Principles of Marketing: A Case Study on Dove Industry

This case study on Dove Industry covers their existing brand values, new product development, target market analysis, PESTEL issues, and a comparative analysis with L'Oreal Paris. It includes a background on the company's performance, coverage of their existing brand values, and the utilization of visual examples. The study also discusses the Ansoff matrix for new product development, target market analysis, and key trends and PESTEL issues that have influenced brand extension ideas. A comparative analysis with L'Oreal Paris is also included. The subject is Principles of Marketing and the course code is not mentioned. The college/university is not mentioned.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background..................................................................................................................................3
Coverage of the existing brand values supported with utilization of visual examples ...............4
Description of new products and with growth strategy apply and uses by brand........................5
Determination of the proposed target market for the new brand extension ................................6
Any key trends and PESTEL issues that have influenced brand extension idea.........................7
A comparative analysis................................................................................................................9
A Visual Image of the Brand.....................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Principles of marketing refers to includes activities which useful or beneficial for product
promotional aspect, analysis of customer demands and influence business activities for revenue
generate with application of multiple applications. Marketing activity play major role when
business decide to involve and develop new products for business efficiency development and
for customer needs satisfaction (Townsend, and et.al., 2020). Dove is all above personal care
service distributor industry in multiple countries. It mainly considers to involving new and
innovative practices for customer attraction development towards with the business activities.
This study will provide information about company performance at market place, existing brand
promotional activities, Ansoff matrix for new product development, target market analysis
process, PESTEL analysis and many more.
MAIN BODY
Background
Its essential to evaluate and determine activities of company and their performance for new
practices involvement in business because without effective considering of existing organization
performance its not easier to determine that which product and service engagement in useful and
provide benefits. Dove industry has captured successful and effective position in personal care
product in various countries because of its quality and brand position. It covers 24% market
share in personal care services.
It has great sustainability and effective position in market. It supplier their services in 150
countries or more also it major trends in sales includes various activities like customer
relationship management, different size of product and range, regular practices for customer
attraction development, understand different buyer requirements and their buying power and
many more. Utilization and involvement or all these aspects ahs power to influence people or
audience attraction towards with the products. Also it maintains quality of products and price
from long term which one of the most effective quality of brand (Mulder‐Nijkamp, 2020).
It includes products baby care goods, face wash, soap, shampoo, washing and bathing products,
hair care products and many more. Most of the people mainly attract with addition of milk in
products which highly attract people attraction because audience attract with summarization on
natural ingredients. Utilization and dvelopmeenet of healthy ingredients attract people attraction
towards with the products which is one the most powerful approach.

Coverage of the existing brand values supported with utilization of visual examples
Brand value: It determines that which essential product services provide this company and
specific massage to influence people attraction towards with the business product. Dove industry
brand manager and advertising experts, team members consider that they mainly use and
provide product massage throughout women empowerment, self confident and individual skin
colour has different and they do have to love their own skin colour don’t consider to change
(Engler, Cattani and Porac, 2020).
Various brands uses this concept and they provide and develop singles massage which higher
influence audience attraction. Company consider to distribute they brand value to customer with
utilization of multiple advertising concepts like dove uses television marketing approach.
Advertising campaigns
This company firstly consider promoting their brand with television advertising approach
because most of the people watching shows on it and from the attractive advertising people get
influence by and they knowing about product and services. Promotion and effective market is
only develop when company consider to involve effective practices of marketing and Dove
brand consider that they mainly uses television advertising approach because its best and most
sustainable approach for distribution of overall products and brand information to audience with
effective massage.
Application of advertising methods and practices creates brand awareness and people knowing
about products and services which is important for sales and revenue generate people attraction
towards with effective manner application of impressive concept of advertising is the only option
for survives in the competitive market as well as distribution of product with good range
(Nagaraj and et.al., 2020).
Dove brand management team mainly consider to develop attractive advertising and so it uses
attractive advertising technique with application of television add, after completion of some year
it decides to involve website application which is best approach for audience attraction because
website is online media page where customer easily found that which services mainly provide by
this organization.
This term is mainly uses for sharing information throughout the utilization of effective massage
and idea about company services which is useful for develop integrate marketing
communication. Application of this term brand market manager considering effective massage

like describe significance of product, long term benefits, utilizing ingredients in manufacturing
of product and many more other essential information with uses of creative and attractive
information distribution.
Description of new products and with growth strategy apply and uses by brand
From the identification of customer requirement throughout the application of market research its
easier to develop changes and added some new things on business because its useful for product
selling activity. Consideration of this aspect Dove industry also decide to engage new product
which has power to influence customer attraction and on its mainly develop by market research
and customer feedback identification and collection. This brand provides various personal care
goods and services so it decides that they involve hair oil because people also prefer to use hair
oil for healthy hair. Application of this strategy defiantly influences people attraction because it
has great image in hair products like shampoo, serum, conditioner and many more. Furthermore,
it’s very great approach for more efficiency expansion in business activities.
Ansoff matrix for growth development strategy in business:
Existing product New products
Existing market Market penetration:
Addition of effective
approaches for increasing in
selling activity in existing
market for survives in
competitive industry is all
above refers to marketing
penetration.
Dove brand has effective and
quality of name which is
useful and it easily attract
audience attraction.
Product development:
Expansion of new product in
existing market is all above
refers to known as product
dvelopmeenet. And it mainly
consider for business
efficiency development with
launching of new product.
This industry considers that
they develop new product
which is Dove hair oil.
Decision about this term is
defiantly attract audience
attraction because people
mainly attract with natural
ingredient and Dove has

reputed name so it defiantly
gives success.
New market Market development:
Selling and distribution of
existing product into new
market, Dove mainly consider
this approach because it
continuously serves their
services into multiple
countries.
Also it successfully reach
good position at individual
market in personal care
products.
Because of their different and
quality of brand product and
on the basis of recent trend
mostly people attract with
effective brand of products.
Diversification:
Organization when decide to
develop new product in new
market which means when
company decide that they
launch new products services
into new market on the basis
of identification of customer
requirement is known as
diversification (Meng and
et.al., 2020).
Dove brand not consider to
using this term because it
provides their overall products
and services into all market
areas where they decide to
distribute products.
Determination of the proposed target market for the new brand extension
 Primary research: One of the most effective technique for customer review
identification, audience perspective evaluation and many more. Perfect and effective
utilization of this term defiantly gives effective information for long term growth
dvelopmeenet in business.
Survey and research with questionnaire research method
Application of target market research or product development requires research approach.
Because it has potential to provide suitable and sustainable information from customer or target
audience that new product has capability and people require this product or not. Confirmation

from audience reviews provides better idea about new decision-making. Dove brand has social
media pages so its easier to take review from audience because on the basis of recent market
trend almost every individual uses this approach. Also, it decides to communicate and research
develops from regular customer with questioner practice as well for efficiency development in
business activities. Consideration about this term really very useful and beneficial for new
product development has power to give benefits or not. New product extensions require
confirmation of more essential aspects are as follows,
Analyse offering: In this term company mainly identified which new product has to engage for
company effective performance development. Dove industry brand management has
responsibility that they clarify and specify each every segment of product. Completion of
research industry management team decide that they launch and produce Dove hair oil so its
essential analyse that this product has potential to survives in market.
Conduct market research: Market research mainly refers to communicate with customers and
audience about products and services and when company decide to provide new services ask to
them and communicate with them for promotional as well as knowing about that people really
wish to buy goods or not (Adefulu and et.al., 2020).
Create customer profiles and market segments: Company has responsibility to identify which
person has major potential, and they really attract with products and services. Also, its essential
that company produce their products on different range so individual can easily buy goods. Dove
brand management team mainly develop concern on this approach because it develops small size
and range of products as well. Proper identification of market and audience believes is great
approach for new product development because it provides clear idea about new things'
involvement in business provide benefits or not.
Any key trends and PESTEL issues that have influenced brand extension idea.
Pestle analysis model helps to examine the external factors of the environment such as political,
social, economic, technology, environmental and legal. Here, describing the pestle issues that
have influenced the dove brand extension.
Political: The first factor determines the concept of political term which includes the tax, tariffs
and other government policies which is required to be followed. Looking at the Dove Company,
they can obtain the political issues such as government may bring new taxation activities from
which the organization has to change and manage their entire revenue generating system of an

organization. An organization can have the direct impact on its economy or development because
of changing the tax reforms which put the major impact on the development.
Economy: The second factor defines the concept of economical factors which includes the
growth, unemployment, interest, exchange, wages and rates, minimum wages and hours. As per
the context of Dove company, this factor influences the Dove as if a rise of inflation rate of
economy will definitely affect the product and service of an organization. Along with this, it also
put the impact on the purchasing power and results in the demand for economy models.
Social : The third factor is demonstrating the social term which involves the cultural norms,
health, population growth, career attitudes and such more. For example : LUX organization has a
sudden demand for their product which will create a huge crowd of people or consumer to
purchase the product and services. This rapid increase of another brand product will impact the
dove company sales and development.
Technology : This factor includes the IT technologies, IOT which is internet of things and deep
learning activities. Technological factor will help and support the Dove organization to improve
their growth and development by utilizing the IT technologies and internet. Nowadays, everyone
is available on the internet and very well friendly with its utilization. A Dove can be able to
generate the profit to grow and design the product with the creative and innovation. With the
utilization o this factor a company can increases the profit and it will also help to advertise their
product and services.
Legal : Legal factor contains the legislation, policies and laws, import/export and taxations
things. These factor are used to maintain and balance the discipline in the and out of the
company which will make a stable growth. These legal factors also can put the issues when a
dove company will take an action against the legislation and policies.
Environmental : Looking at environmental issues of a dove organization, it contains the
concern regarding the surroundings such as disposal laws, environmental protection laws and
energy consumption. The Dove organization can obtain the impact when the organization will
not focus on the surroundings and harm the natural environment which will cause them a hug
loss of consumer as well from the government authorities. For example: Dove is a company
which provides the female body soap majorly. The production of soap does not include any
material which harms the environment.

A comparative analysis
In the comparative analysis, here performing the marketing mix strategy of Dove hair oil and
L’Oreal Paris which is key competition in the new market sector.
Price: The pricing strategy describes the cost which an individual has to pay in exchange for any
product and services. Dove company utilizes the pricing strategy where they keep the prices
down or affordable so that a consumer will buy and purchase the goods according to their
financial comfort zone but on other side, L’Oreal company puts the prices of their products at
high which makes them look expensive and royal to attract the consumers at a higher scale.
Place: Place plays a vital role in the development of the organization or brand. The Dove
Company uses the place strategy as they provide their goods and items at different places such as
offline and online modes. They provide the goods at stores and also at their websites so that
people can feel ease to make a purchase as nowadays every individual is busy at their work and
activities and they feel the shopping as the time consuming so dove brand has implemented the
online store where a consumer can be able to buy the goods. Apart from this, looking at the
L’Oreal brand, they do not display their product at online stores and provide only offline
markets.
Product: The product term defines the quality of a material and item which an organization is
providing to their potential consumers. Product plays a vital role in the development of
organization or a company. Looking at Dove product strategy then, it utilizes the key
components such as vegetable oil, synthetic surfactants, and moisturising creams. The brand of
Dove is now looking to extend its hair oil brand with the best quality to the customer. On other
hand, L’Oreal Company is also providing the different materials and item and mainly focus on
the beauty and cosmetic products. Along with this, they are also providing the hair oil to their
customer.
Promotion: The promotion strategy will describe the ways of promoting the brand and product.
The Dove Company applies the social media platform to advertise their products and brands
from which they can approach the consumer. It has been already known that, today in the rapid
growing world, the social media is also developing in the definite manner from which the
organizations are obtaining the maximum profit. The L’Oreal organization do not follow the
social media tool to advertize and spread their product information and utilizes the ways such as
hoardings, television, radios and many more items like this.

A Visual Image of the Brand
In general, it has already known that when a company extends its brand they decide the different
and unique concepts and decision for utilization to help a human creature. The Dove
organization wants to extend their hair oil product in the market which can drive the
development and growth of a company. The company named their product differently and keeps
the name as Daughter hair oil which defines the concept where it elaborates the hair condition
and objectives. The dove company also has required selecting the accurate design of their
packaging. They decided to provide the hair oil at a spherical shape container covering with a
jute cloth bag which is actually determining the unique strategy of packaging. Providing the jute
bag as a packaging will also maintain the improvement as an effective environment sustainability
and harming the surroundings by utilizing the plastics waste. Looking at the logo factor, the
company will apply the creation as the symbol where a mother is massaging the daughter hair.
The Dove brand is a part of Unilever Company which provides various material and items but in
this report, the brand extension of hair oil has been discussed in the effective way. This hair oil
brand is distinct from the current other brands whether at price or product strategy, it is the
different item which has to be launched.
CONCLUSION
In this report, it has been concluded that an organization named DOVE wants to extend their
brands by launching the hair oil product at the market. It includes the different areas and theories
and focuses in the target market to expand the business. Along with this, it also includes the data
such as market share and trends. With the help of pestle analysis the organization has met to
understand the issues regarding the pestle which can affect the development of the organization
in the market. After that, the brief is describing the competitive analysis with the identified brand

in the market which can give a competitive challenge and how a dove company can overcome
these activities. At last, a visual image has been performed of the mentioned brand about its
name, logo and packaging strategy. In conclusion, it has been founded that a company required
different strategies and information to understand when they wanted and planning to expand
their business by launching any new product and service.

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