Marketing Principles and Marketing Mix: A Comparison of Dove and Sure Deodorants

This report compares the marketing principles and marketing mix of Dove and Sure deodorants on the basis of target market, product, price, place, and promotion. It provides an executive summary, introduction, main body, and conclusion. The report also includes references and a table of contents. The subject is marketing and the course code is MG412 Principles of Marketing.

Principles of marketing.

Executive summary-
Different companies in the industry compete in the market on the basis of their products and
marketing strategies. Marketing mix helps the business in evaluating the most essential five
factors on which the organisation can gain the competitive edge in the industry. This report
briefly compares the two similar brands in the industry on the basis of target market. price, place,
product and promotion.

Table of Contents
Introduction .....................................................................................................................................3
main body.........................................................................................................................................3
Target market..............................................................................................................................3
Product .......................................................................................................................................4
Price ............................................................................................................................................5
Place:...........................................................................................................................................5
Promotion....................................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
Marketing is one of the most important activity which is needed to be done by the
companies in order to promote their products and services in the target market segment. It is
important for the companies to make sure that they are doing their marketing activities
effectively and efficiently as it will help them in attracting customers and creating loyal customer
base (Hanson and Kalyanam., 2020) . In context to Dove, it is an American personal care brand
owned by British multinational company Unilever. The company was founded in the year 1957
and is headquartered in United States. In context to Sure, the company is majorly known as
Rexona offering a range of deodorants to customers with a unique fragrance that last for up to 48
hours. In this report, the important marketing principle which are needed to be considered by the
company are given. Along with that, the marketing mix which the company should follow is
provided in context to both the companies.
main body
Target market
Target market refers to group of a customer or territory that the company aims to target with its
marketing strategies. These are finalised by the company after doing an extensive research in the
market, this helps them in ascertaining the needs of the customers.
Basis Dove Sure
Income of the consumer Dove provides a very basic range of
the products in the deodorant
category. Therefore their target
audience is all the middle class
women (Nguyen Viet and Nguyen
Anh., 2021). They do not target the
high class audience as they are
products are often cheap and does
not satisfy the needs of the high
class society.
Sure on the other hand
provides with a premium
quality range of products.
Their target audience is the
clients who like premium
range of deodorants.
Geographically They aims to target the niche market Their main target audience is

where the customer prefers an
average quality of deodorants. Their
most of the revenue is generally
generated from the Asian countries.
the European countries as they
prefer more sophisticate
products in their daily
lifestyle.
Gender Dove makes deodorants for both
men and women but this report only
considers the women deodorants
which is only aimed at the women in
the society.
Sure also makes deodorants
for both the genders where
there women deodorants has
acquired a good percentage in
the market share.
Product
Basis Dove (deodorants) Sure (deodorants)
Core product As the markets were in need of a
fragrance deodorants and the
company wants to provide a
product which is in requirement,
the company lunched its product
called Dove deodorants. It is used
as a status symbol now by the
women of high class.
The company understand the need of
customers which they are having from
deodorants segment (Giantari and
Sukaatmadja., 2021). The company in
order to capture the market segment
by providing their customers
deodorants whose fragrance last up to
48 hours. It will help the customers in
being fresh all day long.

Actual product When a lady buy a product they
want something which is gentle on
their skin and does not provide any
harm to their skin. As in the case of
dove deodorants, the company
make sure that their perfumes and
deodorants have a gentle fragrance
and are fulfilling the requirements
of the customers.
The company wanted to provide
products which can help the customers
in having products which are 100%
alcohol free and is safe on skin. The
product of the company have win
various awards for being the best
choice for the customers of the
company.
Augmented
product
The company try to include
additional features in their products
so that they can target another
market segment and can fulfil the
changing needs and demands of the
customers.
In order to add additional feature in
the product, the company included
Motion sense technology in their
products and process which protects
the clothes of the customers from
getting stain from excessive sweat.
Price
pricing strategy of Dove:
The company uses competitive marketing strategy which will help the company in
keeping their prices according to their competitors (Irshaidat and Borgebund., 2021). The
company firstly used premium pricing strategy but due to highly competitive market and low
demand of the product the company stopped using premium pricing strategy and started using
competitors pricing strategy. In the deodorants segment the company is maintaining their unique
features and are also providing high quality products to its customers. because of these unique
features and high quality of products the company is keeping the prices of their products a little
high then its competitors.
pricing strategy of Sure:
the products of the company are priced reasonable and are affordable for common people.
Due to the high quality of products of the company the company is able to change certain high
prices on specific products of the company (Product: Dove Beauty Bar

#WeAreBeautiful #RealBeauty, 2014). Along with that the company provides discounts to its
customers and are also managing events which are providing special offers to the customers of
the company. Along with that the company is using their pricing strategy in order to attract the
target market segment of the company. The pricing strategy of the company is helping them in
having a biog market segment as the markets are highly price sensitive and it is important for the
companies to make sure that they are pricing their products according to the market segment they
want to capture.
Place:
Channels of Dove:
The company is having its presence in more than 80 countries. It is important for the
company to make sure that they are working according to the goals of the company. The
company is using distribution strategies of its parent company Unilever which is highly efficient
and is providing benefits to the company (Hunt., 2020). It is helping the company in reducing
their cost of production and is also making sure that the distribution channel of the company is
saving a lot of cost of the company. The products of the company are available in the general
stores, supermarkets, chemists and whole sellers. The company is distributing its products and
services in the market effectively and is having a better reach to their customers.
Channels of Sure:
the product of the company is well established as one of the most efficient brand when it
comes to deodorants. The company is known as different brand names in different countries such
as Sure in UK, Rexona in Japan and South Korea, Degree in U.S and Canada and Shield in south
Africa. The company is providing their products through online sites as well. The company is
dedicated to provide their products to their customers and due to this reason the company is
having its presence in both online and offline sectors. The site is tailored according to the 37
countries in which the company and its site is having presence.
Promotion
Dove Sure

Their marketing and promotional budget is higher
as compared to the sure deodorants.
Their marketing budget is less as compared
to the Dove deodorants.
Their marketing techniques includes celebrity
endorsement, commercials, bill boards and other
offline means of the advertising as well.
The marketing technique of Sure include
social media advertising and TV
commercials.
They set up several campaigns in the business
which helps them in effectively communicating
the values and the product that the company is
offering to the customers.
Sure on the other hand is less focused on the
marketing and promotional campaigns
which negatively impacts the business as
they are unable to make the customers aware
about their product.
Thus due to the above marketing techniques,
Dove has a good brand name and is recognized in
several countries (Sure, 2021). This helps them in
acquiring majority of the market share.
On the other hand Sure does not spend much
on the marketing which is a negative factor
as many customers are not aware about their
products. The customers only purchases the
product which have good brand recognition.
Therefore sure is recommended to spend
more on their marketing budget.
Conclusion
From the above report it is concluded that every company have their own separate
customer base which helps them in surviving in the market and will make sure that the company
is having profits in the market. Along with that the marketing mix for companies is provided.
The marketing mix of the company helps the company in analysing their marketing factors
which can help the company in having competitors advantage in the market. Dove has been
greater successful in application of their strategies through marketing mix. The company can
improve the use of marketing mix with the help of implementing strategies which are related to
the business.

References
Book and journal
Giantari, I.G.A.K. and Sukaatmadja, I.P.G., 2021. Effects of environmental orientation, green
marketing mix and social capital on the competitive advantage of real estate developers
in Bali. Property Management.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
Thomson/South-Western.
Hunt, S.D., 2020. For re-institutionalizing the marketing discipline in Era V. AMS Review, 10(3),
pp.189-198.
Irshaidat, R. and Borgebund, H., 2021. An ethical reading of the political marketing mix through
a Habermasian lens: theory of communicative action. International Journal of Business
Governance and Ethics, 15(1), pp.1-20.
Nguyen Viet, B. and Nguyen Anh, T., 2021. The role of selected marketing mix elements in
consumer based brand equity creation: milk industry in Vietnam. Journal of Food
Products Marketing, 27(2), pp.72-88.
Online
Product: Dove Beauty Bar #WeAreBeautiful #RealBeauty, 2014 [online]. Available through
<https://sejalgoyalmarketingcabinet.wordpress.com/2014/08/12/product-dove-beauty-bar-
wearebeautiful-realbeauty/>
Sure, 2021 [online]. Available through <https://www.unilever.co.uk/brands/beauty-personal-
care/sure/>