. Elucidate why did it do this? What does this tell you about national differences in consumer behavior?