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