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1、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
2、 StefanosmakeshisfirstDOVEBARicecream1977 LeoStefanodiesandhissonMiketakesoverthefamilybusiness1984 MikeStefanopresentsDOVEBARicecreamatTheFancyFoodShowinwashington D C andbeginstoreceiveordersfromaroundthecountry 1986 MarsbuysthecompanyandtheDOVEBARgoesfullynational 1991 DOVEPROMISESmilkchocolatean
3、dDOVEPROMISESdarkchocolatearelaunched 2006 Dovecelebratehis50thbirthday 2008 TheDovebrandintroducedafirst in categoryinnovativenewpackingformatforhispremiumtabletbarcollection production RawmaterialselectionThesourceforDovechocolateisthecacaoplant CacaoforDovechocolateiscarefullyselectedfromregionsi
4、ncentralandsouthAmericanandWestAfrican Step5 moulding Step1 RoastCocoabeans Step2 makeCocoaliquor Step3 Mixingandgrinding Step4 Tempering Packagingandlabeling Step6 ReasonforloveDove 1 RomanceChocolateseemstobeabletomeltthecoldheartsothateveryonetasteofit havefilledwithsweetie ithasamysteriousflushi
5、ngeffect 2 YouthChocolatehasastrongantioxidantcapacitycandelayagingkeepupyoung 3 HealthChocolatecanenhancetheimmunesystemandaregoodforhearthealth 4 EnergyChocolatecaneffectivelycomplementtheenergy 5 CareChocolatemeansthat myheartIscareofyou 6 LoveLovechocolateistheloveforlife 7 JoyChocolateisthemake
6、rforhappiness DovechocolateentersintoChinesemarketin1989 ItbecametheleadingbrandinChinesedomesticmarketin1995 Fromthenon milky fragrant silkyfeeling hasbecameitsclassicadvertisingslogan Uptonow Dovechocolatehasbeenapreferredproductforpeopletoexpresstheiremotionandenjoythebeautifulmoments Dove sdevel
7、opmentinChina SomereasonsforDove ssuccess ExquisiteproductRefreshingadvertisementInfusingwithChineseelements Productsegmentation Forthedifferentingredientsaddedintheproductionprocess Dovechocolatecanbedividedintodifferentvarieties MilkchocolateDarkchocolateNutchocolateWhitechocolateChocolatewithtoys
8、Heart shapedchocolate Accordingtobroadconsumers Dovechocolatedividesitsproductsintofiveseries ChoiceforgratitudeChoicefortrueloveChoiceforclosenessChoiceforsharingChoiceforwedding Productsegmentation Beautifulpackage Inpackaging DovechocolatehasadominantpositioninChinesedomesticchocolatemarket Visua
9、llyittrytomakeitsproductsappearsmorebeautifulanddelicious TakeDovemilkchocolateforexample withafreshbrightcolorandeye catchingconvenientdesign itattractsalargenumberofconsumers Refreshingadvertisement EveryyearMarsputalotofmoneyintheproductadver tising Everyadvertisementisadelicateandcreativedesign In2009 atthepointofChinesefestival MoonFestival Doveputoutanewproduct DoveChoco lateMoonCake DoveChocolateMoonCakeofClassicGiftBoxDoveChocolateMoonCakeofDeluxeGiftBox InfusingwithChineseelements THANKYOU
