Dove And Nike Promotianal Mix Essay

Published: 2020-02-10 03:52:26
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Category: Nike Inc.

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The purpose of doves promotional mix is to promote and advertise their product to the public to gain interest and awareness about what they have to offer. By promoting their product they are trying to increase sales of this anti-aging lotion and also increase the profit coming into the business. Also they aim to gain more interest in the brand so that they will be able to sell more of their products. Dove uses advertising by commercially advertising themselves on mobile devices, for example if you have an app open on your smart phone adverts will usually pop up at the bottom of the app, dove uses this space to advertise themselves to gain the attention of a large amount of consumers. They also use visual advertising in the form of TV adverts; these adverts are usually plain and simple so that it is just focused on the product and nothing else. They are simple but not boring therefore it holds the customers attention throughout while they are watching it.

Dove uses a variety of PR companies, they do this to that their products get more recognition by the public, the PR companies will find a celebrity to be placed in the dove adverts or get a celebrity to be seen purchasing the product. This will then increase the sales of that product because more people will want/ be willing to buy it if a celebrity is seen buying it or using it. Dove uses sales promotion methods to promote their products, an example of this is when they give out free samples of one of their products; they will give out free samples to a large amount of the public this will the gain the interest of consumers, if the customers like the free sample that they have been given then they will be more likely to go and buy a large version of that product. Dove also uses sponsorships to promote their products.

They promote various rugby teams to get recognition of a large number of potential customers. By sponsoring large well-known names they are able to get interest of their brand and certain products across on a large scale. Dove use promotion to support their real beauty corporate image. The majority of their forms of promotion use normal people that you would see every day opposed to super models or famous good looking people, by doing this they are retaining their image that they want to show to the public. The public feel that they can relate more to the people that are used in the advertisements and promotions therefore they will be more likely to go out and buy these products that they are seeing advertised by normal people. Dove tends to use short term advertising more than long term advertising.

They will generally produce a new advertisement for the company every 2-6 months and then air it once one of their adverts has been out for 3-7 months (depending on how well the advert is doing). Dove will use long term advertising if the advert is increasing sales and profits for the business; if this is the case then the advert can stay on air for up to 10-12 months. Dove generally opts for short term advertising as this gives the consumers the feeling that dove are always improving on their image and releasing new and better products more often than competitors and other similar brands. Doves target market started off as women of any age, shape, and size and men of any age. But now dove is fine tuning their products towards women of the age of 50 or older. As they are starting to release more anti-aging creams and lotions dove thought that it would be wise to target the older generation as they are the people that will buy these products that dove are manufacturing.

Dove believes that everyone wants to look young for as long as they can so this is why they are targeting older people as they will want to buy these products so that they can look as young as they can for as long as they can. Dove mainly operate in business to business marketing as they dont have a specific dove shop where customers can go into and buy certain dove products so this is why dove use business to business marketing so they are able to sell their products in bulk to large stores and then these stores are able to sell the products individually to customers. This market is rapidly changing as the needs of the customers always change therefore this is a difficult market to compete in. Dove uses their brand for all of their products and advertisements; their brand is well recognised around the world and is associated with quality products for an affordable price. Dove has many competitors, every brand that manufactures soaps, creams, and moisturisers are competitors of dove.

They have to maintain the quality of their products to stay ahead of their competitors, if they fall behind the competitors then they will face losing out on a lot of sales and their profit will go down by a considerable amount. Dove are keen on communicating with their customers; they think this is important because if they know what their customers think about their products then they can find out ways to improve/modify them if the customers do not like current products. Dove gather information from the customers by using market research, types of market research that is used includes surveys, questionnaires and feedback forms that can be filled out online or by hand.

Dove as an organisation uses AIDA towards their customers. They gain the consumers attention through their advertisements and promotions to lure the customer into wanting to know more about the product they are advertising. They then get the interest of the consumer through the adverts and promotions by listing the perks and benefits of buying this product; this allows the customer to see how they can benefit from the purchase of the product, they will then be more likely to purchase it once they know this information.

Dove convince the customers that they want to purchase the product being shown by having the person advertising the product explaining how good it is and how much it has changed their life for the better, this convinces the consumer that they need this product therefore they have a bigger desire to go out and purchase the product. At the end of every advertisement it shows you where this product is able to be bought and sometimes how much it is, this is the action that actually leads the consumers to buying the product.

Nike promotional mix

The purpose of Nikes promotional mix is to promote and advertise their product to the public to gain interest and awareness about what they have to offer. By promoting their product they are trying to increase sales of the trainers and also increase the profit coming into the business. Also they aim to gain more interest in the brand so that they will be able to sell more of their other products that they offer. Nike uses visual advertising by commercially advertising themselves on TV and the internet, they use visual advertising in the form of TV adverts; these adverts are usually colourful and dynamic so that they attract the viewers full interest. They are not very simple adverts but not over the top therefore it still holds the customers attention throughout while they are watching it and getting a great viewing experience, Nike believe that the better their adverts are then customers will be more likely to purchase the product.

Nike uses a variety of PR companies, they do this to get their products get more recognition by the public and further into the public eye, the PR companies will find a celebrity to be placed in the Nike adverts or get a celebrity to be seen wearing the product. This will then increase the sales of that product because more people will want to buy it if a celebrity is seen buying it or using it, as the general public will think that if it is good enough for a celebrity then it will be good enough for them and they will go out and buy the product. Nike uses sponsorships to promote their products. They promote various football teams and other well known sports to get recognition from a large number of potential customers. By sponsoring large well-known names they are able to get interest of their brand and certain products across on a large scale; this also makes them known as a sports brand as they are sponsoring different sports teams and sports events.

Nike use promotion to support their sports like corporate image. The majority of their forms of promotion use famous sports personnel that you would see often on TV and in the press they tend to use people that are in the public eye opposed to normal people that no one knows, by doing this they are retaining their image that they want to show to the public. The public feel drawn in by the people in the advertisements and promotions because they admire them and look up to them therefore they will be more likely to go out and buy these products that they are seeing advertised by their idols. Nike tends to use short term advertising more than long term advertising.

They will generally produce a new advertisement for the company every 2-5 months and then air it once one of their adverts has been out for roughly 3 months (depending on how well the advert is doing). Nike will use long term advertising if the advert is increasing sales and profits for the business; if this is the case then the advert can stay on air for usually up to 6 months. Nike generally goes for short term advertising as this gives the consumers the idea that dove are always improving on their image and releasing new and better products more often than competitors and other similar brands.

Nikes target market is typically athletes, both male and female usually from the age of 15 to around 35. They target active people who like to participate in high quality sporting goods; especially footwear. Nike focuses on creating premium products, brand leadership and being higher in the retail area then competitors. Nike is aiming for further expansion and farther marketing penetration in many more regions. Nike operate in business to business marketing as they dont have many specific Nike shops where customers can go into and buy only Nike trainers so this is why Nike use business to business marketing so they are able to sell their products in bulk to large sports shops and then these stores are able to sell the products individually to customers. This market is rapidly changing as the needs of the customers always change therefore this is a difficult market to compete in. Nike also operates in business to customer marketing but not as much as they do in business to business. Nike has specific shops that sell Nike trainers so customers can go there and buy a specific product.

Nike uses their brand for all of their products and advertisements; their brand is well recognised around the world and is associated with quality products for an affordable price. Nike has many competitors, every brand that manufactures trainers, sports equipment, and sportswear are competitors of Nike. They have to maintain the quality of their products to stay ahead of their competitors and not fall behind, if they fall behind the competitors then they will face losing out on a lot of sales and their profit will go down by a considerable amount. Nike are keen on communicating with their customers; they believe this is important because if they know what their customers think about their products then they can find out ways to improve/modify them to suit the customers better if the customers do not like the current products.

Nike gather information from the customers by using market research, types of market research that is used includes surveys, questionnaires and feedback forms that can be filled out online or by hand. Nike as an organisation uses AIDA towards their customers. They gain the consumers attention through their advertisements and promotions to lure the customer into wanting to know more about the product they are advertising. They then get the interest of the consumer through the adverts and promotions by listing the perks and benefits of buying this product; this allows the customer to see how they can benefit from the purchase of the product, they will then be more likely to purchase it once they know this information.

Nike convince the customers that they want to purchase the product being shown by having the person advertising the product explaining how good it is and how much it has changed their life for the better, this convinces the consumer that they need this product therefore they have a bigger desire to go out and purchase the product. At the end of every advertisement it shows you where this product is able to be bought and sometimes how much it is, this is the action that actually leads the consumers to buying the product.

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