Five Environmental Forces in Hong Kong Affecting Dove’s Marketing Strategies In 2001, Dove introduced its hair care products to Hong Kong’s market1. According to The Marketing Information Company, ACNielsen’s retailing survey report, Dove was ranked number one in the sale volume of personal care product including shampoo, body wash, soap and face care products from 2001 to 2003 in Hong Kong.2 This survey report proves that Dove has adopted successful marketing strategies in the Hong Kong personal care market. In this essay, I will analyse the how Dove shampoo satisfies Hong Kong consumers’ needs and wants, recognize the influence of environmental forces on the marketing strategies adopted by Dove and how changes in economic environment affect Dove to target the markets. Consumers’ Needs and Wants
“Target market is one or more specific group of potential customers toward which an organization directs its marketing program.”3 The target customers of Dove shampoo are women between 20 to 50 years old. Their needs and wants are met by Dove. Need represents basic necessities such as food, clothing and shelter. 4 It is very important for people. Shampoo is a basic necessity for human .We need shampoo to help us remove oils, dirt, skin particles, environmental pollutants and other contaminant particles that gradually build up in hair so as to make our hair clean and be manageable5.“A want is a need that is shaped by a person’s knowledge, culture and personality.”6Consumers want the shampoo can match their hair type and improve their quality of the hair. They want their hair become smooth, soft, more manageable, easy to detangle and full of radiance right down to the tips after using the shampoo.7Dove has introduced the shampoo containing 1/4 moisturizing cream and different formulas to satisfy consumers’ wants and needs. There are totally 3 upgraded series in order to meet different hair types.8 Moreover, Dove can meet consumers’ needs and wants in the four seasons. For...
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