Group 5: Nguyễn Kiên Giang
Vũ Linh Giang
Nguyễn Thị Quỳnh
Lê Thu Trang
Nguyễn Thị Hường
Nguyễn Văn Hà – The leader
DOVE’S MARKETING STRATEGY
ON “REAL BEAUTY” CAMPAIGN
I. Theoretical background of marketing.
1. Definition of marketing.
There are many definitions of marketing which help us understand clearly about it. In general, marketing is all activities of company, which tend to meet the customer’s needs and suggest their needs in the market, to achieve the business targets of company. It is the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired product/service more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. 2. Characteristics of marketing.
Marketing is run in a big scale that is an uninterrupted process which has the beginning, but has not the ending. It means that marketing is started by market researching; detecting the customer’s needs, and providing the products and service which meets those needs.
Marketing is the interaction between two factors of the united process. First factor is meeting the current needs of customer. Second factor is suggesting the potential needs. Marketing provides the products and service which the market needs, not provide ones which the company has. It means that are oriented strategies on meeting customer’s needs. 3. The targets of marketing.
Profit is a measure of the efficiency of enterprise business. Creating the profits by ensuring that the customer’s needs are met. Competitive advantage.
It is created by positioning of enterprise. It means that the enterprises understand both their advantages and disadvantages and competitors’ to develop their advantages. Safe in business.
Marketing helps the enterprises analyze and predict changes in the market which help them seize opportunities and limit risks. Marketing creates the safe based on allocating risks by diversifying products, service and market. 4. Process of marketing.
STP - Segmentation-Targeting-Positioning
MM – Marketing mix
I – Implementation
There are many famous brands in the world which become successful because of great marketing strategies. One of them is Dove which is very well-known by “Real Beauty” Campaign. We will study it together.
II. Brand positioning of Dove.
1. Definition of brand positioning :
A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this stragety either by emphasing the distinguishing features of their brand (what it is, what it does, and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry- level or high-end, etc.) through advertising.
2. Brand positioning of Dove: “Positioning itself
2.1. Positioning competing place.
There are many big competitors in the cosmetic market such as: Olay, Nivea, Biore, Esteé Lauder, etc. Beside, there are many other competitors which are trying their best to become big brand such as: Oriflame, M.A.C, Rimmel, etc. Difference from other brands:
Dove doesn’t sell shampoo, soap, or cream, etc.
Dove sells acceptance and recognition of beauty in women just as they are.
Table 1: Top 20 cosmetic brands in 2012.
(Source : Brand Finance Magazine)
Rank Brand Value Brand Rate ( USD millions)
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