Dove is a brand of chocolate made and marketed by the Mars company. Dove produces a wide range of chocolate bars, including dark chocolate, milk, caramel, fruit and nut varieties, truffle and chocolate pieces with a folded milk chocolate center. ( Dove (chocolate))
Mars was founded in the United States in 1911? it has a history of more than 100 years. Mars’ products involve chocolate, gum, drinks, food, and pet food. (Mars) It is also the most popular chocolate brand in the UK.
Mars is the world’s largest chocolate and confectionery company with annual sales of more than $30 billion. It has many international brands, and it has a large international influence. Every business that Mars is involved in is the market leader in their respective fields. Therefore, its own market competitiveness, innovation ability and market development experience undoubtedly.
Dove’s consumers have high brand loyalty, and use word of mouth to spread to other consumers. Create more and better interactive opportunities with target audiences, and improve brand preference. The advantages of the product itself: first, the raw materials are optimized, the second is the scientific process, the third is variety and nutrition, the fourth is the packaging refinement, and the fifth is the product combination.
The market has high-profile. Mars’s annual advertising make it has the absolute advantage, every advertisement is carefully planned, with unique creative and unique production technology, according to different regions make different advertising, strong industry number one brand position.
Mars has a rich corporate culture. Based on the five principles (Quality, Responsibility, Mutuality, Efficiency and Freedom), the whole enterprise embodies powerful forces. Insisting on “customer first” as the core, Mars and its brands to the pinnacle of success.
First, Dove products are priced at a high price and are at a disadvantage compared to local competitors. And it’s rare to see dove chocolate in supermarkets in the UK.
Second, Dove chocolate is a product of Mars, Mars have many brand, it will cost a lot of time and money, for dove continuously introduce new products, competition is intense, dove needs to keep the original market share, simply using the traditional media advertising, will inevitably lead to spend a lot of media. As an emerging medium, the network is increasingly used and has more and more coverage. It is an effective advertising medium. But at the same time, it also thought that dove’s AD coverage area increased.
Third, there is not enough diversity in chocolate. As a family business, Mars’ family members limited the diversity of chocolate flavors. The hazelnuts are popular in the Mars family, but not to some American tastes.
Dove as a high-end chocolate product tests is good, but the price is too high, while the low-grade chocolate the price is low but tests is not good. Behind this market paradox is a potential market opportunity, which is that affordable, tasty chocolate products are bound to be popular with consumers. After this kind of chocolate product appears, not only the sales prospect is optimistic, the whole chocolate market will also develop.
Despite competition is fierce in the European chocolate market, but there have Christmas, valentine’s day and Halloween those kinds of holiday. “Holiday economy” has become a very effective way of marketing, and special holiday chocolate has become a way for people to express their feelings. Seizing this opportunity will be of great help to the development of the product.
Market space is big, some national market threat is small. Dove is an international brand with a large development space in some countries where the chocolate industry is small, technical and underfunded.
Competition in the chocolate market is fierce, and dove wants to compete with imported products and local products.
Customers’ preferences also pose a big threat to dove. Consumers tend to prefer chocolate with good taste or low price. And dove chocolate is expensive and has a single taste.
Dove has a lot of competitors, like Hershey, Cadbury, KITKAT. There is also competition from small businesses. There are many alternatives to chocolate. The sale of various sweets is also a threat to the dove market. Marshmallows, for example, are rich in vitamins, and nutritious sweets pose a big threat to the market.
??? ?? ??? ????
????? ?? ??
Dove (chocolate) , online Available at:
https://en.wikipedia.org/wiki/Dove_(chocolate)Accessed 13 Jan. 2018.
Mars, online Available at:
http://www.mars.com/uk/en/about-us/historyAccessed 13 Jan. 2018.