Marketing plan for dove skin-care products for men Essay

Marketing plan for dove skin-care products for men - Essay Example This is one of the most important parts of marketing – availability of information about products and people. The first information need that a marketer must meet is consumer orientation. We have to identify the target market, which in this case is the male population, aged 15-34-year-olds. This is a growing segment of users of facial skincare products. Skin care products, like moisturizers and deep-cleaning facewash, are products that should be built up through the marketing mix. More information of these products has to be analysed and enhanced as the information from the market segment becomes rich and valuable. A market analysis for introducing a new kind of product which, according to Mintel, is a need product for 15-34-year-olds of the UK male population, has to be done with several factors to be taken into consideration. It is not only the customers and their needs that we need to understand. We also have to take into consideration the organisation’s capabilities , and this includes our competitors’ capabilities, how the customers’ will respond or react to the product, the organisation’s economic needs, the technological aspects, and other important elements in the supply chain. If we have to anticipate customers’ needs and wants, we must have a thorough understanding of consumer behaviour. This part of marketing is complicated but it can be done through research and surveys. The needs and motivations of the male population, the 15-24 and the 15-34 demographics, can be accomplished through online surveys. Surveys can also be done by hiring an independent firm who knows the mechanics of surveying potential customers and their needs. The company needs marketing insight. Marketing insight is also known as â€Å"voice of the customer† over which the manager’s decision is to be based. A firm has to understand the customer; when this is accomplished, product planning and development, including department c ommunications and other relevant information, are easily done. Customer insight is attained by means of the activities in the marketing mix. With the Internet and Information Technology, advertising and promotion are easily accomplished. A firm can conduct online surveys and use the results in formulating plans and future product goals. Online surveys are popular these days. It can acquire a lot of information regarding the customer and their preferences on products and how products should be made. (Jobber and Lancaster 31) Marketing insight is similar to market orientation because it focuses on acquiring information about customers, competing firms, and the marketing environment. The information has to be examined and analysed in the context of the business perspective; how the information can be used to deliver products of value or quality; and how the product can satisfy the customer. (Lamb, Hair, and McDaniel 6) A. Overall Marketing Strategy for Dove From consumer orientation, t he firm must focus on customer satisfaction as part of marketing; meaning marketing should be customer focused and consumer oriented but should be in line with corporate objectives. The next part of the marketing concept is systems orientation. Marketing of Dove products must be a part of a system and to be implemented by a team functioning in unison. (Jobber & Lancaster 23) The key to a successful marketing is ensuring that the needs and wants of customers are met and the products provide these needs and wants. This is the trend in the globalised business. The company should attain customer loyalty, with a focus on the price. Men’s moisturizers may not be a new product but there might be stiff competition in the market. Companies might have taken it for granted but with the recent surveys provided by Mintel, what business needs now is product enhancement. And we can’t get this through outsourcing. Product enhancement should be done in-house. The marketing concept is b ased on the customer’