Dove chocolate is one of the series of products launched by Mars. Dove entered the Chinese market earlier and has a certain position in the hearts of consumers. "Rich milk flavor, silky feeling" has become a classic advertising slogan.
Dove chocolate has gained high brand loyalty among Chinese consumers through word of mouth. Today, we will analyze Dove chocolate from the perspective of brand marketing planning.
Dove Chocolate
Dove Chocolate Brand Story
The English name of Dove chocolate is DOVE, which is actually the abbreviation of "DO YOU LOVE ME". There is a sad story behind Dove chocolate. It is to commemorate the missed love of Leon and Basha, which is bitter but sweet, sad and touching, just like the taste of Dove.
Product Advantages
1. Chocolate tastes mellow
2. Advanced production technology and equipment quality control consumers to buy and eat
3. Rich varieties to meet the needs of various consumers and increase market share
Dove chocolate is made from the finest pure natural cocoa liquid and cocoa butter, and all its indicators meet European standards.
According to the survey, some consumers' evaluation of Dove is: delicious, good taste, good advertising, good taste, pure chocolate flavor, relatively delicate, and not greasy. Dove focuses on a "silky" taste.
Product type: Diversified and nutritious
Chocolate Variety
Dove hazelnut chocolate, Dove milky white chocolate, Dove chocolate;
Dove Dark Chocolate, Dove Milk Chocolate, Dove Mocha Chocolate and Roasted Almond Chocolate;
Dove hazelnut, almond and raisin chocolate, Dove crispy chocolate;
Dove Star Chocolate, Dove Crispy Rice, Dove Malt Crispy Chocolate;
Dove Dark Chocolate (Heart-to-Heart) (66% cocoa);
Heart Words Mocha Hazelnut, Milk Sandwich, Milk Chocolate Apple, Dove Love Words Chocolate;
Dove Chocolate's Competitor Analysis
Competition in the industry: Dove, Cadbury, Hershey and Kingdee have occupied more than 80% of the Chinese chocolate market, and the market is in an oligopolistic competition state.
In the chocolate industry, Dove's biggest competitors are Le Conte and Cadbury. In 2003, Kingdee surpassed Cadbury and ranked second in the industry. However, Dove has a market share of 60.2% in chocolate. From this perspective, Dove stands out.
In the past five years, the growth rate of China's chocolate market has reached 80%. Former candy manufacturers such as Golden Monkey have entered the chocolate market, and high-end chocolate brands such as Austria's "Mozart" have entered China in large numbers. I believe that competition will intensify.
Dove chocolate packaging analysis
Dove chocolate packaging
1. In terms of packaging graphics, Dove chocolate packaging mainly features realistic product images, giving consumers a sense of trust and beauty.
2. In terms of color, Dove chocolate still uses the classic brown color of the chocolate industry, and
3. The same product is supplemented with different series of colors. In the above packaging, the main auxiliary color is pink. The romantic pink creates a warm feeling.
4. In terms of font design, Dove Chocolate adopts a design method based on curves to be closer to the consumer group. There are more categories, such as family pack, economic pack and Valentine's Day special pack. Exquisite product packaging can increase consumers' purchasing desire and product value.
Brand planning companies believe that brand packaging is not only beautiful on the surface to attract customers, but also shows the characteristics of a brand. Reasonable packaging can also protect the chocolate's proper luster, aroma, and shape and extend its shelf life; it can prevent microbial and dust contamination and improve product hygiene and safety.
Dove chocolate promotion form
1. Mainly television advertisements, broadcast during prime time.
2. Online promotion and placement on websites with high click frequency.
Promotional image
Using fragments of life such as "The Bund", "coffee", "jewelry" and "fashion", the audience can piece them together to form symbols and fashion of "petit bourgeoisie".
Dove celebrity endorsement ads
The consistently low, emotional narration, the beautiful chanting music, the silky texture of chocolate, and the rhythm as smooth as a spring bring the beauty of vision and taste to the highest point and present the product to the audience, making it unforgettable. It is well-liked by the audience, and the younger generation has given rave reviews to Dove's advertisements .
Chocolate can be said to be one of the most delicious foods. Although women are in great pain in choosing between body shape and taste, their preference for chocolate is still very obvious. The survey shows that women, especially young women, have a very obvious tendency to buy chocolate. In more specific comparisons, the impact of age on buyers is slightly greater than that of gender.
2. Young people have a high purchase frequency
The frequency of buying chocolate is strongly correlated with age. Younger people buy it more frequently. Studies have shown that a high proportion of buyers under 35 consume chocolate themselves, especially those aged 15 to 24, who are the main group of consumers.
3. Couples in love
People say love is like a piece of chocolate - because of its sweetness. Studies have found that chocolate contains a substance called "phenylamino acid" (PEA), which can cause hormone fluctuations and make people feel tender and sweet like falling in love. So the sweetest love words are: "I am your chocolate, melting in your mouth." And on Valentine's Day, most people choose to give chocolate.
Channel Model
Mars has adopted diversified distribution channels in response to the current situation of the Chinese market. In terms of product sales, Dove breaks through tradition and uses the reasons for the existence of the off-season to solve the problem of the off-season in sales and promotion methods. In order to overcome the temperature constraints in summer, bold innovations are made in display and promotion methods. In some cities, Dove negotiated with supermarkets and used the normal display costs to display chocolate in the cold air cabinets selling fresh milk and fresh meat products, thus solving the problem of chocolate preservation in summer. In addition, by bundling sales with Coca-Cola, a hot-selling product in summer, a significant increase in off-season sales was achieved. In terms of sales, Mars adopts market liveliness, which means all activities at the point of sale that can influence consumers to buy Mars products. The three principles of Mars market liveliness are: wide distribution - available for purchase; obvious - visible; and readily accessible - available for purchase. This strengthens point-of-sale advertising and increases visibility; attracts consumers' attention to Mars products; makes it easy for consumers to see Mars products; stimulates consumers' impulse purchases; and brand planning companies believe that maintaining the brand and product image in front of consumers plays a role in ground advertising.
Dove chocolate promotion strategy
In terms of publicity, "Dove" used posters, hanging flags, stickers, plastic shelf signs, shelf signs, hanging objects, paper display cabinets, Dove-specific display racks, checkout counter shelves, hot spot shelves, bulk shelves, etc. We also use promotional materials plus display, which is much more effective than display alone: sales are 1.8 times that of display alone; in addition to grasping the display of goods, the last thing is to strive for display at the checkout counter, which is the last sales opportunity; adopt small packages, fast-moving varieties, and sell the same varieties at each checkout counter.
Dove uses emotional appeal to meet the consumption behavior of young people
According to surveys, the average age of chocolate consumers is between 15 and 24 years old. People over 35 mostly buy chocolates for their children or as gifts.
There are many examples of Dove using emotional marketing. Every Valentine's Day or China's Chinese Valentine's Day, you will find that the first counter that catches your eye in major supermarkets is Dove chocolate. Dove has captured the main emotion of love among young people. Among the young consumer group, the majority buy Dove chocolate for love reasons. When a girl is dating a man, giving her a piece of chocolate can just express her sweet and deep love. The theme of love permeates every Dove advertisement. This can well meet the needs of young consumers. In addition, the flavors of Dove's products are very unique, which are very suitable for young people's preferences, especially for female consumers.
