Comparative Analysis of Marketing Mix between Dove and Sure Deodorants
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This report provides a comparative analysis of marketing mix between Dove and Sure deodorants. It includes a comparison of target markets, product, price, place, and promotion strategies. The report also provides recommendations for both brands to enhance their sales and performance level in the competitive market.
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Principles of marketing Executive summary The principles of marketing is the fundamental of marketing ideas which is implement by the company to promote its goods and services. It helps in determining needs of the potential
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customers and generate awareness of products and services in eyes of target consumers. The aim of this report is to compare marketing mix betweenDove (deodorant for women) and Sure (deodorant for women). The secondary method of research has been used in this report to find out strategies of product, price, place, promotion and target markets. Table of Contents Executive summary..........................................................................................................................2
INTRODUCTION Marketing is the process by which company's goods and services create demand and accomplish needs of targeted customers. The principles of marketing is associated with the logical sequence which determine needs of the potential customers and ensure profits of the company. The aim of this report is create comparative analysis between Dove (deodorant for women) and Sure (deodorant for women). Dove is the personal care brand originated by Unilever in US, it capture high market share in parts of international countries and develop more sales (Dove marketing mix, 2020). The Sure is the recognised brand of deodorants which is established in 1908 and capture international markets by effective marketing strategy. TASK Comparison of Target Markets Dove deodorantsSure deodorants Dove is the premium and trust worthy brand of Unilever which serve personal care products like Deodorant. The Dove's target audience mainlyconcentratedonhighlyengaging womenonthedigitalandsocialmedia platform. The brand focus on females from age group between eighteen to thirty five who truly valuenatural,beautyandhealthyproducts. They run successful campaign which generate interest in the eyes of female customers. This will enhance confidence of women's in Dove deodorants and increase sales of company. The company target upper middle class of women with high income group(Geng and Li, 2018). They target women and provide them value of natural beauty by raising their self esteem. Sure is the international brand of deodorants from past 40 years which brings innovation (alcohol free) in itseach product range. It mainlyfocusonFemaleteenagerstargeted market. They launch varieties of products and services in niche market of female teenagers. They focus on designs patters and variation of fragrances to capture biggest market share of female teenagers(Chylinski and et. al., 2020). The company target low to middle income class of female. Company target their potential customers with catchy slogans and generate sales by satisfying their needs and wants.
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Product Dove deodorantsSure deodorants The Dove provides high and premium quality of products and services to satisfy needs and demandofthemarket.Theyprovidewide rangeofproductcategoriesinskin,hair, deodorantsandwashing(Dholakia,2017). Companydevelopuniquepositioninits product range by the help of premium quality. Dove introducevarietiesof deodorantslike Dry Spray which is accepted globally. They provide unique categories of deodorants sprays which is scientific tested. Sure Deodorants is launched by the HUL with antiperspirants from global product portfolio. The products is mainly sold in the markets of UK and Europe. Company deliver good quality ofdeodorantsprayswithoutanyalcohol. Varieties of products has been provided like surewomenprotectioncleanscent,Sure aerosol spray and so on by the company which satisfyneedsandpreferencesoffemale teenagers.Itoffersfascinatingfragrance without alcohol, so it develop unique position in minds of female. Price Dove deodorantsSure deodorants Dovedeodorantsutilisecompetitivepricing strategy to achieve competitive benefits. The Deodorants of dove were launched at premium price but after low its low demand, company reduce price of the product. The price of the products are quite high as compare to other competitors. Because company provide high quality and unique features in their deodorants segments. It generate demand of the brand with justifyactualpriceoftheproducts.They ensures effective and engaging quality of the products. The potential loyal customers prefer to purchase Dove deodorants due to its quality TheSuredeodorantsbrandimplement skimming pricing strategy as they launch their products with high price because of its unique product categories (alcohol free). This category of product range is hardly copy by any other competitors(Antunes,2020).Socompany focus on high price to target their selected range of customers. The company also provide heavy discounts on their pricing such as prize packsworthinordertoincreasesalesof company. It also conduct luck draw features to enhance sales activities of customers.
features at affordable price. They adopted mix pricing strategy in the competitive market. The pricesaregovernedbycompetitiveprices becausecompany established pricing as per availability of competitors products. Place Dove deodorantsSure deodorants The products of dove company are sold almost 80countriesacrosstheglobe.Theyutilise effectivedistributionchannelsofitsparent company (Unilever). The products of Dove company are transported from factory to their warehouse(Bae and et. al., 2020). The Dove deodorantsareavailableinthemarketsof generalstores,whole-sellers,chemistsand supermarkets.Theyalsodistributestheir deodorantsinthee-commerceplatformsto increase the reach of mas customers. TheSuredeodorantsrepresentitselfas recognised brand and distributed their products & services around the globe. The company offersvarietiesofproductsininternational countries like US, Canada, UK, Africa, Japan and so on(Sure deodorants strategy, 2021). Apartfromthiscompanydevelopeffective channel of distribution on the online platforms. Thiswillhelpthemtoreachoutmass customersandensuresavailabilityofthe productsaroundtheglobe.Theyfocusto customised its current offerings of products as per particular region. It will improve sales ratio of company due to global presence of products and services. Promotion Dove deodorantsSure deodorants Thebeautyproductcompaniesaimsto improve its ideal image in the eyes of mass audience. Dove promote unique and effective The Sure deodorants advertise their products utilising both traditional and unconventional waysto promote itsproductsand services.
marketingcampaignwiththehelpof promotional strategy(Nur Aina, 2019). They aspireyoungwomenclassanddevelop effectivecampaignfortherealbeautyof women which raise self esteem and confidence ofwomen.Thecompanycommunicateall women and spread colours of beauty. They adoptednonmodelsintheiradvertisement campaigns by promoting videos, short films. Theproductpositionsbypersonalcareby creating attraction of inner beauty. They target through effective social media campaign based onnegativesadds(bodyshamming)to promote positive message (self esteem)of company(Williams, Atwal and Bryson, 2019). Companyusesmagazinestotargetwomen readersandcreateawarenessabouttheir productsandservices.Theyadopted promotionalmethodslikecouponsand exclusive offers to enhance scope of sale. It developpositiveand trust worthy brand in front of its potential customers. Theylaunchedtheirfirstadvertisement campaign in the year of 1920 to advertise their deodorantssprays.Instartingcompany promote their brands with the help of sports athletes brand ambassadors with Olympians. The company focus on traditional promotional activitiesliketelevisions,radio,magazine, publicrelationsandsoon.Theygenerate interest in eyes of customers by influenced brand ambassador. They launch campaign with the help of celebrities because most of the customers gets influenced from their favourite celebrities. The company also start focusing on online channels of promotion to enhance scope of sale. They adopt social media marketing to generateinterestofonlineuserthrough appealing pictures and videos on post. RECOMMENDATIONS As per the secondary research, marketing mix of Dove and Sure deodorants are very recognised brand which capture international market and provide unique features of products and services. Some recommendation are provided to the both brands which enhance their sales and performance level in the competitive market. ď‚·The quality of the products must be maintained by the brand because most the customers prefer health conscious products. It will help in attracting large scale of customers and
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accomplish expectation of customers by matching suitable quality of its products and services(Shi and Miles, 2020). The regular inspection of the products will improve overall quality of products and services. It will ensures high experience of customers which build unique proposition in the minds of customers. Company should increase more brand category of deodorants in their stores which help customers in accomplishing its demands and preferences. ď‚·Second recommendation has been done on product line pricing strategy because company need to established prices of various range of products. It required proper coordination of pricing among each range of products(Soviar and et. al., 2019). Through this they can develop unique level of quality in the eyes of customers. It will help in increasing profits and turnover ratio of company that improve satisfaction level of customers(Wilson, 2018). By providing productive and unique services company can gain competitive advantage. CONCLUSION From the above report, it has been concluded that principle of marketing is the backbone of business expansion and build opportunity for future success. The aim of the marketing mix (product, price, place, promotion) to recognise actual needs of customers and provide unique products and services as per customer preferences. It will help in building competitive advantage by promoting products and services through effective channels (Online & offline) of marketing. The target market must be design as per demand of the market because it will increase the scope of successful implementation of marketing strategy regarding products and services.
REFERENCES Books and Journals Antunes, A.C.C., 2020.The influence of electronic word-of-mouth and brand image on purchase intention(Doctoral dissertation). Bae, S and et. al., 2020. The influence of mixed reality on satisfaction and brand loyalty in cultural heritage attractions: A brand equity perspective.Sustainability,12(7), p.2956. Chylinski, M and et. al., 2020. Augmented reality marketing: A technology-enabled approach to situated customer experience.Australasian Marketing Journal (AMJ),28(4), pp.374- 384. Dholakia, R.R., 2017. Internal Stakeholders' Claims on Branding a State University.Services Marketing Quarterly,38(4), pp.226-238. Geng, L. and Li, X., 2018. An empirical study on the relationship between consumption emotions and brand loyalty.Chinese Journal of Communication,11(3), pp.267-288. Nur Aina, M.J., 2019.The influence of green marketing, shariah compliance, customer’s environmentalawarenessandcustomer’ssatisfactiontowardsmuslimconsumer purchasing behavior in Kedah(Doctoral dissertation, Universiti Utara Malaysia). Shi, L. and Miles, A., 2020. Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction.Journal of Business Research,113, pp.168-179. Soviar, J and et. al., 2019. The Presentation of Automotive Brands in the On-Line Environment —ThePerspectiveofKIA,Peugeot,ToyotaandVWintheSlovak Republic.Sustainability,11(7), p.2132. Williams, A., Atwal, G. and Bryson, D., 2019. Luxury craftsmanship–the emergent luxury beer market.British Food Journal. Wilson, R.T., 2018. Transforming history into heritage: applying corporate heritage to the marketing of places.Journal of Brand Management,25(4), pp.351-369. Online Suredeodorantsstrategy,2021.[Online]Availablethrough< https://www.marketingweek.com/unilever-set-to-unveil-sure-deodorants-for-teenagers/ > Dove marketing mix, 2020. [Online] Available through< https://www.mbaskool.com/marketing- mix/products/16875-dove.html >