Individual Report: The 4Ps Marketing Mix

This report discusses the 4Ps marketing mix in the context of two brands, Dove and Baylis and Harding. It covers target market, product, promotion, price, and place strategies for both brands.

Individual report the
4Ps marketing mix

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1.) Define target market of brand................................................................................................3
2.) Discuss specifically about brand/ product.............................................................................4
3.) Define promotion techniques for brand.................................................................................5
4.) Discuss concept of price in context to brand.........................................................................6
5.) Define proper place to promote brands..................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to process of promote and selling items to user. It comprises digital
marketing and social marketing. Both of these are very important for performing activities of
marketing mix. It focus various area that focus on execute plan on the basis of product, price ,
place, promotion(Issock, Mpinganjira and Roberts-Lombard, 2021). This report majorly consider
two brands first one is dove(It is a personal care product of America and its parent company is
Unilever. And other one is Baylis and Harding( it is a British product which usually involves
toiletries items. So, this report can focus on target their market on basis marketing mix.
MAIN BODY
1.) Define target market of brand.
It refers to market where a company can choose its target audience in between a group of
customer. For identifying potential clients STP process can be discuss:
STP: It is a concept that can use by marketer for find out right audience and provide them a
correct information. This can help for target clients successfully. Following are strategies which
may used in targeting customers.
 Segmentation: It refer to a process for split clients and market into various segment on
basis of their age, income,gender. This is further classified into different segments:
◦ Demographic: It define to market position on the basis of their sex, age, size, race,
pay, identity and so on. It is most normal utilized type of it, as an administrations and
items that buyers may purchase, how they use them and how much sum individuals
can spend, it is most regularly dependent on this factor.
◦ Geographic: This strategy refer to targets distinctive crowd of clients which can
choose on geographic limits as expect by customers have their necessities, decisions
and needs that changes as indicated by the geological market which can help in
realizing where to advertise the items
◦ Psycho-graphic: It is denote expectation of potential client behaviour and split up
market according to their personality, traits, taste , preference, interest.
◦ Behavioural: It simply define a path to take right decision according to customer
needs and wants such as their buying habits , lifestyle etc(Jedin and Balachandran,

2021). It aid marketer to acquire a preferred way on focus that what customer exactly
want to buy.
So, according to above these strategies Brand A that is dove can select psycho graphic factor, the
reason is that most of female are most likely to purchase on basis of body suits product along
with size and age also. Whereas, other brand( Baylis and Harding) can pick according to buying
habit of person so they may select behavioural factor.
 Targeting: It refer to bisect factors into several small segments that distinct to specific
customer(Kubberød, Viciunaite and Fosstenløkken, 2019). In context to both of brands,
Dove majorly focused on online customers as most of people are highly active on social
media. On other hands- Baylis soap target those clients who generally preferred nature
related items.
 Positioning: It expresses that where the association's item remain in contrast with its
competitor's items in marketplace as well as purchaser mindset. If there is arise an
occurrence of Dove, firm has secured itself as significant brand so they position
themselves, by promoting and increase altruism. Though, in case of Baylis organization
position themselves, by targeting USP of brand which providing biodegradable items
which are safe and hygienic for shoppers.
2.) Discuss specifically about brand/ product.
It refer to item that can be grant for sale. It can make according to customer preference
and this will make them satisfied(Najafi-Ghobadi, Bagherinejad and Taleizadeh, 2021). For
defining brand specifically following model can discuss:
Levitt's model: It refer to a factor of success that can bring change in business. In general , it
involves four components to determine organisation process which are as follows:
 Basic: It define those products by which customer get satisfied in respect to benefits .
 Expected: This derive items which includes basic feature and quality which actually
required for customer.
 Augmented: This product can make beyond customer expectation.
 Potential: It involves additional feature quality in item which can differentiate items in
comparison of others.
Thus, dove is that product who satisfy clients needs and consider those features which actually
want by customer. So, it may comes under expected factor category. Whereas Baylis soap focus

on arising with additional feature that may increase customer attention and business growth. This
product can exceeds customer expectation so, it covers augmented factor.
Aaker's Model: This personality of brand came out in market with five dimensions-
competence, ruggedness, sophistication, excitement and sincerity(Pramesti, Hidayati and
Basalamah, 2021). It majorly explore brand personality. With relation of Dove, it choose
sincerity, as company focus on attracting feminine clients and it is a luxury brand which focus on
glamorous and trendy lifestyle people. Whereas Baylis has consider sophistication factor as it
generally wants to attract high spending customer base.
3.) Define promotion techniques for brand.
It refer to process where a marketer can communicate with its customer and spreading all
the necessary information of product. It usually involves public relation, discounting and
advertising. The main aim of this is to enhancing brand awareness, generate interest and
increasing sales through gaining customer attention. It majorly comprises two ways which are
discuss follows:
 Traditional marketing: It simply means to focus on advertising and reach to audience
with help of offline mode. It involves prints, direct mail, broadcast, mails connect with
potential clients and also increase its reach. It determine selling of company items and
services and increasing higher business profit.
 Modern Marketing: This clearly highlights customer base, it adopt that strategy by
which customer can easily influence or highly satisfied(Pride and Ferrell, 2021)
(Richardson, 2019). In this concept, marketer addressing people according to their needs
and desire. It includes online media which consider various social sites for promotion.
Thus, both of concept is highly competitive in nature as Dove soap prefer both ways for
advertising product, where there main concerned on deriving young females as they are really
conscious about their skin, they started various campaign regarding beauty to attract lot of
customer. While, Baylis and Harding considers digital platform highly as most of biodegradable
product create a positive impact on consumer mind through social media, blogs etc.
4.) Discuss concept of price in context to brand.
It considers monetary value that can charge in respect to product or service. This strategy
can make over various segments of accounts, desire to pay, input cost etc. in relation to others. It
is very important tool in marketing mix as its derive value for business and also plays a positive

role in increasing business success. IT comprises many factors for developing this concepts like
some discounts on purchase, relative price among competitor's. Following area defining concept
on basis of these two brands
Dove can make a competitive price as many other firms can sale same product and services by
which customers can easily switch. So in that case price is a factor to stay their consumer. While
Brand B considers premium price for its clients, as it is hygienic product which may have less of
competitor's. This soap contains distinct feature which can create a competitive advantage for it.
5.) Define proper place to promote brands.
It refer to a process by which product can advertise or promote in a convenient place that
can create an ease for target audience(Tontuș, 2018). The basic aim of organisation is to always
advertise a product in that way by which customer can easily purchase. It also refer to display
some products that may highlighted and increase its demand also grabbing attention of
consumers. In respect to both products, Unilever company can choose mass marketplace to
promote Dove, it usually considers official website, supermarkets etc. Whereas, Baylis product
focus on attracting high profile customer as this product has based on premium quality. So, they
normally use official website for promotion.
CONCLUSION
It is conclude from above essay is that organizations target market is diverse however
useful for the two of them for their drawn out development and brand A Dove utilizes their
generosity and advertising and brand b Baylis investing on their USP to situate themselves. Both
company are very much aware of a reality that how might they advance their item which can
give them productivity. Besides, Dove and Baylis and harding create an usage of serious and
premium estimating methodology to brings more deal which gives them competitive edge over
their opponents. Brand A has mass market products and Baylis soap has extravagance items, so
they place their items in understanding their competitive capacity in comparison to other market
players.

REFERENCES
Books and Journals
Issock, P.B.I., Mpinganjira, M. and Roberts-Lombard, M., 2021. Investigating the relevance of
the traditional marketing mix across different stages of change: Empirical evidence from
household recycling. Journal of Social Marketing.
Jedin, M.H.B. and Balachandran, I.A.P., 2021. Marketing Mix Elements and Customer Service
Satisfaction: Empirical Evidence in the Malaysia Edutainment Theme Park
Industry. Services Marketing Quarterly. 42(1-2). pp.93-107.
Kubberød, E., Viciunaite, V. and Fosstenløkken, S.M., 2019. The role of effectual networking in
small business marketing. Journal of small business and enterprise development.
Najafi-Ghobadi, S., Bagherinejad, J. and Taleizadeh, A.A., 2021. Modeling the diffusion of
generation products in the presence of heterogeneous strategic customers for
determining optimal marketing-mix strategies. Computers & Industrial
Engineering. 160. p.107606.
Pramesti, T.N., Hidayati, N. and Basalamah, M.R., 2021. Strategy Analysis of the Marketing
Mix in the New Normal Era on Orange Picking Tourism in Mojokerto. Budapest
International Research and Critics Institute (BIRCI-Journal): Humanities and Social
Sciences. 4(3). pp.4415-4428.
Pride, W.M. and Ferrell, O.C., 2021. Foundations of marketing. Cengage Learning.
Richardson, N., 2019. Sustainable marketing planning. Routledge.
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism. 3(1). pp.67-88.