Dove, A Marketing Legend
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description
Dove, A Marketing Legend. Marketing. Characteristics. Range. Product. Conventional packing. Exquisite packaging. Price. Location. Aisle display. Place. Free gifts. Advertising. Promotion. Product. 1. Do you love me?. Characteristics. Taste. Silky smoothness. Packaging. - PowerPoint PPT Presentation
Transcript of Dove, A Marketing Legend
RangeCharacteristics
Exquisite packagingConventional packing
Aisle displayLocation
Free giftsAdvertising
Promotion
Place
Price
Product
Marketing
Do y
ou
love
me?
Product1
Taste
Packaging
CharacteristicsCharacteristics
RangeRange
Milk Chocolate
Dark Chocolate
Mocha Chocolate
Almond Chocolate
Hazel Chocolate
47g series Dove ￥ 7 Chocolate
80g series ￥ 10
With all flavors
Conventional Packing
Price 2
Exquisite Packaging
315g dark (milk) chocolate ￥ 48
78g Shining Star chocolate ￥ 79
723g Shining Star Selection ￥ 126 Chocolate
98g XinYu Chocolate ￥ 98
1.Stores and supermarkets
2.Location
Air-conditioned,refrigeratorsA good turnover
Office , high-class clubs and other recreation places
Reasons and expectations
1.easy to melt2.Hard to keep fresh3.Luxury
1.cut the cost due to
expiry or deterioration
2.enlarge the potential segment
Strategies
place 3
1. wide distribution
a variety of choices
3.best shelf
lay on the cash desk if possible
Striking Price Label
2. unified tonewell-designed layout sculpt
MysteryMystery IntimacyIntimacy
LOVE MARKSExamples
SensualitySensuality
Successful Promoting Notion: Love MarksLove Marks--A marketing technique invented by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi (盛世长城 ) .
promotion 4
Sensuality:Silky Smooth--Taste of chocolate as well as the texture of her skin
A Mysterious Woman
My moment, my dove
Tactic 1: Sensual Attractions
Moment 1:Get-together of
friends
Moment 2:Affections between
Family members
Tactic 2: Empathy & Intimacy
Tactic 3:Free Gifts
Even this? & this?
Tactic 4: “My Dove”
A series of products only available through Dove’s website, with client’s ordered words printed inside.
Dove in China
1989 Dove got into China
1995 Dove are listed as the top brand
2007 Dove occupied one third of market
Top 1
Dove has taken a great advantage nowadays
The market in China , 2007
others Ferrero Cadbury Leconle Dove
30%
9%
12%
16%
33%
Milk Chocolate
Dark Chocolate
Mocha Chocolate
Almond Chocolate
Hazel Chocolate
Milk Chocolate
Dark Chocolate
Mocha Chocolate
Almond Chocolate
Hazel Chocolate
47g series Dove ￥7 Chocolate
80g series ￥10
With all flavors
47g series Dove ￥7 Chocolate
80g series ￥10
With all flavors
