Question

Dove's advertisement brainstormed marketers. We should be open minded. There are a lot embedded concepts for marketing communications. Marketing, like other disciplines, is evolving all the time. Is there a concept/practice in the 4 Ps (Price, Product, Promotion, and Place) your want to challenge? and please justify how your counter-intuitive proposal can benefit the firm and/or the customers.

Answer 1

Marketing strategy means a specific plan of action inorder to sell a respective product / service successfully into market.

Yes. As quoted in question it revolves around 4 P's.

Price , product , promotion and place.

Price based marketing strategies

* as discussed Dove is an eminant soap product with very good infact of higher quality rather than competitive products.

* so in order to produce a extra quality product , it requires extra process cost to manufacturers

* this results in its pricing more than other products.

* so in order to put a check to dove add , competitive co's can make PRICE as their central criteria and can introduce BUDGET SOAP concept.

* whuch means a soap that suits ur budget. With less price and affordable by many.

* advertise these in channels during times of those telecasted programmes which are highly attracted by middle class people .

* and also in social networking sites in the form of a text meassage / tiny video that revolves arround with less advertising cost to competitors.

Product based marketing strategy :

* a special feature of every competitive product exist.

* so a nature / quality / type of material your product is of can serve youre advertising tool.

* unlike dove , competitive co can form any colour change , essence addition to its products that is in general admired by various groups. Eg : jasmine smell by girls / lemon and mint smell during summer.

* this attracts all thise groups of people who are fond of its seasonal smelling benifits and increase the scope of marketing to youre specific product.

Promotional marketing strategies :

* in case of those companies where they already has got reasonable goodwill among people and wanto retain the same instead they opt their competitive products can opt for this kind of strategies.

* can assign specific star as ambassador to it and telecast an add.

* this reminds all the old / existing customers the benifits they enjoyed while using the products and stars charisma adds a flavour to their interest.

* this opts them to go with their old soap again.

Place based marketing strategies :

* it is necessary to always put in mind that a strategy is said to be succesful if it reaches to right person at right place in right time.

* this is because unless you find to possess a need in purchasing it , you wont.

* now the same dove add if at all telecasted in the villages / backward places then that would serve no gain to the company.

* because people there can understand only basic need of it. Not the extra effectiveness of your specific product rather competitors.

* so a soap which fits their budget and need can only occupy place and ones occupied would retain for long run.

* thus soaps with less price and less quantity would serve their purpose at that respective place

Eg : small soaps / shampoos