ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2 Marketing Processes and Planning

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name PHAM HOANG GIA UYEN Student ID BS00822

Class MA07101 Assessor name Ms. TRAN THI QUYNH HOA

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Table of content

Introduction (5)

I. Marketing definition and the role of marketing in Dove company…………………………………………………………………

(5)

1.Marketing definition…………………………………………………………………………………………………………………………..……..(5)

2. The role of marketing in Dove Company………………………………………………………………………………………….…………..

(5)

3. Definition about marketing operation…………………………………………………………………………………………………………(6)

3.1. Step 1……………………………………………………………………………………………………………………………………………………….6)

3.2. Step 2……………………………………………………………………………………………………………………………………….……………..(7)

3.3. Step 3……………………………………………………………………………………………………….…………………………………….……… (8)

3.4. Step 4………………………………………………………………………………………………………..…………………………………………… (8)

3.5. Step 5…………………………………………………… ……………………………………………………………………………………………….(8)

II. Relationship between marketing department with other functional department……………………………………..(8)

1. Marketing and Sales department…………………………………………………… ………………………………………………………..(8)

2. Marketing and Finance-accounting department………………………………………………………………………………………..(9)

3. Marketing and research and development (R&D) department……………………………………………………………….(9)

Conlusion……………………………………………………………………………………………………………………………………………………..(10)
Introduction

Dove is a personal care brand of the Unilever Group, with 27 years of presence in the Vietnamese
market. Dove is currently sold in nearly 150 countries with a wide range of products for men,
women, and children. Currently, Dove has 5 main product lines including: Beauty Bar and Body
Wash, men's health care products, hair care products, deodorants, moisturizers. (Oriagency
2022). Dove has received many awards and positive reviews in the field of branding and
advertising such as at the Pure Beauty Awards 2003, Dove received Best Bath Produc and has
been recognized as the best anti-aging body care product. "Evolution" was a success with over
300 million views, winning awards including the Cannes Advertising Award Grand Prix and the
Epica D'Or. (Brandsvietnam.nd)
This paper explains the role of MKT and in the case of Campany Dove. Further, the way mkt
department interrelates with other functional department of the campany will also be
explanied.

I. Marketing definition and the role of marketing in Dove Company

1. Marketing definition

There are many definitions written about marketing, according to the author's book Principle of
Marketing by Gary Armstrong and Philip Kotler says marketing is simply understood as:
Marketing is engaging customers and managing profitable customer relationships. The two-fold
goal of marketing is to attract new customers by promising superior value and to keep and grow
current customers by delivering value and satisfaction. (Kotler and Armstrong, 2010)
2. The role of marketing in Dove Company

The role of marketing in a company is crucial, especially to build and maintain relationships with
customers, strengthen brands and increase sales. The most important task of the marketing
department is market research, helping the company better understand the needs of customers
and competitors, thereby building an effective business strategy. This strategy not only helps to
promote the product, but also to form and maintain the company's brand. (Kotler and
Armstrong, 2010)
 Marketing is also responsible for developing marketing and advertising strategies, using
communication channels to increase brand awareness and attract new customers. By constantly
interacting and communicating with customers, marketing keeps the relationship between the
company and the customer positive. At the same time, by researching and categorizing
customers, marketing shapes its approach strategy to meet the needs of each target group.
(Kotler and Armstrong, 2010)
3. Definition about marketing operation

(Image 1: Principles of marketing (Kotler, 2009)

The marketing process (MKT process) is a series of steps that businesses often use to develop,
implement and manage their marketing strategy. Here is a description of the 5 steps in marketing
process. (iEduNote, 2020)
3.1. Step 1: Understanding the Marketplace and Customer Needs
Understanding the market and customers is crucial to the success of any business. It allows
businesses to identify and respond to customer needs, stay competitive, and develop effective
marketing strategies. The first thing to do is to understand customer needs, wants and to build
products that meet the desires in the market and build relationships with customers. In particular,
"needs" are states of felt deprivation it refers to the basic and essential requirements that human
 beings need to maintain and improve their quality of life. "Wants" are the form human needs take
as they are shaped by culture and individual personality. (iEduNote, 2020)
The most obvious example is Dove's shower gel products that effectively address both "needs"
and "wants". Dove solves consumers' daily skin cleansing needs, Dove also focuses on providing
the skin with natural nutrients to help moisturize the skin softly without drying out after each use.
Dove products often have a pleasant and relaxing scent, along with a variety of products ranging
from sensitive skin to special care products. This satisfies customers' desire for variety and choice,
giving them the ability to choose products that suit their individual needs and preferences. (Dove,
2024)
3.2. Step 2: Design a customer value-driven marketing strategy
The design of a customer-oriented marketing strategy, requires care and detailed consideration
to ensure that this strategy will be effective in meeting the needs and wants of customers. The
first thing to do is to research and analyze customers by dividing the market into customer
segments. The company will then decide to pursue specific parts of the company's market or
target market. Next, the company will choose how to serve customers, decide how to contribute
to differentiation and market positioning for the company. The company needs to design strong
value propositions to deliver the value and benefits it promises to bring to customers.
Some alternative concepts for designing a more effective customer-oriented marketing strategy
are: The manufacturing concept emphasizes making products available and affordable, with a
focus on improving production and distribution efficiency. The product concept focuses on
providing quality, performance and innovative features, encouraging continuous product
improvement. The concept of sales involves active sales activities, focused on large-scale sales
and promotion efforts, which are often used for non-searchable goods. The concept of priority
marketing understands and meets the needs of the target market and wants to surpass
competitors. The social concept emphasizes providing enhanced value in both customer and
social wellbeing and long-term benefits in marketing strategy. (iEduNote, 2020)
Dove targets mostly female customers between the ages of 18 and 35 and have financial
independence. This audience is usually people who tend to use highly safe products and use
little or almost no chemicals on the skin surface. Dove builds a customer service strategy by
combining quality products that provide positive experiences. Effectively interacting on media
platforms through a unique marketing strategy for women, instead of advertising products with
 beautiful people, Dove decided to connect its brand with real users. This is also a very different
point compared to competitors. As a personal care brand with differentiated product quality and
a positive message that encourages confidence and appreciation of pure beauty, Dove has
positioned itself very well in the hearts of consumers. (Maneko, 2021)
3.3. Step3: Construct an Design a customer value-driven marketing strategy integrated marketing
program that delivers superior value
Building an integrated marketing plan to deliver superior value requires careful consideration
and rigorous strategy. First, the company needs to pick out the customers it will serve and how it
will create value. Then implement marketing programs that build relationships with customers
by turning marketing strategies into actions. . (iEduNote, 2020)
Dove has used a variety of tactics to reach its customers including running campaigns for
women, creating short videos and uploading them to YouTube, TikTok, Facebook,... Dove often
hosts customer engagement programs through events, contests, or social media campaigns to
create opportunities to meet and interact directly with fans. (Brandsvietnam, n.d.)
3.4. Step 4: Engage customers, build profitable relationships, and create customer delight
Building an integrated marketing plan to deliver superior value requires careful consideration
and rigorous strategy. First, the company needs to pick out the customers it will serve and how it
will create value. Then implement marketing programs that build relationships with customers
by turning marketing strategies into actions. . (iEduNote, 2020)
Dove has used a variety of tactics to reach its customers including running campaigns for
women, creating short videos and uploading them to YouTube, TikTok, Facebook,... Dove often
hosts customer engagement programs through events, contests, or social media campaigns to
create opportunities to meet and interact directly with fans. (Brandsvietnam, n.d.)
3.5. Step 5: Engage customers, build profitable relationships, and create customer delight
The ultimate aim of customer relationship management is to create high customer asset value –
the combined total lifetime value of all a company's current and potential customers. Marketers
can't create value for customers and build relationships with customers on their own. There
should be close cooperation with other departments of the company and with partners outside
the company. (fnbdirector.com, n.d.)
II. Relationship between marketing department with other functional department
1. Marketing and Sale department
The sales department in a company plays an important role in the marketing and sales process.
This department will be primarily responsible for selling the company's products or services to
customers, devising product launch strategies, and expanding customer base. Organize and
carry out business activities, calculate costs, ensure the production schedule in accordance with
the process. Develop marketing strategies, improve business efficiency. Monthly, quarterly,
annual business summary, new strategy proposal. Research-oriented and product
development. (Bancanknowt, n.d.)
The relationship between the marketing department and the sales department is an important
aspect of a company's business strategy. These two departments interact closely to ensure the
success of the product or service. The marketing department provides information about the
market, competitors, and customer characteristics to the sales department. In contrast, the
sales department shares information about feedback from customers and market needs with
the marketing department. This sharing of information helps both parties better understand
the business environment and customers. The marketing department develops a promotion
and branding strategy to generate demand in the market, then the sales department uses these
messages to boost sales and persuade customers to buy a product or service. Marketing
departments create sales opportunities through advertising, online marketing, and other
campaigns, and sales departments use these leads to reach and convert into actual customers.
Both departments aim to increase sales and create value for customers. A good relationship
between marketing and sales helps ensure that both teams work effectively together to
achieve this goal. (Anon, 2022)

Although marketing and sales departments both aim to increase sales and create value for
customers, there can be conflicts between the two. Conflict occurs when sales teams feel they are
not getting enough quality leads to do the job. If the marketing department doesn't provide
complete information or doesn't respond quickly, conflicts can arise. Marketing departments often
use advertising strategies to generate excitement and awareness, while sales departments prefer to
work on results and sales realities. Contradictions can occur when the advertising strategy does not
reflect the actual needs of the market. To minimize conflict, the most important thing is to create an
open and positive working environment, and to actively create a cohesive environment between the
two departments. Increase customer data quality standards, build a two-way exchange. By taking
these measures, the organization can build a positive working environment and facilitate
 effective collaboration between the marketing department and the sales department. (Anon, 2022)

2.Marketing and Finance-accounting department

The finance and accounting department is responsible for overseeing the company's finances, which
are very important to the company's business decisions. Common tasks in this department include
revenue and expenditure planning, budgeting, cash flow management to capital structure and risk
and cost control. Besides, the marketing department is responsible for managing and developing
the sales of the business. The finance and accounting department needs to work closely with the
marketing department, to monitor how business trends are happening, as well as manage the
effectiveness of the programs initiated by the marketing department. Product advertising strategies
or promotions need to be approved by the finance and accounting department. Let the ministry
consider and consider whether or not to implement or how to do it based on the company's
funding. But there are also times when these 2 departments have conflicts with each other, because
there are strategies set out by the marketing department that require too much finance but do not
help the company maximize profits, the finance and accounting department will not approve this
strategy, causing the 2 departments to have frictions. But in short, both marketing and finance and
accounting departments in the business need to have close interaction and exchange with each
other to optimize implementation costs but still profit for the company. (MAAS Assignment Writing
Service, 2021)

3. Marketing and research and development (R&D) department

R&D Department – Research and Development is the department responsible for the research and
development of new products for businesses. This department includes work such as research,
product development, improvement of localization of production technology, research and gradual
replacement of suitable materials and technologies to improve product quality, or change some
materials or technologies to increase value and be proactive in production at a more reasonable
cost to meet the maximum multi-customer needs. In order for the research to be more favorable,
there are customer analysis and positioning strategies from the marketing department. So that the
R&D department can rely on it to make improved changes in products and production processes,...
It can be seen that the marketing department and the R&D department are closely linked, because
to improve the quality of products to customers, it is necessary to understand the needs and desires
of customers. (Vietnam, 2018)
Conlusion
The importance of marketing in today's business environment cannot be denied. Marketing not
only helps build brand awareness, but also creates business opportunities, enhances customer
understanding, and drives sales. It is not only an advertising tool but also a determining factor
in the success of a company in a fiercely competitive market. For the modern business,
understanding and applying an effective marketing strategy is key to ensuring survival and
sustainable development in the industry.
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