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