Download - Dove Presentation
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