DOVE, EDUKASI PASAR DENGAN HARAPAN
Abstract: Many companies and
management authors have recognized the importance of product innovation. They
call it, "first mover advantage". However this product innovation is
not without risk. In reality many product innovations have failed and busted. Many
failed because of a single reason: low level of market acceptance. To make the
matter worse, the product that finally succeeded in gaining market acceptance
only to be taken over, or to be bought, or to be replaced because they could
not stand from the competition, especially from those multinational companies
that have better resources and better staffs. Up until now, only few new
product categories that actually enjoyed what they called first mover advantage
and all of them have a similarity: they are the first that dominated the market
or they have a good patent protection. Forming a market itself is clearly
challenging. Dominating the market presents another challenge. This literature
is trying to give an insight about how primary demand is formed, by observing
Unilever, in her effort in making a new market for one of her products, Dove.
We observe how Unilever through Dove is trying to build a new product category
inside her consumer mind and how Unilever is trying to educate their market by
saying that clean is slippery not arid in the society that have a contrary
habit. We hope that this literature could prove helpful in future work on
forming a primary demand in new product category and on launching new product.
Penulis: Setiadi Umar
Kode Jurnal: jpakuntansidd060039
