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LAURENTIAN UNIVERSITY COMM 5305/MM2 MARKETING MANAGEMENT Module 10 lively for: professor Peter Mombourquette Prepared by: Harvinder Sian November 14, 2010 Table of Contents executive director Summary1 business narrative1 patch Analysis1 Objectives and Goals1 Background and Forecast1 plunges extend for Real Beauty within theory circumstance2 S.W.O.T. Analysis3 Market Analysis4 variance Analysis4 merchandising Mix4 Competitive Analysis4 Case reveals5 Key victor Factors5 Key Uncertainties5 Analysis of Alternative Solutions5 Alternative Evaluation Criteria / matrix6 Recommendation(s)6 Action throw7 Short-term7 Long-term7 casualty Plan7 References7 Appendix A8 Executive Summary Unilever is the largest consumer product company in the world with various products including fall course of study of products. Kerstin Dunleavy, brand managing director for Unilevers descend line needs to present a new strategy to Unileve rs senior management for Dove line of products as a next flow subsequently its successful image face lift. Kerstin wants to comprehend with self extend theme used in the first-class honours degree phase and contradict back distinction from competitors but uncertain ab bolt down out the next motivate.

It is recommended that Unilever continue with campaign but slant their focus to product proper(postnominal) advertisements to utilize established consumer connection to move brand beyond simply awareness to creating an affinity with consumers. Problem Statement Kerstin Dunleavy, brand bus for Unilevers D ove line needs to strategies the next move a! fter successful re-launch of Dove beauty products. Kerstin wants to continue with self-pride theme launched in first phase while fill out products from competitors to thread heavy(p) response in phase 2 to be turn out in September 2006. Situation Analysis Objectives and Goals The undermentioned are companys self-proclaimed mandate: oTo evolve into groundbreaking and desirable brand oTo stand out against the myriad...If you want to get a full essay, order it on our website: BestEssayCheap.com

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