Comparative Analysis of Marketing Mix of Dove and Baylis and Harding Soap/Hand Wash

Principles of
Marketing

EXECUTIVE SUMMARY
The goal of the report, which is based on marketing principles, is to organise comparative
research on the target market and conduct marketing mix analysis of two popular brands in the
same industry. Dove soap/hand wash and Baylis and Harding soap/hand wash were chosen as the
two brands for this report. To do so, the elements of the marketing mix are analysed in terms of
soap and the retailing industry in order to conduct a thorough investigation. The paper outlines
the target markets of two organisations, as well as different techniques employed by the brands
to preserve competitive advantage with various marketing mix characteristics. Recommendations
for the detention centre are made based on the findings and summary.
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Aim.........................................................................................................................................3
Research methods...................................................................................................................3
Comparison of the target market (STP)..................................................................................3
Comparison of marketing mix................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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