Sale Promo
Sale Promo
Sale Promo
ROLL NO 2015054
MMS-II (SEM III)
YEAR 2015- 2017
Topic
Index
Sr. No
Content
Page nos.
Company Introduction
Marketing Strategies
Monitoring Techniques
Budget
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I. Company Introduction
Dove is a very well-known brand which works under Unilevers head name. It began its
workings in 1957 by launching a personal cleansing bar. Later on they developed a new cleanser
for burned or effected skins by using the old formula and it was the time during World War II,
when such cases usually appeared. At that time it was a very innovative concept that a non-soap
cleanser is available which allows users to get rid of skin dirt without using the soap again and
again. In 1970 a dermatology study recognized the efforts of Dove in this regard and at that time
they started gaining popularity among beauty brands. And nowadays it is being considered as the
Worlds top brand in cleansing products and a lot of research has been done on its product
innovation and marketing strategies.
In 2004, Dove began its Campaign for Real Beauty, followed by the creation of the Dove SelfEsteem Fund in 2006 by Geyner Andres Gaona. It purports to be "an agent of change to educate
and inspire girls on a wider definition of beauty and to make them feel more confident about
themselves".
Dove
has
created
number
of
largely
online-only
short
films,
including Daughters (which was also broadcast during the Super Bowl XL), Evolution (which
won two awards at the Cannes Lions International Advertising Festival), Onslaught and Amy.
The campaign has been criticized as hypocritical in light of the highly sexualized images of
women presented in the advertising of Axe, which like Dove is produced by Unilever.
Mission /Vision
Dove brand has its mission and vision as follows:
Dove is committed to helping all women realize their personal beauty potential by creating
products that deliver real care. Dove believes that beauty should be for everyone, because when
you look and feel your best, you feel better about yourself.
Dove says it continues to provide products that make a genuine difference to the condition and
feel of your skin and hair.
And in doing so it assists in accomplishing its mission of increasing womens description of
beauty to incorporate all ages, body shapes and all sizes, making them realize that beauty is not
only related to their looks.
A. Overall Objective
Make exchange of ideas, debates, and conversation about the factual sense of natural beauty.
Increase restricted press concentration in the hometowns of model featured all through the
movement.
Drive users to the CFRB Web site to divide their opinions and views about the campaign and
Make a call to action for customers to link the group through website that make active
Increasing the retailers and brand outlets in targeted markets for at least 20 new stations.
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A. Identify
Women who use beauty products.
Women who are well aware about beauty and care for their skin.
Women having the minimum purchasing power for our product.
B. Why selected
This target segment is selected on the basis of product features and buyer traits for buying the
products. This involves a lot of research as finding out the specific target market is very critical
but Dove do so by utilizing its R & D department.
A. Main strategies
1. Market Penetration
For increased market penetration, Dove will be launching few campaigns where the
representatives will move to the market segments and will do free sampling. This will make the
customer realize that Dove cares and penetration will be achieved in newly selected market
segments.
2. Market Development
Making aware the existing clients and making them realize that real beauty lies in you which is
being enhanced by Dove products is the main aim of Dove. Market development basically means
to Dove that customer becomes more aware about the product knowledge and information. And
for that they Dove has planned to provide demonstration campaigns in each outlet.
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3. Service/program Development
As sales and product services play very important role in customer awareness so Dove also
planned for services/program development. They have analyzed the existing markets and have
come to the conclusion that giving informative ads and procedural ads about the usage of
products is very important thus such ads would be the upcoming advertising campaigns part.
4. Diversification
For diversification they have planned to follow the old strategy which was to make their product
line extensive and specialized for different skin types and people. By doing so their product line
will diversify and they will be attracting more people toward their products.
1. Posters campaign
The main purpose of any campaign poster is to development the message that we want to convey
our target market about the product awareness.
2. Banners
Banners will be pasted on the different flash areas from where we can take advantage and can
expand number of customers.
3. Flyers
Flyers will be distributed in different companies, women universities and stores will also
consider as they need such products and they can give us feedback later on.
4. Advertisements in newspapers & magazines
We will give regular advertisements in newspapers for the awareness of customers and for all the
people who can take help from us and also in top magazines so that everyone everywhere comes
to know about our company and get familiar with our products.
5. E-mails
Emails are also a good and effective and free of cost source of promotion. There are different
sites like mahan.com from it we can take thousands of email ids and we can sent them mails to
aware them about our company and it is would be totally free.
6. Direct marketing
We will do direct marketing by promoting our company by ourselves.
7. SMS
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SMS is also an effective way to promotion. There are different softwares available in the market
through which we can send bulk messages to people.
Facebook and other social sites
We will also publish information about our company on face book and other social networks like
twitter, Myspace etc. these are very valuable ways because these are most popular among the
female users, companies in fact all category is available on these social networks and we can also
make our fan page and it will be added by our friend.
V. Monitoring Techniques
For the success of this marketing plan different monitoring tools will be used. Monitoring
techniques are used in different ways to control the marketing outcomes and usually different
procedures are being used by companies to do so. Dove uses different tools to measure and
monitor the impact of marketing campaigns on companys performances.
1. Progress Reports
Progress reports would be designed and given to each department so that the instant effect of
such marketing campaign can be seen all over the company.
2. Timeline
Timelines will be issued to every new marketing campaign and strategy so that all result would
be compared with the timelines, this would give us the rate of change in companys success in
terms of marketing.
3. Outcome Measurements
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Outcomes of the marketing strategies will be measured in terms of increased sales, gross
revenue, profits, customer base, clients feedback, Goodwill and Brand awareness. Below is one
example through which one can see the processes used to monitor the marketing strategies and
their outcomes.
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VI. Budget
Budgets are always designed to make the expenses limited and to forecast the upcoming benefits
from the services you are going to offer. As the marketing plan is all about how to promote our new
upcoming products and services, so the budget designed here would also be according to that.
There would be a proper budget allocated by our bank to our marketing team to execute all required
marketing activities for the new services. The amount of budget varies each time so for this time also
different percentages of the whole budget may be assigned to the marketing campaign for new
promotional campaigns. As there lays a number of projects which Dove focuses over simultaneously
so budget would be around 10% to 15% of the overall companys budget
References
Unilever Official Website: (2009). http://www.unilever.co.uk/brands/personalcarebrands/dove.aspx.
Retrieved: 25th July, 2011.
Dove Official Website: (2008). http://www.dove.us/. Retrieved: 25th July, 2011.
Colin Hession, (2006). Unilever expands Dove with day spa in UK. FindArticles; Business;
Household & Personal Products Industry.
Dove, Campaign for beauty. (2008). Official
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