Marketing Analysis Report: Dove Toothpaste Launch and Strategy

This report provides a comprehensive marketing analysis of Dove's planned toothpaste launch, examining various aspects of the marketing process. The executive summary highlights the importance of marketing actions in maximizing market value and consumer base. The report delves into Dove's brand values, target market, and the analysis of the new market, including trends. It also explains the new toothpaste product, its ingredients, and benefits, along with its positioning strategy using various advertising methods. The report uses methodologies like PESTEL and Ansoff Matrix to analyze market conditions and frame adequate plans. The competition is also considered, comparing Dove's product to competitors like Aquafresh. The conclusion emphasizes the importance of market analysis and understanding consumer preferences for successful product launches, referencing models like Keller's brand equity. The report aims to provide insights into marketing principles and associated components for the successful launch of Dove toothpaste.

Principles of Marketing

EXECUTIVE SUMMARY
For each establishment it is important to organise marketing actions as through it they can
able to maximise their market value and consumer’s base at the possible market. Marketing
practices consider promotion and advertisement of commodities and services to target audiences
so that they feel motivated to visit at store and buy. Dove is going to launch their new
commodities i.e. Dove toothpaste for which they are organise market analysis so that they can
accept principles of marketing in efficient form. For which they organise determination to
acknowledge its background, market value, market shares and trends as that will assist in
determination devising in addition to this, they also accept diverse method or models that assist
in organising business in efficient form with new commodities at the possible 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................................................................................................................................4

INTRODUCTION
Now these days for each firm, it is crucial to organise marketing actions in efficient form so
that they can accomplish their expected aim and goal in appropriate way. Marketing is included
as action or tools by which an establishment can get attention of consumer regarding their
commodities and facilities at the possible market (Palmatier and Crecelius, 2019). The firm
chosen for this written report is Dove which is owned by the Unilever and it is incorporated in
1955. The organisation offer several products like hair care, facial care, lotions, Moisturizer,
beauty bar, body wash many others. Now the establishment is planning to introduce new good
i.e. Dove Toothpaste for both kids and elders for which they organise market analysis that assist
in accepting principle of marketing. The key objective of developing this document is to
acknowledge diverse aspects of marketing and associated components.
METHODOLOGY
The method that is implemented to organise respective document is primary data as it
enable in collecting more authenticate an relevant information associated to topic.
FINDINGS
Existing brand and Brand Values
Brand is included as name, design, symbol, term or other characteristics that assist in
finding out one seller’s commodities and facilities because it distinct from those of the other
sellers. Furthermore, brand extension is analysing as brand stretching which is a marketing plan
of action that is accepted by enterprise in reference to maximise goods within the same brand
image (French and Gordon, 2019). There is diverse concept and models of branding that an
establishment may use such as Keller’s brand equity model which is consider of four sections at
first Dove require to find out their marketplace value to acknowledge who they are? Second is
analysing what you are at market, next if what about your target audiences think and last is
relations of organisation and consumer.
Description of the Target Market
Target market is included as consumer for which enterprise improve and provide their
commodities and facilities so that they can accomplish their expected aim at the possible market.
In context of Dove, they consider all age group of people as their customer because they are
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improving toothpaste for both kids and elders. Along with this, it can be afford by all income
group of individual such as middle, upper middle and upper class people. Moreover, by
accepting respective brand personnel capable to get best toothpaste in reasonable cost because it
will deem balance amount of calcium, aluminium, fluoride, hydroxide, hydroxyapatite and silica
etc.
Analysis of the New Market, Including Trends
For this Dove require to organise PESTEL and Ansoff Matrix as it will assist in analysing
appropriate market condition. As per PESTEL analysis respective require including political,
economical, social, technological, environmental and legal components as by it they can improve
efficient determination associated to the market (Migliore, Howar and Gray, 2018). Moreover,
including of all the aspects and associated factors respective venture capable to frame adequate
plan or tactics for new product i.e. toothpaste. Along with it, the firm also require organising
Ansoff Matrix; administration will accept new goods with special characteristic so that they can
get attention of large customer base regarding it. In reference to this toothpaste of Dove contain
balance amount of calcium, aluminium, hydroxide, silica and hydroxyapatite, Fluoride for kids
and elder individual. It is also good for cavity, sensitivity and other oral problems.
An Explanation of the New Product
The new products provide by Dove is toothpaste that is for kids and elder people and it
has a proper and balance amount of ingredients like calcium, aluminium, silica, Fluoride,
Hydroxyapatite that assist individual in fighting with oral issues like cavity, sensitivity and
others. In addition to it, if an individual is using respect toothpaste then they will not require to
use any other paste for getting over oral diseases. For this respective firm accept diverse
advertisement actions like digital media, social media, newspaper, TV and others (Motameni,
2018). Moreover, they can position their commodities at local stores, malls, medical shop and
other connected places so that consumers can reach it easily.
Competition
Dove is introducing new product i.e. Dove Toothpaste which has proper amount of
aluminium, calcium, hydroxide, fluoride and other ingredients as per kids and elder personnel.
Along with this, it will also beneficial to prevent from oral issues like cavity and sensitivity etc.
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But when it compare to Dove rivalry brand i.e. Aquafresh Brand which is also concentrate
majorly on cleaning of teeth.
CONCLUSION
This has been summarised from the defined information that for each venture market is
required as by which they able to get attention of target audiences’ regarding their goods and
services. It will also assist in analyse whether consumers will like their new commodities and
facilities or not as per to which organisation will develop plan of action that assist in
accomplishing expected aim. During this, they require organising diverse actions like market
analysis to know effectiveness of their brand and it can also be organised through model like
Keller’s brand equity. It is also required for consumers to acknowledge their market or clients,
new trends of market, efficiency of commodities and many more. It is so because that will assist
in developing efficient determination associated to new goods.
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REFERENCES
Books & Journals
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review, 9(1-2), pp.5-26.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Migliore, R.H., Howard, N.C. and Gray, D.M., 2018. Contemporary marketing evolves. Journal
of Marketing Development and Competitiveness, 12(2).
Motameni, R., 2018. The Combined Impact of the Flipped Classroom, Collaborative Learning,
on Students’ Learning of key Marketing Concepts. Journal of University Teaching & Learning
Practice, 15(3), p.4.
Laczniak, G.R. and Murphy, P.E., 2019. The role of normative marketing ethics. Journal of
Business Research, 95, pp.401-407.
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.
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