Principles of Marketing: Dove Toothpaste

This presentation discusses the principles of marketing and focuses on the introduction of Dove Toothpaste. It covers the target market, key trends, and a comparison with other brands.

Principles of Marketing

Table of Content
• Introduction
• Background analysis
• Existing brand values
• Explanation of new product
• Target market
• Key trends and PESTEL issues
• Comparison with other brand
• Brand extension
• Conclusion
• References

Introduction
For every company it is essential to conduct
marketing because through it they able to
attract more and more customers toward the
offering. Marketing will include promotional
as well as advertising activities which help in
attracting audiences at potential market
marketplace.

Background of Dove
Dove is an American personal care brand
which is owned by Unilever. It is introduced
in 1955. Respective company is offering their
products and services at the worldwide
market. Products offer by Dove are body
wash, beauty bar, lotions, moisturizers, hair
care, facial care and many more.

Existing brand
values of Dove

Explanation of new product
In respect of Dove they adopt product
development strategy from the Ansoff matrix
according to which they are planning to
develop Dove Toothpaste for their potential
customers around the world.

Target market of Dove
Target market of the Dove for their new products
i.e. Toothpaste is all age group people
because they are planning to launch
toothpaste for both kids as well as elder.
Moreover, toothpaste of respective company
will be affordable by all middle, upper middle
and upper income group people.

Key trends and PESTEL issues
While Dove will launch new toothpaste they
faced several issues related to social,
environmental, economical and
technological. Moreover they also need to
follow key trends related to market or
customers demand.

Comparison with other brand
Dove is planning to launch toothpaste for
both kids and elder people in the affordable
price but as comparison to Aquafresh Brand
Toothpastes they are little expensive which is
not affordable by all income group people.

Distinct from competing products
The Dove toothpaste is based on need and requirement
of customers according to which it include
appropriate quantity of calcium, aluminum
hydroxide, silica and hydroxyapatite, Fluoride. This
will make respective products distinguish from
competitive company because they are not much
appropriate and standard based as comparison to
Dove.

Conclusion
By analyzing above mentioned point it can be summarized that for every
company it is essential to conduct marketing activities as that will help them
in attracting more and more customers towards the products and services in
effective manner. In addition to this, it will also help in increasing market
value as well as goodwill at the potential marketplace in successful manner.

References
•Cateora, P.R., Meyer, R.B.M.F., Gilly, M.C. and Graham, J.L.,
2020. International marketing. McGraw-Hill Education.
•Suryawanshi, V.B., 2020. Principles of Marketing (202).
•Suryawanshi, V.B., 2020. MCQS 2 Principles of Marketing (202).
•Suryawanshi, V.B., 2020. Product Life Cycle (PLC)-Principles of
Marketing.

Thank you…