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Why hasn’t dove men+care been able to grow into a leading male brand in Portugal and how to achieve this goal? A deep dive into the brand’s positioning
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Orientador(es)
Resumo(s)
Dove Men+Care belongs to a low-involvement category in the Portuguese market:
Deodorants and Shower Products for Men, making crucial for the brands that operate within
this category to be highly differentiable so that the consumer builds a preference for a specific
brand. Currently, Dove Men+Care is facing some difficulties in surpassing its main
competitors’ market share in the Portuguese market. Thus, this work project’s purpose is to
understand why the brand hasn’t been able to grow into a leading male brand and how to
achieve this goal through its care DNA. Through observation and qualitative methods,
research indicated that Dove Men+Care demonstrates low loyalty levels and is mostly
purchased in promotion because 1) it is not perceived as a masculine brand, 2) the current
concept of the brand is not understood by the Portuguese consumers, 3) its main competitors
convey a more appealing positioning. Not being the current brand positioning effective, we
suggest to migrate the positioning from emotional caring to functional caring.
Descrição
Palavras-chave
Dove men+care Dove Unilever Brand positioning Brand management Men´s grooming