MARKETING IN PRACTICE

Marketing in Practice

Marketing in Practice

Introduction

Dove is a very well known brand which woks under Unilever's head name. It began its workings in 1957 by lunching a personal cleansing bar. Later on they devoted a new cleanser for burned or effected skins by using the old formula and it was the time during World War II, when such cases usually appeared. At that time, it was a very innovative concept that a non-soap cleanser is available which allows users to get rid of skin dirt without using the soap again and again. In 1970 a dermatology study recognized the efforts of Dove in this regard and at that time they started gaming popularity among beauty brands.

And nowadays it is being considered as the world's top brand in cleansing products and a lot of research has been done on its product innovation and marketing strategies (Baker, 2000, p78). To introduce wide range of quality of male moisturizing products those will be highly affordable for all the consumers. Dove will be serving the male moisturiser to men skin products market of United Kingdom (UK) and the target customers will be male regardless of their ages. Different product range will be designed according to the needs and wants of males.

1. Discuss the strategic marketing information you believe will enable you to market the product most effectively. Describe and analyse your marketing information needs and show how these will enable you to market your product most effectively

The production of the skin products is based on the market study and according to the needs and want of the consumers. The company is doing research work through surveys and interview of the customers buying skin products in the shopping malls. So, that the company can fulfill the needs and wants of the consumers accordingly. Due to this the company's products are liked and purchased by the customers on a larger scale. Dove Company is currently producing skin products for the market of UK.

The most commonly used male facial skincare product is a general moisturiser. Consumer research reports that three in ten men use a moisturiser as part of their regular grooming routine, and the same proportion use moisturizers to soothe their skin after shaving. Just under a half of men believe that it is important to keep young looking, with men aged 16-24 years the most likely to agree with this (62%) compared to just three in ten over-65s who approve of this sentiment. Traditionally targeting anti-ageing products at younger men has been the main goal of marketers but improvements in the health and wealth of older men is now beginning to attract the attention of marketers.

All the skin manufacturing companies are the competitor of Dove, as every company has some strong points that can be of great importance. There are large number of companies which are producing skin products in UK and all of them are serving the similar market so for Dove company all of them are its ...