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Dove, A Marketing Legend

Dove, A Marketing Legend. Marketing. Characteristics. Range. Product. Conventional packing. Exquisite packaging. Price. Location. Aisle display. Place. Free gifts. Advertising. Promotion. Product. 1. Do you love me?. Characteristics. Taste. Silky smoothness. Packaging.

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Dove, A Marketing Legend

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  1. Dove, A Marketing Legend

  2. Marketing Characteristics Range Product Conventional packing Exquisite packaging Price Location Aisle display Place Free gifts Advertising Promotion

  3. Product 1 Do you love me?

  4. Characteristics Taste Silky smoothness Packaging Elegance & Intimacy

  5. Milk Chocolate Dark Chocolate Mocha Chocolate Almond Chocolate Hazel Chocolate Range

  6. 2 Price 47g series Dove ￥7 Chocolate 80g series ￥10 With all flavors Conventional Packing

  7. Exquisite Packaging 315g dark (milk) chocolate ￥48 78g Shining Star chocolate ￥79 723g Shining Star Selection ￥126 Chocolate 98g XinYu Chocolate ￥98

  8. place 3 Strategies Reasons and expectations 1.easy to melt 2.Hard to keep fresh 3.Luxury 1.cut the cost due to expiry or deterioration 2.enlarge the potential segment 1.Stores and supermarkets Air-conditioned, refrigerators A good turnover 2.Location Office , high-class clubs and other recreation places

  9. 1. wide distribution a variety of choices 2. unified tone well-designed layout sculpt Three Principles 3.best shelf lay on the cash desk if possible Striking Price Label

  10. LOVE MARKS Examples 4 promotion Successful Promoting Notion: Love Marks Love Marks--A marketing technique invented by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi (盛世长城) . Sensuality Intimacy Mystery

  11. Tactic 1: Sensual Attractions A Mysterious Woman Sensuality: Silky Smooth-- Taste of chocolate as well as the texture of her skin My moment, my dove

  12. Tactic 2: Empathy & Intimacy Moment 1: Get-together of friends Moment 2: Affections between Family members

  13. Tactic 3:Free Gifts

  14. Even this? & this?

  15. Tactic 4: “My Dove” A series of products only available through Dove’s website, with client’s ordered words printed inside.

  16. Dove in China 1989 Dove got into China 1995 Dove are listed as the top brand 2007 Dove occupied one third of market

  17. Top 1 Dove has taken a great advantage nowadays

  18. The market in China , 2007 others Dove Leconle Ferrero Cadbury 30% 9% 12% 16% 33%

  19. Thank you!!!

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