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Marketing Plant of Dove by group11. 1 、 Description 2 、 Environment 3 、 Marketing target 4 、 4P’s 5 、 Distribution. 1 、 Description :. - PowerPoint PPT Presentation
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Marketing Plant of Dove
by group11
1 、 Description2 、 Environment3 、 Marketing target4 、 4P’s5 、 Distribution
1 、 Description : Dove chocolate is one of the world famous upscale chocolate brand, is the world's largest pet food and leisure food manufacturers, American multinational food company Mars (Mars) in China launched one of the series of products.
Entered China in 1989, in 1995 to become China's leading brand of chocolate, "feel" like the milk fragrance thick, silk has become the classic slogan. Chocolate has long been people passing feelings, enjoy the beautiful moment of choice.
The name meaning
德芙 =DOVE • D=DO • O=YOU • V=LOVE • E=ME • Together is DO YOU LOVE ME • Chinese translation of the dove( 鸽子) is
a dove, and the meaning of peace. Dove homophonic "blessed" in Chinese, that is, get happiness.
2 、 Environment
Economic environment In Chinese chocolate market, the brand
market share of the top three, respectively is dove (38.61%), cadbury (13.22%), gold (11.12%), which account for nearly two-thirds of the market.
Industry environment Candy chocolate in China is higher than the
global chocolate candy is growing at nearly 6% per year
Global environment With the development of the market, the
market demand will be further expanded
3 、 Marketing target
women
Low age groups
amorous couples
4 P'SProductProduct
PricePrice
PlacePlace PromotionPromotion
ProductHigh quality Unique trademarkExquisite packaging
kinds: nut chocolate 、 smooth milk chocolate 、 hazelnut raisins chocolate 、 almond milk chocolate 、 mocha hazelnut chocolate 、 hazelnut sauce chocolate
packaging type: cup 、 gift set 、 bulk
price• three consistency principles Keep both same price in product lines Keep the price ratio of the same kinds with competitors Keep same price of the goods inside
• Correct and clear price all products have its price ticket ,it tells customers the corr
ect price and the price ticket is obvious.
different prices for different grades
top grade:more than 100 RMB
middle grade:between 45-80 RMB
low grade:under 45 RMB
for students adopt low-price strategy,between 5-10 RMB
place widespread
can be seen everywhere
can be got everywhere
PromotionAdvertisingTelevisionCatalogueInternetoutdoorFlyer
Public relationship and publicitySponsorshipTheme activities
Sales promotionPoint-of-sale displaySpecially advertisingSamplingCouponTrade shows
Dove choose similar temperament type of young women as Product Spokesperson and film advertising,which wins the high praise.
Through the advertising ,it reach a vast captive audience of all types with colorfur and eye-catching messages.
Short film
poster
sponsorship
Are you remember” A Story of Lala's Promotion”, to reduce the pressure ,dulalal ate dove hocolate crazily?
In the film,Dove chocolate help du lalal to eliminate the pressure of work and to looking for happiness and strength.
Just a few simple scenario, it has very good highlights the dove delicious taste feel full of power! This results the very good publicity effect.
5 、 DistributionDove take diversified distribution
channels according to the situation of the Chinese market, break through the traditional product sales in the Dove, the cause of the off-season there, to solve the problems caused by off-season sales and promotion in the way.
In order to overcome the summer temperature control, bold innovation in the display and promotion. In some city, Dove and supermarket after negotiations, the normal display costs will be displayed in the refrigerator fresh chocolate sales of milk, fresh meat, so as to solve the problem of chocolate in the preservation of the summer. Furthermore, through the summer and Coca Cola sales product bundling, the off-season sales increase.
In addition, Dove is the market vivid. Market vivid is at the point of sale on all can influence consumer buying Mars product activities. Dove market vivid three principles:
The distribution of a wide range of ----can buy
Stick out a mile----can see Readily accessible----can get
It can strengthen the point of sale advertising, increased visibility, attract consumer attention to Dove products, so that consumers can see Dove products, stimulates the consumer impulse buying, can maintain the brand and products in the consumer before the image, play ground advertising for.
Thank You