351LON CW2 Deferral AssessmentAssignment title: International Marketing Strategy – Advertising Pitch/Essay of UnileverAssignment Weight: 50% of your overall module mark.Assignment Briefing:Students...

Running Head: DOVE SERUM BRUSH         1
DOVE SERUM BRUSH         8
INTERNATIONAL MARKETING STRATEGY
(DOVE A BRUSH WITH SERUM)
Table of Contents
Introduction    3
Description of the Product    3
Critically Discussing the Components of the Marketing Plan in Australia    3
Marketing Research and Market Research    3
Market Segmentation and Targeting    4
Situation and Company Analysis    4
Ethics and Corporate Social Responsibility    5
Competitive Analysis    6
Marketing Mix Strategy    6
Risk Factors and Mitigation    7
Measurement    8
Conclusion    8
References    10
Introduction
    It is important for the different companies to ensure that their new product or service is subjected to a definite marketing plan. A stable marketing plan involves a series of strategies that act together to produce a positive business outcome for a company in terms of their products or services that they offer. These are subjected to subsequent stages of development to ensure its superior level of customer awareness and market dominance. In this essay, different elements of the marketing plan are analysed with reference to Dove Brush with Serum. Consequently, the associated risks and its mitigation strategies have also been analysed.
Description of the Product
    The Dove Brush with Serum is a special type of product innovated by Dove. Dove has been a reputed company that produces a premium range of cosmetics, especially for hair nutrition. The Dove serum brush has a special form of brush that has a liquid in its chambers. The customers can easily brush their hair using this brush. In doing this, then serum flows slowly into the hair, while combing. Consequently, the protein essence to the hair is provided through the brush. The product has been innovative and is accepted widely in its trial run.
Critically Discussing the Components of the Marketing Plan in Australia
Marketing Research and Market Research
    It is important for Dove to ensure that the Serum brush is widely accepted in Australia, a market that they are about to enter. In this case, it becomes imperative for the company to ensure that a thorough market research is established. This pertains to the survey from the customers about their preferences towards serum (Adie, Hall & Prayag, 2018). In Australia, the product after launch will be successful, if the demands of the customers are effectively met by a company.
    Consequently it is also important for Dove to ensure that the marketing research is performed by the company. In this case, the channels of marketing are analysed by the company. Here, Dove may implement this process to make sure about the marketing medium that is mostly used by the customers. Consequently, targeting through these mediums like social media may be a significant advantage for Dove.
Market Segmentation and Targeting
    Marketing segmentation and targeting the customers forms a major parameter of the marketing plan for the companies. In this case, Dove may be exposed to a significant level of advantage of a proper method of segmentation and targeting is established. It is established that the youth of Australia has been inclined towards innovative skin care products (Dolnicar, Grün & Leisch, 2018). This has provided the opportunity for Dove to sell their Serum brushes at significant rates. The company has mainly implemented the demographic segmentation and the behavioural segmentation where the customers rely on specific brands such as Dove.
    Consequently, Dove has also...