Marketing Principles in Action: Dove's Toothpaste Product Launch

This report provides an analysis of the marketing principles applied by Dove, a Unilever-owned company, in launching an innovative toothpaste product for kids. It begins by describing Dove's existing brand and brand values, emphasizing the importance of attracting a large user base through effective marketing actions. The report identifies the target market, considering various age groups, and analyzes the new market using PESTEL and Ansoff Matrix to assess the external environment and plan for the new product. It explains the unique characteristics of Dove toothpaste, highlighting its ingredients and benefits, and compares it to competitors like Aqua Fresh. The report concludes by emphasizing the importance of understanding market commodities and conducting market analysis to ensure the successful launch of innovative products.

Principles of Marketing

Table of content
INTRODUCTION
METHODOLOGY
FINDINGS
Existing brand and Brand Values
Description of the Target Market
Analysis of the New Market, Including Trends
An Explanation of the New Product
Competition
CONCLUSION
REFERENCES

Introduction
 In present times, for each organisation it is important to conduct
marketing action in an appropriate manner for achieving goal as well
as objective in timely manner. Marketing involve action that help in
attracting large number of user towards which is provided by them.
Herein, the organisation is taken is Dove that is owned by Unilever
and established in 1955. The company provide different variety of
goods such as hair care, beauty bar, body wash and so on. Now the
organisation focuses on planning to launch innovative product
named as Dove toothpaste for kids in order to conduct analysis of
market that help in accepting marketing principle. The objective of
improving this assignment is to acknowledge various aspects related
to marketing and their component (Kotler and Keller, 2015).

Existing brand and Brand Values
 Brand involves name, term, symbol that help in finding commodity which
is provided by seller and that must be differentiated from another seller. In
addition to this, brand extension help in assessing brand stretching that is
determined as a marketing plan which is used by organisation in context
of maximize product within similar brand image. Apart from this, there is a
different concept related to marketing that is adopted like Keller brand
equity model that includes four section in which Dove need to assess
value in marketplace that help in acknowledging or increasing knowledge
regarding who they are. The second is assessing regarding market and
target large number of audience and lastly the focus is on maintaining
relationship between organisation and consumer. Their main purpose is to
target large number of user at marketplace that helps in increasing sales
and profit margin in future period of time (Porral and Stanton, 2017).

Description of the Target Market
 Target market involves consumer through which organisation
increase and offer commodity as well as different kind of
facility in order to achieve aim in market. In reference of
Dove, they determine overall age group of individual person
as their user because the focus is on using toothpaste for
kids as well as elders. In addition to this, it is helpful in
getting superior type of toothpaste in less price because they
focus is on maintaining balance of fluoride, Hydroxide, silica,
aluminium and many more. It is useful in brand image and
reputation of company in front of customer at marketplace.

Analysis of the New Market, Including Trends
Therefore, there is a need to conduct PESTEL as well as Ansoff Matrix that help in
assessing proper condition at marketplace. According to PESTEL analysis, their
needs involves political, technological, environmental, social, economic & legal
component that is helpful in appropriate determination that link to market.
Furthermore, they include different aspect that is related to market help in
making effective plan related to innovative products such as toothpaste. It is
also helps in assessing external environment in order to conduct different
activities in an appropriate manner. In addition with this, the organisation
focuses on conducting events by using Ansoff matrix in order to accept
innovative goods along with proper or unique characteristic that help in
attracting large number of user during the period of time. In context of dove
toothpaste, they possess enough amount of aluminium, Hydroxide, silica and
many more for kids and other individual person. It is also superior for cavity,
sensitivity and other problem (Kotler, 2010).

An Explanation of the New Product
 The innovative product offered by dove is determined as a tool that is provided
to its kids and individual person that help in maintaining proper balance of
ingredients such as silica, fluoride, aluminium that help in fighting with different
issues such as cavity, sensitivity and so on. In assistance of this, if an individual
person is adopting proper toothpaste then they do not need any other kind of
paste for relief from these kinds of diseases. For the respective organisation uses
various advertisement expenses such as social media, newspaper, TV and so on
in order to promote their product and attract large number of consumer during
the period of time.

Competition
 Dove launching innovative product named as
Dove toothpaste that has enough amount of
calcium, aluminium as well as other ingredients
according to need of kids and other individual
person. In addition to this, it is also helpful to
prevent from oral issues such as cavity, sensitivity
and so on in comparison to its rival firm named as
brand such as Aqua fresh brand that is must focus
on teeth cleaning (Kotler, 2017).

CONCLUSION
 On the basis of above given information, it has been analysed
that the organisation focuses on attracting large number of
audience towards product and services provided by them. It is
also assessed in whether user like innovative commodity and
organisation develop plan according to them. In this process,
they need to conduct various actions is market analysis to
understand the appropriateness of brand and organised
through using models such as Keller brand equity model.
Therefore, it is needed for user to acknowledge market
commodity and so on. Hence, it assists in improving
appropriate determination that is linked to innovative goods.

REFERENCES
 Kotler, P. and Keller, K.L., 2015. Marketing management, global
edition (pp. 194-209). Edinburgh Gate, England: Pearson Education
Limited.
 Kotler, P., 2010. Principles of marketing: a South Asian perspective,
13/E. Pearson Education India.
 Kotler, P., 2017. Philip Kotler: some of my adventures in
marketing. Journal of Historical Research in Marketing.
 Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC
Editorial.

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