4Ps of marketing for Dove and Sure Deodorant

4Ps of marketing for Dove and Sure Deodorant
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4Ps of marketing for Dove and Sure Deodorant

4Ps of marketing for Dove and Sure Deodorant
EXECUTIVE SUMMARY
This article basically talks about the product, pricing & advertising strategies used by the
companies to market their products in the marketplace. This project basically aims to compare
and contrast the 4Ps or marketing mix of 2 different brands namely Sure Deodorant and Dove
Deodorant for women. Information has been primarily collected from secondary sources. It has
been observed that both the brands promote their products efficiently online and offline. While
Sure is considered as a people friendly brand, Dove is considered to be more of a luxurious
brand. Sure and Dove both sell their products under a different brand name. Both the brands have
started giving more emphasis on usage of digital technologies (Goldsmith, n.d.).
To be precise, female of UK prefers sure deodorant over Dove Deodorant. Sure brand is
being ranked 2nd with having sales revenue of 74 million GBP followed by Dove with the
revenue of 58 million GBP. However, market share and sales for both of the brands are growing
with positive rate. It is observed that Dove deodorants and Sure deodorants, both are the sub
brands of Unilever, but targeting different segments in the market. HUL is considered as one of
the biggest company in the fast moving consumer goods industry.

4Ps of marketing for Dove and Sure Deodorant
CONTENT PAGE
Executive summary.......................................................................................................................2
Content page...................................................................................................................................3
List of Figures................................................................................................................................4
Introduction....................................................................................................................................5
Report Findings.............................................................................................................................5
Comparison of Target market......................................................................................................5
Product.........................................................................................................................................8
Place.............................................................................................................................................8
Price.............................................................................................................................................9
Promotion....................................................................................................................................9
Conclusion and Recommendation..............................................................................................10
References.....................................................................................................................................11
Appendix........................................................................................................................................13

4Ps of marketing for Dove and Sure Deodorant
LIST OF FIGURES
Figure 1 Brands of Deodorants ranking in UK in the year 2014 in million GBP.........................13
Figure 2 Levitt model product analysis.........................................................................................13
Figure 3 Pricing strategy................................................................................................................14
Figure 4 Brand Personality Aakar.................................................................................................15