Marketing Strategy for Dove Organic Cream

This report discusses the development of a marketing strategy for Dove's new organic cream product, specifically designed for women. It includes an analysis of the existing brand and its value, target market segmentation, analysis of the new market, explanation of the new product, and competition. The report concludes that Dove can take advantage of the increasing demand for organic and natural products by introducing their organic cream.

Principle of
Marketing

Table of Contents
INTRODUCTION...............................................................................................................4
Methodology......................................................................................................................4
Findings.............................................................................................................................4
Existing brand and Brand value.....................................................................................4
Target Market.................................................................................................................4
Analysis of New Market..................................................................................................5
Explanation of new product............................................................................................6
Competition....................................................................................................................6
CONCLUSION...................................................................................................................7
REFERENCES..................................................................................................................8

Executive Summary
This report discussed Dove brand and aims at developing strategy for marketing
of the new product of the Dove. This new product has been designed for only one
segment of customers and the objective of this is to increase customers and also to
attract customers from different brand.

INTRODUCTION
Marketing is the process of the increasing awareness about the existence of the
product in the market. This report will discuss about the extension of Dove and its
products in Dove organic Cream. Dove is a personal care American brand which is
presently owned by the Unilever. The company was founded in 1955 and is presently
one of the biggest brand in personal care. The products of the Dove are sold in around
150 countries and are available for men, women and babies. This report will discuss the
extension of brand in Dove organic Cream in its beauty products.
Methodology
This research included in this report regarding competitors and about the brand
was observational and secondary research. The data was gathered and analysed from
the internet and books. The data collected in this is enough to conclude and analyse
present position of the brand and its competitive strength.
Findings
Existing brand and Brand value
A brand can be termed as a feature and characteristic associated with the brand
which differentiates it from other products in its industry (Borkovsky and et.al., 2017).
Brand extension involves that brand name of existing brand is used for the range of new
products. Brands are able to create a specific identity for a product. In relation with
Dove its logo which features a Dove make is identifiable and unique from other
products. Kapferer’s Brand Identity Prism is a model which includes that there are six
features which make a brand unique these are physique, personality, culture,
relationship, self-image and reflection. As per this theory strong brand are able to
weaving all these features into an effective whole in order to create a concise and
appealing brand identity.

Target Market
Target market is the market which an organisation intends to sell their products.
Target market of Dove includes wide range of segments which are men, women and
babies. This is because Dove produce and sell products to all these three segments.
The new products of the Dove will target women as their target market as Dove organic
Cream personal care products are specially designed and developed for women.
Targeting of the market is followed by segmentation of the customers which are based
on psycographic and demographic (Ruiz-Pava and Forero-Pineda, 2018). Later
products are positioned in these target market and positioning is Dove is based on
quality and value which is provided by Dove products. New product and Dove organic
Cream women personal care range will also be positioned on basis of the quality that it
will save skin from harmful chemicals. This new product will be launched in UK firstly.
Analysis of New Market
New market is market which can be and will be catered by Dove. Market here is
being analysed with help of PESTLE analysis.
Political- political Environment does not have any significant impact as the product
initially is being launched only in UK market.
Economic- To communicate its higher quality the price of the product has been
determined premium so this will be positioned as premium quality product in range of
Dove.
Social- This is a favourable environment and in this context the new product
development is result of this environment (Krug and et.al., 2018). People are moving
towards Dove organic Cream and natural products and this presents a very effective
opportunity for Dove.
Technology- The product is being produced using latest technology to maintain quality
of the product and effectiveness of the process.
Legal- Legal environment do not affect the product and its marketing but Dove will
require to follow all the legal regulations.

Environmental- This is a product which have environmental benefits as this will save
environment from harmful chemicals and their uses. This will also attract environment
conscious people.
Along with this Ansoff Matrix can also be used to analyse the new market.
This matrix provides four type of market strategies which can be applied by Dove for its
product extension. These are;
Market penetration- this means increasing customers and demand for the existing
product from existing market (Dawes, 2018).
Market Development- This means developing new market for a existing products. This
includes expansion of markets in terms of customer segmentation or geographical
expansion.
Product development- This strategy involves developing new product for the existing
market. This strategy has been adopted by Dove as they have developed new Dove
organic Cream beauty cream for existing market.
Diversification- This strategy involves that new product is developed for new market.
Explanation of new product
The new product of Dove which is a organic cream. This has been specially
developed for women which contains natural and organic products instead of any
chemical ingredients. This cream saves skin from harmful chemicals and also provides
goodness of organic and natural ingredients. Packaging of this cream will be done as
other products of the Dove and will be offered with same logo and design. The
difference will be that symbol on the product will feature natural product and name of
the cream will be Dove Organic cream to use existing brand image of Dove (Baskin and
et.al., 2020). Positioning of the brand will be premium positioning so that it can
communicate its premium quality. other than this the Dove organic cream will be
supplied to customers from selected places to ensure that easy accessibility does not
affect the brand image.

Competition
Organic products and organic beauty products are highly in demand and this is
why there are various competitors for Dove in connection with this product. This
requires Dove to adopt a effective marketing strategy so that they can increase
awareness about the existence of their organic and natural cream and this will be added
value by exiting brand reputation of the Dove.
CONCLUSION
From the above analysis it can be concluded that for the purpose of brand
extension Dove is bringing new organic and natural Cream for its women customers.
The reason for this is that demand for organic and natural products increasing day by
day and Dove can take advantage of that.

REFERENCES
Books and Journals
Baskin, E and et.al., 2020. Dove: For real beauty campaign.
Borkovsky, R.N and et.al., 2017. Measuring and understanding brand value in a
dynamic model of brand management. Marketing Science. 36(4). pp.471-499.
Dawes, J., 2018. The Ansoff Matrix: A Legendary Tool, But with Two Logical
Problems. But with Two Logical Problems (February 27, 2018).
Krug, O and et.al., 2018. Analysis of new growth promoting black market
products. Growth Hormone & IGF Research. 41. pp.1-6.
Ruiz-Pava, G. and Forero-Pineda, C., 2018. Internal and external search strategies of
innovative firms: the role of the target market. Journal of Knowledge
Management.