Marketing Mix Analysis of Dove and Energy Drinks

The report provides a detailed analysis of the marketing mix (4Ps) of selected companies in the personal care products and energy drink industries. It discusses various pricing strategies, promotional channels, product offerings, and distribution channels used by these companies to attract consumers worldwide.

Individual report: The
4P's/marketing mix

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing Mix of Red bull ........................................................................................................3
Marketing Mix of Dove .............................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing mix is important tool to aid understanding and creating the plan for offering
products and services successfully. It is most normally executed through 4P's of marketing
prices, product, promotion and place. The four p's are constrained through inside and outside
factors in the overall business environment (Londhe, 2014). They communicate importantly with
one another. This study is based on Sure and Dove. Sure is the energy drinks company and Dove
is the personal care and cosmetic company. Report will explain four P's of marketing mix of
selected companies.
MAIN BODY
Marketing Mix of Sure and Dove
Marketing mix is about putting the correct products or collection in the place at the
accurate time and at the right price. Marketing mix is predominately linked with 4 P's marketing
that is product, place, price and promotion. In service marketing mix involve people, process and
physical evidence. Dove is the personal care brand operated by Unilever developing in the UK.
The products are sold in more than 80 nations and offered for women, men and kids. The
marketing mix of Dove analysis brand or organization by involving products, price, place and
promotion. Another company is sure which is also specialised in offering the fragrance for men
and women. Effective marketing strategy help to increase profits and productivity of Sure and
Dove within the cosmetic industry. This help to raise competitive edge and create high position
within the industry. Effective marketing mix help to make top position and achieve the market
share of firm in the cosmetic industry.
Marketing Mix Sure Dove
Product Product is the item which
built or produced to satisfy the
needs of certain group of
people. The product can be
tangible and intangible. It can
be in the kind of products and
services. Sure is the small
Company provides high
quality goods like skin care,
deodorants, washing, bathing
and hair care. The position of
Dove soap as something better
than soap that is not soap but it
is called as beauty bar. The

cosmetic company which
offering the fragrance or
deodorants, roll on stick and
can. For increasing the range
of products, company make
efforts to expand the business
as compared to their
competitors (Nuseir and
Madanat, 2015). The cosmetic
good can meet with the
requirement of consumers
demand. It can be determined
the purchasing by consumers
that particular cosmetic goods.
In the products mix, company
needs to ensure that needs and
wants of consumers, way to
use by them, features of goods,
appropriate name, size and
colour and differentiate from
competitor's product. High
range of products help to
increase profits and
productivity of Sure within the
cosmetic industry. This help to
increase market share and
achieve the marketing
objectives and the
organization.
point of difference being
moisturization and softener as
well as cleansing cream.
Company is well known of
their hair care goods that are
suggested by medicine. Dove
is introduced new products
like deodorants, hair goods,
baby care products
(Musungwini and Zhou, 2014).
The hair products has launched
by advanced hair series
internationally by Dove.
Company has introduced Dove
DermaSpa range in Europe
that brings spa experience and
hair care at the one place. The
product was introduced to
basically target working
women not essentially models.
The brand has also handled to
accomplish strong connects
with their consumers.
Company has attempted into
baby care goods with ranging
from moisturiser, baby lotion
to diaper cream and wipes.
Variety of products range help
to increase the profits and
market share of Dove within
the cosmetic industry.

Price Prices is considered the most
essential factor which is
produced turnover and allow
making profits of organization.
It is also crucial factor for
many customers specially in
beauty industry. Sure is small
cosmetic company, so that
they are offering the products
at the affordable prices for
increase consumer expectation
and their experience towards
the company and its products.
Also, company is utilised the
premium pricing strategy for
enhance awareness of brand
and target the consumer in the
marketplace (Nuseir and
Madanat, 2015). Due to high
level of competition, company
is modified the pricing strategy
in terms of low prices for
attracting the lower middle
class consumers. Appropriate
pricing strategies aid to attract
the more customers and raise
the profitability and
effectiveness of Sure.
Selecting the pricing strategy
help to increase profits and
productivity of Sure within the
Company utilise competitive
pricing. Due to low demand,
Dove decreases the prices
which were initially premium
priced. The goods are valued
slightly bigger than
challengers, due to high
quality and unique
characteristics of moisturiser
and softener demand is large
level. Therefore, price strategy
is the marketing mix mainly is
governed through competitive
prices due to availability of
number of competitors (Paul,
2014). Dove is changed the
pricing strategy in relation to
low prices for attracting the
upper middle class consumers.
Effective pricing strategy help
to attract the more consumers
and increasing the profits as
well as productivity of Dove.

cosmetic industry.
Place Place refers to the channels
and path through which
products move from the source
to the end users. Place can be
intermediaries, distributors,
wholesaler and retailer
(Musungwini and Zhou,
2014). Sure sell the products
and services at different
distribution channels such as
supermarket, groceries stores
and online stores for
enhancing the consumers
attractions, brand awareness
and image of company. Wider
distribution channels help to
increase brand image in front
of the consumers. Place comes
with in depth understanding of
target market. It is necessary to
determine them internally and
find out the most efficient
positioning and distribution
channels which directly speak
with the market of Sure.
Effective distribution of
products help to increase
profits and productivity of
Sure within the cosmetic
Dove sold products in more
than 80 nations in the world.
Company utilise distribution
channels for its parent
organization Unilever. Goods
are transported from factory to
warehouse from where C&F
agent sells to stockist and
suppliers of providers (Nuseir
and Madanat, 2015). Company
products are available in
supermarkets, general stores,
chemists and whole sellers.
Also, consumers can be
purchased the products from e-
commerce sites. The brand has
begun Real Beauty campaign
where the focus switched from
youth to women of all ages,
sizes and shapes. Company
needs to follow online sites for
attracting the consumers
within the marketplace. This
help to increase profits and
market share of firm in
cosmetic industry.

industry.
Promotion Promotion involves all the
actions which includes
interacting with consumers
about the goods, its benefits
and characteristics. The refers
that promotion is the path
company will inform
consumers about their
products, ways to attract the
consumer for purchasing the
goods and other modes
products can be identifiable to
them. Promotion is very
essential element of marketing
as it can promote brand
identification and sales. It is
composed of different
components like public
relation, advertising and sales
promotion. Therefore, Sure
make efforts for marketing and
promoting the products and
services by utilising the TV
ads, sales promotion as well as
digital marketing which help
to increase brand awareness
and consumer attraction
towards company and its brand
(Mohammad, 2015). In this
context, Sure needs to follow
Company has unique and
completely various marketing
campaign. Dove's Real Beauty
focuses on women self-
confidence. Company utilise
people of all body, sizes, age
and colour in their
advertisements. Also,
organization promotes their
products or brands through
video and short films and their
ads films are the most
downloaded broadly. Dove's
advertisement make over
campaign in social media
which is based on negative ads
that can be replaced by
positive message designed by
company (Londhe, 2014). All
these campaigns have made
very positive and trust worthy
brand image of Dove.
Organization set the self-
esteem fund that purposes to
educate girls and help them
overcome beauty related
issues, online bullying and
increase self esteem. It utilised
evidence based programmes
and online resources for kids,

social media platforms for
promoting the products and
services like Facebook,
Instagram and other networks.
These promotional channels
help to increase brand equity
and profits as well as
productivity of Sure within the
cosmetic industry. Highly
promotion of goods help to
increase the profits and
productivity of Sure within the
cosmetic industry.
parents and teachers. Effective
promotion of products help to
increase brand awareness and
consumer loyalty towards
brand of firm. This can help to
increase the profits and
productivity as well as market
share of Dove in the cosmetic
industry.
CONCLUSION
This report has summarised that determined the 4p's of marketing mix of selected
companies which specialized in personal care products and energy drinks for attracting the
consumers across the worldwide. It can be concluded that different pricing strategies like
competitive and premium priced, various promotional channels such as social media, TV ads etc.
for promoting of products and services of both companies. It can be discussed that various range
of products which offers by selected organizations. Furthermore, report has completed that
different distribution channels like general stores, supermarkets etc. for increase brand awareness
in front of consumers in the marketplace.

REFERENCES
Books and Journals
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Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
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Mohammad, H. I., 2015. 7PS marketing mix and retail bank customer satisfaction in northeast
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and price (4Ps) in market basket analysis: a case study of retail shops in Gweru
Zimbabwe. International Journal of Science and Research. 3(2). pp.132-135.
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satisfaction. International Journal of Marketing Studies. 7(4). p.78.
Paul, T., 2014. Customer communication dimension of marketing mix-a review of gap between
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