Dove - Objectives of Marketing Plan & Pricing Strategy

Topics: Marketing, Price, Pricing Pages: 2 (648 words) Published: February 7, 2013
Objectives of the Marketing Plan

“Setting objectives for a marketing plan is not simple and straightforward matter. It 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. Marketing 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). To be useful, the stated objectives should meet several criteria which are known as SMART objectives. [Specific, Measurable, Achievable, Realistic, Timed] According to (2012), the purposes of SMART objectives include: To enable a company to control its marketing plan.

To help to motivate individuals and teams to reach a common goal. To provide an agreed, consistent focus for all functions of an organization.

Dove’s Marketing Objectives:
According to (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


Price is the exchange value of a product or service, always expressed in terms of money. There are costs to produce and design a product, to distribute a product, and to promote. Price must support these elements of the mix. Pricing is difficult and must reflect supply relationship. Price is the only element of marking mixes which sales revenue. Price is a powerful marketing instrument. It is often the most flexible of the four marketing mix elements. “Price is a critical element...
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