Problem 1: Historically Unilever has had a reputation for customizing its product offerings and marketing messages to local market conditions. What are the benefits of this approach? What are the drawbacks?
Problem 2: Why do you think Unilever chose to move away from its local customization strategy, and tried to position Dove as a global brand? What emerging conditions in the global marketplace made this strategy feasible?
Problem 3: Do you think Unilever could have pursued the same basic strategy 30 years ago? If not, why not, and what has changed to make it possible today?
Problem 4: Despite being globally branded, Unilever still tweaked the Dove campaign from nation to nation. Why did it do this? What does this tell you about national differences in consumer behavior?