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

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