Sustainable Marketing Plan of Dove Chocolate, Marketing Plan Example
Words: 3629Marketing Plan
Dove begun in 1956 as a cleanser containing nearly one-third of saturating creams designed specifically for American women. Dove is no longer just a cleansing bar made in the United States; it has evolved into Unilever’s finest and most well-known global powerhouse. Dove is a well-known brand that is widely regarded as the best in the world for beauty products. Dove now sells deodorants, skincare products, and shampoos, among other things. Dermatologists frequently recommend Dove owing to its effective skincare. Initially, this was promoted to all types of women.
Assessing the unique state of the market in-depth, encompassing corporate weaknesses and strengths, as well as external possibilities and dangers (S.W.O.T. analysis).
An advertising plan’s primary section explains how you feel regarding your industry’s growth and investment trends, the competition you face, and the fundamental difficulties that will affect your ability to sell your products – irrespective. This analysis is known as a needs assessment because it reconnoiters the situations that will be faced in the induction of a marketing strategy (Nozharova, B. 2019). Dove’s advertising goal is to boost women’s self-esteem; it deals with women from all walks of life and uses advertising to convince them that their beauty comes from their hearts.
In order to broaden the market, Dove introduced the Dove Men Careline. Dove Men Care Line publicity has advanced over the years due to the application of the S.W.O.T. analyses. A SWOT analysis is a circumstance method of analysis that looks at a firm’s weaknesses and strengths, and also possibilities and threats related to business competition (Boundless, 2015).
Strengths: Intrinsic traits and assets are identified in the S.W.O.T. assessment, Dove’s goods are used by approximately 7.5 million individuals per week, and there is a range of items in the Dove Men’s Care brand, effective development and research, normal humans in commercials and profound portfolios.
Weaknesses: Traits and assets that collaborate against such a good result, no substantial invent of technology, huge planning to spend on marketing and advertising, Dove is controlled by the mother organization Unilever limited sector attention and absence from the marketplace.
Opportunities: Dove Men’s Care item can integrate prospects: external elements that the venture can profit on using to its benefit, improve product sales for an elderly society, growing brand perception – men and teens, build brand reputation, goods for an aging demographic, and integrate promotional strategies into each element of the business.
External issues that may threaten the initiative include: Competing firms, animal testing, campaign durability, the target demographic may be more engaged in a business that uses a different technique, growing rivals, and restricted product items are all factors to consider.
Analyze Competitors. It would be nice if a company would have to work in a completely open space where they don’t have to worry about competitors fighting for their customers (Kontu, K. 2019). But this is not the case as there are many business ventures that share a common audience and hence they are often in competition regarding who wins the clients (Mahrous, A. A. 2019). This thus means that companies often have to work harder in order to outplay each other and stay ahead of the competition.
However, individuals and companies should not be intimidated by this as it is something every business owner has to deal with (Yang, J. 2018). So, they should arm themselves with the necessary knowledge and skills about how to deal with their competitors. Learning about your competitors will help them find ways to differentiate themselves from the rest of the crowd.
Looking at your competitors can be disheartening at times especially if they are doing better than you (Chevrollier, N. 2022). But this is a very important step to make sure you gather the necessary information about your competitors as it helps in giving potential investors some oversight in to the level of knowledge you have. This is very helpful as the investors will be in a position to understand that they can tackle the type of competitions they experience.
Depending on the current ambitions and situation, these goals can range from grandiose and lofty to much smaller goals (Tiemann, I. 2020). Grandiose goals in a company can include doubling the sales or to a larger extent increasing the market share. Smaller goals can include increasing the followers number the company got online, and starting a blog that describes your business.
The crucial thing is for people and organizations to set aside the goals they wish to attain, whether or not they appear feasible at the time (Alqattan, A. 2018). One should make these goals compelling rather than logistically focused, as this could be disheartening to the company.
Outline strategies: Now that everything is in place and you know what you want to achieve, it’s time to detail the necessary strategies that you should actually employ in order to achieve these targets. Companies should take these goals separately and address them singularly (Milatovic, J. 2018). Thereafter, they can note down the related activities for each goal. This allows them to see what they should do to improve their accomplishments. It also helps the assess whether the goals are realistic and achievable, or whether they require adjustments.
Marketing Action Plans
An action plan is a plan that contains enough details and information required to achieve a particular goal or target. (Abell, D. F., & Hammond, J. S. (1979). This generally includes the outline of the goals, objectives, action steps, measurement and the responsibilities for each step. In some other cases, budget and dates are also included in the action plan. The market action plan identifies the strategies that support your company’s overall vision and mission (Cairns, S. 2020). Without a market action plan, it is easy for companies to get lost when implementing market plans. The following are necessary for the success of the company.
• The business’s objectives/goals
• The advertising objectives/goals
• Broadcasting marketing options
• Strategies, accomplishment specifics, accountable parties, the financial plan and position.
Marketing has two overlapping missions that need to be achieved. One, is to support sales and drive immediate revenue (Syaufina, L. 2021). This is the most important function to think about when marketing. This is also the function that separates marketing and sales which are two different business operations. Marketing facilitates a transaction between a prospect and a company that sales drive towards closure and records on the corporate books.
Dove Men Care Line should make marketing engaging through creating messages that are compelling to their clients (He, L. 2019). Another mission is to ensure that the business enterprise has sustainable revenue and is set to capitalize on emerging market trends. (Greco, A. J. 1987). This is a very effective strategic function. This is a long-term strategy that looks at the revenues and goals for the company’s success (Theodoropoulou, E. 2019). These market strategies help in setting a company’s course. Strategic marketing jobs involve accessing how the marketplace behaves and changes, the kind of products and services that should be under development, where new opportunities might arise, and where new threats emerge (Choi, H. 2019).
Everyone reading my promotional campaign wishes to understand whether the thoughts are grounded in truth, thus the business strategy needs to include an evidence-based description of said markets where the company can target, including the people going to purchase our products also how many were going to buy it. (Benyoucef, L. 2019).
Dove Men Care Line envisions a world in which beauty, rather than concern, serves as a source of self-expression. “Decoration is the same for everyone, and so when you feel and look your finest, you feel happier with one,” would be the mission statement I would write for Dove Men Care Line. “Beautiful skin exalts one’s self-esteem.” This statement of purpose is ideal for Dove since it explains why the item was developed and is aimed at women (Gong, P. 2020). Dove Men Care Line forecasted competency models are plan is to reach out to ladies of all shapes, sizes and ages, and also men, and persuade people that beauty is not dependent on external causes, but rather rests inside you, through the usage of their items (Pounders, K. 2018).
Dove Men Care Line business model is to let everyone trust in their own beautiful qualities. They observe the principles of an economy that is circular. Even though there are several disdvantages mentioned in the paper, the benefit outweigh them Dove Men Care Line goals were also carefully crafted, since the brand is committed to extending the definition of beauty for both men and women, thinking that genuine beauty comes from within: (Kasi, 2011) Dove’s corporate services goals are to increase transactions by 35% and increase merchants and retail stores by 20% while concentrating more on 20 new locations (Poteet, M. 2019). Another goal of the implementation is to assist the company in gaining a significant portion of their marketplace and significantly increasing their revenue, as well as to assist their marketing team (Kasi, 2011). This can also help improve nature. This is because the product is going to be friendly to nature and thus no negative effects witnessed on the environment.
Dove believes that broadening its product line is critical to its long-term success. They’ve made a name for themselves by developing innovative products for various skin types (Carvalho, A. 2018). This diversification of the product portfolio will attract new customers from a wide range of industries (Nayan, M. A. 2020). The final element of the strategic analysis is predicting your workplace environment, which includes examining how external forces may affect your company’s success. Include the essentials of your situation analysis in this written plan for performance (Eggermont, S. 2021).
Dove Men Care Line are also conscious that many of their coworkers feel optimistic about the future. As a consequence, authorities from these nations developed the Sustainable Development Goals (SDGs), a set of objectives aiming at improving the world in a few years by eliminating hunger, poverty, and other issues (Finch, J. 2012). It’s a huge proposition, and there is enough evidence to suggest that it can succeed if they stick together and makes things work.
The “International Standards Organization (ISO), which today serves as a global standard as a form of industry norms, supports the governance of standards and certifications (Bandopadhyay, S. 2022). A document, recognized by agreement, approved by a recognized entity, that allows for common and recurring use as rules, guidelines, or characteristics for actions or their results,” according to ISO (Lovett, L. 2013).
Evolution of marketing theory
The marketing theory evolution is started by the production orientation. Production orientation views the success of any business lies in getting the production costs as low as it possibly can in order to reduce the prices and cost (Hammond, J. S. 1979). The industrial revolution brought about this orientation and up until the 19th century, almost everything was hand-made. Clothes were either made at home or to exact measurements and vehicles and houses were produced according to the client’s specification (Al-Mulla Hasan, M. M. H. 2021). This meant that relatively few products were standardized. Production in this way is very costly and consequently, the prices of goods were higher then.
Product orientation shows that an item can be produced that will consist of any features a customer may require (Hartvigsen, G. 1991). It is thought to be a result of the oversupply of basic commodities. Thus, products with more features began to be introduced in the market and they were made to the required standards to please the clients (Tripunoski, M. 2021). By the late years of the nineteenth century, people were making claims on products based on the product’s features and standards (Mishra, N. 2020). Manufactures needed to seek methods that resolved the problem of diverse client’s needs by including all possible necessary features and standards. Considering the product is still on its early stages, the customers have less grip and idea concerning it. However, they are slowly starting to familiarize themselves with it. The products packaging is friendly to the environment and hence, casn be considered a product that will serve the clients right.
Marketing concepts are how competition works. This marketing notion suggests that excessive promotional strategies are necessary for a company’s success (Wickham, M. 2000). It considers that the firm’s great performance is thanks to the work it takes in the market to beat out competition from other firms and businesses in the same field of industry (Jerónimo, H. M. 2022).
It pays attention to customer needs and seeks to produce competitive products (Bovell, K. D. 2021). Through marketing, it is a company’s goal to ensure that their products are the preferred option by the clients compared to what your competitors have to offer. (Day, G. S. (1984). Competitive advantage is very important as it ensures the company is making money by attracting more clients.
Aggregate satisfaction is conclusive of a macro-psychological perspective or market-level satisfaction. This satisfaction can be described and a client’s cumulative experiences with a certain product up until now (Filatov, V. I. 2018). Clients come into contact with a variety of products that they purchase and have experiences about. The aggregate satisfaction describes how these clients were satisfied or dissatisfied based on the type of services they received.
Customer satisfaction can be defined as a measurement that determines how happy customers were with a certain company’s items, services, and capabilities (Managi, S. 2019). It is determined by knowing how certain clients reacted after experiencing a certain product and evaluating the type of feedback that they give. Certain information is included in customer satisfaction such as surveys and ratings (Gatt, C. M. 2020). Clients can give a rating after purchasing and using a particular product and give answers to surveys about these products when asked to do so. This enables a company to determine how best they can improve their products and services or change them depending on the client’s feedback.
Short-term business marketing planning is the most preferable practice a company can use to accomplish its objectives and ensures that every aspect is looked into keenly and that high productivity is achieved (Greco, A. J. 1987). As a result, various particular frameworks encompass all of the steps required to execute and establish significant changes, as well as verify whether they provide value to the organization. As a result, a market plan gives a new way for the business to achieve the specified aims and goals, resulting in increased productivity. (Li, K. X. 2019).
To summarize, Dove Men Care Line items are well-known and their business model is extremely effective. Dove Men Care Line understood that by marketing to both men and women, they could boost their profit margins. Dove’s mission is to make everybody look and feel attractive. Dove Men Care Line business model will undoubtedly improve sales. Dove has a lot of room to expand its line of products by introducing post-natal and other unique products.
Additionally, the intended finance sector could be widened by focusing on young men and teenagers, for instance. Exceedingly skinny models seem to be becoming less popular in the fashion industry. Dove is not only gathering steam in boosting women’s self-esteem around the planet, but it is also transforming the nature of the outstanding promotion.
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