Five Environmental Forces in Hong Kong Affecting Dove's Marketing Strategies

1129 Words Mar 26th, 2011 5 Pages
Five Environmental Forces in Hong Kong Affecting Dove’s Marketing Strategies In 2001, Dove introduced its hair care products to Hong Kong’s market1. According to The Marketing Information Company, ACNielsen’s retailing survey report, Dove was ranked number one in the sale volume of personal care product including shampoo, body wash, soap and face care products from 2001 to 2003 in Hong Kong.2 This survey report proves that Dove has adopted successful marketing strategies in the Hong Kong personal care market. In this essay, I will analyse the how Dove shampoo satisfies Hong Kong consumers’ needs and wants, recognize the influence of environmental forces on the marketing strategies adopted by Dove and how changes in economic environment …show more content…
In the past, consumers only focused on the cost and the basic cleaning function of the shampoo. Nowadays, as the improvement of technology, they focus on quality and special hair care function provided by shampoos. Hence, Dove has developed news product continuously. For example, Dove adopted the new technology to develop “Delicate Care Shampoo” containing control oil factor—Thiosome. This can control the oil secretion and moisten the hair.26
Dove uses the Internet to promote its products and activities like “Campaign for Real Beauty” and T-shirt design competition holding currently. In the website, it provides some games and music for consumers to download in order to increase its brand cognition and sales volume.27It uses the Extranet to share information with supplies, distributors and other partners.
“Competition refers to the alternative firms that could provide a product to satisfy a specific market’s need”28. Shampoo industry is oligopoly, which is a common industry structure with a few companies control the majority of industry sales.29In Hong Kong, there are six major companies which are Unilever, P&G, Kao, Alberto Culver, Colgate –Palmolive and Johnson & Johnson to