Dove New Product Launch Marketing Plan

This marketing plan outlines the strategy for launching a new Dove shampoo product. It focuses on key aspects like target audience analysis (women seeking healthier hair), product design considerations (packaging based on customer requirements), pricing strategies, distribution channels (intensive distribution through various retail outlets), and promotional tactics (advertising, online presence, and point-of-sale displays). The plan emphasizes achieving specific revenue targets and utilizes SMART goals to ensure a successful launch.

Running Head: Introduction to Marketing
Dove
Introduction to Marketing

Introduction to Marketing 1
Table of Contents
1.0 Introduction...........................................................................................................................................3
1.1 Target Market, SMART Goals.............................................................................................................3
2.0 Product..................................................................................................................................................4
2.1 Product layer......................................................................................................................................4
2.2 Type of product.................................................................................................................................4
2.3 Branding strategies............................................................................................................................4
2.4 Packaging..........................................................................................................................................5
2.5 New product development process....................................................................................................5
3.0 Place......................................................................................................................................................5
3.1 Channel structure...............................................................................................................................5
3.2 Factors affecting channel choice........................................................................................................6
3.3 Level of distribution intensity............................................................................................................6
3.4 Retailing and benefits of retailing......................................................................................................6
4.0 Promotion..............................................................................................................................................7
4.1 Goals of promotion............................................................................................................................7
4.2 Promotional mix................................................................................................................................7
4.3 Integrated Marketing communication................................................................................................7
4.4 Factors affecting promotional mix.....................................................................................................8
4.5 Types of advertising..........................................................................................................................8
5.0 Price.......................................................................................................................................................9
5.1 Six stages of pricing..........................................................................................................................9
5.1.1 Pricing objective.........................................................................................................................9
5.1.2 Determinants of price..................................................................................................................9

Introduction to Marketing 2
5.1.3 Procedure to set price..................................................................................................................9
5.1.4 Tactics for fine tuning the base price..........................................................................................9
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
Appendices................................................................................................................................................14
Appendix A...........................................................................................................................................14
Appendix B...........................................................................................................................................16
Appendix C...........................................................................................................................................18
Appendix D...........................................................................................................................................19
Appendix E............................................................................................................................................20
Appendix G...........................................................................................................................................21
Appendix H...........................................................................................................................................22
Appendix I.............................................................................................................................................23
Appendix J.............................................................................................................................................25
Appendix K...........................................................................................................................................26

Introduction to Marketing 3
1.0 Introduction
1.1 Target Market, SMART Goals
Marketing is a broad term which includes promotion, advertisement and various other attributes.
It is used for increasing the demand of the products in order to attain the goals and the objectives
of the organization. With the help of marketing and its attributes, organization could easily
launch the product or business in the target market with the view to attain the desired goals along
with adequate competitive advantage. In this report, new product launching, target market, and
the marketing mix principles will be discussed in relevance with Dove’s new shampoo. Dove has
planned to launch a new shampoo in the market with the view to expand their sales as well as to
provide qualitative products to its target audience. Along with targeting and positioning,
promotional activities will also be discussed in this report in relevance with the new product to
be launched in the market. Dove has developed SMART goals in terms of launching the new
product in the market which states increase of 10% in the revenues with the new shampoo. The
new shampoo is primarily made for women thus; the primary target audience for Dove in
relevance with this product will be women. The new shampoo launched by the Dove includes
natural ingredients which will strengthen the women’s hair as well as it will also help them to
keep their hair longer, thicker and natural looking. This product will builds up confidence level
amongst the women as the product includes olive oil, avocado, eggs and aloe vera and all these
materials are quite good and effective for hair. Under this report detailed marketing mix will be
discussed in relevance with enhancing the demand of the product in the target market as well as
to expand the business in the global market along with gaining the competitive advantage at the
global level market.

Introduction to Marketing 4
2.0 Product
2.1 Product layer
The new shampoo launched by the Dove Company has the capability to make the hair thicker,
natural and shining for a long period of time. The shampoo contains various natural ingredients
along with artificial chemicals which has made the shampoo unique and advanced from its
competitors’ products. New shampoo launched by the organization will make the women feel
confident as the major target audience for the company will be women. It will help the target
audience to feel confident about their beauty. The new product includes olive oil, avocado, aloe
vera and eggs and all these ingredients are effective for keeping the hair strong and for hair
growth (Du & Sen, 2016).
2.2 Type of product
The product is specially made for women’s hair and Dove has guaranteed that this product will
nourishes the hair from the inside along with looking them healthy and shining for a long period
of time. Newly launched product by Dove is especially developed for women in order to keep
their hair healthy so that they could maintain their beauty. Dove is known for delivering
qualitative and most natural products to its customers at reasonable prices. They also do not hire
any well-known celebrity or any big personality for promoting their products (Choudhury, 2017).
2.3 Branding strategies
In terms of developing a unique image in the competitive business environment, Dove uses
unique strategies. They have adopted the promotional strategies under which common people are
asked to perform and share their experience in relevance with the usage of the products.
Customers’ real time feedbacks help the organization to increase the demand of their products as
well as it also enhances the effectiveness of their products. They use natural ingredients in their
products through which they don’t find promotion of the products through celebrities useful
(Greene, 2014). This will help the organization to develop their brand image in the target market
and brand value will help them to increase their sale volumes and the profitability. This will lead
them towards attainment of the growth and expansion objectives in the target market.

Introduction to Marketing 5
2.4 Packaging
Dove uses unique styles for packaging their products as this is another crucial factor to attract the
target audience and to increase the sales and the demand of the newly launched products. Dove
has adopted the strategy under which the customers’ real life experiences after using the product
will be printed and the major benefits of using the products will also be printed over the
packaging of the products to make the product more attractive (Schultz & Yates, 2015).
2.5 New product development process
The product has five crucial benefits which are prevention from hair loss, dryness, roughness,
dull hair, and dandruff. This will also be used as the strategy for developing the unique image of
the product in the target market. With the help of this, this will be treated as the development
stage for the organization. Along with these unique features, organization will easily be able to
promote its newly launched shampoo in the target market and this will help the organization to
attain its goals and the objectives with regards to the expansion and growth (Malhotra, 2014).
3.0 Place
3.1 Channel structure
Dove is a well-known brand in the cosmetic industry and they are known for delivering
qualitative products to its consumers at reasonable prices. From supermarkets top the retail
stores, Dove’s all products are available at the international level. Dove is present in most big
countries across the globe and they have launched the new shampoo in the target market with the
objective to expand their market share as well as to increase their brand value. The new shampoo
will be available through various channels including the online shopping websites. Online
shopping medium helps the customer to get the product at their places without putting many
efforts (Kotler & Armstrong, 2013).

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3.2 Factors affecting channel choice
Dove’s new product is shampoo which is made up of unique natural ingredients and this is the
major feature of the product through which its can gain competitive advantage in the target
market. These unique features of the product help the women to give a fresh and natural look to
their hair. Place of distribution is the major factor for enhancing the demand of the new product
in the target market.
3.3 Level of distribution intensity
Levels of distribution intensity are selective, intensive and exclusive. Intensive level of
distribution describes that the product will be available at every outlet in the target market. In
terms of selective distribution channel, organizational products will be available to the selected
outlets in terms of maintaining the brand image of the organization. While the exclusive level of
distribution says that the product will be distributed through one retailer in the target market in
terms of increasing the demand of the product but in the scenario of Dove, exclusive and
selective type of distribution levels will generate positive results. Thus, organization will use
intensive type of distribution in terms of distributing the products to its target audience
(Armstrong, et. al., 2015).
3.4 Retailing and benefits of retailing
Retailing is another factor through which organization distributes its products and services
directly to its customers. In retailing process, number of parties is involved such as manufacturer,
wholesaler, distributor and retailer. Then the product reaches to the customers for the
consumption purpose. Retailing has its unique benefits to consumers as well as to the
wholesalers and manufacturers (Armstrong, et. al., 2014).

Introduction to Marketing 7
4.0 Promotion
4.1 Goals of promotion
Promotional goal for the Dove is to enhance the demand of the newly launched shampoo in the
target market. The shampoo is developed with the purpose of serving in an effective manner to
its consumers through providing an intrinsic valuable good. Apart from increasing the demand of
the new shampoo launched by the organization, increase in the revenues by 10% with the
shampoo is another primary goal for the Dove. In terms of promoting the products in the target
market, organization could utilise appropriate and trending promotional and advertisement
techniques such as advertisement through television, social media promotions, etc. (Sagala, et.
al., 2014).
4.2 Promotional mix
For fulfilling the goals of the promotion, organization has decided to adopt the promotional mix
strategy which consist of advertisement, personal selling under which free samples are
distributed to the target audience, developing and maintaining public relations, sales promotion
and the direct marketing strategies. In terms of advertisement, organization will use various
trending and advanced level of promotional and advertisement techniques for spreading
awareness amongst the public with regards to the new product and its features in the target
market (Oladepo & Abimbola, 2015). Personal selling will be also be implemented under which
free samples will be distributed for describing the benefits of the product to its target audience.
Direct marketing and sales promotion will be done by providing various offers to the target
audience in terms of increase the demand and the sales for the newly launched shampoo in the
target market (Yang & Lee, 2016).
4.3 Integrated Marketing communication
Integrated marketing communication is the crucial tool of marketing and it helps the organization
to communicate with its target audience and its stakeholders with regards to spreading the
information in relevance with the new promotional offers, benefits of the products, etc. Apart
from this, the factors which will affect the promotional mix strategy will also be used.

Introduction to Marketing 8
4.4 Factors affecting promotional mix
Factors such as type of product, type f market, usage of product, etc. will be covered under the
promotional mix strategy in terms of approaching to the target audience in an effective manner
(Summers, et. al., 2006). The last factor which will be used in the promotional campaign will be
the choices of advertisement channels for approaching to the target audience.
4.5 Types of advertising
Mixture of print media and digital platforms will be used by Dove for promoting its newly
launched product in the target market. These media platforms have the capability to cover the
large part of the market in an effective manner as well as it is also essential in terms of acquiring
the desired goals for the organization (Nour & Almahirah, 2014).

Introduction to Marketing 9
5.0 Price
5.1 Six stages of pricing
5.1.1 Pricing objective
It is an essential element for a product as it plays crucial role in terms of growth of the product in
the target market. Price of a product should be the same in relevance with the value offered to the
customers through that product. The six stages through price of the product could set are pricing
objective, estimating the cost of the production, demand of the item, competitors’ products price,
pricing method and selecting the final price for the particular product (Kitchen & Burgmann,
2015).
5.1.2 Determinants of price
Dove will analyse all these aspects before selecting the final price for their new shampoo in
terms of increasing the demand of the product as well as to attain the organizational goals and
the objectives with that product (Percy, 2014). Pricing objectives for Dove in relevance to its
new product are survival of the product in the target market, maximising the current profit,
increasing the market share, attaining the competitive advantage and acquiring the leading
position in the dynamic business environment (Luxton, Reid & Mavondo, 2015).
5.1.3 Procedure to set price
Price of the product will be set through considering the determinants such as cost of the
production, demand of the product, the brand value of the product and its competitors’ products’
prices in the same category. Price should be set so that the cost of the product could easily be
acquired as well as the reasonable rate of the profit which is essential part for the growth of the
company and the product as well (Thorson & Moore, 2013). Competitors’ products’ prices also
plays crucial role as this is essential part to gain the competitive advantage in the target market.
5.1.4 Tactics for fine tuning the base price
While selecting the final price for the product following attributes will be considered:

Introduction to Marketing 10
 Impact of other marketing actions
 Company pricing policies
 Gain-and-risk-sharing pricing
 Impact of price on stakeholders

Introduction to Marketing 11
Conclusion
From the aforesaid information, it can be concluded that for launching a new product, company
should use appropriate marketing strategies such as marketing mix technique as it is the most
crucial and result oriented strategy. Under this report, Dove’s marketing strategies were
discussed as the company has planned to launch a shampoo in the target market which will help
the women to keep their hair shiny, healthy and dull free. In terms of spreading the awareness
amongst the target audience in relevance with the new product, company has implemented the
detailed marketing mic technique.

Introduction to Marketing 12
References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Choudhury, R. G. (2017). Influence of Marketing Mix Decisions on Emotional Branding and Its
Effect on Customer Appeal. Driving Customer Appeal Through the Use of Emotional
Branding, 107.
Du, S., & Sen, S. (2016). Challenging Competition with CSR: Going Beyond the Marketing Mix
to Make a Difference. GfK Marketing Intelligence Review, 8(1), 18-23.
Greene, M. (2014). Modeling the Dynamics on the Effectiveness of Marketing Mix Elements.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy, 36(4), 34-39.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing (16th Global Edition).
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Malhotra, S. (2014). A Study on Marketing Fast Moving Consumer Goods
(FMCG). International journal of innovative research and development, 3(1).
Nour, M. I., & Almahirah, M. S. (2014). The Impact of Promotional Mix Elements on
Consumers Purchasing Decisions. International Business and Management, 8(2), 143-
151.
Oladepo, O. I., & Abimbola, O. S. (2015). The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British
Journal of Marketing Studies, 3(4), 97-109.

Introduction to Marketing 13
Percy, L. (2014). Strategic integrated marketing communications. Routledge.
Sagala, C., Destriani, M., Putri, U. K., & Kumar, S. (2014). Influence of promotional mix and
price on customer buying decision toward fast food sector: a survey on university
students in jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi)
Indonesia. International Journal of Scientific and Research Publications, 4(1), 1-7.
Schultz, L. M., & Yates, R. M. (2015). A Marketing Audit for Nursing Administration.
In Proceedings of the 1983 Academy of Marketing Science (AMS) Annual
Conference (pp. 181-186). Springer, Cham.
Summers, J., Gardiner, M., Lamb, G., Hair, J., & McDaniel, C. (2006). Essentials of marketing.
Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive
voices. Psychology Press.
Yang, D. J., & Lee, C. W. (2016). In-store promotional mix and the effects on female consumer
buying decisions in relation to cosmetic products.

Introduction to Marketing 14
Appendices
Appendix A
Profiling Potential Segments
Potential Segment Name Potential Segment Profile
Teenagers Age: 15 to 19
Income: <$20,000
Desires: fresh and natural shining hair
Young Adults Age: 20 to 34
Income: >$45,000
Desires: Smooth and silky hair
Middle-Aged Adults Age: 35 to 60
Income: <$45,000
Desires: Less hair fall and thicker hair

Introduction to Marketing 15
Analysis and Ranking of Potential Segments
Ranking Potential Segment Name Justification
1 Teenagers These people are concerned about
healthy, long, black and silky hair
2 Young Adults At this age people start to take care of
their personality and lifestyle
3 Middle-Aged Adults At this age people are concerned for
hair fall, making hair strong and
smooth.

Introduction to Marketing 16
Appendix B
1. Positioning Statement
The new shampoo launched by the Dove Company is specially invented for women in order to
enhance their beauty by making their hair healthy, growing and shiny (Armstrong, et. al., 2014).
The new product of the company is made up of natural ingredients such as aloe vera, olive oil
and avocado.
2. Perpetual Map
3. SMART Goals
Specific
 Teenagers, young adults, and middle aged-adults.
 Supermarkets, retailers (Armstrong, et. al., 2015).
 These people are concerned about healthy, long, black and silky hair
Measurable
 Huge market share along with brand value.

Introduction to Marketing 17
 Customers’ feedbacks and reviews could be measured through survey and interview
options.
 Dove is aiming to achieve 10% of the revenue from the new product launch for
UNILEVER in the personal care category.
Actionable
 Adaptation of appropriate advertisement and promotional strategies.
 Small and monthly targets will be made in terms of attainment of desired targets.
Realistic
 New product will be available at all nearby stores to the target audience along with
supermarkets, retail shops, online shopping websites, etc. (Choudhury, 2017).
 Packaging of the product will be done on the basis of customers’ requirements.
Timely
 Whole plan for achieving the desired targets.
 Accomplishment of each task within the given time frame.
 Monitoring and controlling on regular basis.
 Determining outcomes and comparing them with the expected outcomes (Du & Sen,
2016).

Introduction to Marketing 18
Appendix C
Total Product layer concept map
(Retrieved from Google images)

Introduction to Marketing 19
Appendix D
Branding and Product Design
(Retrieved from Google images)

Introduction to Marketing 20
Appendix E
New product development process stage considerations
(Source: Greene, 2014).

Introduction to Marketing 21
Appendix G
Design Channel Structure
(Retrieved from Google images)

Introduction to Marketing 22
Appendix H
Benefits of Retailing
Time utility Target audience could easily get the new
shampoo launched by the organization through
retailers, supermarkets, etc.
Place utility Organization has adopted the intensive
distribution channel under which the product
will be available to every nearby shops and
supermarkets in the target market.
Form utility The new shampoo is especially designed for
women in terms of providing the healthier
hair’s experiences (Kotler & Armstrong,
2013).
Advice and personal service Organization has conducted certain display
promotional activities for providing adequate
advices to the consumers.

Introduction to Marketing 23
Appendix I
1. Promotional Example
(Retrieved from Google Images)

Introduction to Marketing 24
2. Push and Pull diagram
(Retrieved from Google Images)

Introduction to Marketing 25
Appendix J
Strategies of Pricing
(Retrieved from Google Images)

Introduction to Marketing 26
Appendix K
Dove v. competitors’ products’ prices
Brand Product Price
Dove Intense Repair Rs. 155 for 180 ml.
Sunsilk Hair repair shampoo Rs. 125 for 180 ml.
L’Oreal Hair shampoo Rs. 145 for 175 ml.
Clinic Plus Hair shampoo Rs. 120 for 175 ml.
Pantene Hair shampoo Rs. 155 for 180 ml.
Garnier Hair shampoo Rs. 135 for 175 ml.