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I. Company Introduction
Mission /Vision
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A. Overall Objective
• Drive users to the CFRB Web site to divide their opinions and
views about the campaign and natural beauty typecasts.
• Make a call to action for customers to link the group through
website that make active contribution by Dove for self-worth
consciousness program.
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A. Identify
• Women who are well aware about beauty and care for their skin.
B. Why selected
A. Main strategies
1. Market Penetration
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Making aware the existing clients and making them realize that real
beauty lies in you which is being enhanced by Dove products is the
main aim of Dove. Market development basically means to Dove
that customer becomes more aware about the product knowledge
and information. And for that they Dove has planned to provide
demonstration campaigns in each outlet.
3. Service/program Development
4. Diversification
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products.
As the targeted groups are explained in the prior section and there
is no special segregation in targeted market so same strategy will
be used for all segments of the target market.
Posters campaign
Banners
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Flyers
E-mails
Emails are also a good and effective and free of cost source of
promotion. There are different sites like mahan.com from it we can
take thousands of email ids and we can sent them mails to aware
them about our company and it is would be totally free.
Direct marketing
SMS
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messages to people.
Facebook and other social sites
V. Monitoring Techniques
For the success of this marketing plan different monitoring tools will
be used. Monitoring techniques are used in different ways to control
the marketing outcomes and usually different procedures are being
used by companies to do so. Dove uses different tools to measure
and monitor the impact of marketing campaigns on company’s
performances.
Progress Reports
Timeline
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marketing.
Outcome Measurements
VI. Budget
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varies each time so for this time also different percentages of the
whole budget may be assigned to the marketing campaign for new
promotional campaigns. As there lays a number of projects which
Dove focuses over simultaneously so budget would be around 10%
to 15% of the overall company’s budget
References
468
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