A MARKETING PLAN FOR DOVE
De La Salle University – Dasmarinas
College of Business Administration and Accountancy
Bachelor of Science Major in Marketing and Advertising Management
Marketing Plan for Dove
SUBMITTED BY:
Danilynn Caballero
Genevieve Cuevas
Angelo Marfil
Kathy Mendoza
Danilo Orcine
Ara Reyes
SUBMITTED TO:
Ma’am Chona Bautista
Submitted on:
February 28, 2014
2
TABLE OF CONTENTS
I.
Executive Summary------------------------------------------------------------
II.
Situation Analysis-------------------------------------------------------------A. Category/competitor definition--------------------------------------B. Category Analysis--------------------------------------------------------1. Aggregate Factors--------------------------------------------------2. Category factors-----------------------------------------------------3. Environmental factors----------------------------------------------C. Company and Competitor analysis
1. Management Team/Founder--------------------------------2. Mission/Vision----------------------------------------------------3. Competing product features---------------------------------4. Objectives---------------------------------------------------------5. Strategies ---------------------------------------------------------6. Marketing Mix-----------------------------------------------------7. Differential Advantage/resource analysis--------------------8. Prediction of future strategies----------------------------------D. Customer Analysis
1. Who are the customers? -----------------------------------------2. What do they buy and how do they use it? -----------------3. Where do they buy? ----------------------------------------------4. When do they buy? -----------------------------------------------5. How do they choose? --------------------------------------------6. Why they prefer a product---------------------------------------7. How they respond to marketing programs-------------------
3
III.
Objectives
A. Marketing objectives
1. Volume
College of Business Administration and Accountancy
Bachelor of Science Major in Marketing and Advertising Management
Marketing Plan for Dove
SUBMITTED BY:
Danilynn Caballero
Genevieve Cuevas
Angelo Marfil
Kathy Mendoza
Danilo Orcine
Ara Reyes
SUBMITTED TO:
Ma’am Chona Bautista
Submitted on:
February 28, 2014
2
TABLE OF CONTENTS
I.
Executive Summary------------------------------------------------------------
II.
Situation Analysis-------------------------------------------------------------A. Category/competitor definition--------------------------------------B. Category Analysis--------------------------------------------------------1. Aggregate Factors--------------------------------------------------2. Category factors-----------------------------------------------------3. Environmental factors----------------------------------------------C. Company and Competitor analysis
1. Management Team/Founder--------------------------------2. Mission/Vision----------------------------------------------------3. Competing product features---------------------------------4. Objectives---------------------------------------------------------5. Strategies ---------------------------------------------------------6. Marketing Mix-----------------------------------------------------7. Differential Advantage/resource analysis--------------------8. Prediction of future strategies----------------------------------D. Customer Analysis
1. Who are the customers? -----------------------------------------2. What do they buy and how do they use it? -----------------3. Where do they buy? ----------------------------------------------4. When do they buy? -----------------------------------------------5. How do they choose? --------------------------------------------6. Why they prefer a product---------------------------------------7. How they respond to marketing programs-------------------
3
III.
Objectives
A. Marketing objectives
1. Volume