Marketing Plan of Dove (micro and macro )

Marketing Plan will provide the broad overview about Unilever Group and Dove. The Micro and Macro environment sections will analyze the internal and external effects that make impact on the development of Dove shampoos. In addition, the current situation of Dove shampoos will be mentioned in detail in SWOT Analysis section, including four parts of strengths, weaknesses, opportunities and threats. STP section will discuss about main segments and the current target customers (young adult) of Dove shampoos. It also provides the detailed information about targeting strategy (segmented marketing) as well as the positioning strategy applying to Dove shampoos more for more. In the Marketing Mix Strategy section, the characteristics of convenience products like Dove shampoos will be mentioned specifically and how they mix with price, promotion and distribution. This section also discusses about the close relation between the quality of products and the current price.