Premium Essay

Dove

In: Business and Management

Submitted By CDIXON4667
Words 1426
Pages 6
Dove
To: John Wussow
From: Manager
Copies to: Managers
Date: October 14, 2013
Subject: Dove Marketing

Table of Contents

Purpose
Background
Product Description
Sales
Competitors
S.W.O.T Analysis

Purpose This five-year marketing plan for Dove has been created by its founders to document how adding a new line of facial products can enhance Dove as a brand and bring in higher market sales. Dove is ranked 7th for the highest leading cosmetic brand in the world, Dove has gone done in marketing value by nearly a million dollars. Dove currently only offers beauty products for your body and hair. Woman have always valued their youth and will do anything to preserve it, which is why anti-aging products are the highest grossing. In order for Dove to compete with to beauty brands such as Olay and L’Oreal, both of which offers these products in variety, Dove needs to add line anti-aging products such as face washers and lotions.
Industry
The beauty industry is one of the most top grossing markets in the world. We are a part of a society that indulges in make-up, lotions, body washes, hair styling and hair removal, nail and tanning salons, massage parlors, shaving products, perfumes, colognes and more. With a world filled with people with imperfections the beauty market is ever changing and innovative, the beauty market has taken a global expansions and is expected to have 8.4% growth by 2014.

Customers
DOvea can be used by anyone but is specifivally targetd for woman.

Background
The Dove brand started out with just with bar soap developed by David Ogilvy, who then a young ad exec for Hewitt, Ogilvy, Benson & Mather, Inc. Ogilvy discovered that stearic acid, the more technical name for "cleansing cream", was the key ingredient to Dove. Dove was more than just regular bar soap it contained ¼ cleansing cream, it revolution cleansing soap it

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