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

• Autor(a) principal: Serradas, Maria Madalena Moreira Rato
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/68976
• topic: Dove men+care; Dove; Unilever; Brand positioning; Brand management; Men´s grooming; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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.