Report on Analysis of Marketing Audit - DOVE

AUDIT REPORT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Evaluation of marketing mix..................................................................................................1
Customers profile...................................................................................................................4
PART 2............................................................................................................................................7
Owner and history of brand....................................................................................................7
Products and services offered by Dove..................................................................................7
Distribution system.................................................................................................................8
Marketing communication......................................................................................................9
Competitors..........................................................................................................................10
SWOT Analysis of Dove as a renowned brand of Unilever: -.............................................10
Recommendation..................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Illustration Index
Illustration 1: Marketing channels...................................................................................................6
Illustration 2: Model of distribution channel...................................................................................8

INTRODUCTION
Marketing audit is considered as complex process that leads to systematic, analysis,
assessment and representation of marketing environment of business (Marketing Audit, 2017). It
also includes analysis of internal and external environment to analyse the factors that affect the
marketing of firm. At the time of audit, individuals will also analyse the goals, principles and
strategies to understand the specific areas of weaknesses and opportunities in order to
recommend the action plan that increase the performance of firm. In this report, analysis of
marketing audit of famous hair and beauty product brand is taken in to consideration named
DOVE which a products of international firm Uniliver. In this assignment, internal and external
environment firm's brand is done to considered the effectiveness of their marketing principles.
Analysis of firms international marketing is done to understand their brand position in market
and providing appropriate recommendation to rise the performance.
PART 1
Evaluation of marketing mix
In the competitive environment, it is significant for the firms operating at international
level to analyse the market conditions and apply appropriate marketing mix through effective
research practices (David., 2011 ). In this context,for conducting marketing audit of Unilver's
brand Dove is done to analysis the strategies and plans that firms has used to increase their
performance and market share as compared to rivals. Following points will provide a clear of
their marketing mix such as:
 Products: This is the most essential element that describe the ways through which the
firms satisfy needs of their customers. It mainly considers the goods and services that are
produced by companies and their effectiveness to influence the target customers (Wilson
and Gilligan, 2012). In present scenario, it is analysed that dove provides high quality
products and their products under the marketing mix are skin care, shampoo, deodorant
etc. It is considered that firms has its great focus towards haircare products that has
achieved a great response of its customers. From the market research, it is analysed that
product like Dove men care shampoo is considered as most effective products. For
increasing the sale of hair care products they have this specific product to attract the male
customers towards the brand . As compared to competitors products it is more effective
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and has satisfied the needs of users. Introduction of this product has provided a great
impact on firms brand and increased its sales revenue in market.
 Price: In competitive market, firms have to apply a specific pricing strategy that is
suitable and creates the specific value of products among the customers (Kim and Hyun,
2011). In order to increase the sales and profitability in international market, Dove has
utilized the competitive pricing policy that provide support to their products to achieve
growth in market. Moreover, At initial stage the products of dove premium priced but
with the fall in demand they have reduced the prices. Specifically the demand of their
shampoo products has decreased therefore they have developed new shampoo for men to
raise their sale to male customers. To increase the sale of this specific product they have
applied penetration strategy in which they have kept the low price to influence the
customer and increase the sale and after the rise in demand they will increase its price. It
is considered as most effective strategy that helps them to achieve the sales target and
supports in increasing the marketing as compared to competitors.
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