Marketing Strategy and Communication Mix of Dove

Running head: MARKETING STRATEGY AND COMMUNICATION MIX OF DOVE
Marketing Strategy and Communication Mix of Dove
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1MARKETING STRATEGY AND COMMUNICATION MIX OF DOVE
Executive summary
The primary purpose of this report is to discuss about the current marketing strategy in
relation to the product- Dove soap. The report discusses about overview of the Dove soap that
transforms the skin care routine of the women into pleasurable experience that has made the
product popular in the market. It throws light on the marketing communication mix that is
employed by the company. It discusses that sales promotion, advertisements, public relations
and direct marketing can be used by Dove that can help it in achieving objectives. It also
suggests strategic recommendations that can help the company in aspects related to
marketing. It can be recommended that integrated marketing communication can be used by
the company that can help the company in its growth. It recommends how on-pack campaign
can target customers by taking recourse to mobile.

2MARKETING STRATEGY AND COMMUNICATION MIX OF DOVE
Table of Contents
Introduction................................................................................................................................3
Product Overview.......................................................................................................................3
Critical Analysis.........................................................................................................................4
Current Marketing Strategy....................................................................................................4
Marketing Communication Mix.............................................................................................5
Findings..................................................................................................................................6
Strategic Recommendations.......................................................................................................7
Conclusion..................................................................................................................................8
References:...............................................................................................................................10

3MARKETING STRATEGY AND COMMUNICATION MIX OF DOVE
Introduction
Marketing Strategy refers to a forward looking approach that can help a company in
achieving sustainable competitive advantage. Marketing strategy emphasizes role pertaining
to marketing that acts as link between organisation and customers. Marketing
Communication Mix is indicative of specific methods that can promote the products of a
company to the targeted customers. Dove Australia has products related to bath care, skin
care, hair care and deodorants that caters to the needs of the people living in Australia. Dove
is instrumental in making the women realise about their beauty by providing them with
products that delivers superior care (Dove.com 2018).This report discusses about the
marketing strategy along with the marketing communication mix of the FMCG product Dove
soap. This report also highlights whether the consumer behaviour factors (as identified in
Assessment 1 and 2) are aligned to the marketing strategy of Dove. It suggests strategic
recommendations that can help the company in its marketing approach.
Product Overview
The personal care brand of Dove originates in the United Kingdom and its parent
company is Unilever. The products of Dove are made for both the men along with the women
and the products are manufactured in various countries. Dove soap helps in providing
confidence to women as they are endowed with beautiful skin after using the popular product.
Dove soap helps in transforming the daily skin care routine into a pleasure that accounts for
the popularity of this product in Australia. The popular FMCG product helps the consumers
to connect with their bodies that can help them in appreciating their beauty. The Dove soap
helps in quenching the dry skin of the women and it revitalises their mature skin. The Cell-
Moisturisers technology of Dove soap combines dermatological expertise with that of spa
like luxury that helps in providing advanced care to the consumers. The product Dove soap