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Dove Hair

Proposition for Dove hair

Dove hair has specialized in providing hope for the mothers who have recently given birth through providing hair products for treatment of the hair (USA, 2016). As such, the enterprise should move towards remodeling their stores to incorporate a range of products that are in demand by their kind of audience. Therefore, I would propose a market strategy for Dove Hair to be adding more merchandise to their stores after remodeling so as to provide a one stop shop for their customers (Spender, 2014).

This strategy is grounded on the basis that there are opportunities that are available for Dove Hair that have been noted under SWOT analysis (USA, 2016). For instance, there are more mothers giving birth every day and yet the company is the only one of its kind in the business and therefore, in order to fill the gap within the market, Dove Hair should consider stocking its stores with a range of products like nipple cream and tummy splints that are required by these customers and utilizing the opportunity.

Marketing Objective

To achieve 15 percent increase in sales among newly married women aged between 24 and 30 years and 6 percent shopping frequency.

Advertising strategy

To promote by 7 percent new merchandise lines of tummy splints and nipple cream for new mothers (Okonkwo, 2016).

Target audience segmentation

Dove Hair a group of new mothers who want to remain stylish after giving birth. Therefore, they can be segmented through four methods discussed herein.

Demographically-the current audience is comprised of newly married women and are afraid of developing hair problems (Spender, 2014). Besides, this audience is comprised of both low and medium income earners aged between 24 and 30 years.

Geo-demographically— the target audience is currently based in the united states. These, being professional women, are motivated to stay stylish to gain power and respect as they are empowered by the policies in the states.

Psychographic— most of the professional jobs are demanding and require style and presentation for public image. As such working in these kind of environment makes the women uncertain on hair styles and thus, women with hair problems find it insecure working with a presumption that their colleagues know what is wrong with the women. Furthermore, the intention for most of the customers purchasing from Dove Hair is that the products appeal to boosting their self-esteem in the face of their colleagues for having the beautiful hair they had before giving birth (Spender, 2014).

Behavioral— the audience being in the Centennials generation, hopes to benefit from the products which they hope will regain their hair growth to normal state in order to retain the lifestyle (Venkatraman et al, 2015). This is based on the fact that this generation is influenced by the lifestyles of celebrities in adverts and therefore are motivated to be like the celebrities in their own kind (Okonkwo, 2016). Moreover, basing on the numbers of customers conducting research over the internet about the Dove Hair products, it is evident that they have developed loyalty to the brand (Gutman, 2016). Besides, being mostly low and medium income earners, the customers do not have much money though the ones conducting research over the internet are potential customers.


Gutman, B. (2016). Forbes Welcome. Retrieved 26 September 2016, from

Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.

Spender, J. C. (2014). Business strategy: Managing uncertainty, opportunity, and enterprise. OUP Oxford.

USA, D. (2016). Welcome to Dove. Dove UK. Retrieved 26 September 2016, from

Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., … & Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436-452.