The 10-step marketing plan targets women aged 20-35 who want soft, beautiful skin. The $2.5 billion market includes brands like Olay and Nivea. Dove aims to capture the $0.9 billion niche market with its soap containing 1/4 moisturizing cream. The marketing mix includes prices of P40 for 100g and P50 for 135g, the "Self Esteem Campaign", nationwide distribution, and a niche differentiation strategy focusing on Dove being the only soap with moisturizing cream that leaves no residues.