Principles of Marketing: Dove's New Product and Marketing Strategies

Principles of marketing

TABLE OF CONTENT
 INTRODUCTION
 Background
 Ansoff Matrix
 Advertising campaigns
 Identification of proposed target market
 PESTEL Analysis
 Explanation of the new product
 Comparative analysis
 Conclusion
 References

INTRODUCTION
Dove has it's existence in market since 1957, it's registration was
filled in companies registrar office by Unilever. It deals in personal
care products and have it's huge market presence. It have captured
150 countries including Australia, Bangladesh, China, Japan,
Pakistan, India, Philippines and many more. Company offers
products like body wash, beauty bars, lotions, hair care and facial
care products.

Background
The dove brand showed it's existence in market in 1957. In beginning
company was offering beauty soup bars to it's customers which later
included personal care products, body lotions, facial and shampoos in it's
product line. The brand became very popular in Brazil in year 2019 and
earned 100 million consumer reach points (CRP). It has a huge market
share of 29.52% in US, followed with 10.05% market share of Canadian
marketplace. Since companies existence it have captured huge market with
distribution of it's products across 150 countries. It also adopts timely
innovative techniques and follow market trends in order to boost up sales.