Liking

          Here at Dove we not only like our customers, loyal or seasonal, we love and respect them. This is what we are going to do, with any purchase of our Dove Men’s Care Post Shave we are going to give our male customers either a free stick of deodorant or 50% off of our other Dove Men’s Care products. For our female customers buying for their loved ones we will include a free bar of women’s Dove soap or 50% off any Dove Women’s Care products as well.

          Here is how it will work. With all Dove Men’s Care Post Shave there will be a special tag that has a coupon code depending on what you the customer decides they want. We have done a lot of research to find out what our customers need and want. “Companies spend heavily on marketing research in order to discover the needs and wants that exist in the marketplace and to define a product's general characteristics in the light of economic, social, and political trends. The goal is to use this information for product shaping and development—designing products, through manufacturing, repackaging, or advertising, to satisfy more fully the customers’ needs and wants.” (Chapter 5.) We believe heavily on researching what our customers fully care about.

          As we said, we are not only doing this for our loyal customers, but for our seasonal customers as well. This company wants to retain and rebuild our fan base among the world. “It may be easiest to think of all these in terms of what one researcher calls the three R’s of marketing: recruiting new customers, retaining current customers, and regaining lost customers.” (Chapter 7.) We realize our most loyal customers care little about our promotions, but we know we should still give thanks to them. Our most important goal is to regain and recruit new customers that may have Dove as their second choice in grooming products. “Sole users are the most brand loyal and require the least amount of advertising and promotion. Semi-sole users typically use Brand A, but have an alternative selection if it is not available. Discount users are the semi-sole users of competing Brand B. Trial/rejectors bought Brand A's advertising message but didn't like the product. More advertising won't help; only a reformulation of Brand A will bring them back.” (Chapter 6.)

          We understand that some may not like Dove and that some may love Dove, either way our customers deserve only the best that we can offer.