Principles of Marketing: Dove Case Study

Principles of marketing

Executive summary
The study is done on the principles of marketing which defines the
mixture of marketing mix. The product chosen was dove a subsidiary of
Unilever. The aim of the study is to develop new product in the market
by analyzing the PESTEL and Ansoff model. In this study Kapferer’s
Brand Identity Prism was used to the market share and brand values of
the product. The dove has tagline ‘Every Moisture is the key to beautiful
skin’.

Contents
Introduction
Research methodology
Findings
Existing brand and brand value
Target Market of the dove
Analysis of new market
An explanation of new product
Competition
Conclusion
References

Introduction
The study is done on the principles of marketing where marketing refer
to an association of the activity, process of creating, delivering,
communicating, and exchanging products and services that provides
value to customers, clients, partners, and society at large. The principle
of marketing involves the study of the consumer behavior, strategic
planning, segmentation, targeting and positioning of the product in the
market.

About Dove
The DOVE is a personal care beauty
product of Unilever manufactured in
1957 in United States. Dove is sold in
more than 150 countries and offered to
women, men, and babies a wide range
of products. The vision of the product is
to develop the confidence in the
women’s regarding beauty. The brand is
a blend of ¼ moisturizing cream and
mild cleanser.

Research methodology
Research methodology defines the path through which the research is
conducted and defining the problems and objectives of the research by
presenting the data that has been collected. Different types of
methodology include qualitative and quantitative methods.
Primary research refers to the collection of data directly which involves
the first hand information which helps in providing the accurate
information and motivates the research.
Secondary research refers to the collection of data for the past that is
going to be used. In this method the data is already been collected by
someone else.
Competitor research is related to the strategic research. The information
about rival firms is collected and reviewed. It is tactic used for finding
out about competitors doing, marketing strategies and threat that affects
the company success.