Global Marketing: Dove's Market Entry and STP Strategy in Japan

This report provides a comprehensive analysis of Dove's global marketing strategy, specifically focusing on its potential entry into the Japanese market. It begins by outlining the background of Dove and the five stages of the overseas market selection process, emphasizing the rationale for choosing Japan as a target market. The report then establishes clear marketing objectives for Dove in Japan, employing the SMART framework. It delves into various market entry strategies, including franchising, partnering, and joint ventures, evaluating their advantages, disadvantages, and suitability for Dove. The report then identifies potential target market segments within Japan, considering their unique characteristics and needs. It proposes marketing mix strategies tailored to these segments, including product, price, place, and promotion considerations. The report concludes with a recommendation for positioning strategies and overall conclusions based on the analysis, offering insights into Dove's prospects for success in the Japanese market.

GLOBAL MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND OF THE ORGANIZATIONS.............................................................................1
SCREENING OF MARKET SELECTION....................................................................................1
Five Stages of Overseas Market Selection Process.....................................................................1
Objectives....................................................................................................................................2
MARKETING TACTICS................................................................................................................3
Alternative Market Entry Strategies............................................................................................3
Alternative Target Market, Positioning and Marketing Mix Strategies......................................6
SEGMENTATION, TARGETING AND POSITIONING.............................................................8
Segmentation...............................................................................................................................8
Targeting.....................................................................................................................................8
Positioning..................................................................................................................................9
ALTERNATIVE GENERIC STARTEGIES..................................................................................9
RECOMMENDATION.................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Global marketing is considered as procedure to adjust the company’s marketing strategies
for adopting the condition of other countries. In simpler terms, it is a study of business
management which has objective to market product, services and solutions to customers
nationally, locally and even internationally. The present report will be evaluating the realistic
market entry options for organization within target country market. The options will be
elaborated with advantages and disadvantages and how they will work and reasons to discard and
adopt with reference to Dove in Japan. In the similar aspect, it will determine the potential
market segment in Japan and how they could be serviced through the organization. It has
reflected understanding of the concepts engaged with ability for expressing options of marketing
strategy with systematic justification. There will be explanation of strategic approach implied for
every market segment within B2B and B2C sector. Henceforth, it will provide recommendation
on basis of positioning strategies for every target market.
BACKGROUND OF THE ORGANIZATIONS
Dove is a personal care brand owned through Unilever which originates within United
Kingdom. The products of the Dove are manufactured within Australia, Argentina, Brazil,
Canada, China, Egypt, India, Germany, Mexico, Pakistan, Japan, South Korea, Thailand, United
States and Turkey (Luo & Bu, 2018). The products are sold in more than 150 countries and
offered for men, babies and women. It was introduced in year 1955 whereas its logo is a
silhouette profile of brand namesake bird.
SCREENING OF MARKET SELECTION
Five Stages of Overseas Market Selection Process
There are different organizations which adopt a marketing’s incremental approach as they
first initiate with local and then international. There are five stages of overseas market selection
process which are stated below:
Phase 1: Taking decision that to internationalise with the required information as assessment of
opportunities of global market for the products of the firms. The commitment and competencies
are essential for internationalising.
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Phase 2: Undertaking decisions related to entering the market whereas potential of market in
specific segments, countries and regions and presence of local competition. The firm’s
competitiveness is compared to international and local competitors.
Phase 3: Decisions for entering foreign markets as stated as market entry strategies with the
information of product’s nature (Guo et.al., 2019). The behaviour of local competition and
potential intermediaries’ information is also essential.
Phase 4: The development of international marketing program as of behaviour of buyers,
competitive practice, media and promotional channels along with availability of distribution
channels.
Phase 5: The implementation, coordination along with controlling of international marketing
program which has information related to negotiation styles in various cultures, contribution
margins along with sales through product line, customer type, sales force and particular region or
country.
The main reason behind starting business in Japan is that it is business friendly when it
origins to all formalities as this ranks 29th in the world for doing business. On the contrary, it
does not accounts barrier with its writing and language along with cultural variations. Japan is
observed as premium market for services and product and even it has presence of unique
traditions of business along with performing business, before knowledge of local culture,
demand, and behaviour of consumer along with strategy of pricing is highly censorious for
successful global ventures within Japan. The Japanese market could be highly regulated and
requirement of specific knowledge for attaining success of International business. Henceforth,
Japan is the third largest economy throughout the world as there is high demand for high
qualitative consumer products (Ju et.al., 2019). Japan has high productivity for business
objectives and even for consumer preferences related to skin as well.
Objectives
The mission of Dove in Japan is for ensuring the next generation grows for enjoying positive
relationship with aspect for helping young female and raising self-esteem along with realising
the high potential. The setting of objectives for this particular business plan is an iterative
procedure where objectives are set, actions plans along with development of strategies and then
took decisions regarding impossible planned objectives, easy and attainable. The setting up of
objective is a challenge and even could be attained with effort. It should be highly motivating
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instead of discouraging. The SMART objective for Dove with context to Japan is to enable
organization for controlling marketing plan. The other is to help or motivating the teams and
individuals to attain common objective and to offer and consistent, agreed focus for every
organizational functions. The marketing objectives for Dove are stated as:
 To increase sales by35% in the coming 3 quarters
 To provide boost to its brand reputation
 To widen the image as provider of beauty care
 To raise the number of retail outlets which sells dove products within 1 year
MARKETING TACTICS
Market entry strategy is planned distribution along with delivery method of services and
goods to innovative target market. There is varietal aspect in which organization could enter
foreign market. Not a single market entry strategy works for all global market. Direct exporting
might be replicated as systematic strategy in market and another might be required for setting
joint venture and licensing the manufacturing (Hawkins et.al., 2018). There would be numerous
factors that would impact on choice of strategy which consists but not limited to rate of tariff,
degree of adaption of product’s essential, cost of transportation and marketing. The alternative
market entry stages for Dove are stated below.
Alternative Market Entry Strategies
Market Entry strategy Examples Advantage Disadvantage Justification
Franchising McDonald’s,
KFC has varietal
of small food
chains which has
distinct different
menu items which
are dependent that
wherever in the
world and visiting
one of the chain.
It allows for
fast expansion
with least risk
and essential
capital. It leads
to offer
support to big
corporations
with particular
business model
that is highly
The franchiser is
outsourcing
similar amount of
returns and
controls on
franchisee
investment.
The franchisee as a
outcome, incurred
as substantial cost.
Apart from this,
This market entry
could be justified
with context to
number of global
franchises have
been observes as
best deal of
expansion in the
present scenario.
Especially, with
context to emerging
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effective
(Kurniawati &
Setiawan,
2019).
The business
loans within
franchise are
easier for
getting loans
for
independent
business
(Contractor
et.al., 2019).
This is the
replication of
recognizable
brand along
with loyal
customer base
and creates
ease for
recruiting top-
tier employees.
there is presence
of great deal of
contractual and
legislative
consideration for
local government
to allow
franchising within
economy. On basis
of ensuring every
party to act
ethically and
legally need of
resources.
economies
observed as
substantial growth
and increment of
purchasing power.
The consideration
of cultural
advantages whereas
franchisee has
observed as unique
trends for purpose
of adopting product
offerings and
cultural
perspectives.
Partnering The most popular
partnership in this
present scenario
is Red bull and
GoPro. Red Bull
sell more energy
drinks whereas
Generally, two
heads are
always better
than one abs
presence of
availability of
more capital
On the other side,
it has
disadvantages as
well as liability of
partners for debts
of business is not
limited. There is
The business
partnerships might
be individual path
which is considered
for business growth
and answer for
needs of current
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GoPro sells more
of portable
cameras.
Moreover, these
both are lifestyle
brands with
similar objectives
and mutual
features are
action-packed,
fearless, extreme
and adventurous
(Kim et.al.,
2018).
for business. It
will lead to
high capacity
of borrowing.
There is
opportunity for
splitting the
income and
even benefit
for
significance
because of
resultant of tax
savings.
Henceforth, it
is very easy for
altering the
legal structure
on later basis
with respect to
circumstances.
presence of risk of
disagreements
along with
frictions within
management and
partners.
Conversely, every
partner is a
partnership agent
which is liable for
other partner’s
action. Henceforth,
if any partner
leaves or joins, one
would probable for
having value to
every partnership
assets and could be
expensive as well
(Si, Regnier-
Davies & Scott,
2018).
business. The
partnership helps
for bridging gap in
knowledge and
expertise (Sarker
et.al., 2018). Apart
from this,
prospective partner
could up bring the
cash infusion
within the business.
It might help
company for
purpose of
attracting the
potential investors
and increasing
more capital for
business growth.
Joint Venture The famous
example of this
market entry
strategy is BMW
and Toyota co-
operate on
research within
hydrogen fuel
cells, ultra-
It is replicated
as temporary
arrangement
among parties.
The parties
could even
share both
risks and cost
and complete
The biggest con is
to deal with
various
arrangements of
working,
management styles
and workplace
cultures among
parties. Any party
This is the specific
partnership form
which engages
creation of third
independently
managed
organization. In
technical terms, it is
the 1+1= 3 process
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lightweight
materials and
vehicle
electrification.
project which
might not had
fund or
employees for
completing
their own.
Apart from
this, parties
have direct
access to
different
additional
resources
which are
aligning
together to
specific and
mutual
objective.
could take poor
tactical decision
which impacts the
desired project’s
outcome.
Henceforth, lack
of commitment to
project through
other parties
(Andersson, Evers
& Gliga, 2018).
as companies agree
working together in
specific market,
either product or
geographic and
designs a third
organization for
undertaking this.
With consideration of above market entry strategies, Dove will be considering Franchising
for entering Japan which helps for rapid market expansion but this is gaining traction within
other parts of the world. Moreover, franchising works well for organizations which has presence
of repeatable business model and this could be transferred within other markets (Joly, Ramos &
Aulanier, 2019). The initial one for this business model must be either very unique along with
best brand recognition that could be optimised globally and develops future competition within
this franchise.
Alternative Target Market, Positioning and Marketing Mix Strategies
Option Target
market Positioning strategy Marketing Mix
1 Young girls This is combination soft and Product: Cleansing cream, soap and even
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(age within
range of 15 to
22 years)
smooth skin without dry
feeling and as one-quarter
of cleansing cream. In
simpler terms, this has
introduced beauty bar
(Sarker et.al., 2018).
hair care products.
Price: Affordable price as in other words
competitive pricing.
Place: Implication of distribution channels of
its parent organization Unilever. The
availability of products in general stores,
supermarkets, wholesalers and chemists.
Promotion: Advertisement on social
networking websites such as Twitter,
Facebook. Further, availability of exclusive
offers and coupons.
2
Men (age
within range of
18 to 30 years)
Gives its fragrance up to 24
hours with innovative bottle
shape.
Product: Deodorants, fairness cream and
soaps.
Price: Competitive low pricing.
Place: Strong distribution channel and
delivery within 1 day.
Promotion: advertisements in newspapers,
networking website along with launch of
campaign.
3
Women (age
within range of
23 to 35
above)
Soap with high nutrients
ingredients and vitamin.
Product: Beauty bar with organic material,
moisturizing and cleansing cream.
Price: adoption of premium pricing because
of quality products.
Place: at convenient stores and all
supermarket
Promotion: Launch of beauty campaigns,
advertisements on bill boards, magazines and
newspapers (Baker, 2014).
From the above target market and positioning, the preferred target group is women of age group
23 to 35 years. They have positioned themselves with its unique ingredients such as rich
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nutrients and vitamin conscious (Kavadis & Castañer, 2019). The overall strategy is to invalidate
beauty myth and claim that Dove soap helps for person’s natural beauty. The ordinary female
were implied in this ads and interviewed related to self-esteem and reflected artificial
transformation.
SEGMENTATION, TARGETING AND POSITIONING
Segmentation
Dove underlies in the umbrella of HUL and provides assortment of products for personal
care. The Dove beauty soap is categorised in demographic segment with age, gender and income
group. There is claim of 1/4th moistening and cleansing cream in its soap, body wash, lotions and
face wash (Li, 2018). It lays emphasis on all female who are of age group of 18 and it consists of
people who are skin conscious and has desire to imply quality products with best purchasing
power.
Targeting
The main target group is of women above 23 years of all shapes and sizes with upper
middle and high income class as this offers premium prices (Zaveri & Amin, 2019). Moreover, it
had laid emphasis on working women with consideration of high prices and lack of tie to specific
women who has desire and spends on beauty. On the initial basis, Dove targets these women
who does not have more time for skin and inclined for product which has both cleaning and
moisturising properties. Dove wants that each women with belief that “You are beautiful the way
you are”.
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Positioning
Figure 1: Positioning Map
Dove encourages female for developing positive relationship with beauty and helps to
increase self-esteem and making aware about entire potential. This has positioned itself as brand
that listen customers and even lays concerns for customer’s well-being. The soap is a personal
care product and moisturising bar with its composition of moisturising lotion (Schleifer & Sun,
2018). This moisturising composition is a differentiating factor for product and positioned itself
in a way that women throughout world had feeling of beautiful and up brings about revolution of
several beauty campaigns.
ALTERNATIVE GENERIC STARTEGIES
Unilever has implied broad differentiation as generic strategy for gaining competitive
advantage. Its main emphasis is on generic strategy with context to characteristics and features
that make the organization’s product which stand out against the competitors. There is
production of personal care products such as Dove cream bars for purpose of satisfying
consumer’s requirement for soaps that are not drying and harsh (Engels, 2018). Besides, high
selling prices like Unilever products are highly competitive as they stands out majority of soaps
that lays emphasis on more cleaning as compared to moisturising. With context to strategy,
organization attracts customers to all designed products. Henceforth, generic strategy aligns the
parent organization’s mission and vision statement with objective of supporting global
sustainability and increasing vitality in lives of consumers on respective basis (Friedberg, 2018).
The market development is referred as supporting intensive growth strategy and dove has
9

attained growth by marketing its recent products as innovative solution for unaddressed
requirements in specific market segments where generic strategy fits within corporate strategy.
RECOMMENDATION
With consideration of above strategy, there is implication of five phases of global marketing
strategy and reason for entering Japan is high productivity. Moreover, with marketing strategy
for entering foreign market different factors such as limited tariff rates, degree of adaption of
product, marketing cost of transportation and marketing. The preferred one market entry strategy
of Dove could be implied through Franchising as this leads to fast expansion and to show its
reach to other countries. Simultaneously, alternative target market, positioning and marketing
mix strategies preferred with target group of 23 to 35 years (Schwartz, 2019). Its entire strategy
is to invalidate myth of beauty and help for natural beauty related to self-esteem and showed
artificial transportation.
CONCLUSION
From the above report, it could be concluded that global marketing strategy is very
essential for entering in Japan with Dove products. It has shown that market selection screening
has been done with implementation of five phases and reason for selecting Japan is due to
business profile (Bresser et.al., 2018). In the similar aspect, it has reflected SMART objective
related to market share and its brand reputation. Thus, it has articulated generic strategy with
systematic corporate fit.
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