Principals of Marketing for Dove: Launching Dove Foundation

This presentation covers the principals of marketing for Dove, focusing on the launch of Dove Foundation. It includes the background of Dove, existing brand values, Ansoff matrix, target market identification, PESTLE analysis, and a comparative analysis. The presentation also explains the new product, Dove Foundation, and includes an open-ended questionnaire and data analysis.

Table of content
Introduction
Background of Dove
Existing brand value
Ansoff
Target market
Pestle analysis
Conclusion

Executive summary
This report is aiming about the principals of marketing in which the brand which
is taken is Dove company. In this report company wants to launch new product
called “Dove Foundation”. This report covers background of the Dove brand,
existing brand values and brief explanation of the new product. This is done
through Ansoff matrix. Then it covers identification of proposed target market
and external issues which can affect the company in introducing new product. It
also covers comparative analysis of the company.

Introduction
Marketing principals are the principals which are used by the
companies for effective marketing strategies. Principals of
marketing refers to the 4Ps of marketing mix which is product,
price, place and promotion (Hulka and Nikitenko, 2020). Dove is
the personal care company owned by Unilever established in US

Background of Dove
Dove is the skin care company which was founded in the year
1957. Firstly, company was introducing beauty soup bars but later
on it also started personal care products such as body lotions,
deodorants, shampoos etc. in its product line. Company became
most popular in Brazil in 2019 and earned customer reach points
of bout 100 millions. Brand has 29.52% of market share in US and
10.05% in Canada market. Now brand is operating in more than
150 countries ll over the world. Also, it adopts effective marketing
strategies to increase it sales and revenue.

Existing brand values
Dove has ran its first advertisement in 1957 with the view of
increasing sales and profit margin. It was advertise in such a
manner that it attract more customers. Like beauty soups doesn't
leave dryness on body. Company's management uses very
effective way to promote their products and produce high quality
of products which helps the company in gaining competitive
advantage in the market (Kubacki and Szablewska, 2020). There is
brand own websites to provide information to the customers and
latest offers and discounts. Company uses various trending
techniques to increase its profitability.

Ansoff matrix
Ansoff matrix is used for better understanding of upcoming
opportunities and threats to business organisation. It includes four
strategies:
Market penetration: In this strategy company introduces existing
product in existing market to increase the sales of the product.
This require various strategies that is used by the company to
promote its product through various platforms.
Product development: In this strategy company introduce new
product into the existing market. This is to provide new quality of
product to the customers and also they can charge premium price
for that product.

Continue
Market development: This strategy focuses on delivery of existing
product into the new market. It is used when company wants to
expand in different location to attract more customers and save
their cost (Lin, 2020).
Diversification: This is the very risky strategy as in this company
launches new product into the new market.
As, Dove brand wants to introduced new product into the
market so this will come under the Product development strategy.
As company wants to launch new product to attract new
customers and to increase their sales and revenue.

Identification of target
market
Target market is the identification of those potential customers
who are eager to buy the product or services. Target market
consist of STP approach which is discuss below:
Segmentation: This is the first approach of target market. In this
customers are segmented according to the behaviour and
demographics.
Targeting: When all customers are segmented then marketers
identifies the potential customers according to the segments or
groups. It helps the company in identifying target market.
Positioning: Then last is the positioning of the selected segments is
done. For example- Dove has categories its products according to
potential of the customers (McDivitt, 2020). Also, it make products
like body lotion, soap etc. that helps the customers in leaving

PESTEL analysis
This analysis focuses on the external environment which
can affect the business performance and its profitability.
Political: Government policies such as labour hiring, taxes
can affect the business environment of the company.
Economical: Economical factors like unemployment and
inflation rate can affect the business environment. As dove
products prices are generally higher as to the other brands
in the market.

Continue…
Social: Social factors includes
customer taste and preferences
which can affect the business in
severely. Because company has
several competitors. So if company
does not provide quality of new
product then customers may shift
to other brand (Šerić, Ozretić-
Došen and Škare, 2020).
Technological: Modern technologies
help the company in saving time
and efforts of the employees. And
also this attract more customers.
So for the production of new
product company should use latest

Comparative analysis
Dove is the skin and personal care company in the world. It share
29.52% of total market share in US. As it has many more
competitors such as Sunsilk, Himalayas, Loreal and Nivea etc.
these company also produce similar products like Dove. So this can
be the biggest challenge for the company to compete with its
competitors. Company needs to produce quality of new product to
gain competitive advantage in the market. Gaining competitive
advantage can helps the company in building reputation in front of
customers and also increase profits and revenue (.Thaichon and
Ratten, 2020).

Explanation of new product
Dove brand is the biggest brand which sells number of beauty
products like soaps, body lotion, sunscreen, shampoo etc. But now
company needs to launch new product called “Dove Foundation”
which no added chemicals. It is used by the young women so
company also target them. This product must be based on the new
fashion and the lowest cost competitively other competitors.This
foundation will most like by the women because this will bring glow
on their face. This foundation will increase the company's
probability and revenue. But company should make high quality of
product so that it will be like by the people.

Open ended questionnaire:
What do you think about Dove products?
How frequently you use Dove products?
Which product do you like of Dove brand?
Do you like Dove foundation if they will be available in the market?
Data analysis: By doing primary reseach, it is founded that 65% of people uses
Dove products and in addition 54% of people would like to use new Dove
foundation if they will available in the market.

Conclusion
From the above report it has been concluded that Dove company is
well established in the market. It has large number of customer
base with maximum customer satisfaction. Now company needs to
introduce new product in the existing market to attract more
customers. To introduce this company needs to considered
external factors in mind and form marketing strategies accordingly.
There are various competitors of the company which needs to be
considered. And then only company can earn profits and revenue.

References
Hulka, V. and Nikitenko, O., 2020. Green marketing as a component
of the social responsible marketing concept (Doctoral dissertation).
Kubacki, K. and Szablewska, N., 2020. The Ethics of Social
Marketing and Non-Profit/Charity Marketing. The SAGE Handbook
of Marketing Ethics, p.248.
Lin, C.C., 2020. Enhancing pregnant woman's interaction with
BASSINET MOTHER and BABY CARE CENTER through social
marketing: planning and implementation.