Wasand Ali

In 1955, Dove soap was launched in US.

Dove contained a patented, mild cleansing ingredient.

It was positioned - then and now - as a "beauty bar" with one-fourth cleansing cream that moisturizes skin while washing as opposed to the drying effect of regular soap.

In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream".

Unilever started aggressive marketing and won more than 24% of the market by 2003.

How the company plans to meet the marketing

objectives

Define Target Audience

Product/Brand Positioning

The place a brand occupies in the minds and hearts of the consumer.

Strong brands have a clear, unique position.

Dove Soap Beauty Bar, For Women With Dry Skin

• Product

• Price

• Place

• Promotion

Dove Body wash

Dove hand wash

Dove face care

Dove Tools

Dove hair care

Dove deodorant

Dove body lotions

Dove soaps

• Demography

• Psychographic

• Geographic

• Behavioral

mild cleansing ingredient

Clearance

Soft skin

packaging

Business class

Women

Beauty

Costly

Target Business class

Availability

Oily

Competitors (internal /external)

Packaging has several functions:

Protection of contents

Distribution – getting product from manufacturer to customer

Selling – design and labelling provides information and also conveys a certain image

Customer convenience – e.g. multi-pack

Important to understand the role that packaging plays in “selling”

If a product cannot be differentiated by its features or designs, then packaging becomes really

important

Help to advertise and promote brand image

Help maintain quality standards (important)

Designed to encourage impulse buying (e.g. crisps, snacks)

Packaging also needs to appeal to distributors (e.g. shops)

• THis marketing strategy is co-authored and the International Union

THe research methods have involved a desk study review of literature together with an

internet search of marketing websites in order to build a base for the strategy.

MArket research has been conducted into characteristics market size, consumer trends and

demands of associated markets and where information is available also for other countries

in the Southern African region.

AAnalysis of the information gained together with an assessment of the high value market

requirements has been undertaken in order to provide assistance to the sector on which

markets their products should be targeted.

A comparison of other Natural Product market plans is presented in order to enable a

check on market penetration for the target focal species as well as for lessons learned.

The final output is a strategy document incorporating a marketing plan which is expected

to be replicable across the natural product