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Marketing Plan of Dove | Marketing

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I. Company Introduction

Dove is a very well known brand which works under Unilever’s

head name. It began its workings in 1957 by launching a personal
cleansing bar. Later on they developed a new cleanser for burned
or effected skins by using the old formula and it was the time during
World War II, when such cases usually appeared. At that time it
was a very innovative concept that a non-soap cleanser is available
which allows users to get rid of skin dirt without using the soap
again and again. In 1970 a dermatology study recognized the
efforts of Dove in this regard and at that time they started gaining
popularity among beauty brands. And nowadays it is being
considered as the World’s top brand in cleansing products and a lot
of research has been done on its product innovation and marketing
strategies.

Mission /Vision

Dove brand has its mission and vision as follows:

“Dove is committed to helping all women realize their personal

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beauty potential by creating products that deliver real care. Dove

believes that beauty should be for everyone, because when you
look and feel your best, you feel better about yourself.”
“Dove says it continues to provide products that make a genuine
difference to the condition and feel of your skin and hair.”

And in doing so it assists in accomplishing its mission of increasing

women’s description of beauty to incorporate all ages, body shapes
and all sizes, making them realize that beauty is not only related to
their looks.

Statement of the Marketing Goal

Marketing strategies may be designed in several different ways or

through several different channels but when it comes to brand like
Dove; they make it after proper planning. The basic statement of
Marketing Goal of Dove is as follows:
“Dove wants to target all ages, shapes, and sizes of women to let
them believe through the use of their products that beauty doesn’t
depend on these factors, rather beauty lies in you. Dove tries to
help all women through its marketing tactics to believe the real
beauty present in them.”
This reflects in all their marketing campaigns whether, it’s an ad, or
any other marketing campaign.

II. Marketing Objectives for the Project

Dove develops its marketing objectives very carefully as it is

devoted to expand the definition of beauty for all women for the
reason that they believe real beauty comes from your inner self. All

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successful marketing strategies were basically due to wisely

planned marketing objectives of Dove which we are going to
discuss here. Due to successful marketing objectives, Dove is the
UK’s Bar Soap brand and 45% of the people bought a Dove
product in 2010. In fact, 10.1 million women use Dove every week
in the UK.

A. Overall Objective

• Elevate sales of Dove loveliness products and latest product

lines.
• Make exchange of ideas, debates, and conversation about the
factual sense of natural beauty.
• To be a focus for nationwide TV and print media reporting.
• Increase restricted press concentration in the hometowns of
model featured all through the movement.

• Drive users to the CFRB Web site to divide their opinions and
views about the campaign and natural beauty typecasts.
• Make a call to action for customers to link the group through
website that make active contribution by Dove for self-worth
consciousness program.

B. Primary Business Objectives

• To increase sales by 30 percent in upcoming 6 months.

• To increase brand awareness among non-existing clients for at
least.
• To increase the ROE ratio of the company by 5 % in next 6
months.

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• Increasing the retailers and brand outlets in targeted markets for

at least 20 new stations.

C. Strategic objectives for every primary objective

The very important procedure of an organization is called tactical

set up, and in hyperbolic circumstances, its strategy or direction,
and making decisions on assigns it capital to follow this strategy,
including its assets and people (Colin, 2006). The most business
analysis techniques can be applied in strategic planning, that is the
official thought of association’s prospect rout. Every strategic
planning does contract with at least one of three key questions:

1.”How do we get there and stand out?

2.”Where are we?
3.”Where do we wish for to go?

We extremely want you to be a great marketer, therefore, our

favorite objective is to assist our business and obtain a huge part of
our open market and bring much increase in our earnings, and we
can support our marketing team or develop into our off-line and
on-line business partner. We have specialized professionals,
graphic designers, and web developers, with many other obliging
tools that will assist our business go ahead of our contestants and
increase marketplace share. We will repeatedly check and track our
advertising campaigns so we can promise our long-standing
achievement.

III. Target Market Segments

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Targeted market segments for dove includes following:

A. Identify

• Women who use beauty products.

• Women who are well aware about beauty and care for their skin.

• Women having the minimum purchasing power for our product.

B. Why selected

This target segment is selected on the basis of product features

and buyer traits for buying the products. This involves a lot of
research as finding out the specific target market is very critical but
Dove do so by utilizing its R & D department.

IV. Marketing Strategies

The Dove movement for natural loveliness was made to aggravate

dialogue and give confidence debate. Dove’s Business is to provide
services classically available in Great businesses to tiny businesses
for a part of the price, through our domestic employees and their
connections. So that, accounting, payroll, organization consulting,
publicity and marketing, tax homework, legal advice, and fiscal
planning should be done in a systematic way.

A. Main strategies

1. Market Penetration

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For increased market penetration, Dove will be launching few

campaigns where the representatives will move to the market
segments and will do free sampling. This will make the customer
realize that Dove cares and penetration will be achieved in newly
selected market segments.
2. Market Development

Making aware the existing clients and making them realize that real
beauty lies in you which is being enhanced by Dove products is the
main aim of Dove. Market development basically means to Dove
that customer becomes more aware about the product knowledge
and information. And for that they Dove has planned to provide
demonstration campaigns in each outlet.

3. Service/program Development

As sales and product services play very important role in customer

awareness so Dove also planned for services/program
development. They have analyzed the existing markets and have
come to the conclusion that giving informative ads and procedural
ads about the usage of products is very important thus such ads
would be the upcoming advertising campaign’s part.

4. Diversification

For diversification they have planned to follow the old strategy

which was to make their product line extensive and specialized for
different skin types and people. By doing so their product line will
diversify and they will be attracting more people toward their

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products.

B. Strategy Development by Target Group

As the targeted groups are explained in the prior section and there
is no special segregation in targeted market so same strategy will
be used for all segments of the target market.

C. Promotional Tools (list)

Dove has planned to promote through different ways which includes

posters campaign, banners, flyers, advertisements in news papers
& magazines, emails, direct marketing, SMS, and face book etc. As
in our main target customers are women so we have to capture
their attention and provide awareness about the skin care and
beauty products. They should know that now throughout the globe
there is no other brand which is giving proper awareness about the
skin issues.

Posters campaign

The main purpose of any campaign poster is to development the

message that we want to convey our target market about the
product awareness.

Banners

Banners will be pasted on the different flash areas from where we

can take advantage and can expand number of customers.

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Flyers

Flyers will be distributed in different companies, women universities

and stores will also consider as they need such products and they
can give us feedback later on.

Advertisements in news papers & magazines

We will give regular advertisements in news papers for the

awareness of customers and for all the people who can take help
from us and also in top magazines so that everyone everywhere
comes to know about our company and get familiar with our
products.

E-mails

Emails are also a good and effective and free of cost source of
promotion. There are different sites like mahan.com from it we can
take thousands of email ids and we can sent them mails to aware
them about our company and it is would be totally free.

Direct marketing

We will do direct marketing by promoting our company by

ourselves.

SMS

SMS is also an effective way to promotion. There are different

software’s available in the market through which we can send bulk

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messages to people.
Facebook and other social sites

We will also publish information about our company on face book

and other social networks like twitter, MySpace etc these are very
valuable ways because these are most popular among the female
users, companies in fact all category is available on these social
networks and we can also make our fan page and it will be added
by our friend.

V. Monitoring Techniques

For the success of this marketing plan different monitoring tools will
be used. Monitoring techniques are used in different ways to control
the marketing outcomes and usually different procedures are being
used by companies to do so. Dove uses different tools to measure
and monitor the impact of marketing campaigns on company’s
performances.

Progress Reports

Progress reports would be designed and given to each department

so that the instant effect of such marketing campaign can be seen
all over the company.

Timeline

Timelines will be issued to every new marketing campaign and

strategy so that all result would be compared with the timelines, this
would give us the rate of change in company’s success in terms of

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marketing.

Outcome Measurements

Outcomes of the marketing strategies will be measured in terms of

increased sales, gross revenue, profits, customer base, client’s
feedback, Goodwill and Brand awareness. Below is one example
through which one can see the processes used to monitor the
marketing strategies and their outcomes.

VI. Budget

Budgets are always designed to make the expenses limited and to

forecast the upcoming benefits from the services you are going to
offer. As the marketing plan is all about how to promote our new
upcoming products and services, so the budget designed here
would also be according to that. There would be a proper budget
allocated by our bank to our marketing team to execute all required
marketing activities for the new services. The amount of budget

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varies each time so for this time also different percentages of the
whole budget may be assigned to the marketing campaign for new
promotional campaigns. As there lays a number of projects which
Dove focuses over simultaneously so budget would be around 10%
to 15% of the overall company’s budget

References

Unilever Official Website: (2009). http://www.unilever.co.uk/brands

/personalcarebrands/dove.aspx. Retrieved: 25th July, 2011.
Dove Official Website: (2008). http://www.dove.us/. Retrieved: 25th
July, 2011.
Colin Hession, (2006). Unilever expands Dove with day spa in UK.
FindArticles; Business; Household & Personal Products
Industry.
Dove, Campaign for beauty. (2008). Official Website:
http://www.campaignforrealbeauty.com
/supports.asp?section=campaign&id=93. Retrieved: 25th July,
2011.

468

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