Dove Cosmetics Analysis

1143 words - 5 pages

3. Marketing strategies

Objectives of the Marketing Plan
Setting objectives for a marketing plan is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. plan objectives should be difficult, but they must be achievable. The aim is to set objectives that a challenge, but can be achieved with effort. They must be motivating rather than discouraging. (Westwood, 2002).

Dove’s plan marketing Objectives:
According to Marketingmixx.com (2012), Dove develops its marketing objectives very carefully as it is devoted to expand the definition of beauty for the reason that they believe real beauty comes from your inner self. The Marketing Objectives of Dove are:

- To increase sales by 40% in upcoming 1 year.
- Providing a boost to its brand image.
- Broaden the image as a beauty care provider.
- Increase the number of retail outlets selling dove products by 250 within 12 months.
- to improve the products positioning as a trusted and iconic brand in the personal and household cleaning products markets.

Therefore, it is important to exposure to several target markets of different sizes and demographics to improve the product positioning for long-term standing as the consumer choice within the market. In addition, Dove will also be a variety of other segments through advertising the economically beneficial properties of the product relative to substitute products on the market.

Market Segmentation:

Dove segments the market on the basis of :
Demographic Segmentation Under this segmentation, Dove focuses on women of all age groups above 18. Women who use beauty products. Women who are well aware about beauty and care for their skin. Women who have high purchasing power and belong to upper middle class.
Psychographic segmentation
Dove aims to create a psychology in women where beauty incorporates all ages, body shapes and sizes. `You are beautiful the way you are` is the message Dove promotes and wants every women to believe.
Targeting:

Targets women of all ages, shapes and sizes. Highly focuses on working women as they don’t have much time to take care of themselves, so it uses its double benefits (soap and moisturizer) to attract target. Also targets high income groups and upper middle class as they would be willing to pay a good price for soap.
Positioning:

Dove products are positioned as personal care beauty products. Dove doesn’t call itself a soap but a mild moisturizing bar. It is...

Find Another Essay On Dove cosmetics analysis

Brand Management Essay

1333 words - 5 pages desired by the potential customers. The Nivea brand hierarchy is made up of the Nivea skin care, personal care and face care/cosmetics. The company should increase the brand hierarchy level so as to attract more customers. Q.C Samsung is one of the brands that are marketed in more than one country. Such companies use the standardized method of marketing since they maintain their initial brand name in all the different countries they market. Thus

WOMEN OF OTHER TIMES. THE REPRESENTATION OF FEMALE IMAGE IN THE ITALIAN TELEVISION ADVERTISING

1985 words - 8 pages culturally naturalness. In the text Gender Advertisements (1976), in particular, Goffman analyzes the pathways by which the ritual differences are played by advertising. With a widespread but not systematic analysis of 827 commercial photography, he tracks in media messages «the same set of representations, the same ritual idiom that we use when participating in social situations, and with the same purpose: to make glimpsed action readable» (Goffman

Lux Soap Marketing Project

2470 words - 10 pages products show that they produce household care, fabric cleaning, skin cleansing, skin care, oral care, hair care, personal grooming, and tea based beverage products under worldwide famous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sunsilk, Lipton, Lipton Taaza, Pepsodent, All Clear, Vim, Surf Excel, and Rexona. 1.2 Objective of this report:This report is an outcome of an analysis of marketing strategies used by Unilever

Marketing SWOT of Lux

4510 words - 18 pages using the products of unilever in Bangladesh. Unilever is providing different types of products in this way : Personal Wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona Laundry: Surf excel, Rin, Wheel Skin care: Fair and Lovely, Ponds, Vaseline, Aviance Oral care: Pepsodent, Close up Deodorants: Axe, Rexona Colour cosmetics: Lakme Ayurvedic personal and health care: Ayush Target customers

When the Bubble Burst

1539 words - 6 pages By the time I arrived state side from my second tour in the Middle East the housing bubble had already burst. I noticed a drastic change in the way that many of my friends and family were living. Several of my friends that worked in real estate had sold their boats and seconds houses. My own stock portfolio had lost a third of its value. My sister and her husband had defaulted on their home mortgage leaving them scrambling for a place to live. I

phase diagram

4456 words - 18 pages 348.8 K Relative Error 3.4 7.7 0.6 0.1 1.2 Table 1 Summary of results. A = Naphtalene, B = Durene Figure 1 Phase diagram of (Naphtalene/Durene) system via thermal analysis Figure 2 Phase diagram of (Naphtalene/Durene) system via visual analysis Figure 3Experimental data vs fitted data for runs (1 to 6) Figure 4 Experimental data vs fitted data for

Revolutionary Work of Art

1890 words - 8 pages criticism, there would be more opportunities for screen actors to increase their products to the masses. In final analysis, Benjamin argues that the loss of aura through technological reproducibility and capitalism is a positive thing as time progresses. The loss of authenticity might be a way of making people free and create new access for art to expand its knowledge. Cinema, which could be a radical new art form, can provide the masses with an

Enlightenment Thought in New Zealand Schools

1594 words - 6 pages New Zealand Curriculum Framework and associated curriculum documents for the seven curriculum areas. These dictated what must be taught in schools. This allowed the central government to have full control of what was taught in each and every classroom. McCulloch (1992) states that “during the 1980’s the curriculum became the focus of explicit and often fierce contestation at a national level, political analysis of ‘ what counts as knowledge

Psychological Egoism Theory

2240 words - 9 pages The theory of psychological egoism is indeed plausible. The meaning of plausible in the context of this paper refers to the validity or the conceivability of the theory in question, to explain the nature and motivation of human behavior (Hinman, 2007). Human actions are motivated by the satisfaction obtained after completing a task that they are involved in. For example, Mother Teresa was satisfied by her benevolent actions and

How Celtic Folkore has Influenced My Family

1587 words - 6 pages Every family has a unique background that influences the way they live and interact with other people. My parents, who emigrated from Ireland to the States with my three brothers in 1989, brought over their own Celtic folklore and traditions that have helped shaped the way our family operates and lives. One aspect of folklore that has helped shape my family dynamic is the Celtic cross—both its background and what role it has played in our lives

Julia Margaret Cameron

1406 words - 6 pages At a time when women were looked upon as being homemakers, wives, mothers and such the late 1850's presented a change in pace for one woman in specific. Photography was discovered in 1826 and soon after the phenomenon of photography was being experimented with and in turn brought new and different ways of photo taking not only as documenting real time, but also conceptualizing a scene in which an image would be taken. Julia Margaret Cameron will

Similar Essays

Dove Cosmetics Analysis

2672 words - 11 pages 4. Financial Analysis In 2012, Dove was placed as the world's 4th most valuable personal care brand, with an estimated value of $4.7bn. Dove's sales were around 3bn globally in 2011, according to figures released by Unilever at the end of that year, and the brand is available in around 100 countries worldwide. Growth has been rapid and dynamic over the past 20 years. Since many years, the bar soap market has turned down on an annual rate of 2

The Impact Of Mass Media Advertising On Society

1107 words - 4 pages and anxiety to sell products in hopes of consumer’s fulfillment of the artificiality. Cosmetics and personal care products frequently present remarkably attractive and lean female models to endorse their products. Numerous of adolescents and adults’ decision to suffer from anorexia and bulimia have been linked to the necessity to accomplish those unrealistic standards in order for them to be able to use the products. “More than half of the 9

The Body As A Canvas Of Identity Creation

1975 words - 8 pages “All cultures ‘dress’ the body in some way, be it through clothing, tattooing, cosmetics or other forms of body painting.” (Entwistle,”2000: 323) she, successfully summaries the international culture of self-decoration. Using two examples: the living skeleton also known as Zombie Boy, concealed with Dermablend, a full coverage make up brand, which has also helped Cheri Lindsay and Cassandra Bankson whom suffer from somewhat common skin

Portyal Of Women In The Advertisement

994 words - 4 pages , her relationship to and interaction with significant others and the relationship between role portrayal and selected product categories. We have chosen these dimensions because they point to avenues of research which can help marketers in their analysis of basic strategy decisions such as product positioning and market segmentation while they improve their promotional strategy and execution. Some dimensions such as sexual innuendo, nudity, and