Marketing plan of

Dove
By group11

Group members:

 Description

Environment

Marketing target

4Ps

SWOT

 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

=DOVE
D=DO
O=YOU
V=LOVE
E=ME
Together is DO YOU LOVE ME

 Chinese translation of the dove( 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

3Marketing target
women
Low age groups
amorous couples

44PS
Product High qualityunique trademark, exquisite packaging
kinds: nut chocolate smooth milk chocolate

hazelnut raisins

chocolate almond milk chocolatemocha hazelnut chocolatehazelnut

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 correct price and the
price ticket is obvious.
different prices for different grades
1top grade:more than 100 RMB
2middle grade:between 45-80 RMB
3low grade:under 45 RMB
4for students

adopt low-price strategy,between 5-10 RMB

Place
widespread
can be seen everywhere
can be got everywhere

Promotion
In terms of publicity, Dove has used posters, banners, paste, plastic frame
number, display cabinets, hanging paper Dove special display racks, shelves,
shelves, the cashier hot bulk goods shelf. Also the publicity and display, it than
a single display effect is much stronger, sales volume is 1.8 times of individual
display. In addition to grasp the commodity display, the last is to display the

cashier cashier, is the final sales opportunities. The small packaging, fast selling
varieties, the same species each cashier sales.
To promote sales, stimulation of the brand, provide reasons to be more
interested in the display area, offset competitor promotional impact force to the
store. Dove Dove used price discount, win the lottery or lottery winners,
immediately, Fugou winning, promotional packaging promotion measures. In
addition, strengthen cooperation with Dove stores, explain to customers for
their good promotion, promotion of Chen Liefang in flow display location, the
best possible chance of promotion, use special publicity, display products to a
reasonable price, to clear, promotion and customer comprehensive review sales
results.
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 eyecatching messages.
Dove attended many sponsorship activities, let Dove to higher frequency in the
line of sight of peopleAre 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.

5SWOT

Advantages:

Dove has certain superiority in the financial resource, by the world's largest
chocolate and candy company Mars company investment in the us. Holds an
absolute advantage in terms of money. Can continue to devote large resources
for product development. Provide consumers with high quality and delicious
food.
Dove chocolate has adopted international advanced test in r&d, production, test
and analysis instrumentation. Make the company in research and development
of chocolate has a high level of advanced technology, rich varieties, and
provide consumers with the taste of the rich experience.
Dove chocolate brand image is good, has the very high brand awareness in the
market, with 35% market share, awareness was 80%.
Chocolate industry in rapid development stage in our country, the market space
is enormous, and the dove's marketing network all over the country, has a wide
range of publicity.
Taste good, lubrication, not greasy mouth and relatively smooth.

Disadvantages:

High-end product line is very competitive, not only has imported products
under siege, domestic brands have also been eyeing.
On the market have many fake of dove chocolate, bringing consumers the
wrong point. Quantity is little, and not easy to save.

Chances
A lot of people like to eat chocolate ,Dove have a big market space.
Develop new kinds and get good market reaction.
The customers gradually tend to consume some high-end goods.

Threats
Dove have more and more competitors and face a rat race,such as golden
monkey ,the quantity of sale of other famous brands are increasing.
Therefore , Dove need to expand the scale of advertisement, promote
popularity and reputation, produce low cost but high quality productions,
try best to meet customers requirements.

6Distribution
1. Dove 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.
2. 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:

(1) The distribution of a wide range of ----can buy

Dove as a fast-moving consumer goods, in the distribution channels on the

surface on the one hand the product in the channel structure on the breadth,

namely the target consumer channels were able to see the sales of Dove
products. At present already in the market to establish intensive sales network,
as long as you walked into an air-conditioned facility stores can buy Dove
products. In the fall and winter seasons, even a small convenience stores also
often can see the Dove figure. On the other hand, in the target channel on the
sales of the products category to be complete, for the different needs of
consumers can easily buy.
(2) Stick out a mile----can see
How to do Dove products first seen by users? Dove unified exhibition space
Liegong Chen not. Dove through different shapes of elaborate design
exhibition, the first sight always attract the consumers. Art exhibition do unified
image, color uniform, strong visual impact, at the same time the paper cabinet
combined with in the main channel on the market small, display, increase the
single goods outstanding display. Dove products Monopoly type display with
artistic unity operation, so that consumers can strongly feel the Dove temptation
and charm in a shopping mall.
(3) Readily accessible----can get
In order to create an excellent display, Dove developed a set of scientific and
effective display standard. Based on the investment of at least through the
interests of common principles for the best display location, the best
opportunity for promotion display shelf. The correct display products, indicate
clearly the price, and through the use of propaganda way, consumers in the
purchase process can readily accessible.
In a word,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.