There are a wide range of areas in China at different levels of refinement. Additionally, similarly as there isn't just a single market entry methodology in China, there is more than one sort of purchaser in China.

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2. The co-creation of value for Dove
beauty bar in China

3. Table of contents
 Introduction
 Target market, persona and customer journey
 Value proposition
 SMART goals and Blue Ocean strategy
 Market entry plan
 7Ps strategy, tactics, schedule and measures
 Value summary map
Dove beauty bar

4. Introduction
Source: (Riley, Lomax & Blunden, 2004)
 Parent Company: HUL (Unilever)
 Chosen location for value creation: China
 Segment: Beauty bar (soap)
 Sector: FMCG sector
 Tagline: “Everyday moisture is the key to beautiful skin”
 USP: Beauty bar that deeply moisturizes the skin.
Dove beauty bar

5. Target market, persona and
customer journey
Target market : China
Soap industry in China
Source: (Scott, 2015)
Dove beauty bar
CHINA’s SOAP
INDUSTRY
New
entrants
New
entrants
New
entrants
New
entrants

6. Market segmentation
geographic areas
Socio-economic aspects,
Educational and professional levels of the buyers ("Bases of Market
Segmentation Success: A Marketing Decision Makers’ Perspective", 2016).

7. Value proposition
It s suggested that value addition is there to woo the
clients (Chick & Handfield, 2015).
The value proposition is attained by offering three
things in one beauty bar- soap, moisturizer, fragrance.
Dove does not proclaim itself a soap yet it is a mild
moisturizing bar that is 1/4th moisturizer.
The use of its huge moisturizer ingredient makes it
different from its competitors.
Dove beauty bar

8. SMART goals and Blue Ocean
strategy
Usually “Bottom of the pyramid client (BOP) ” (Mooradian, Matzler & Ring, 2014)
can be shown as:
• He is one who has restricted finances for daily usage but still there are personal
desires.
•Buyer is image conscious
•Buyer has restricted buying power yet it is definite.
•The buyer has exposure to TV, cinema, videos, smart phones and other modes by
which he gets influenced through the branding campaigns led by the beauty
product sellers.

9. Blue ocean strategy
 The blue ocean strategy given in the paper targets this
vast group of non clients by giving them a value
proposition that can fulfil their need.
 The value proposition is attained by offering three
things in one beauty bar- soap, moisturizer, and
fragrance.
 There are three things to be combined in terms of
ingredients used.
 The dove beauty bars include strong elements for
fragrance, soap and moisturizing agents.

10. Market entry plan
Market entry through direct channels
Nowadays, the direct sellers have to decide if or not to try and
work with —
i. Chinese foreign trading corporations (FTCs)
ii. industrial trading corporations (ITCs),
iii. independent entrepreneurial third party trading
companies,
iv. domestic end-users or
v. domestic Chinese distribution companies ("China
Market Entry Strategies", 2018).
For the chosen product, the Chinese foreign trade
corporations and domestic Chinese distribution frms can
be used so that there is mass distribution.
Dove beauty bar

11. 7Ps strategy, tactics, schedule and
measures
 Product
Brand bargains in items generally for ladies and is focused on giving an item that will
improve her excellence.
 Price
In comparison to its rivals Dove items are priced somewhat higher yet its subjective items
have been an awesome help to the brand as it has possessed the capacity to actualize its
evaluating approach effectively.
Ladies consider Dove a top of the line item and henceforth will spend a couple of
additional bucks on individual care items that will help in improving their excellence.
 Place
Dove is a universal brand
Its plants are spread in different parts of world
Assembling of its items happens in a few nations like the United States, Turkey, Thailand,
South Africa, Philippines, Pakistan, Netherlands, Mexico, Ireland, Israel, Indonesia, India,
etc.
Items are sold in almost eighty nations with help of a fine and effective conveyance
channel. It incorporates makers to retailers to buyers by means of general stores, retail
locations, helpful stores, rebate stores, markets, shopping centres and hypermarkets.
Dove beauty bar

12.  Promotion
Dove has solid brand mindfulness in the buyer market and it has been conceivable on account of branding
and publicizing.
It has additionally restricted in print media to advertise its items through promotions in daily paper,
magazines and boards.
Dove additionally has a media presence on the social stage through Twitter and Facebook and has made its
very own fan following.
 Process
The distribution process involves distributing at new locations and markets through foreign and domestic
distributors. This will help in creating brand awareness among people.
 Physical evidence
The beauty bar has all three attributes – fragrance, moisturizing agent and lather (soap), which will help in
attracting women.
 People
The marketing individuals will mainly be from the Chinese origin so that the local culture and languages can
be understood with proper knowledge of the laws and regulations of the nation.

13. Value summary map
Dove beauty bar
The Dove beauty bar has to
make itself to the next quadrant
so that people who look for
great fragrance, so that the
client gets benefits of three
soaps in single soap.
Source: Sivramkrishna, 2003

14.  There are a wide range of areas in China at different
levels of refinement.
 Additionally, similarly as there isn't just a single
market entry methodology in China, there is more
than one sort of purchaser in China.
Conclusion
Dove beauty bar

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