Marketing Mix Analysis of Dove and Sure Deodorants

This report analyses the marketing mix of brands like Dove and Sure. Both the brands are selling deodorants with different strategies and working in the same market structure industry. The report focuses on the comparative analysis of the effectiveness of the marketing mix and targeted markets of brands like Dove and Sure. It covers the 4Ps of marketing mix which are price, product, place and promotion. The report concludes that Dove has better market mix strategies than Sure.

Principles of Marketing

Executive Summary
Marketing mix is a set of actions, strategies that companies use to increase the brand
value and promote the product in the market. The 4Ps makes typical market mix that are price,
product, place and promotion. This report analysed the marketing mix of brands like Dove and
Sure. Both the brands are selling deodorants with different strategies and working in the same
market structure industry. According to this report there are different strategies of pricing,
promotions, products and places. The pricing strategies that are used by companies are premium
and competitive. The company use printing and social media for promotions. For improving the
brand value and sustain for longer time in competitive environment.

Table of Content
Executive Summary.........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
Target Market...............................................................................................................................4
Findings........................................................................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing mix is important for running the business and it is part of marketing plan
which is used for gaining the customers and sustaining in the market for long term. This report
mainly focuses on the comparative analysis of the effectiveness of the marketing mix and
targeted markets of brands like Dove and Sure. Both the companies are selling the same product
which is deodorant for women.
Target Market Target market of Dove:
The target market of Dove are those women who are very concern and particular about
taking extra care of their bodies. Customers such as women who are looking for the products
with minimum or no chemicals effects on their body (Satrio, 2021). Dove is most suitable for
such customers. The targeted consumers are the independent women of ages between 18 to 35
years. The market strategy of Dove is that instead of advertising their product by famous faces
they are connecting with the real people. This has helped the brand to connect with the customers
as well as also helped in creating an unique brand image.The target market of Sure:
The target market of Sure are the women who are more focused on searching deodorant
which is long lasting and that provides protection and high quality services. Sure has come up in
the market with such product that is keeping the skin dry and fresh all day long. The target
consumers for brand like Sure are teen girls as well as the office going women, it is dealing with
ages between 14 to 40 years. Sure has also developed variants such as Sure teen crazy and
revolutions, as products in varied categories. The Sure brand is also focusing on sports group of
women with different fragrances. Sure has divided the deodorants into categories like body spray
and deodorants. The teen-age market is developing in very rapid pace, where Sure sees this as
the opportunity and launched products for the teen girls as well. They also have claim that the
deodorant has germ fighting properties and boasting the clinical protection from body odour to
the user and Sure is very innovative with their product range. This has helped them in gaining the
customers and also there is hike in the brand value.
Findings Product

As per the Levitt's model Dove and Sure brands are providing core benefits to their
consumers in their ways. Both companies are selling deodorants expecting to sell the best quality
products.
Dove deodorants are famous for their instant freshness among their consumers. It is the
best deodorant for women with the sensitive skin. Dove is selling their product in deodorant
bottles in the form of body spray (
About Dove, 2021). Whereas Sure is selling their deodorant in
deodorant stick. Dove is selling their product with attractive packaging. They are introducing
other ranges of beauty products with greater quality which is helping them in increasing the
brand value of the product. Dove has amazing research and development team that is constantly
working on improving product and fulfilling the consumer needs, that has helped them in
attracting and gaining more customers.Comparison of Sure with Dove: Sure is one of the leading brands in skincare and it is popular
among female users who regularly use skincare products. The packaging of Sure is a small handy
roll on. The packaging conveys the message of long-lasting all day. It comes in different colours
that differentiates different fragrances (
HOW YOUR MOVEMENT GOT US MOVING, 2021).
Sure is constantly innovating their products, it is skin friendly and ideal for all skin type. It has
helped Sure to attract mass of customers specially young girls and sports women. They are
selling their product and boasting brand by giving clinical protection from body odour and
excessive sweat. Sure is available in spray, roll-ons, sticks and sachet.
Aaker's model explains about the characteristics of the brand (Vasileva and Vasileva,
2017). As per model determinants, Sure product fall under sophisticated factor and Dove is
more Competitive within market share. As per the comparative analysis between two brands, it
has been found that Dove is reaching more consumers and fulfilling their needs.
Price
Dove was initially using premium pricing strategy. The brand has a well-integrated
pricing strategies such as keeping the price of product in affordable and reasonable range. The
price of the product by Dove is slightly higher than their competitors, due to the best quality
services. Due to competitive quality, attractive packaging and unique feature of moisturising and
softening, Dove is successful in creating the high demands among customers. It has been a great
help to the company as they have implemented the pricing policy successfully. People who are

loyal to brand continues to purchase the product from brand because of the quality they are
providing (Fay and et.al., 2019). Dove keeps regulating the pricing strategies as there are several
competing products available in the market with the maintained quality. The brand also has
adopted a value added pricing policy for their product because customers generally relate price
with quality of the product.Comparison of Sure with Dove : Sure deodorants are using competitive pricing strategy. This has
helped Sure to gain the attention of the customers, also it has supported them in reaching a wide
range of customers at international and national levels. It is important for Sure deodorants to
focus on the consumer needs and fulfil them while maintaining the quality of the product. The
pricing strategy is supports company in enhancing their goodwill and brand value also assisting
Sure in identifying the major competitors and profitability in better manner (Koetz, 2019).
Comparison in Price of Dove and Sure Deodorants
Brand
Price
Dove Deodorants £ 3.39
Sure deodorants £ 2.00
Comparative analysis shows that Dove is using premium pricing strategy and providing
the best quality. Also they are successful in gaining more customers than the brand Sure which is
using competitive pricing strategy.
Place
Dove is using dual distribution channel in which their marketing arrangement is in such a
way that Dove company and the wholesalers are using more than one channels to reach the end
user. There are different retail distribution outlets that are selling the Dove deodorants. Dove is
selling their deodorants in more than 80 countries. It is analysed that products are transported
from factory to warehouse, the deodorants are sold by supermarkets, chemists, wholesalers and
retail stores (Dadzie and et.al., 2017). With ever increasing reach the Dove deodorants are
available on e-commerce platforms also, It can be brought from the official website of Dove and
other online shopping portals. It is responsibility of retailers to make the product available for

customers at retail stores with the help of stockists (Vu and et.al., 2020). The brand is providing
ease to their users to buy their product, it has increased the brand value of Dove.Comparison of Sure with Dove
Sure is selling their deodorants through intermediates such as wholesalers and retailers.
Distribution channel provide downstream value by bringing products to the consumers. This may
involve the physical movement of brand and simplify the transfer of the title. It is does not cover
a wide range areas. The brand value of any company is defined as the best quality product and
affordable to purchase by any class of people (Kumar, Shankar and Aljohani, 2020). The product
can be brought through online platforms. These are connected for selling in almost 37 countries,
Sure is selling deodorants in many countries with different names such as Sure in UK and
Degree in USA.
According to the comparative analysis it can be analysed that the marketing channel used
by Dove for place and distribution is better than Sure. Also due to which the Dove deodorants
has got more brand value than Sure deodorants.
Promotion
Dove always has unique promotional strategies, they include young and aspiration non-
famous women in their campaigns. The idea to connect with that audiences and this strategy is
proven to be a good strategy (Yaghoubian and et.al., 2018). Dove also promotes their brand
through short films, videos and advertisements. Campaigns and advertisements increased the
visibility of the brand and created positive impact on the customers. They are promoting their
product through television, radio, ads in newspaper, magazines and billboards. Companies are
also using social media platforms such as Instagram, Facebook, Twitter etc. to communicate with
the consumers (Khoreva, 2019).Comparison of Sure with Dove: On the other hand, Sure is also a famous brand that is also
targeting female customers. This company is also promoting this brand by using different
sources. The company is using sport celebrities to promote their brand (Thabit and Raewf, 2018).
Like Dove, they are also using social media for communicating with the customers. However the
company is successful in gaining attention of few people, but they are still lacking with their
promotional strategies. The promotions done by Sure is not as effective as of Dove deodorants
also the advertisements and campaigns are not much innovative. Because of this Sure is failing in

motivating people to use their deodorants, even after the price of their deodorants is lower than
Dove.
It is analysed that the promotional strategy of Dove are very good in comparison with the
Sure deodorants within industry, and Sure needs to improvise further on their promotion
strategies.
CONCLUSION
It can be concluded from the report that Dove has better market mix strategies than Sure.
Also Dove has evolved these strategies into their business more effectively which has helped
them to increase the brand value of the company. Sure also has some good strategies for pricing
but the because of the Brand value of Dove, Sure is at present lacking wider scale selling of their
product.

REFERENCES
Books and journals
Dadzie, K. Q. and et.al., 2017. How firms implement marketing strategies in emerging markets:
An empirical assessment of the 4A marketing mix framework.
Journal of Marketing
Theory and Practice. 25(3). pp.234-256.
Fay, B. and et.al., 2019. Deriving value from conversations about your brand.
MIT Sloan
Management Review. 60(2). pp.72-77.
Khoreva, I.A., 2019. MARKETING MIX OR 4PS STRATEGY AS THE MAIN COMPONENT
OF PROCTERAND GAMBLE SUCCESS. In
Public Relations as a Brand Awareness
Booster (pp. 70-76).
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics.
Journal
of Business Strategy.
Kumar, A., Shankar, R. and Aljohani, N.R., 2020. A big data driven framework for demand-
driven forecasting with effects of marketing-mix variables.
Industrial marketing
management. 90. pp.493-507.
Satrio, D., 2021. Application of green marketing mix of beauty products on sales through
purchase decisions as intervening variable.
Asian Management And Business Review
(AMBR). 1(2). pp.81-94.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study.
International Journal of Social Sciences & Educational Studies,
4(4).
Vasileva, I.V. and Vasileva, T.N., 2017. Brand equity management on the example of the Aaker
model.
Modern Science. (5-1). pp.102-107.
Vu, S.V. and et.al., 2020. Genetic parameters for traits affecting consumer preferences for the
Portuguese oyster, Crassostrea angulata.
Aquaculture. 526. p.735391.
Yaghoubian, S. and et.al., 2018. The role of marketing mix (the 7 Ps) in patients’ attitudes to
Iranian hospitals based on their kind of ownership (case study in Iran).
International
Journal of Healthcare Management.

Online references
About Dove. 2021. [Online]. Available through <https://www.dove.com/in/stories/about-
dove.html>. [Accessed on 8th September 2021].HOW YOUR MOVEMENT GOT US MOVING. 2021. [Online]. Available through
<https://www.suredeodorant.co.uk/about-us/>. [Accessed on 8th September 2021].