MARKET ANALYSIS
The purpose of this market analysis is for Dove to increase their understanding of the New Zealand skincare market. Although the market is small compared to the Australian and American market, New Zealand has still had a steady growth in sales across the years 2007-2012 with the average increase of 15 million dollars over the 5 year period (Euromonitor, 2013). This has shown the popular demand of consumers for skincare products in the New Zealand market. With the New Zealand skincare industry branching out with their own brands and adopting those from overseas, it has become increasingly popular and has caused the use of skincare products that are
Skincare companies understand that the New Zealand is small. However, they must …show more content…
2012).
COMPETITOR ANALYSIS
The skincare market in New Zealand is quite general resulting in a broad competition . Due to Dove’s array of products, there are many competitors (Dove Report, 2013). Dove is one of New Zealand’s top skin care brands along with Nivea, Avon, and neutrogena, all of which are close in sales within the New Zealand market.
PESTE
SOCIOCULTURAL:
Dove has recently come across issues relating to body image and appearance, especially prominent among the Women target group. Although women are the main focus of appearance and body image, it is not excluded that this problem is also faced by men. In society today, there are many social pressures that are forced unto people to uphold a certain physical appearance. Men and women both spend a considerable amount of time and money on how they present themselves to the western society around them. In recent news, women of all ages (especially young adults and teens) admit to having a misinterpreted image of what ‘real beauty’ is by comparing themselves to women they see in various media outlets eg, models. In
The purpose of this market analysis is for Dove to increase their understanding of the New Zealand skincare market. Although the market is small compared to the Australian and American market, New Zealand has still had a steady growth in sales across the years 2007-2012 with the average increase of 15 million dollars over the 5 year period (Euromonitor, 2013). This has shown the popular demand of consumers for skincare products in the New Zealand market. With the New Zealand skincare industry branching out with their own brands and adopting those from overseas, it has become increasingly popular and has caused the use of skincare products that are
Skincare companies understand that the New Zealand is small. However, they must …show more content…
2012).
COMPETITOR ANALYSIS
The skincare market in New Zealand is quite general resulting in a broad competition . Due to Dove’s array of products, there are many competitors (Dove Report, 2013). Dove is one of New Zealand’s top skin care brands along with Nivea, Avon, and neutrogena, all of which are close in sales within the New Zealand market.
PESTE
SOCIOCULTURAL:
Dove has recently come across issues relating to body image and appearance, especially prominent among the Women target group. Although women are the main focus of appearance and body image, it is not excluded that this problem is also faced by men. In society today, there are many social pressures that are forced unto people to uphold a certain physical appearance. Men and women both spend a considerable amount of time and money on how they present themselves to the western society around them. In recent news, women of all ages (especially young adults and teens) admit to having a misinterpreted image of what ‘real beauty’ is by comparing themselves to women they see in various media outlets eg, models. In