Principles of Marketing

This document discusses the principles of marketing and how Dove is planning to introduce their new product, Dove Toothpaste, through market analysis. It covers topics such as 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.

Principles of
Marketing

EXECUTIVE SUMMARY
For each organisation, it is crucial to conduct marketing activities because by it they can
capable to increase their market value and number of customer at the probable market.
Marketing practices include promotion and endorsement of products and facilities to consumers
so that they feel encouraged to visit at store and purchase. Dove is going to introduce their new
products like Dove toothpaste for which they are conduct market analysis so that they can
implement principles of marketing in effective manner. For which they conduct determination to
understand its background, market value, market shares and trends as that will help in decision
making accordingly, they also adopt different method or frameworks which help in conducting
business in effective manner with new products at the probable market area.

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................................................................................................................................3

INTRODUCTION
In current era for every organisation, it is important to conduct marketing activities in
effective manner so that they can achieve their desired goals and objective in developed manner.
Marketing is considered like activity or techniques through which a firm can attract customer
towards their products and services at the possible marketplace. The company selected for this
assessment is Dove that is owned through the Unilever and it is established in 1955. The
business venture provide diverse commodities such as hair care, facial care, lotions, moisturiser,
beauty bar, body wash and many more (Cornwell, 2020). Now the enterprise is planning to
introduce new product like Dove Toothpaste for both kids and elders for which they conduct
market determination that help in adopting principle of marketing. The key objective of
improving this document is to understand different factors of marketing and related aspects.
METHODOLOGY
The method which is executed to conduct particular report is primary data because it help
in gathering more reliable an accurate data in context of topic.
FINDINGS
Existing brand and Brand Values
Brand is considered as name, design, symbol term or other attributes which help in
identifying one seller’s products and services as it distinct from those of the other sellers.
Moreover, brand extension is determining because brand extending that is a marketing strategies
that is adopted through firm in context of increasing commodities within the same brand image
(Coşa and Gherasim, 2019). There is several conception and models of branding that an
organisation may utilise such as Keller’s brand equality model that is include of four sections at
first Dove need to identify their market value to understand who they are? Second is determining
what you are at market, next if that about their target people think and last is relationships of
venture and customer.
Description of the Target Market
Target market is considered as customer for which company develop and offer their
products and services so that they can attain their expected goal at the probable market. In
reference of Dove, they include all age group of individual because their consumer as they are
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developing toothpaste for both kids and elders. In addition to this, it can be afford through all
income team of people like middle, upper middle and upper class individual. Furthermore, by
adopting respective brand individual able to get good toothpaste at affordable price as it will
deem balance amount of calcium, aluminium, fluoride hydroxide, hydroxypatite and silica etc.
Analysis of the New Market, Including Trends
For this, Dove needs to conduct PESTEL and Ansoff Matrix because it will help in
determining effective market situation. According to PESTEL analysis, particular method
considers political, economical, social, technological, ecological and legal aspects because by it
they can develop effective analysis related to the market (Lewnes and Keller, 2019).
Furthermore, considering of all the factors and related components of particular organisation able
to design affective plan of tactics for new commodity i.e. toothpaste. In addition to this, the
establishment also need conducting Ansoff Matrix, management will adopt new commodities
with special attributes so that they can attract large consumer base towards it. In context of this,
toothpaste of Dove obtains balance amount of calcium, aluminium, hydroxide, silica and
hydroxyapatite, Fluoride for kids and elder people. It is also good for cavity, sensitivity and other
oral issues.
An Explanation of the New Product
The new commodities offer through Dove is toothpaste that is for kids and elder
individual and it has an effective and balance amount of ingredients such as calcium, aluminium,
silica, Fluoride, Hydroxyapatite that help people in fighting with oral complexities such as
cavity, sensitivity and many more. Along with this, if a person is utilising context of toothpaste
then they will not need to utilise any other paste for overcoming oral diseases. For this, particular
company adopt different promotion, activities such as digital media, social media, news paper,
TV and many more. Furthermore, they can position their products at local stores, malls medical
shop and other connected places so that customers can reach it easier manner (Campbell and
Brauer, 2020). This will assist in making development in the sales and profits of the business
venture in more developed manner.
Competition
Dove is introducing new product i.e. Dove toothpaste that has effective amount of
aluminium, calcium, hydroxide, fluoride and other ingredients according kids and elder
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personnel (Nusantara, 2020). In addition to this, it will also beneficial to prevent from oral
complexities such as cavity and sensitivity etc. But when it compare to Dove rivalry brand i.e.
Aquafresh Brand that is also focus mainly on cleaning of teeth.
CONCLUSION
This has been concluded from the described information that for each venture market is
needed because through which they capable to attract of consumer towards their commodities
and facilities. It will also help in determination whether customers will such as their new
products and services or not according to which company will develop strategies which enable in
attaining desired goal, During this, they need conducting several activities such as market
determination to acknowledge efficiency of their brand and it can also be conducted by model
like Keller’s brand equity. It is also needed for customers to understand their market or
consumers, new trends of marketplace, effectiveness of products and others. It is so as that will
enable in improving adequate analysis related to new products.
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REFERENCES
Books & Journals
Cornwell, T.B., 2020. Sponsorship in Marketing: Effective Partnerships in Sports, Arts and
Events. Routledge.
Coşa, L.M. and Gherasim, D., 2019. Principles of Marketing in the Public Administration in
Romania. Economy Transdisciplinarity Cognition, 22(2), pp.196-201.
Lewnes, A. and Keller, K., 2019. 10 Principles of Modern Marketing. MIT Sloan Management
Review.
Campbell, M.R. and Brauer, M., 2020. Incorporating Social-Marketing Insights Into Prejudice
Research: Advancing Theory and Demonstrating Real-World Applications. Perspectives on
Psychological Science, p.1745691619896622.
Nusantara, D., 2020. ANALYSIS OF THE IMPLEMENTATION OF SHARIA PRINCIPLES IN
MARKETING STRATEGY ON SHARIA HOTEL (Case Study Syariah Hotel Solo) (Doctoral
dissertation, Universitas Darussalam Gontor).
Nurani Salsabil, S., 2018. TRANSLATION PROCEDURES OF MARKETING TERMS IN
PHILIP’S KOTLER PRINCIPLES OF MARKETING: The Study of Translation and
Semantics (Doctoral dissertation).
PHILIP, T. and KOTLER, A., 2020. PRINCIPLES OF MARKETING, GLOBAL EDTION.
PEARSON EDUCATION Limited.
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