Market plan for FMCG company

Published Date: 23 Mar 2015

I have just been appointed to manage an fast moving consumer goods brand for a large organization. Now I will do a report about Dove this brand of fast moving consumer goods.I will report Dove's basic information,the sole of brand,marketing mix,and how the marketing would change for this brand over the stages of the product life cycle.Let me report these clearly right now.

2.Introduction

Dove is engaged in the manufacture and sale of products related to human health, such as hair, face and skin. 1980s Dove Beauty Bar became number one physician-recommended cleaning bar. Unscented Dove introduced. Since 2004 Dove Massage Body Wash and Cool Moisture Body Wash and Bar introduced.

The Company's business is divided into three segments: Consumer, Pharmaceutical and Medical Devices & Diagnostics. The Consumer segment manufactures and markets a range of products in Singapore in the shampoos, skin care and face care.

Dove in the beauty industry for nearly 50 years of history and more fun is the world's leading brand of women, how much fun the best value for Unilever brands. Unilever's Dove is the most valuable brands. Dove respected the natural beauty is created by the women themselves actively, can bring their own self-confidence, and is distributed from the inside out of the United States. Dove beauty is self-definition, thinking the United States, it is not just external beauty, but also internal. For over 40 years, Dove has to do with real ads. As the English name of Dove Dove, this is a symbol of hope, happiness, peace and the names of all the positive things. It is very real, with a simple beauty, but also firmly abide by their commitments..

3.Brand History

In 1957, Dove beauty Hong block appeared in the U.S. market. It promises to women, not as ordinary as her Dove soap have dry skin, and do so. Therefore, Dove brand and users started to build a very trusting relationship. In 1979, an independent clinical studies have shown that mild Dove Hong block the major soaps have more than 17 high. Therefore, the dermatologist highly recommended, newspaper articles rushing to report, friends have let me know. A year later, Dove in the United States began its formal medical projects. In 1999, Dove started its promotion in the world, and came to China in 2002. Now, Dove has become the world's first Clean brand, sold more than 80 countries around the world, with annual sales exceeding 2.5 billion Euros. Dove with its "beautiful simplicity and real concept of" authentic commitment to bring consumers and consistently maintain this commitment. Dove has become the world's first Clean brand, sold more than 80 countries around the world, with annual sales exceeding 2.5 billion Euros. Dove with its "beautiful simplicity and real concept of" authentic commitment to bring consumers and consistently maintain this commitment. Dove believes beauty should not be limited to the narrow definition of the standard that every woman is a special existence full of personality, the real beauty exists in different form, shape, age and skin color among the ... ... Dove, from products to every action, women are constantly working to stimulate the potential of deep beauty and enjoy the care, pet their own process, so that the U.S. real show. Dove 2008, Unilever join hands Hunan Satellite TV, product placement of its brands made inspirational Hunan TV comedy "Ugly Wudi" into the story, so they have landed in the Chinese market, break into the Chinese consumer's attention, and more Finland is one of them.

4.The sole of brand

What is a good brand strategy is the introduction of the brand plan package to obtain a good or fairly good results in a greater economic and social effects can be called a good brand strategy. Since it is good, then good for is good fruit, you reap what you reap melons.

One brand name, which can be called part of language to express, such as Haier, are all well-known brand name; Second, the brand logo, this part refers to the part cannot be verbalized. Such as symbols, patterns, fonts and other base-color and standards.

Decision making also includes the brand name and logo decisions. Name of decision-making refers primarily to what vendor name should be used by many names. Choice of name may have several, should enable consumers to benefit from the name you can think of, role, characteristics, should be readable, recognizable, easy to remember, it should be unique, the most important thing is not to be a bad associations. Trademark logo consists mainly of decision making packaging decisions. Trademark decisions include the following: First, the use of trademarks, the second is the use of several trademarks, trademarks Three is how to change, as the business grows, the original trademark may not be covered by the scope of business ideas or, at this time to need to mark the changes. Packaging is the product of the coat, but also the brand face, so the packaging is good and bad decision-making an important aspect of the brand, marketing experts and even some western marketing mix will be packaged as a fifth P, we can see its significance in marketing.

So, Dove shampoo is an international brand, then let me explain below what is under the international brand and brand in the end do?

Is the international brand recognition in the international market, high reputation, product radiation global brand.

International brands in general have the following three characteristics:

A: The brand has a long history, and some in the country has for decades or even centuries;

B: Can often lead the industry in development;

C: A support teacher knowledge of the brand.

4.1. The role of the brand for business

A: Storage function. Brand can help enterprise storage goodwill and image. "Brand is a creation, storage, re-creation, and then stored in the business process."

B: Protection Function. By registering patents and trademarks, brand can be protected by law, to prevent others from damaging the reputation of the brand or the illegal use of brands.

C: Value-added features. Brand is an intangible asset, the value it contains, personality, quality and other features can bring significant value to the product. Even the same product, different brand logo affixed, also have a disparity in prices.

D: Image function. The brands are shaping the image, visibility and reputation of the cornerstones of homogeneity in the product today, for the enterprises and products to give personality, culture, and many other special significance.

E: Cost function. On average, it takes to win a new customer costs is to keep an existing customer costs 6 times, and the brand with the customer can build brand preference, awareness and reduce the cost of new product development.

4.2. The role of brands for consumers

A: Recognition. Brand can help consumers identify the manufacturer of the brand, origin, and other basic elements, which distinguish it from similar products.

B: Shopping guide function. Brand can help consumers quickly find the required products to consumers in the search process to reduce the time and effort.

C: Reduce the purchase risk function. Consumers want to buy their own desirable products, and also hope to get around the person's identity. Choose a reputable brand, you can help reduce the risk of the spirit of risk and money.

D: Contract features. Stability of the brand is to provide consumers with quality products and services protection, consumer loyalty is with the purchase of long-term return on the manufacturer, brand formed by the two sides of a contractual relationship of mutual trust.

E: Show the function of personality. Brand after years of development, to the accumulation of unique character and rich content, and consumers can purchase consistent with their brand personality and temperament to show themselves.

4.3.. Branding effect

Famous brand effect is the well-known brand or a strong brand, and its huge role because of its famous brand effect.

A: Aggregation effect. Brand-name companies or products in the resources will be recognized by the society, social capital, human resources, management experience or policy will tend to brand-name companies or products to enable enterprises to aggregate the human, financial, and material resources, form and play well plates aggregation effect.

B: Magnetic field effect. Business or product to become famous, have a higher profile, especially high reputation, it will establish in the minds of consumers very high prestige, showing the extreme degree of product loyalty. Business or product will be a magnet to attract consumers, consumers will be formed in this attractive brand loyalty, repeat purchases, reuse, and its continuous publicity, and other branded products in the brand's users will Under magnetic force to start using this product, and may also become a loyal consumer of this brand, this brand strength has been further consolidated, forming a virtuous cycle of brand.

C: Derivative effect. Brand accumulation, aggregation of sufficient resources, it will continue to rise to new products and services, the downstream effects of brand development of the enterprise quickly, and continue to develop new markets, market share, the formation of a new brand.

D: Restrained effect. Brand name will enhance their cohesion. For example, China's Lenovo Group, the national brand is called the Sichuan Changhong and "better tomorrow" Haier Group, and their good image of the life and work of employees in such enterprises will have pride and honor, and can the formation of a corporate culture, work environment, to each employee to morale, determination and mental strength so that employees are inspired to work harder, serious work. Aggregated effect of brand-name staff restrained energy, wit, intelligence, physical or financial resources to enable enterprises to be promoted.

E: Publicity. Brand-name form, you can use the brand name reputation, reputation dissemination of corporate reputation and the reputation of propaganda, and even promote the national image. Such as: Dove shampoo, it is because of Dove shampoo and companies understand.

F: Driven effect. Effect is driven by brand-name brand of driving business development, brand-name companies on the urban economy, regional economy and even the leading role of the national economy. Driving effects of brand as a leading effect can also be said, as the leading brand or business, like driving the development of enterprises, regional economic growth. In addition, the brand of product sales, business, business expansion has a driving effect, which is the so-called international "brand driven theory."

G: Stabilizing effect. When a region's economic volatility, the designer can pull the one hand, the steady development of regional economy, on the other hand played a stabilizing role of morale, people, talent, materials, and other social resources are not flow away. We see the positive effect of brand name, we should also see the negative effects of the brand. One is the large number of counterfeit brand-name who will be attracted to the enterprise caused great trouble, and even the famous discredited. Second, the brand famous, the degree of concern to improve the image more difficult to maintain, if maintained properly, be negative assessment of the credibility of the brand will be a great influence.

4.4.Branding impact on the marketing mix

Dove has been in the high-end technology, invest heavily in R & D Senior rapid consumer products. For example, shampoo, fragrances, etc. are all developed their own invention, but they also failed, indicating that only the general innovation is not enough. It was concluded, the success of Dove shampoo, due to product development, the most realistic and closest to the customer, innovation, different objectives, Dove shampoo out of fish each city, will give customers a different experience, so , Dove shampoo brand in the customers mind rooted deep roots, which also affected the marketing mix.

4.5.What is the marketing mix

Marketing Mix is a business marketing strategy is an important component of the enterprise is the basic control measures to form a holistic marketing activities.The main purpose of marketing is to meet consumer needs.This concept was introduced by Harvard University Professor Nier Bao Dayton first adopted in 1964.It is the basis for developing corporate marketing strategies, marketing mix work can do to ensure that enterprises from the whole to meet consumer demand.In addition, it is also a powerful means of business against competitors, it is reasonable allocation of costs based on corporate marketing budgets.

The so-called marketing mix refers to the business needs of target market, considering the environment, capacity, competition, control of their various marketing elements (product, price, distribution, promotion, etc.) to optimize the combination and integration used, that of coordination, weaknesses, advantages, to achieve better economic and sMarketing mix are product, place, price and promotion.

Marketing mix are product, place, price and promotion.

Here, the product is considered as the target market to develop appropriate products, select product lines, brands and packaging; Price is to consider the development of appropriate price; place is about to through the proper channels to arrange transport storage and other product to target markets, promotion is to consider how the right product, at the right price, at the appropriate venue of the target market, including sales promotion, advertising, training salesmen and so on.

4.6.Branding impact product

Dove shampoo with the growth of the brand known for his product development, planning, design, content delivery and other decision-making. The impact of factors such as product features, quality, appearance, accessories, trademarks, packaging, warranty, service and other times so a rise, thus, closer to the consumer masses, more suitable for mass consumption.In order to brand quality, Dove shampoo developed different aquatic products, aimed for the consumption of different masses, therefore, Dove shampoo and aquatic products are very popular, also increased brand awareness, brand impact of the role of the product.

Dove shampoo is the core target customers as the center, the implementation of the marketing mix, focusing on the overall market, to obtain profits, achieve marketing goals. Visibility. Dove shampoo brand to determine the product's objectives, namely to develop the marketing mix, it must have a clear target market, and to ask marketing mix of the various factors surrounding the optimal combination of the target market.

Differentiated product & Non-price competition: Dove spent considerable amount of money to differentiate their products through marketing activities and also to improve their technology by buying advanced production facilities in order to cut down the costs & optimize the qualities. Product innovations like Dove "No more tears" series of kids products are encouraged while price competitions are discouraged.

4.7. Branding impact price and place

The price of Dove shampoo is sold by a different point of their consumption levels according to their own local pricing. His traffic is local consumption levels by the size of the report to the headquarters of transport.In fact, the price of Dove shampoo and location of these two factors are controlled by the brand. This means that people from the different parts of the consumer brand recognition from their set, so Dove shampoo can determine pricing objectives, development of product pricing principles, techniques, and how much traffic to achieve brand awareness, changes in marketing .

The role of factors, including its brand to determine the distribution channels, regional distribution, brokers types, and different modes of transport savings conditions.

Dove shampoo brand to determine the price and location coordination, linked to the total machine, synchronization support to be combined to best match the state, to achieve overall marketing objectives. According to the role of combination of interrelated elements of proper harmony.

Price of good controls the quantity demanded and quantity supplied. In the market, Equilibrium Price and Equilibrium Quantity occur when the values of price and quantity for which quantity supplied and quantity demanded are equal. If the quantity demanded is less than the quantity supplied there will be surplus. On the other hand, if the price is set too low, then too little will be produced to meet demand at that price. This will cause an undersupply problem (also called a shortage).

According to Dove Company tends to maintain a "surplus situation" in the Singapore market (refer blow graph) where the price of a product position is above the equilibrium price (PE). In order to attract more consumers to buy the product, the suppliers of substitutes compete against each other by trying to lower the price in market. Thus, it can lead to the supplied of good decreases. 3.9. Branding impact Promotions.

Dove shampoo brand promotion strategy identifies the main means for customers to buy goods on how to implement a strategy to expand sales. Therefore, Dove shampoo to develop advertising, publicity for different customers, such as: TV, field trials and so on. Its brand influence factors, including advertising, personal selling, publicity, sales promotion and public relations.

Barriers to entry:

First of all, Dove products have been investing in marketing activities like advertising to support their sales and enhance their brand image. This increases the cost of entry. Secondly, economies of scale allows larger firms experiences falling average costs of production like Dove to expand its plant size in the long run and let it in an oligopoly structure, Dove is not likely to produce at the minimum of the ATC curve in the long run. Product differentiation makes it unlikely for firms to realize all the economies of scale available but there is the promise of new products. Price paid by consumers is also higher than the marginal cost of producing that unit, thus resources are misallocated.

4.8. The pictures of marketing mix

5.What is the product life cycle

A:In 1965, Theodore • Levitt (Theodore Levitt) in the "Harvard Business Review" (Volume 43 ,81-94 pages) on the classic - "Development of the product life cycle" (Exploit the Product Life Cycle), first proposed the concept of product life cycle.

B: United States Potts (Booz) and other scholars have proposed the product life cycle at different times according to market changes in sales can be divided into investment, growth, maturity and decline. After the UK and other persons hereby Ge film, a mathematical method or analogy method, the study of product life cycle and the laws of biological aging combine to form a quantitative description of product research, market rules and competitive products life cycle theory, and in the marketing strategy chosen has been widely used.

C: Product Life Cycle, (referred to as PLC) is a biologically based life cycle. For example, a seed is planted (introduction phase); began to sprout (growth); grow into a tree, out of leaves and root soil (mature); in the mature period of time begins to shrink and die (recession). In theory, a product which is also the same. After a period of development after a product is introduced or put on the market; as the product grew, it also won more and more customers; the end, the market stable, mature products; in a period of time, the product be more advantageous to develop and introduce competitive products have been replaced, and eventually out of the market began to decline.

D:Product life cycle is the product of the market life, that is a new product into the market from the beginning to the whole process out of the market. Fee farm that: the product life is the life ShangXi marketing, production and human life in the same, to go through formation, growth, maturity, decline such a cycle. For products, that is to undergo a development, introduction, growth, maturity, decline stage. And this cycle in different countries where the technological level, the timing and the process is not the same, there is a large gap between the period and the time difference, it is this difference, the performance gap between different countries is technically, it reflects the same product on the market in different countries, differences in competitive position, to determine the international trade and investment changes. To facilitate the distinction between costs of agricultural innovation to these countries in turn divided into the country (usually the most developed countries), the general developed countries, developing countries.

E: Four elements of the concept of product life cycle:

1¼‰Products have a limited life.

2¼‰Product sales through the different stages, each stage of the sales are presented different challenges.

3¼‰In different stages of product life cycle, high and low profit products.

4¼‰In different stages of product life cycle, products require different marketing, financial, manufacturing, purchasing and personnel strategies.

5¼‰Product life cycle theory has the advantage of: providing a set of product life cycle planning for marketing point of view. It is divided into different strategies during the product, marketing officer for the characteristics of different stages to take a different marketing mix strategies. In addition, sales of the product life cycle and time to consider only two variables, easy to understand.

Product life cycle stages have different characteristics, which requires companies develop corresponding marketing strategy.

5.1. Four stages of the product life cycle

The typical product life cycle can generally be divided into four phases, namely introduction of (or introduction of), growth, maturity and decline.

Phase I: Introduction

Refers to the product from design into production until the market testing stage. New products into the market, will enter the description (the introduction). At this point less product variety, customer product do not know, except for a few to pursue new customers, almost no one actually buy the product. Producers to expand sales, have invested a lot of promotional costs, the product promotion. The stage of the production of technical constraints, production volume is small, the high manufacturing costs, advertising costs, product selling prices high, sales are extremely limited, companies are usually not profitable, but may be a loss.

Stage II: growing

When the products enter the introduction period, sales success after they entered a growth period. Growth stage is the product good results through test marketing, buyers gradually accepted the product, the product foothold in the market and open market. This is the demand growth stage, demand and sales increased rapidly. Significant decline in production costs, profits growing rapidly. At the same time, competitors see the profit, will have to enter the market in competition, increased supply of similar products, prices followed subordinates, the growth rate is slowing corporate profits, and finally reached the highest point of the life cycle profit.

The third stage: maturity

Means the product into mass production and stable into the market, after a growth period, the increase in the number of products with the purchase, the market demand becomes saturated. At this point, the product spread and increasingly standardized, low cost and large output. Sales growth slow down until the turn, due to increased competition, resulting in the production of similar products between enterprises have to increase investment in product quality, color, specifications, packaging services, increase investment, to a certain extent, an increase of cost.

Phase IV: recession

Refers to the products to enter the elimination phase. With the development of technology and consumption habits and other reasons, product sales and profits continued to decline, the product on the market has become obsolete and can not meet the market demand, the market has other better performance, lower prices of new products, sufficient to meet consumer demand. At this point the high cost of business will be profitable to stop production after another, the life cycle of these products also been completed, and finally completely from the market.

5.2. The marketing mix would change this brand over the stages of product life cycle

In fact, Dove shampoo in different stages of the product life cycle, can be associated with the marketing mix, marketing mix because it is changing the brand in different stages of the product life cycle.

Now, let me talk about how to change under the marketing mix of fun shampoo at different stages of product life cycle.

A:Introduction

Introduction of the basic requirements of establishing a brand is the enterprise itself stronger, promising, product substitutability is high, that is, the difference between competing products is very small, rational profit-driven enough to change customer buying behavior. If companies choose to build their own brand, it would have to start at the start establishing a strong brand awareness, a comprehensive brand planning, business management, administration, sales, service, maintenance and other aspects have to create brand goals, not just rely on the traditional tactical methods, such as logo design and communication, media advertising, promotions, etc., but rather focus on the brand's long-term development. Products in the introduction of the creation of brands, in addition to other well-known brand started as soon as possible, the key issue is to establish the brand's core values, offering customers a unique buying reason, and strive to communicate through effective communication with customers to know. This is the stage of creating the brand, of course, inseparable from marketing strategy is important at this stage of the marketing goal should be to quickly expand the popularity and market demand. If the two variables, price and promotion levels considered together, there are four options for policy makers marketing strategy: rapid skimming strategy, slow skimming strategy, rapid penetration strategy and slow penetration strategy.

B:Growing

Rapid increase in sales volume at this stage, the continuous influx of competitors, companies in the current high market share and high profits to choose between. When the product into the growth stage, the firm focused on marketing efforts to increase brand awareness, strengthen customer brand core values and brand personality of understanding to form a corporate brand. brand awareness is not the same as brand awareness. Brand awareness is reflected degree of customer awareness of the brand, but do not represent the brand's understanding of the customer. Customers by looking, listening, and feeling and thinking through the products to understand the brand. Build brand recognition, not only for customers familiar with its brand name, brand terms, mark, symbol or design, even further is to make the customer understand the brand identity. To increase brand awareness, the most important way is to strengthen communication with customers. Customers through a variety of means of contact access to information, both through a variety of media, advertising, product packaging, store marketing activities, but also contact with, neighbors and friends after-sales service and reputation, therefore, enterprises should use an integrated and coordinated various forms of means of communication to build brand awareness, mature into the future and lay a good foundation.In addition, the growing product brand positioning is very important. Brand positioning to meet the specific objectives of the enterprise customer base, and is associated with the product for the purpose of the unique psychological needs, and establish the brand in the same comparative advantage of the brand strategy. Customers through targeted, and in the minds of target customers to establish a unique competitive advantage and position of differentiation, connecting brand their own characteristics and advantages of the psychological needs of target customers. Thus, once the customer with the relevant requirements, the brain will open the door of memory and association, naturally, think of the brand, and to implement the corresponding purchasing behavior.

C:Maturity

Products into mature, has a firm foothold in the market, but because a large number of competitors to join, and the popularity of products, competition has become particularly intense. Therefore, enterprises should be based on mature markets, products, competitive features, enhance brand loyalty, brand extension appropriate to form a social brand. customer brand loyalty is a measure of the feelings, reflecting a customer to another brand to the extent possible, important competitive advantages of enterprises. It brand difficult to provide a stable transfer of the customer, thus ensuring the brand's basic market share. Therefore, the fostering brand loyalty is critical to the enterprise, "The best advertising is satisfied customers", if an enterprise can be introduced and the growing attention to the promotion of the brand, and provide to customers a complete selection of raw materials from to provide customers with a range of responsibilities of service value system of the enterprise and harmonious relations between the customer, then, can be used in the maturity of the brand loyalty of customers to influence customer behavior. Once the customer's brand loyalty will be difficult to form by the impact of competitive products. Brand loyalty is brand equity of the most important part of brand equity is ultimately reflected in the brand loyalty, this is the fundamental business objectives of the implementation of brand strategy. Brand extension of the existing successful brand for new products or improved products as a strategy. Brand extension is not just on the surface of the brand name of the borrower, but the strategic use of the brand equity is brand enterprises in the transfer of intangible assets, the development of an effective way. Use the brand extension, corporate investment in new products can not only ensure fast and accurate decision-making, and help reduce the risk of new products in the market, saving the huge cost of new product promotion, effectively reducing the cost of new products. at maturity because the influx of competitors, therefore, through the establishment of brand portfolio, the implementation of multi-brand strategy, to seize the market as much as possible, to avoid risk. Implementation of multi-brand, the customer can make the heart of each brand occupies a unique and appropriate location, to meet the different tastes of customers, to attract more customers, enabling companies to maximize coverage of the market have the opportunity to make competitors feel that in every segments of the existing brands are barriers to entry, thereby limiting the expansion of opportunities for competitors to effectively ensure that enterprises maintain a high market share. . Mature stage, the product sales reached a peak, but increasing competition, corporate marketing strategies are now focused on longer maturity. Mature alternative strategy usually has three: market adjustment strategy, product improvement strategy and marketing mix strategy for improvement.

D:Recession

Recession strategy should focus on developing new products, the withdrawal of old products. At this time, enterprises should gradually reduce the old product marketing costs, such as the advertising, sales promotion and so on down to a minimum. Product life cycle is crucial final stage of a period. At this stage, enterprises should look to the future competitiveness of products out recession, the energy into new markets. Enterprises can implement brand repositioning, brand innovation strategy to re-enter the market. Although a product in one market out of the market, but the corporate brand can be generated through new products or new market development and generation.

a brand positioning in the market, the first may be appropriate and successful, but later of their companies may have to relocate. In this period, the company's original product technology decline, sales fell. Decision making re-positioning the brand, companies should first consider the brand to another segment required costs, including changes in product quality, packaging and advertising. With the changing business environment and customer needs change. The meaning and manifestations of the brand must constantly change and development, innovative ideas in order to moderate the psychological response to the consumer. Products into the recession, due to internal and external reasons, the corporate brand in the market competition inevitable, reputation decline, sales, market share, reduce the phenomenon of brands such as loss, only been designed to meet the needs of the age of the brand, brand vitality. Brand Innovation is a necessary requirement for self-development brands, is the only way to overcome the aging brand. In modern society, technological progress more quickly, some industries are becoming shorter and shorter product life cycles, while awareness of social consumption, changes in consumer attitudes to speed up the frequency gradually, which will affect the product's market life. Thus, the connotation of the brand must be constantly updated to maintain the vitality of the brand, to stimulate people to buy.

And I can use process to simple describe that:

Need recognition

Information search

Evaluation of alternatives

Purchase decision

Postpurchase behaviour