Marketing Plan of Dove

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 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 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.
•    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

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

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