Introduction to Marketing: Dove Shampoo Analysis Report

This report provides a comprehensive analysis of Dove's marketing strategy for the launch of their new shampoo. It begins with an introduction outlining the marketing objectives, including a 10% revenue increase, and identifies the target market as women. The report then delves into the product itself, highlighting its unique features and benefits, such as natural ingredients for hair strengthening and shine. Branding strategies, including the use of real customer feedback, are discussed, along with packaging and the new product development process. The report examines the 'place' aspect of the marketing mix, covering channel structure, distribution intensity, and retailing. Promotional strategies, including the promotional mix (advertising, personal selling, direct marketing) and integrated marketing communication, are also analyzed. Finally, the report explores the pricing strategy, including pricing objectives, determinants, and the stages involved in setting the price, and tactics for fine-tuning the base price. Appendices provide additional supporting information, including market analysis, promotional materials and financial data. The report concludes with a summary of the key findings and recommendations for future marketing efforts.

Running Head: Introduction to Marketing
Dove
Introduction to Marketing

Introduction to Marketing 1
Table of Contents
1.0 Introduction...........................................................................................................................................3
1.1 Target Market, SMART Goals.............................................................................................................3
2.0 Product..................................................................................................................................................4
2.1 Product layer......................................................................................................................................4
2.2 Type of product.................................................................................................................................4
2.3 Branding strategies............................................................................................................................4
2.4 Packaging..........................................................................................................................................5
2.5 New product development process....................................................................................................5
3.0 Place......................................................................................................................................................5
3.1 Channel structure...............................................................................................................................5
3.2 Factors affecting channel choice........................................................................................................6
3.3 Level of distribution intensity............................................................................................................6
3.4 Retailing and benefits of retailing......................................................................................................6
4.0 Promotion..............................................................................................................................................7
4.1 Goals of promotion............................................................................................................................7
4.2 Promotional mix................................................................................................................................7
4.3 Integrated Marketing communication................................................................................................7
4.4 Factors affecting promotional mix.....................................................................................................8
4.5 Types of advertising..........................................................................................................................8
5.0 Price.......................................................................................................................................................9
5.1 Six stages of pricing..........................................................................................................................9
5.1.1 Pricing objective.........................................................................................................................9
5.1.2 Determinants of price..................................................................................................................9

Introduction to Marketing 2
5.1.3 Procedure to set price..................................................................................................................9
5.1.4 Tactics for fine tuning the base price..........................................................................................9
Conclusion.................................................................................................................................................11
References.................................................................................................................................................12
Appendices................................................................................................................................................14
Appendix A...........................................................................................................................................14
Appendix B...........................................................................................................................................16
Appendix C...........................................................................................................................................18
Appendix D...........................................................................................................................................19
Appendix E............................................................................................................................................20
Appendix G...........................................................................................................................................21
Appendix H...........................................................................................................................................22
Appendix I.............................................................................................................................................23
Appendix J.............................................................................................................................................25
Appendix K...........................................................................................................................................26

Introduction to Marketing 3
1.0 Introduction
1.1 Target Market, SMART Goals
Marketing is a broad term which includes promotion, advertisement and various other attributes.
It is used for increasing the demand of the products in order to attain the goals and the objectives
of the organization. With the help of marketing and its attributes, organization could easily
launch the product or business in the target market with the view to attain the desired goals along
with adequate competitive advantage. In this report, new product launching, target market, and
the marketing mix principles will be discussed in relevance with Dove’s new shampoo. Dove has
planned to launch a new shampoo in the market with the view to expand their sales as well as to
provide qualitative products to its target audience. Along with targeting and positioning,
promotional activities will also be discussed in this report in relevance with the new product to
be launched in the market. Dove has developed SMART goals in terms of launching the new
product in the market which states increase of 10% in the revenues with the new shampoo. The
new shampoo is primarily made for women thus; the primary target audience for Dove in
relevance with this product will be women. The new shampoo launched by the Dove includes
natural ingredients which will strengthen the women’s hair as well as it will also help them to
keep their hair longer, thicker and natural looking. This product will builds up confidence level
amongst the women as the product includes olive oil, avocado, eggs and aloe vera and all these
materials are quite good and effective for hair. Under this report detailed marketing mix will be
discussed in relevance with enhancing the demand of the product in the target market as well as
to expand the business in the global market along with gaining the competitive advantage at the
global level market.

Introduction to Marketing 4
2.0 Product
2.1 Product layer
The new shampoo launched by the Dove Company has the capability to make the hair thicker,
natural and shining for a long period of time. The shampoo contains various natural ingredients
along with artificial chemicals which has made the shampoo unique and advanced from its
competitors’ products. New shampoo launched by the organization will make the women feel
confident as the major target audience for the company will be women. It will help the target
audience to feel confident about their beauty. The new product includes olive oil, avocado, aloe
vera and eggs and all these ingredients are effective for keeping the hair strong and for hair
growth (Du & Sen, 2016).
2.2 Type of product
The product is specially made for women’s hair and Dove has guaranteed that this product will
nourishes the hair from the inside along with looking them healthy and shining for a long period
of time. Newly launched product by Dove is especially developed for women in order to keep
their hair healthy so that they could maintain their beauty. Dove is known for delivering
qualitative and most natural products to its customers at reasonable prices. They also do not hire
any well-known celebrity or any big personality for promoting their products (Choudhury, 2017).
2.3 Branding strategies
In terms of developing a unique image in the competitive business environment, Dove uses
unique strategies. They have adopted the promotional strategies under which common people are
asked to perform and share their experience in relevance with the usage of the products.
Customers’ real time feedbacks help the organization to increase the demand of their products as
well as it also enhances the effectiveness of their products. They use natural ingredients in their
products through which they don’t find promotion of the products through celebrities useful
(Greene, 2014). This will help the organization to develop their brand image in the target market
and brand value will help them to increase their sale volumes and the profitability. This will lead
them towards attainment of the growth and expansion objectives in the target market.

Introduction to Marketing 5
2.4 Packaging
Dove uses unique styles for packaging their products as this is another crucial factor to attract the
target audience and to increase the sales and the demand of the newly launched products. Dove
has adopted the strategy under which the customers’ real life experiences after using the product
will be printed and the major benefits of using the products will also be printed over the
packaging of the products to make the product more attractive (Schultz & Yates, 2015).
2.5 New product development process
The product has five crucial benefits which are prevention from hair loss, dryness, roughness,
dull hair, and dandruff. This will also be used as the strategy for developing the unique image of
the product in the target market. With the help of this, this will be treated as the development
stage for the organization. Along with these unique features, organization will easily be able to
promote its newly launched shampoo in the target market and this will help the organization to
attain its goals and the objectives with regards to the expansion and growth (Malhotra, 2014).
3.0 Place
3.1 Channel structure
Dove is a well-known brand in the cosmetic industry and they are known for delivering
qualitative products to its consumers at reasonable prices. From supermarkets top the retail
stores, Dove’s all products are available at the international level. Dove is present in most big
countries across the globe and they have launched the new shampoo in the target market with the
objective to expand their market share as well as to increase their brand value. The new shampoo
will be available through various channels including the online shopping websites. Online
shopping medium helps the customer to get the product at their places without putting many
efforts (Kotler & Armstrong, 2013).

Introduction to Marketing 6
3.2 Factors affecting channel choice
Dove’s new product is shampoo which is made up of unique natural ingredients and this is the
major feature of the product through which its can gain competitive advantage in the target
market. These unique features of the product help the women to give a fresh and natural look to
their hair. Place of distribution is the major factor for enhancing the demand of the new product
in the target market.
3.3 Level of distribution intensity
Levels of distribution intensity are selective, intensive and exclusive. Intensive level of
distribution describes that the product will be available at every outlet in the target market. In
terms of selective distribution channel, organizational products will be available to the selected
outlets in terms of maintaining the brand image of the organization. While the exclusive level of
distribution says that the product will be distributed through one retailer in the target market in
terms of increasing the demand of the product but in the scenario of Dove, exclusive and
selective type of distribution levels will generate positive results. Thus, organization will use
intensive type of distribution in terms of distributing the products to its target audience
(Armstrong, et. al., 2015).
3.4 Retailing and benefits of retailing
Retailing is another factor through which organization distributes its products and services
directly to its customers. In retailing process, number of parties is involved such as manufacturer,
wholesaler, distributor and retailer. Then the product reaches to the customers for the
consumption purpose. Retailing has its unique benefits to consumers as well as to the
wholesalers and manufacturers (Armstrong, et. al., 2014).

Introduction to Marketing 7
4.0 Promotion
4.1 Goals of promotion
Promotional goal for the Dove is to enhance the demand of the newly launched shampoo in the
target market. The shampoo is developed with the purpose of serving in an effective manner to
its consumers through providing an intrinsic valuable good. Apart from increasing the demand of
the new shampoo launched by the organization, increase in the revenues by 10% with the
shampoo is another primary goal for the Dove. In terms of promoting the products in the target
market, organization could utilise appropriate and trending promotional and advertisement
techniques such as advertisement through television, social media promotions, etc. (Sagala, et.
al., 2014).
4.2 Promotional mix
For fulfilling the goals of the promotion, organization has decided to adopt the promotional mix
strategy which consist of advertisement, personal selling under which free samples are
distributed to the target audience, developing and maintaining public relations, sales promotion
and the direct marketing strategies. In terms of advertisement, organization will use various
trending and advanced level of promotional and advertisement techniques for spreading
awareness amongst the public with regards to the new product and its features in the target
market (Oladepo & Abimbola, 2015). Personal selling will be also be implemented under which
free samples will be distributed for describing the benefits of the product to its target audience.
Direct marketing and sales promotion will be done by providing various offers to the target
audience in terms of increase the demand and the sales for the newly launched shampoo in the
target market (Yang & Lee, 2016).
4.3 Integrated Marketing communication
Integrated marketing communication is the crucial tool of marketing and it helps the organization
to communicate with its target audience and its stakeholders with regards to spreading the
information in relevance with the new promotional offers, benefits of the products, etc. Apart
from this, the factors which will affect the promotional mix strategy will also be used.

Introduction to Marketing 8
4.4 Factors affecting promotional mix
Factors such as type of product, type f market, usage of product, etc. will be covered under the
promotional mix strategy in terms of approaching to the target audience in an effective manner
(Summers, et. al., 2006). The last factor which will be used in the promotional campaign will be
the choices of advertisement channels for approaching to the target audience.
4.5 Types of advertising
Mixture of print media and digital platforms will be used by Dove for promoting its newly
launched product in the target market. These media platforms have the capability to cover the
large part of the market in an effective manner as well as it is also essential in terms of acquiring
the desired goals for the organization (Nour & Almahirah, 2014).

Introduction to Marketing 9
5.0 Price
5.1 Six stages of pricing
5.1.1 Pricing objective
It is an essential element for a product as it plays crucial role in terms of growth of the product in
the target market. Price of a product should be the same in relevance with the value offered to the
customers through that product. The six stages through price of the product could set are pricing
objective, estimating the cost of the production, demand of the item, competitors’ products price,
pricing method and selecting the final price for the particular product (Kitchen & Burgmann,
2015).
5.1.2 Determinants of price
Dove will analyse all these aspects before selecting the final price for their new shampoo in
terms of increasing the demand of the product as well as to attain the organizational goals and
the objectives with that product (Percy, 2014). Pricing objectives for Dove in relevance to its
new product are survival of the product in the target market, maximising the current profit,
increasing the market share, attaining the competitive advantage and acquiring the leading
position in the dynamic business environment (Luxton, Reid & Mavondo, 2015).
5.1.3 Procedure to set price
Price of the product will be set through considering the determinants such as cost of the
production, demand of the product, the brand value of the product and its competitors’ products’
prices in the same category. Price should be set so that the cost of the product could easily be
acquired as well as the reasonable rate of the profit which is essential part for the growth of the
company and the product as well (Thorson & Moore, 2013). Competitors’ products’ prices also
plays crucial role as this is essential part to gain the competitive advantage in the target market.
5.1.4 Tactics for fine tuning the base price
While selecting the final price for the product following attributes will be considered:

Introduction to Marketing 10
 Impact of other marketing actions
 Company pricing policies
 Gain-and-risk-sharing pricing
 Impact of price on stakeholders

Introduction to Marketing 11
Conclusion
From the aforesaid information, it can be concluded that for launching a new product, company
should use appropriate marketing strategies such as marketing mix technique as it is the most
crucial and result oriented strategy. Under this report, Dove’s marketing strategies were
discussed as the company has planned to launch a shampoo in the target market which will help
the women to keep their hair shiny, healthy and dull free. In terms of spreading the awareness
amongst the target audience in relevance with the new product, company has implemented the
detailed marketing mic technique.