Management Marketing Plan for Dove SUBMITTED BY: Danilynn Caballero Genevieve Cuevas Angelo Marfil Kathy Mendoza Danilo Orcine Ara Reyes SUBMITTED TO: Ma’am Chona Bautista Submitted on: February 28‚ 2014 2 TABLE OF CONTENTS I. Executive Summary------------------------------------------------------------ II. Situation Analysis-------------------------------------------------------------A. Category/competitor definition--------------------------------------B. Category Analysis--------------------------------------------------------1
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Introduction Soap has been a part of our daily live. It has been the oldest cleanser around. But have you ever asked yourself if all soaps are good for the skin? We tell you‚ not all soaps are good for the skin. Some soap leaves your skin feeling dry‚ itchy and tight. Alkali‚ the most common irritant in soap is often the culprit. Others ingredients in soap have been proven harmful to human health and can cause severe skin irritations in some people. These include ingredients such as DEA‚ Isopropyl
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Dettol Soap Introduction Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. The traditional liquid product is a light yellow colour‚ but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes
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INDUSTRY PROFILE Soap in Philippines Reference Code: 0115-0208 Publication Date: April 2011 www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York‚ NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfo@datamonitor.com Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai‚ UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e:
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retardante del vello Dove A. PUNTOS CLAVES DEL BRIEF CREATIVO: 1) Objetivo de comunicación: Dar a conocer el nuevo jabón retardante de vello de la marca Dove al público objetivo‚ con el fin de incentivar la prueba del producto y de que lo reconozcan como la mejor alternativa de compra por ser pionero en esta categoría de cuidado personal. 2) Puntos de diferenciación: Retarda la salida del vello corporal. 3) Promesa: El nuevo jabón retardante del vello Dove le ofrece a la mujer
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Marketing Case 1 Dove October 20‚ 2011 By Joumana Introduction: Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry‚ sensitive skin than other leading soaps: half of women have dry skin. In a world of promotion and brand names‚ Dove provides a pleasantly real option for women who appreciate that beauty comes in all shapes and sizes. Case 1 Dove 1. The market was flooded and jam-packed with beauty products from soaps‚ body washes‚ creams
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History • The Dove brand started its life in 1957 in the US‚ with the revolutionary new beauty cleansing Bar. • It is #1 Dermatologist Recommended brand in the US‚ Canada and France strongly endorsed by Dermatologists across the world. • In 1979‚ the phrase “cleansing cream” was replaced with “moisturizer cream” . • Since 1993‚ Indian women have relied on Dove for beautiful skin. Logo • It’s a perfect representation of softness‚ gentleness and sophistication • The image of dove or peace pigeon
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minimal contribution to self-esteem because if you don’t feel beautiful‚ then others’ opinions won’t matter. I think that the Dove campaign will achieve their goal of making all sorts of women and young girls feel good about themselves and who they are. Their campaign has such a strong message that many women have trouble coming to terms with. With this promotion of real beauty‚ Dove may actually be able to change women’s perceptions of their bodies and may actually start to get them to appreciate themselves
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on their typical afternoon walk they saw something unusual. A pack of doves‚ flying up above them eventually coming down to graze by the trees. The doves often visited ever since Lenny had come back from the Hospital. They were incredibly eager to sit in the orchard for hours. The doves stayed all throughout winter‚ even when the trees were stripped of their leaves. The only sign of life that remained in the orchard was the doves. Before they knew it winter had gone & spring was upon them. They waited
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forward thinking series ‘Evolution of beauty’ Dove Case Study An applied buzz & brand activation research model IS-2007-008 2 ‘Evolution of beauty’: Dove Case Study An applied buzz & brand activation research model Summary / Abstract In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so‚ all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics
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