Principles of Marketing

This document discusses the principles of marketing and focuses on the launch of Dove toothpaste for kids. It covers topics such as the existing brand and brand values, description of the target market, analysis of the new market and trends, an explanation of the new product, and competition. The document also includes an executive summary, introduction, methodology, findings, conclusion, and references.

Principles of Marketing

EXECUTIVE SUMMARY
For each organisation it is important to conduct marketing action in an appropriate
manner for achieving goal as well as objective in timely manner. Marketing involve action that
help in attracting large number of user towards which is provided by them. Now the organisation
focuses on planning to launch innovative product named as Dove toothpaste for kids in order to
conduct analysis of market that help in accepting marketing principle. The objective of
improving this assignment is to acknowledge various aspects related to marketing and their
component.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
METHODOLOGY..........................................................................................................................1
FINDINGS.......................................................................................................................................1
Existing brand and Brand Values................................................................................................1
Description of the Target Market................................................................................................1
Analysis of the New Market, Including Trends ..........................................................................2
An Explanation of the New Product............................................................................................2
Competition.................................................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
In present times, for each organisation it is important to conduct marketing action in an
appropriate manner for achieving goal as well as objective in timely manner. Marketing involve
action that help in attracting large number of user towards which is provided by them. Herein,
the organisation is taken is Dove that is owned by Unilever and established in 1955. The
company provide different variety of goods such as hair care, beauty bar, body wash and so on.
Now the organisation focuses on planning to launch innovative product named as Dove
toothpaste for kids in order to conduct analysis of market that help in accepting marketing
principle. The objective of improving this assignment is to acknowledge various aspects related
to marketing and their component (Kotler and Keller, 2015).
METHODOLOGY
This method is given to conduct different document like primary data as it help in collecting
more information related to topic.
FINDINGS
Existing brand and Brand Values
Brand involves name, term, symbol that help in finding commodity which is provided by
seller and that must be differentiated from another seller. In addition to this, brand extension help
in assessing brand stretching that is determined as a marketing plan which is used by
organisation in context of maximize product within similar brand image. Apart from this, there is
a different concept related to marketing that is adopted like Keller brand equity model that
includes four section in which Dove need to assess value in marketplace that help in
acknowledging or increasing knowledge regarding who they are. The second is assessing
regarding market and target large number of audience and lastly the focus is on maintaining
relationship between organisation and consumer. Their main purpose is to target large number of
user at marketplace that helps in increasing sales and profit margin in future period of time
(Porral and Stanton, 2017).
Description of the Target Market
Target market involves consumer through which organisation increase and offer
commodity as well as different kind of facility in order to achieve aim in market. In reference of
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Dove, they determine overall age group of individual person as their user because the focus is on
using toothpaste for kids as well as elders. In addition to this, it is helpful in getting superior type
of toothpaste in less price because they focus is on maintaining balance of fluoride, Hydroxide,
silica, aluminium and many more. It is useful in brand image and reputation of company in front
of customer at marketplace.
Analysis of the New Market, Including Trends
Therefore, there is a need to conduct PESTEL as well as Ansoff Matrix that help in
assessing proper condition at marketplace. According to PESTEL analysis, their needs involves
political, technological, environmental, social, economic & legal component that is helpful in
appropriate determination that link to market. Furthermore, they include different aspect that is
related to market help in making effective plan related to innovative products such as toothpaste.
It is also helps in assessing external environment in order to conduct different activities in an
appropriate manner. In addition with this, the organisation focuses on conducting events by using
Ansoff matrix in order to accept innovative goods along with proper or unique characteristic that
help in attracting large number of user during the period of time. In context of dove toothpaste,
they possess enough amount of aluminium, Hydroxide, silica and many more for kids and other
individual person. It is also superior for cavity, sensitivity and other problem (Kotler, 2010).
An Explanation of the New Product
The innovative product offered by dove is determined as a tool that is provided to its kids
and individual person that help in maintaining proper balance of ingredients such as silica,
fluoride, aluminium that help in fighting with different issues such as cavity, sensitivity and so
on. In assistance of this, if an individual person is adopting proper toothpaste then they do not
need any other kind of paste for relief from these kinds of diseases. For the respective
organisation uses various advertisement expenses such as social media, newspaper, TV and so on
in order to promote their product and attract large number of consumer during the period of time.
Competition
Dove launching innovative product named as Dove toothpaste that has enough amount of
calcium, aluminium as well as other ingredients according to need of kids and other individual
person. In addition to this, it is also helpful to prevent from oral issues such as cavity, sensitivity
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and so on in comparison to its rival firm named as brand such as Aqua fresh brand that is must
focus on teeth cleaning (Kotler, 2017).
CONCLUSION
On the basis of above given information, it has been analysed that the organisation
focuses on attracting large number of audience towards product and services provided by them.
It is also assessed in whether user like innovative commodity and organisation develop plan
according to them. In this process, they need to conduct various actions is market analysis to
understand the appropriateness of brand and organised through using models such as Keller
brand equity model. Therefore, it is needed for user to acknowledge market commodity and so
on. Hence, it assists in improving appropriate determination that is linked to innovative goods.
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REFERENCES
Books & Journals
Kotler, P. and Keller, K.L., 2015. Marketing management, global edition (pp. 194-209).
Edinburgh Gate, England: Pearson Education Limited.
Kotler, P., 2010. Principles of marketing: a South Asian perspective, 13/E. Pearson Education
India.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
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