Marketing
Characteristics
Range
Product
Conventional
packing
Price
Location
Exquisite packaging
Aisle display
Place
Free gifts
Advertising
Promotion
Product
1
Do you love me?
Characteristics
Taste
Packaging
Range
Milk Chocolate
Dark Chocolate
Mocha Chocolate
Almond Chocolate
Hazel Chocolate
2
Price
Conventional Packing
47g series Dove
Chocolate
￥7
80g series
￥10
With all flavors
Exquisite Packaging
315g dark (milk) chocolate
￥48
78g Shining Star chocolate
￥79
723g Shining Star Selection
Chocolate
￥126
98g XinYu Chocolate
￥98
3
Reasons and
expectations
place
Strategies
1.Stores and supermarkets
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
Air-conditioned,
refrigerators
A good turnover
2.Location
Office , high-class
clubs and other
recreation places
1. wide distribution
a variety of choices
2. unified tone
well-designed layout sculpt
3.best shelf
lay on the cash desk if
possible
Striking Price Label
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) .
Mystery
Examples
Sensuality
Intimacy
LOVE MARKS
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
Tactic 2: Empathy & Intimacy
Moment 1:
Get-together of friends
Moment 2:
Affections between Family
members
Tactic 3:Free Gifts
Even this?
&
this?
Tactic 4: “My Dove”
A series of products
only available through
Dove’s website, with
client’s ordered
words printed inside.
1989
Dove in
China
1995
2007
Dove got into China
Dove are listed as the top brand
Dove occupied one third of market
Top 1
Dove has taken a great advantage nowadays
The market in China , 2007
others Ferrero Cadbury
Leconle
30%
9%
12%
16%
33%
Dove
Milk Chocolate
Dark Chocolate
Mocha Chocolate
47g series Dove
Chocolate
￥7
80g series
￥10
Almond Chocolate
Hazel Chocolate
With all flavors