Dove – Objectives of Marketing Plan & Pricing Strategy Essay

“Setting aims for a advertising plan is not simple and straightforward matter.

It is an iterative process whereby objectives are set, strategies and actions plans will be developed, and then it is decided whether the planned objectives will be impossible, possible or convenient. Marketing aims should be hard, but they must be achievable. The goal is to established objectives a challenge, but can be achieved with efforts. They must become motivating instead of discouraging. ” (Westwood, 2002). To be useful, the stated objectives ought to meet a number of criteria which are known as WISE objectives. [Specific, Measurable, Achievable, Genuine, Timed] According to Marketingteacher. com (2012), the purposes of SMART aims include: To enable a company to manage its marketing plan.? =To help to encourage individuals and teams to reach a common goal.

To provide a great agreed, regular focus for all functions associated with an organization. Dove’s Marketing Goals: According to Marketingmixx. com (2012), In cui develops the marketing goals very carefully since it is devoted to increase the definition of beauty for the reason that they believe genuine beauty originates from your interior self. The Marketing Targets of Dove are: PRICES STRATEGY Price is the exchange value of the product or service, often expressed in terms of money. There are costs to generate and style a product, to distribute a product or service, and to promote.

Price must support these elements of the mix. Pricing is definitely difficult and must indicate supply romantic relationship. Price is the only element of tagging mixes which sales revenue.

Price is a strong marketing instrument. It is often the most flexible of the four promoting mix components. “Price can be described as critical element in the online strategy of the commercial marketer and should always be seen in the context of that online strategy. Price interacts with all other aspects of the advertising mix to look for the effectiveness of each and of the entire.

The goals that information pricing approach should be a part of the aims that information overall online marketing strategy. Thus, it can be probably incorrect to view cost as persistent element of marketing strategy or to state that value, by itself, is a central element in the marketing mix. ” (Webster, 1979) In Ove, we employ three types of strategies. Namely, Competition-based pricing, Manufacturer product line, Product Package pricing. Competition-based pricing is usually setting an amount in comparison with rivals.

Surely a firm has 3 options and these are to price lower, price to same or price bigger. For example: Ove Damage Therapy Shampoo (700 ml) expense $11. 75 versus Pantene Shampoo (700ml) cost $10. 90 in FairPrice. Product line pricing is usually pricing different products inside the same product range at several price items.

For example: Ove Beauty Wetness Body Clean (1L) expense $9. 75 versus In cui Firming Water Body Clean (1L) cost $10. seventy in FairPrice. Product Package deal pricing means offering a team of related goods at a combined affordable, so as to get reduce slow moving products. For instance , Dove charges $7. 40 for a jar of Ove Beauty Water Body Clean and $13.

90 for any bundle of two wine bottles at CK Departmental Store. REFERRALS Westwood, L., 2002, The Marketing Plan: A step-by-step Guide. 3 rd ed., London, uk, Kogan Site Limited, l 101. Tutor, M, 2012, SMART Targets [online], England, Promoting Teacher, Available from: http://www.marketingteacher.com/lesson-store/lesson-objectives.html. [Last accessed 26th May 2012].

Seher, Capital t., 2012, Marketing Plan of Dove [online], Promoting Mix, Readily available from: http://marketingmixx.com/marketing-plan-2/181-marketing-plan-of-dove.html [Last accessed 25th May 2012] Webster, F., lates 1970s, Industrial Marketing Strategy, 3rd education., Canada, David Wiley & Sons, Inc, p one hundred ninety.