Comparison of Marketing Strategies of Dove and Baylis and Harding Soap
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This report compares the marketing strategies of Dove and Baylis and Harding Soap based on their target market, product, pricing, distribution, and promotion. It also discusses the importance of marketing principles and marketing mix for any brand or product.
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Principles of marketing
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Executive summary Marketing is a set of the different promotional activity for the creation of value, effective communication, statistical distribution of the valuation to make extreme income. The main objective of this report is to find the comparison between the Dove and on the basis of target market, product, place, price and promotion. In this, the secondary data is used to identify their strategy.
Table of Contents Executive summary............................................................................................................................2 INTRODUCTION.............................................................................................................................5 Target market of Dove and Baylis and Harding soap..................................................................6 Comparison based on product of brand.........................................................................................7 Comparison based on pricing strategy..........................................................................................7 Comparison based on channel of distribution or place.................................................................8 Comparison based on the channel of communication and promotion..........................................8 CONCLUSION.................................................................................................................................9 REFERENCES.................................................................................................................................10
INTRODUCTION Marketing is a activity in which it include the advertising, selling and delivering of the goods or products to the customers. This activity is undertaken by the companies to promote tier services and products. A company build their promotional strategies upon some marketing principles.These principles follow a logical sequences. They help to target customers and determine their needs and wants. It is very essential for the businesses in free market because their success is depend on identifying an retaining the customers.In this report, it chosen two brands which are Dove soap which is a self care brand whichis owned by the British multinational FMCG company Unilever and Baylis and Harding soap, it is UK based. These are beauty products and offer a wide range of products such hand wash, body wash and body lotion etc. This report will include a comparison between two brand organisation which are based on the target, product, place, price, promotion etc(Bojanic, 2020). Target market of Dove andBaylis and Harding soap STP is an effective tool for the companies, because it concern on breaking company's customers into smaller groups and also allows the organisation to develop their marketing strategies to target audiences. This process separate the audience according to their needs and wants. It positioning themodificationoftheirbrandbyusingthisstrategyinordertomeettheircustomer's expectations. Segmentation- In this, the market is divided into various groups of buyers on the basis of their different criteria. Dove segmented their customers on demographic basis which include gender, age, psycho graphic etc.Baylis and Harding divide their customers on the basis of behavioural segmentation Targeting- It identifies that which segment is able to create the desired conversion and focus on the marketing efforts.Dove target women of the all ages, size and shape. They highly focuses on the working women.Baylis and Harding focus on those customers whoc prefer the eco friendly products(Buckton, Doveand Davies, 2020).
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Positioning- In this, it create product positioning and marketing mix which is most likely to appeal to target customers.Dove soap positioned itself as the personal care beauty product. It encourgae women to all around the world to make feel them good about themselves. TheBaylis and harding company positioning themselvesby focusing on their USP which supplying the biodegradable products and are not harmful for their customers Comparison based on product of brand Product is that item which cane be offered to satisfy the customer's wants and needs. There is Levitt's model which is concerned towards the idea of services and product as categorization of levels. There are four types of this. Basic product- At this stage, the product staisfy customer's core benfits Expected product-In this, the product has basic attributes and also has all feature expected by the consumers. Augmented product- At this level, the product exceed their customer's expectations. Potential product- At last level, it contain original features and advantages of a product that are really distinguish offering(Campher, 2021). Dove soap contain the category of expected product because it comprises of the attributes which buyers basically expect present time while the Baylis and Harding soap contain the category of the augmented product because it exceeds the expectation of their customers because it is made from the biodegradable resources which are chemical free and less harmful. Aaker’s brand personality model contain thefive dimensions of the brand personality which includes the competence, sincere, excitement, sophistication and ruggedness. Dove has a sincerity becausethe brand personality as it is hoped to attractfeminine customers and the luxury brand such as Baylis and Harding soap has sophistication as brand personality as it focuses on the upper class people which attracts the high spending customer base( Nezakatiand et. al 2021). Comparison based on pricing strategy Pricing strategy is an activity which is used by the organisation to set the prices of products and other services in the market. It take in accounts various factors such as need of products, situation of the market, consumption of the resources and supply and demand in the market. There are different types of pricing strategy and these strategies adopted by the dove and Baylis and
Harding brands. Dove follows the competitive pricing strategy as it is highly competitive segment. Dove was initially premium price due to the low demand it reduced their price. Their price is a little bit higher than their competitors. Due to the high quality and other unique feature of softener its demand is high. This brand ensure to maintain their quality product with justified price. This pricing strategy is mostly governed by other competitors. Baylis and Harding soap adopt the value based pricing policy, it set their price according to the consumers opinion about their products is worth.Baylis and Harding also focuses on the premium pricing. This pricing policy includes tries to attain the premium position of company's competitors by establishing higher prices then them. The competitive pricing policy based on the competition charges. It can be a good and worth strategy in to the right circumstances like a business just starting out and does not leave a lot of the rooms for their growth(Codita, , 2020). Comparison based on channel of distribution or place The channel of distribution is that chain of an organisation through which the services and products passes until it reach to the final consumers. It is a path by which all the services and goods travel to arrive at intended consumers. It include the retailers, wholesalers, distributors and internet. There are two types of distribution channels one is direct channel and other is indirect channel. The indirect distribution channel is divided into many levels. It is a network that is used by the companies to deliver their product or goods from manufacturer to the end consumers.Dove sold their products more than in 80 countries. It uses the distribution channels of their parent company Unilever. Their products are transported from the factory to the warehouse. Their products are available in the supermarkets, chemists, general stores and wholesalers. With ever increasing reach of the e commerce platforms, their products can be bought from these portals as well.BaylisandHardingsoaphasmanydistributionchannelssuchassupermarkets, convenience stores, independent stores and the discounters. They uses their existing distribution channels and the experience.Baylis and Harding soap going with the multi channel marketing campaign to continue their distribution it also sell their goods and products through the retail stores. They opened warehouses to keep the well stocked of the product's supply to efficient dispatched of the products( Kierzkowski, and et. al.,2020).
Comparison based on the channel of communication and promotion It isa marketing channel of communication and it refers to a media channel which is deliver to the customers for a company's message. It is an element of the successful marketing campaign. It is used by the business organisation to inform the target audience about benefits and feature of the products. The main motive of this method to create interest and the awareness among the customers for their product.Dovehas very unique and a completely different marketing campaign. Their promotional strategy is young and aspirational for the women. Their campaign is for real beauty which focuses on the self esteem of women. It successfully communicate that the all ages and colours are beautiful. This brand also launched a campaign to combat negative media which exploit the women's self esteem and security. They uses the non- models for their all advertising campaign. It also promote their brands through short films and ad films.Baylis and Harding soappromote their product by social media. They advertise their product on social media , newspapers and magazines(Luck, 2021).This brand also promote their products through some videos to reach the potential customers. They used curvy individuals to fight the ideal body shape image and also released a video showing the editing process of the models. It uses magazines to promote their products, which the women regularly read. Their all efforts and campaign created a positive image of their brand. CONCLUSION From he above discussion it is concluded that the marketing is very significant for the organisation. In his report there is a comparison between the two brand one is Dove and the other is Baylis and Harding soap. They are different from each other on the basis of their target market which include the segmentation, targetting and the positioning. They are compared on the basis of price, place of distribution and promotional methods. These both brand have the different types of channels of distribution and the product on the basis of the Levitt's model. They uses the competitve and value based pricing policies. Marketing mix is very significant for any product or brand within the organisation to work efficiently.
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REFERENCES Books and Journals Bojanic, D., 2020. Hospitality marketing mix and service marketing principles. InHandbook of Hospitality Marketing Management(pp. 81-106). Routledge. Buckton, G., Dove, J.W. and Davies, P., 2020. Isothermal microcalorimetry and inverse phase gas chromatography to study small changes in powder surface properties.International journal of pharmaceutics.193(1). pp.13-19. Campher, H., 2021.Creating a Sustainable Brand: A Guide to Growing the Sustainability Top Line. Routledge. Codita, R., 2020.Contingency factors of marketing-mix standardization: German consumer goods companies in central and Eastern Europe. Springer Science & Business Media. Kierzkowski, A. and et. al.,2020. Marketing to the digital consumer.The mckinsey quarterly,.(3). p.4. Luck, D.J., 2021. Marketing Notes and Communications: Broadening the Concept of Marketing— Too Far.Journal of marketing.33(3). pp.53-55. Nezakati, H. and et. al 2021. Exploring hierarchy situation of 4A marketing mix on malaysia’s