1、My Heart Is With You, Marketing Strategy of DOVE,Content,1.Brief description of FOREVER 2.Analysis of SWOT 3.Theme of the strategy 4.Marketing goals 5.Marketing strategy 6.Plan of action 7.Finance budget,1.Brief description of DOVE,DOVE CHOCOLATE is made by the largest global chocolate company Mars,
2、 which entered China in 1989 and became the leader of chocolate selling in 1995. “Taste its strong atmosphere of milk，just like silk fly around you ” soon became an attractive ads. DOVE has 35% market share in China. Now it is popular and well-known by most people.,2.Analysis of SWOT,Strength :Band
3、advantages;Entering the market earlier;Quality advantages;Production advantages;Advanced technique advantages.,Weaknesses:Lack of knowledge about China marketCustoms misunderstanding of chocolate,Opportunities:As for China, chocolate only has a short history of 50 years. It was not until 1990s that
4、chocolate began to develop quickly. China still do not have great output of chocolate. Thus, with the rapid development of economy and a sharp per capital income, there will be a increasing demand of chocolate and kindred products.,Threatens:Chinese chocolate competitors can be divided into three ca
5、mps: first camp is the Dove, Cadbury, Hershey Ferrero, occupying the majority of high-end chocolate market share; the second camp is Le Conte that leading mid-range chocolate market; the third camp is Golden Monkeys. In order to consolidate the major brands position in the minds of consumers, every
6、company made every efforts to improve the product taste, packaging, marketing, planning and other areas.,Origin,Chocolate is a kind of sweets which made by cacao powder, cacao butter and granulated sugar. It can be made at home easily. 600 years ago, Maya discovered the secret of making chocolate. 1
7、585, entered into the Europe. 1609,France. 1912,finally, China!,3.Theme of the strategy,The theme: My Heart Is With You Introduction: every week has 7 days. Every day we have a strong reason to love chocolate.,Reasons for loving chocolate,Monday Energy Tuesday Health Wednesday Youth Thursday Love Fr
8、iday Care Saturday Romance Sunday Joy,4.Marketing goals,The major target consumer group is young men and women in love. Other consumer groups: chocolate lovers Enhance the market competitiveness of our chocolate, improve the market share, there is a big breakthrough and make a great breakthrough in
9、chocolate selling.,5.Marketing strategy,Detailed division of the market The target of the marketing Orientation of the marketing,Detailed division of the market,1.Existing consumer analysis: The female preference for chocolate than men, Young women tend to buy chocolate. Children play an important r
10、ole in the consumers of chocolate,2. Existing consumer age: There is a strong connection between the frequency of purchase of chocolate and the age, Young people tend to buy more than those people who are older.,3.Buying motivationss: Usually as a gift, a way of expressing love. Chocolate market in
11、China.In the Chinese market, more than half of the chocolate is being consumed as a gift.,4.Potential consumers: 1. those people reject to eat chocolate due to insufficient understanding of chocolate 2. some men think that chocolate is only for women. 4, 93.6% of consumers believe that the current h
12、igh-end chocolate products on the market is too expensive.,The target of the marketing,Ages: 16-28 years old, Characteristics: people who are in love and attach importance to romance Custumors: couples college students young white-collar workers,Orientation of the marketing,People who lack confidenc
13、e in our chocolate the young men Students at the school who tend to pursue a romance,Plan of strategy,1、 At the beginning of our promotion, we will hold a party “colorful romantic Valentines Day“ , aimed to get our chocolate well-know by most college students. 2、Star effectWe plan to invite Song hui
14、qiao to be our mouthpiece.,We will hold an exhibition of our chocolate products. In the exhibition we will show a large number of chocolates.,Varieties,Dark Chocolate White Chocolate Milk Chocolate Nut Chocolate Spearmint Chocolate Liqueur Chocolate Cartoon Chocolate Mix Mix Chocolate Home-made Choc
15、olate,Dark Chocolate,White Chocolate,Milk Chocolate,Nut Chocolate,Spearmint Chocolate,Liqueur Chocolate,Cartoon Chocolate,Mix Mix Chocolate,Home-made Chocolate,DIY we will provide the opportunities of making chocolates by themselves.,7.Finance budget,A detailed budget will be provided if you need it now. We promise to make full use of the smaller money to maximize your benefits.,Thankyoufor your watching,
