Pro·age Nourishing Cream Oil

Group Report
On
MARKETING PLAN – Dove Pro Age Product
Course Title: MKT201
Section: 02
Semester:
University Name: Independent University, Bangladesh
Date:

Submitted by:
Submitted to:

Mohammed Sohel Islam,

Head, Department of Marketing,
School of Business, IUB

Table of contents
Letter of Transmittal……………………………..
Acknowledgement…………………………..
Executive Summary…………………………
 Current Marketing Situation
 Objectives and Issues
 Marketing Strategy
 Action Program
Conclusion…………………………………..

Letter of Transmittal
Mohammed Sohel Islam,
Head, Department of Marketing,
School of Business, IUB.

Subject: Submission of group report on Marketing Plan,

Dove Pro Age Product.

Dear Sir,

We are pleased to submit our group report on ―Marketing Plan

of Dove Pro Age Product. This report was assigned by our
lecturer Mohammed Sohel Islam, Head of Marketing
Department.

We have tried our best to utilize the information given in the

internet and accumulating all the possible ideas we could get
from Dove Products. This report is based on information
acquired from interviewing few super shops and some middle
age customers and also research on the internet. We have
maintained the report as per to the instruction.

We enjoyed preparing this report because it provided us an

opportunity to conduct a real life research from scratch. We
sincerely thank you for such an opportunity. We will be
available for our clarification at your convenience.

Yours Sincerely
, On behalf of
Group 8
Acknowledgement

This assignment would be incomplete if we were not guided and

helped by our respected and honorable people who deserve our
greatest gratitude. So, the pleasure it gives us completing the
assignment is truly amazing.

First of all we want to thank each of our group members for

taking their task seriously and working hard on their part. We
also want to thank our Lecturer and Head of Marketing
Department, Mohammed Sohel Islam for helping us whenever
we needed his help. We would also like to thank the stores and
the customers who let us interview them which helped us to
determine the objective and contents of this report.

In the preparation of this marketing group report, we have

acknowledged the encouragement and assistance given by a
number of people from our classmates who kept us motivated
and in the competition.

We would also like to thank the respondents who gave valuable

insights and important information. We would like to thank all
the consumers who provided us valuable information by giving
such a wonderful interview which helped us to reveal a large
number of information.

Executive Summary
Our group report is based on the long personal and group
program that we had successfully completed about the Product
Dove Pro Age Nourishing Cream Oil under Marketing
Department of Business School, IUB. As being completely new
to practical world, every hour spent in Marketing Department
gave us vast amount of experience which will also be helpful in
our near future.

Dove started its life in 1957 in the US, with the revolutionary
new beauty cleansing Bar. With its patented blend of mild
cleansers and ¼ moisturising cream, Dove’s iconic Beauty Bar
rinses cleaner than soap, leaving skin clean, soft and smooth. It
is the #1 Dermatologist Recommended brand in the US, Canada
and France and strongly endorsed by Dermatologists across the
world.

Now Dove has grown up into one of Unilever’s biggest global

market along with Dove shampoo , soap , lotion , conditioner,
cream , pro age products and so on.

Dove Pro Age Nourishing Cream Oil

Dove is a personal care brand developed by Unilever in 1957.

Dove products are sold in more than 80 countries and are
targeted at both women and men. The first Dove product was the
Beauty Bar, which was originally sold in the US but the Dove
range now includes deodorants, body washes, beauty bars,
lotions and moisturizers, hair care, and facial care products. In
2004, Dove began its Campaign for Real Beauty, followed by
the creation of the Dove Self-Esteem Fund in 2006. The brand
purports to be "an agent of change to educate and inspire girls
on a wider definition of beauty and to make them feel more
confident about themselves".

Dove pro·age Nourishing Cream Oil combines skin natural

lipids and olive oil to deeply nourish* your skin and lock in
moisture for resilient skin that looks and feels well cared for.

• Nourishing oil cream formula with glycerin and olive oil

• Helps to give you resilient skin
• Contains unique Deep Care Complex with skin natural
nutrients

Ingredients include

Aqua, Ethylhexyl Cocoate, Paraffinum Liquidum,

Cyclopentasiloxane, Glycerin, Cetyl PEG/PPG-10/1 Dimethicone,
Olea Europaea (Olive) Fruit Oil, Tocopheryl Acetate, Collagen,
Amino Acids, Helianthus Annuus Hybrid Oil, Isomerized Linoleic
Acid, Lactic Acid, Potassium Lactate, Sodium PCA, Urea, Cera Alba,
Cera Microcristallina, Disodium Phosphate, Parfum, Caramel,
Maltodextrin, Methylparaben, Phenoxyethanol, Propylparaben,
BHT, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate,
Hexyl Cinnamal, Limonene, Linalool
MARKET DESCRIPTION
Dove is committed to all women realize their personal beauty
potential by developing products that deliver real care. Dove
believes that beauty should be for everyone. Because when you
look and feel your best, you feel better about yourself. We
continue to provide products that makes a genuine difference to
the condition and feel of your skin and hair. This time we are
introducing newly developed Dove Pro Age Nourishing Cream
Oil which deeply nourishes skin to lock in moisture. We are
mainly focusing our product on women who are above the age
of 45, women who use beauty products, who are well aware of
beauty and care for their skin and also for those having the
minimum purchasing power of our product.
The Dove Pro Age nourishing oil cream is an existing product of
our line, but this time we are developing its formula for more
better quality and to meet the requirements of our customers.
We will be giving free samples to our customers for product
review and their feedback.
SWOT Analysis
STRENGTHS

1. Dove contains 1/4 moisturizing cream

2. Dove has got an excellent market presence owing to string
advertising and marketing exercises
3.  Flagship product of Unilever with strong brand awareness
through advertising and branding
4.  Promises not to leave any residue on the skin
5. Dove products are available in more than 80 countries
worldwide.
6. Apart from soaps, products like bathing gel, shampoos,
conditioners, creams, deodorants are also a part of the product
line
7. Dove products are available through an extensive supply
chain network of Unilever at leading supermarkets, stores &
even online.

WEAKNESSES

1. Intense competition for Dove in the FMCG market means

limited growth in market share.
2. Targets primarily only the female segment & products not
too popular with men.
OPPORTUNITIES

1.  Can target male audience more purposefully.

2.  Dove can increase its reach by further geographic
expansion.
3. Involvement of students from colleges and tying up with
corporates can open a new opportunity.
THREATS
1. Increased Competition in this market segment can affect
business of Dove.
2. Global business can be affected by government policies and
fluctuating economies.
3. Fake imitations of the brand can affect Dove's image.
Our direct competitors could be Olay, Vaseline, Nivea etc.

Objectives and issues

In a business we always want to increase our sales and by
increasing the sales we can increase our profits. For our product
Dove pro age nourishing cream oil, we always try to provide a
competitive pricing policy and we keep our price lower than the
other similar products. We always hire trained staffs who can
upsell the product in a proper way and who has the ability to
make the customer agree to purchase it. We do some
promotional campaigns for the betterment of our product. We
also give discounts occasionally and create offer where the
customer gets the offers such as ‘buy 1 and get 1 free’. We give
ads to google and some other sites where the people get to see
the add ons.
As it is a pro age product so we try making it very attractive
and eye catching on TV advertisements and billboards for our
target customers. We create some advertisement by using some
famous celebrities so that they can draw the attention of the
customers and make them to buy it. To some of our special
customers we let them buy our pro age nourishing cream oil
before the mass are allowed to buy and we give them the
product in a cheaper price. We always make sure of the quality
of our product. All ingredients are always labelled on our
product. Whenever we have grand sales, we give advertisement
to let our customers know about it.
Everybody loves to get the product they want in a cheaper
price. We always try to maintain the better and stronger
customer relationships. We always are aware of the threats for
our product, Dove pro age nourishing cream oil. We have a
good interaction between the employers and the customers. We
never compromise with the quality of our product. We have our
own strong public relations management. We have good IT
management they control and help with all the search engine
optimization, as it is an ecommerce based product. In our online
shop customer can easily find the product and place order, we
deliver the product within the next two days. We let people
reach out our company and the market analyzers to rank us, we
allow the customers to leave feedback. To build a strong brand
image we have to identify the key audiences, the employees, we
have to build a trust with the customers and the partners.
Determination is the key factor for any company to get the
market, we are very determined to stay in the market with our
critical long term and short-term business plan. Being unique
with your brand is another important factor to maintain the
brand image.
Price:

Young adults to middle aged women are primary users of Dove

products while men come second. Dove uses competitive
pricing. The products are priced slightly higher than
competitors. But due to high quality and unique features of
moisturizer and softener demand is high. Thus, the price strategy
in the market mix mostly is governed by the competition prices
because of the several number of competitor products available.
Pro Age Nourishing Cream Oil will be available in 3 different
sizes and price ranges.
Pack Size Price BDT
Large ------- 500ml 600
Medium ------ 250ml 350
Small ------- 50ml 120

Place:
Dove products are sold in more than 80 countries. Dove uses
distribution channels of its parent company Unilever. Products
are transported from factory to warehouse from where C&F
agent sells to stockist and distributor to retailer. Dove products
are available in supermarkets, general stores, chemists and
wholesalers. Dove products can be bought from ecommerce
sites as well.

Promotion:
Beauty product companies have for decades focused on an ideal
image which everyone should aspire to become using that
company’s product. Dove has unique and completely different
marketing campaign. The promotional strategy in the marketing
mix of Dove is aspirational for women. Its ‘Campaign for real
beauty’ focuses on women self-esteem. Where you can be
yourself and believe in yourself and not espier to be someone
else Dove also uses promotional methods such as coupons and
exclusive offers. All these campaigns have created a very
positive and trust worthy brand image of Dove. Hence, this
covers the entire Dove marketing mix.