International Marketing for Dove

International Marketing for Dove

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International Marketing

Dove is a product that is not just known in the USA, but known all around the world. In one year alone Doves product sold 2.5 billion year in 80 different countries. Many women look to the dove product because they provide a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. Dove is also hitting the global perspective because their mean target is to provide real results for real women, there are all different kinds of women around the world and Dove has a marketing tool that relates to all of them.
The country I chose is South Africa, Dove product are not sold there, and I believe that Dove products can be sold along side Africa natural oils, and Shea butter. South Africa is now been know for the growth of Tourism in the places such as Cape Town and Johannesburg. In South Africa the population density is about 45 million and growing. With the growth of tourism the communication and jobs have increased leading South Africa out of many may call a third world country. Along with the increase of communication and technology there has been an increase in boutiques and supermarkets for the tourist and locals. I believe Dove would be a great product to sit on the shelves of the supermarkets and hotels for tourist to have a piece of home from their country. Dove products are also known for clinically chosen of sensitive skin, so if someone is out of town and unsure weather native product will harm their skin Dove can be a back up plan. Another aspect to take into affect is the weather in South Africa is during the winter they receive cold spells which affects the way skin contains moisture.
The main language spoken are Afrikaans and English which means the symbol of the dove is still accepted by the south African native. Dove don't just promote is product but also actively trying to address the root of the problem of negative self-image. Dove has founded the Dove Self-Esteem Fund, which funds programs to raise self-esteem in girls and young women. South African women have a high rate of rape and mental abuse, by implementing this program is South African not only has an affect on the women of the country because it's growth as well.

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The marketing plan for South Africa would to first attract the tourist and local native of Cape Town and Johannesburg by, showing the Dove images of the real women ads on bill boards, press, internet cafes and television to create awareness. After creating brand awareness and loyalty, the marketing team can decide were there are continuing interest within South Africa.

Our marketing campaign is to begin one month before National Women day which is celebrated August 9 of every year, such they do not have an Mother's day such as the USA this will be a good holiday to promote the real beauty within women that Dove's products stand by. Dove also promotes the product by offering 4 oz travel size of moistures the week of August 9th. The price of the product will be offered at an affordable price for local to purchase, Dove don't wanted to detour the consumer with an big name known in the USA, we wanted to provide the same quality at affordable prices. The Place where the product can be found is supermarkets, hotel, airports, and internet where they can also find out information about the Dove Self-Esteem fund for their country and other promotional offers given by Dove products.
Dove products will only be placed in high populated area of tourism for the time being, but hope to continue to grow in other areas. The promotion of the Dove product will be to hit the television market and press, internet, and supermarket. The reason behind these tactics are because these are the areas were most tourist and South Africa people access media. Cable and satellite television have become the new main stream with hundreds of consumer signing up every day. The press not only offered hard copy but many consumers the access news on internet provided by the daily paper. The last strategy will be to hand out 4 oz. samples of Dove products in supermarkets two day before August 9th along with patients to promote Self-Esteem with young women.
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