Comparative Analysis of Target Market and Marketing Mix of Dove Soap and Baylis and Harding Soap

The present report on principles of marketing aims to conduct comparative research on the target market and marketing mix of the two leading brands that operates in same industry. The two brands chosen for this report are Dove soap/hand wash and Baylis and Harding soap/hand wash. Different marketing mix elements are considered in context of soap and retail industry to conduct this study.

Principles of Marketing

EXECUTIVE SUMMARY
The present report on principles of marketing aims to conduct comparative research on
the target market and marketing mix of the two leading brands that operates in same industry.
The two brands chosen for this report are Dove soap/hand wash and Baylis and Harding soap/
hand wash. Different marketing mix elements are considered in context of soap and retail
industry to conduct this study. The target market of the two companies is outlined in the report
and different strategies used by the brands to maintain competitive advantage with the different
parameters of the marketing mix. Based on the findings the recommendations are provided for
the improvement in both the brands.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Aim..............................................................................................................................................1
Research methods........................................................................................................................1
Comparison of the target market (STP)......................................................................................1
Comparison of marketing mix ...................................................................................................3
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6
Books and Journals.....................................................................................................................6

INTRODUCTION
Marketing is the business practice of analysing, studying and recognising the different
aspects of the market for the business to operate and offer the market effectively. In the
competitive business environment effective marketing is highly essential in order to create and
maintain competitive edge with the other competitors (Palmatier and Crecelius, 2019).
Marketing Mix and Market segmentation are the two important concepts of marketing that help a
brand in marketing its offering and brand image among targeted market. The present report is
comparison of two brands Dove soap/hand wash and Baylis and Harding soap/ hand wash. The
report will outline the target market and segmentation of both brands. Further there is
comparison between the different parameters of the marketing mix in context of both brands. At
last, recommendations are highlighted for the better perception.
MAIN BODY
Aim
The primary aim of this analytical study to construct comparative analysis of the two
brands Dove soap/hand wash and Baylis and Harding soap/ hand wash on the basis of their target
market and elements of marketing mix.
Research methods
There are two basic research methods primary and secondary data research. For the
following comparative study secondary research method is used. Both target market
segmentation and marketing mix analysis is done with the help of secondary research method.
This is the research method in which information that is used in the analysis is already been
gathered, complied and published by other person in different manner (Shulgina, 2017).
Comparison of the target market (STP)
Market segmentation of Dove soap/hand wash
Geographical Density Rural and Urban both
Location UK
Demographical Age Young Adults (18-35)
Occupation Professional job
Households
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Students
Disposable income € 10,000 monthly
Gender Male and Female both but
majority female
Psychographic Personality Openness
Lifestyle and attitude Healthy and cognitive
Behavioural Occasion Regular
Targeting and Positioning of Dove Soap/hand wash
The Dove soap/hand wash is the leading and popular brand is owned and manufactured by
the British multinational brand Unilever. The company products soap and hand wash are
segmented on the basis of geographical, psychographic, Demographic and behavioural aspects in
the market of UK. The dove primary target the female customers within the age of 15-35 for the
different flavours of the soap and hand wash. With the emergence of Covid-19 the company is
also targeting male customers, kids for the hand wash (Baines and et. al 2021). The dove soap/
hand wash brand has effectively positioned itself in the market with its different marketing
strategy where the primary positioning strategy is to make females feel there soft skin after
applying soap. The company also defines the equality of female bodies, colour as they only talk
about the softness of skin with Dove soap. This is effective positioning strategy of Brand.
Market segmentation of Baylis and Harding Soap/ hand wash
Geographical Density Urban
Location UK
Demographical Age 20-40 age group
Occupation Professional jobs
Celebrities
Managers
Disposable income € 40,000 monthly
Gender Male and Female both but
majority female
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Psychographic Personality Introvert
Lifestyle and attitude Luxurious, high standard of
living
Behavioural Occasion Regular, for gift purpose, on
special occasions.
Targeting and Positioning of Baylis and Harding soap/ hand wash
From the above segmentation it is analysed that the Baylis and Harding main target
segment is are the rich segment people that have income more than 40,000 Euro monthly. Also
the female that has more luxurious lifestyle and prefer the high class, expensive products
(Camilleri, 2018). Also company target the segment that has the lifestyle of gifting expensive
items on special occasions. For the positioning the company high competitive price is the best
positioning strategy by which company has created its competitive advantage.
Comparison of marketing mix
Elements of
marketing mix
Dove Soap/hand wash Baylis and Harding soap/ hand
wash
Product The main product of the Dove is
soap bar for the female. The
products are in different fragrance,
colour, size and packaging.
Initially the there was only
fragrance and flavour of the soap
which was in white colour and
also they have only female as their
target customers. The product is
good in quality, affordable and has
richness and softness after using.
The main product of the Baylis
and Harding is hand wash. The
company excusive, luxury and
premium quality hand wash. The
bottles of hand wash are in
different sizes and shapes. The
product is generally for the female
segment of rich and highly
luxurious lifestyle. As the product
comes under luxurious and
premium category.
Price The Dove has low pricing strategy
as company has value and motto to
create access of their product
The products of Baylis and
Harding have a premium pricing.
This high pricing strategy of the
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every one. This strategy is the
positive symbol for the company
in creating a differentiation in
market with the product that is
high in quality and affordable in
price. All the dove products are
highly affordable to each category
of customers (Wilman and et. al.,
2020).
brand creates sophisticated image
of brand and also builds a image
of high quality and symbol of
richness and luxury among the
customers. The high pricing
strategy is good for the company
in targeting the loyal high society,
luxury segment. This pricing
strategy is the competitive
advantage for the company which
help the company to earn high
profit margin.
Place The primary place where the
products of Dove are sold are the
retail stores of the UK such as
Tesco, Sainsbury, Morrison’s etc.
these retail stores have a high
customer base and huge self space
which is good for the brand to
increase its popularity and to
become accessible for the target
customers at right place. the dove
also sells at some e- commerce
sites like E-bay, Amazon etc.
For the product of the Baylis and
Harding there suitable place is
their own stores and the wealthy
retail counters of the UK. The
company also has its grip on
online website to sell its products
as the company operates both
ways offline and online. The
company also sell its products on
the e- commerce platforms like
Amazon etc. As the luxury brand
is highly maintain its place in the
market through its luxury
infrastructure stores and highly
effective website (Thabit and
Raewf, 2018).
Promotion The promotion is highly important
aspect of the marketing mix
analysis in current competitive era.
The promotion strategy of the
Baylis and Harding is highly
limited as they are the luxury
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As the effective promotional
strategy will market the product
among customers and influence
their buying decisions. Dove has
highly impactful promotional
strategy that stays in the mind of
customers for long run. For the
advertising and promotion the
company use social media
strategy, and TV advertisements.
Both the platforms are highly
effective for the dove to reach its
target audience (Ndofirepi,
Farinloye and Mogaji, 2020). The
through its promotional strategy
also passes a message of female
natural beauty despite of their
shape, colour which is highly
effective in boosting the morale of
females. through this the brand
gains good sustainable brand
image.
brand and known for the quality
and price they offer to their
customers. The quality is the most
important tool of the brand to
promote its product. The Baylis
and Harding currently use direct
marketing and public relations as
their promotional strategy as this
help them in maintain loyal
customers. Thus, this promotional
strategy of the company is helpful
in reaching customers and also
help in increasing the brand value
(Pomering, 2017) .
CONCLUSION
It is concluded from the above report that two different brands operating under same
industry differ in many aspects. The difference in their target market, elements of marketing mix
is useful in decision making related to companies product type, market coverage and
competitiveness in the market. Every brand has different pricing strategy, positioning and
promotion strategy that they utilize to target their selected audience and also to gain competitive
advantage. This all helps the company in appropriate marketing of its brand and offering among
right group of target customers as right place and time.
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References:
Books and Journals
Baines, P., Fill, C., Rosengren, S. and Antonetti, P., 2021. Marketing and Innovation.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review. 9(1). pp.5-26.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal, 25(2), pp.157-165.
Shulgina, L., 2017. Principles of marketing management of a modern enterprise. World Scientific
News, (72), pp.628-636.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Wilman, M.A and et. al., 2020. Analisis Aspek Pemasaran Segmentation, Targeting, Brand
Positioning Dan Bauran Pemasaran Pada Cocoes Indonesia. AKSELERASI: Jurnal
Ilmiah Nasional, 2(1), pp.28-43.
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