Dove Beauty Bar - How Advertising Stimulated New Growth for an Established Brand
Tracy Mills andLouise Lipman
INTRODUCTION
Dove Beauty Bar is arguably the most successful new brand to enter the personal wash market in the last decade.
In the first three years, of national distribution, Dove grew rapidly towards a value market share of 7.4% at the close of 19921. There was no doubt of its success. It was a dominant brand. It had achieved this with a premium positioning for predominantly facial use in a market characterised by consumer pragmatism and value buying....