We will reveal later that we have decided to develop a green product to be innovative and in sync with Unilever. We need to clarify what is Dove's business. Dove is working on the market of women's personal care. Dove has a large range of products from soaps to shampoos.
The key point of Dove's strategy is to have a high level of segmentation to answer to the many needs of the women's personal care market. We must also recognize that the market share of Dove on the French market is decreasing for the last several years. In 2005, the market share of Dove was 9.75% and in 2008 it was 2.6%. Thus our mission is to create a strategy and a product that will be able to help Dove conquer new market share. This loss of market share can be explained by risky marketing choices made by the brand.
The shampoo market is worth 466.4 million Euros in France so Dove must respond to the market needs and develop new products and strategies to regain its position as one of the leaders on the French shampoo market.
Attractiveness of the market & competitive position of Dove's product
Market Positioning
Product
Price
Place
Promotion
Extraits de l'étude de marché
[...] To conclude, we want to hire students to go to supermarkets, and to gather the customer's opinion about Smooth Sensation. Through this, we may measure the impact and the customer satisfaction and see what we can improve in the future. Like many other brands, we decided not only to go directly through to a retailer. We are planning first to have a wholesaler in the distribution process: The last point to talk about in this P of the 4P's is the channel control strategy. [...]
[...] Finally, it seems obvious that we need to use magazines and TV. We will be seen by lots of people and particularly by our target. - Establishing our communication plan The first thing to do is to define the audience to be targeted. As has often been said before, we are targeting young women (15 to 30 years old) who care about the environment and who can afford this kind of products (middle class). The second step is to set the promotional objectives. [...]
[...] Some customers may be confused about dove's strategy. - ?Smooth sensation? It a very clear name that refers to the appropriate characteristics of our product: a good smell and a nice texture. Furthermore, the word is well known by the French, as a distinctive, easily memorable and funny to say term in the French language. - Labeling and product packaging We use transparent labels and packaging. We have made these choices with a view to emphasizing the natural and fruity aspect of our shampoo. [...]
[...] Attractiveness of the market & competitive position of Dove's product Attractiveness: There are nearly potential customers, who have an average monthly income of 2000?. The macro-trends on this market are favorable: political stability, good domestic market, and a fertility rate of Competitive position: We launched ?Smooth sensation? on the market during the economic crisis. Though the product is more expensive, consumers tend to adapt a new way of thinking which is favorable for our product. Historically, our brand name has always referred to quality; therefore we will just have to keep this image to promote ?Smooth sensation?. [...]
[...] One meter and eighty centimeters gives us a high visibility in the supermarkets. When we combine that with the shampoos in the promotion points displayed at each end of the supermarket aisle, it gives us a round surface of Our promotional points are going to be around which means that our POP will be Our sales supports are designed to attract more and more customers. The cost effectiveness is as follows: The number of shampoos sold in the breakeven point (seen before)* 0.15 = 000* 0.15 which is equal to We measured many things to be sure of the attractiveness of Smooth Sensation: - Conversion rate : 1000/ 6 = 167 - M2 profitability : 000/1000m²= - Shelf profitability : ,003= - Average customer basket : 000/ 000= 16,43 Our objectives are to choose an indirect channel; the exposure of the market will be intensive, we are targeting hypermarkets and supermarkets, and we are planning to submit surveys to customers in those supermarkets. [...]
Marketing & marques 