小组成员 肖琼黄鹤仙陈景怡曾品何仁志主讲人 肖琼黄鹤仙 THECULTUREOFDOVECHOCOLATE ThehistoryofDoveTheproductionofDovechocolateThereasonofsomanypeopleloveDoveDove sdevelopmentinChinaSomereasonsofDove ssuccessinChina contents THEHISTORYOFDOVE 1939 GreekimmigrantLeoStefanoopenshisshopUnderthenameofDove inthesouthsideofChicago1956 StefanosmakeshisfirstDOVEBARicecream1977 LeoStefanodiesandhissonMiketakesoverthefamilybusiness1984 MikeStefanopresentsDOVEBARicecreamatTheFancyFoodShowinwashington D C andbeginstoreceiveordersfromaroundthecountry 1986 MarsbuysthecompanyandtheDOVEBARgoesfullynational 1991 DOVEPROMISESmilkchocolateandDOVEPROMISESdarkchocolatearelaunched 2006 Dovecelebratehis50thbirthday 2008 TheDovebrandintroducedafirst in categoryinnovativenewpackingformatforhispremiumtabletbarcollection production RawmaterialselectionThesourceforDovechocolateisthecacaoplant CacaoforDovechocolateiscarefullyselectedfromregionsincentralandsouthAmericanandWestAfrican Step5 moulding Step1 RoastCocoabeans Step2 makeCocoaliquor Step3 Mixingandgrinding Step4 Tempering Packagingandlabeling Step6 ReasonforloveDove 1 RomanceChocolateseemstobeabletomeltthecoldheartsothateveryonetasteofit havefilledwithsweetie ithasamysteriousflushingeffect 2 YouthChocolatehasastrongantioxidantcapacitycandelayagingkeepupyoung 3 HealthChocolatecanenhancetheimmunesystemandaregoodforhearthealth 4 EnergyChocolatecaneffectivelycomplementtheenergy 5 CareChocolatemeansthat myheartIscareofyou 6 LoveLovechocolateistheloveforlife 7 JoyChocolateisthemakerforhappiness DovechocolateentersintoChinesemarketin1989 ItbecametheleadingbrandinChinesedomesticmarketin1995 Fromthenon milky fragrant silkyfeeling hasbecameitsclassicadvertisingslogan Uptonow Dovechocolatehasbeenapreferredproductforpeopletoexpresstheiremotionandenjoythebeautifulmoments Dove sdevelopmentinChina SomereasonsforDove ssuccess ExquisiteproductRefreshingadvertisementInfusingwithChineseelements Productsegmentation Forthedifferentingredientsaddedintheproductionprocess Dovechocolatecanbedividedintodifferentvarieties MilkchocolateDarkchocolateNutchocolateWhitechocolateChocolatewithtoysHeart shapedchocolate Accordingtobroadconsumers Dovechocolatedividesitsproductsintofiveseries ChoiceforgratitudeChoicefortrueloveChoiceforclosenessChoiceforsharingChoiceforwedding Productsegmentation Beautifulpackage Inpackaging DovechocolatehasadominantpositioninChinesedomesticchocolatemarket Visuallyittrytomakeitsproductsappearsmorebeautifulanddelicious TakeDovemilkchocolateforexample withafreshbrightcolorandeye catchingconvenientdesign itattractsalargenumberofconsumers Refreshingadvertisement EveryyearMarsputalotofmoneyintheproductadver tising Everyadvertisementisadelicateandcreativedesign In2009 atthepointofChinesefestival MoonFestival Doveputoutanewproduct DoveChoco lateMoonCake DoveChocolateMoonCakeofClassicGiftBoxDoveChocolateMoonCakeofDeluxeGiftBox InfusingwithChineseelements THANKYOU