DOVE=Do yOu loVe mE is a gift for the first lover.

dove chocolate is one of a series of products launched in China by Mars, an American multinational food company, the world's largest manufacturer of pet food and snack food. It entered China in 1989 and became the leading brand of chocolate in China in 1995. "Milk is fragrant and silky" became a classic advertising slogan.

However, it is not once or twice that consumers find foreign objects when eating Dove chocolate. At the beginning of January 213, some consumers reported that they found live maggots when eating Dove chocolate. On January 6th, Dove Chocolate officially apologized, saying that it would take the sample away for investigation and pay 1 times the price compensation.

Marketing strategy:

"You can't refuse chocolate, just like, you can't refuse love." This moving line comes from a drama "The Heart of a Chocolate" directed by Meng Jinghui. This drama, which skillfully connects and blends chocolate and love, is a cross-border work of art and commerce produced by chocolate brand Dove.

In fact, Dove has been keenly observing the changes of consumers' emotions and lives, trying to touch consumers' inner feelings and hearts, from implanting Du Lala's Promotion to sponsoring art and dance performances, and then launching this drama together with the Meng Jinghui team.

in terminal promotion, dove has always adhered to the principle of "vivid market", which is mainly reflected in three aspects: wide distribution-availability; Obviously-visible; Within reach.-yes.

in the terminal display and display, pay attention to the first impression of consumers, and arouse consumers' consumption impulse and purchase desire. In terms of publicity, Dove made full use of posters, flags, stickers, plastic shelves, shelves, floating objects, display paper cabinets, Dove special display shelves, cashier shelves, hot shelves, bulk shelves and so on. In terms of promotion, Dove seeks the best promotion and display opportunities, which greatly promotes product sales. Dove chocolate has become the first choice for people to convey their feelings and enjoy beautiful moments.