本文是留学生assignment范例，题目是“Marketing Plan Analysis for Dove Beauty Bars（多芬美容吧营销方案分析）”，多芬是联合利华旗下的个人护理品牌，提供除臭剂、沐浴露、香皂等优质产品。他们最受欢迎的产品之一是美容香皂。在地理上，Dove的目标是美国中西部，因为11月到3月的天气非常寒冷。当我们的皮肤变冷就会变干。多芬美容棒将有助于滋养皮肤，保持皮肤光滑和健康。
Dove is a personal care brand owned by Unilever that provides quality products such as deodorants, body washes, soap bars, etc. One of their most popular products is beauty bars soaps.Regarding to geography, Dove targets the Midwestern United States since the weather from November-March is very cold in this area. When our skin gets cold it gets dry. Dove beauty bars will help nourished the skin to keep it smooth and healthy-looking skin.
Their main target is focusing on women from 18 to 40 years old. Women care more about their skin whereas men only use a couple of products. In addition, people in this age bracket are conscious of what they use for their skin. Dove will also target women in middle income ($40.000 - $120.000) since they have higher purchasing potential. Regarding to family life cycle, Dove targets singles, married couple with children and old empty-nester because these people are more conscious of personal hygiene and taking care of their bodies.
Three distinct personality traits that apply to this group of people are self-consciousness, tidiness and diligence since they do not have much time to take care of themselves and have anxiety about their appearance, they prefer high quality products that is good for their skin and can enhance their looks. And women who have self-esteem, social and physiological needs often want to be accepted to society and enhance themselves. For the physiological needs, everyone has a thirst for material things and so do the women. Regarding to lifestyle characteristics, this group of people want to use products that make their skin good-looking and be safe for their whole family as well.
Because when women feel beautiful and their skin are glowing, they will feel more confident about themselves. They feel that they have been accepted in society. For women who reach age of 18 and older, their main concern would be how they look and how their skin feels. For women who are a little older and are married, their main concern would be their family. They want to buy and use product that they know will keep their family safe.
Based on the shopping habits, Dove’s beauty bars soap can be classified into convenience goods. Because bar soaps are non-durable products and they are consumed very fast and purchased regularly with a minimal amount of effort in comparison shopping. Bar soaps are also usually available in many locations such as supermarkets, drug stores, etc.
Dove is one of Unilever’s biggest brand (Unilever, 2018). Dove was founded by Lever Brothers in 1957. (Global cosmetic news, 2015). When they first launched, they sold beauty bar soap and then they expanded to different kinds of personal care products including shampoos, soaps, conditioners and facial washes. Dove’s brand mark is an iconic Dove bird and was designed by Ian Brignell. It represents peace, love gentleness and purity which compliments the product very well. This made for easy brand recognition.
多芬是联合利华最大的品牌之一(Unilever, 2018)。1957年，利华兄弟创立了多芬。(Global cosmetic news，2015)。当他们首次推出时，他们销售美容香皂，然后他们扩展到不同种类的个人护理产品，包括洗发水，肥皂，护发素和洗面奶。多芬的品牌标志是一只标志性的鸽子，由Ian Brignell设计。它代表着和平，爱，温柔和纯洁，这是对产品非常好的赞美。这便于品牌识别。
Dove beauty bar soap uses retailer channel and wholesalers because soap is an everyday need for families and is often purchased frequently so distribution in retailer channel such as supermarkets, pharmacies and convenience stores are a good way to reach consumers and it enables the company to grow in an efficient way. The company can expand geographical operation easily by using existing retail network or pass their products through wholesalers and distributor to retailer channel. Moreover, using retailer channel can eliminate the number of transactions required by consumers so it will help lower costs and time to the company.
This product uses intensive distribution. Intensive distribution means selling products through as many stores as possible. Since soap is a necessity and it can be found in any type of store so this product will perfectly fit intensive distribution strategy. When using intensive distribution, the product will be visible in every store so the consumers can recognize the product and it helps raise product awareness. In addition, the more accessible the product is, the company will have more chances to sell them and maximize profits.
6.Other determinants of price价格的其他决定因素
Competition may strongly affect the pricing strategy for this product. Currently, the soap market is a mature industry, it is not growing rapidly. Dove has a lot of competitors in the soap industry such as Lux, Nivea, etc. Consequently, the price strategy for this product is affected by the competition prices because of several number of competitor products available offer similar core features. Dove charges $1.20/bar for the beauty bar soap as opposed to $1.00/bar for the Safeguard soap charged by their main competitor P&G. Compared to products of its competitors Dove soap bars are priced slightly higher.
Dove may choose to keep its price above its competitors. Because of the demand of high-quality features such as moisturizer and softener are high, and Dove has adopted a value-added pricing policy for its products so consumers will generally relate high price with high quality products.
Dove uses quantity discounts and coupons for this product. If the consumers buy a large number of products, they will receive a quantity discount with 15% savings comparing the price per unit of the product at retail stores. Generally Dove soap have value deals like buy more save more.
For example, 20 bars in a pack will generally cost less than buying 20 bars separately. By having quantity discounts, it can motivate consumer to buy the product and helps compete with its competitors. Dove also offers coupons for consumers when they sign up for the Dove newsletter by Email. By this way, Dove can reach out and communicate with its consumers. Dove can send information of new products, beauty tips and advice to the consumers. It also shows that Dove care for consumers by remembering their customers and sending out coupons.