Dove and Sure Deodorant Marketing Mix

This report analyzes the marketing mix strategies of Dove and Sure deodorant brands for women, comparing their product attributes, pricing, promotion, and place strategies. It also examines their STP approaches and concludes that Dove employs a more comprehensive strategy, focusing on a wider target audience and product diversification.

4 Ps OF MARKETING MIX

Executive summary
Report will lay focus on Dove and Sure deodorant for woman. It will present the marketing mix
strategies taken by both the firms. It will present the attributes of products sold out by the
companies. Also assignment will provide the strategies of pricing adopted by the companies to
sold the goods.

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
4 Ps of 'DOVE'............................................................................................................................3
4 ps of 'SURE' ............................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix is the model that firm used to promote their product in the different market.
This is type of tactics and marketing tools that company use for the purpose to achieve a
marketing objectives. 4 Ps are the tool that help to analyse the market through price, promotion,
place, product. In this report for the good understanding of marketing mix, 'DOVE' and 'SURE'
moisturise for women is taken. 'DOVE' is the personal care brand owner is Unilever (Calderón
Martínez, 2017). 'DOVE' market share is 3.5% in metros. 'SURE' is the antiperspirant deodorant.
This brand is the highest selling deodorant brand in UK. The Highest selling is 73. 6 million
British pound. The report will emphasise the detail study about the market through STP of
'DOVE' and 'SURE'. The report will emphasise on 4 ps of 'DOVE' and 'SURE' that help to
understand their market strategies. At the last company describe the different strategy that they
follow like pricing strategy and promotion strategy in their 4 Ps.
TASK 1
STP OF 'DOVE' deodorant and 'SURE' deodorant
BASIS DOVE SURE
SEGMENTATION Demographic segment
'DOVE' use this segment they
focus on the women of all age
groups up to 18. They focus in
the women and their needs
and wants about the beauty
products. Women who
understand about the beauty
products and who care their
skin so they can choose the
'DOVE' deodorant. Women
who have good purchasing
power and they want chemical
Demographic segment
'SURE' use this segment to
enhance their product variety
firstly 'SURE' introduce the
man deodorant. But they also
expand their product in all the
people. So they launch the
women deodorant and target
the women of all age. 'SURE'
introduced the different
varieties in the deodorant that
satisfy the needs of omens.
For example -For sensitive
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less and natural ingredients in
the deodorant so women can
purchase the deodorant and
take advantage.
Psycho graphic segmentation
'DOVE' use this segment to
promote their product. The
company tag line is' you are
beautiful the way you are' that
create a belief of customer
towards their product. Also
describe that the product is
available for all type of
women's age (Avila
Zambrano, 2018). Size, body
shapes. All are use this
product so that fragrance
remains in the body for long
time. So that helps to change
the mentality and create a big
profit to company.
skin, for stain protection, for
active life styles. Etc. So
women purchase the
deodorant and that protect
them in different situations.
Psycho graphic segmentation
'SURE' use the segment to
promote their product and
there tag line is' 'SURE'
promises 'No paseena' and
provide long-lasting protection
against sweat. 'SURE' is also
launched the products for
women such as passion dry
and free spirit and the way of
protesting is very good its
inspired the women to
purchase the product.
TARGETING 'DOVE' targets the working
women between the age of 18-
35. So it's a benefit for dove
that use this and deodorant is
more suitable for promoting
the product in working
women's that provide the fresh
and good feeling in work
place. Also, 'DOVE' targets
those who have high
'SURE' is targeting those
women who are fitness fan.
And they sweats a lot. So
'SURE' introduce the
deodorant that satisfy the
needs of those women that
have rely needs for this type of
product. 'SURE' is also
targeted the high income
customer and that they really
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purchasing power and high
income so they easily buy the
product and they willing to
pay the amount of the product.
So 'DOVE' easily promote the
deodorant in different type of
people who attract and want to
purchase this product.
need for this type of products.
POSITIONING 'DOVE' promote their product
and change the mentality in
women so they create some
initiatives. Such as 'DOVE'
movement for self-esteem this
movement help to women's to
increase the confidence and
increase the positive vibes.
There tag line is 'imagine a
world where beauty is sources
of confidence, not anxiety'.
'DOVE' also use the model to
find the who inspire the
women in this generation.
There tag line is strong role
models build strong self
esteem
'SURE' is take some initiative
like they promote the equality
between men and women and
support the women for the
future growth like women
make career in the sports
(Bell, 2015). So 'SURE' will
support those women who are
passionate about their future in
sports and also provide the
best product to satisfy the
needs of working women.
Basis DOVE SURE
PRODUCT 'DOVE use the levitt model to
modify the products and
satisfy to customer. Company
'SURE' launch the different
deodorant product to satisfy
the customer. Such as ''SURE'
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promoted the deodorant's
product that provide the
different varieties of product
to the women such as product
help to minimise sweating
fast. This product provided
help to 24 hours protection
against sweat and their
packaging is also good easy
for use spray bottle. And their
ingredients are also good it's
also include the ¼
moisturising in the deodorant
that help to care for underarm
skin.
maximum protection sport
strength' this product is
especially for fitness women
who work out regularly.
''SURE' maximum stress'
control this is provided the
happiness and high level of
protection against sweat,
''SURE' aloe vera without
motinonsense' especially
launch for the sensitive skin.
So these all is the product
diversification that help to
company to provide the
different types of product to
the customer to satisfy the
customer needs. (Avila and
Zambrano, 2018
PRICE 'DOVE' is adopting the
premium pricing policy.
Because they provide the high
quality of product to the
customer means 'DOVE'
charge the high prices of the
product compare to their
competitors. Because their
ingredients are more
expensive and 'DOVE' is the
branded company so customer
easily purchase the products
on high prices. So the demand
'SURE' is following the
promotional pricing strategy
means they provide the variety
of product and product
diversification and their
different motives of the
product so this help to reach
the demand of the product.
Also, 'SURE' use the premium
pricing strategy means they
charge the high price on their
products because they provide
the high quality of product to
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of the product is relatively
high due to high quality of
product (Rivashi, and Sadeghi,
2016).
their customer and also
provide the varieties of
product to satisfy the different
needs of the women (JAIN,
2017).
PROMOTION 'DOVE' promote their product
through using the promotional
activities such as 'DOVE'
movement for self-esteem this
movement help to increase the
confidence among the women.
There tag line is imagine a
world where beauty is sources
of confidence, not anxiety.
(Calderón Martínez, 2017).
Also, they started
campaigning to motivate the
women and help to increase
the confidence among the
customer. Company promote
their deodorant brand in
different platforms such as
magazines, Print media,
Newspaper. 'DOVE' is also
shown their presence in online
platforms such as Facebook,
you tube etc.
Company is promoting their
product through using the
different platforms for
example different online
platforms such as Facebook,
twitters etc. Also ''SURE''
promote their product through
social campaigning that help
to women who are passionate
about their future in sports. So
this type of social networking
help is increase the demand of
the products.
PLACE 'DOVE' is selling the
deodorant product in different
countries such as south Africa,
United States, China,
Company sale the different
varieties in deodorant product
in all over the world. They
supply their product in
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Germany. India Etc (Ohy,
2019). They sale the product
through direct selling and
indirect selling. In direct
selling they provide the
product to the stores through
their own vehicles. In indirect
selling they sale the products
to suppliers and suppliers
provide the products in
different stores. 'DOVE'
deodorant is available in
different stores and super
markets. Around 2500
suppliers are taking
responsibility to distribute the
product to customer.
different stores through
different suppliers. Also, they
use the online platforms to
sale their product that directly
sale the product to the
customer. ''SURE'' sale their
product to suppliers and
suppliers is sale to the
distributor and distributors is
directly sale the product to
customer.
.
CONCLUSION
The report was concluded about the 4PS of marketing mix that includes the promotion,
price, place, product of 'DOVE' and 'SURE'. Both company is famous in their deodorant product
but 'DOVE' is use the better strategy to promote their product as compare to the 'SURE'. Because
'DOVE' is provided their product to all types of women's who working or not working and also
Dove uses the levitt model to modified their product. 'SURE' is only focus on the working
women and sports women. So report was concluded that 'DOVE' is more focus on their product
and also use the best strategy to succeed their product in the markets. At the last report was
described the detail study about the market through STP of 'DOVE' and 'SURE'.
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REFERENCES
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PROGRAMS IN COMPETITIVE MARKETS USING THE (PCDL) PATTERN.
IIOAB JOURNAL. 7, pp.277-282.
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Pastelería Dulcinelly SAC, Trujillo 2017.
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and Goods/Services Bundles. In Proceedings of the 1983 Academy of Marketing
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Lovelock, C. and Patterson, P. 2015. Services marketing. Pearson Australia.
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