Comparative Analysis of Marketing Mix Parameters of Dove and Sure

MG412
Principles of Marketing 1

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Target Market..............................................................................................................................4
Comparison of targets markets....................................................................................................5
Product /Brand............................................................................................................................5
Pricing strategy............................................................................................................................6
Place............................................................................................................................................6
Promotion ...................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

Executive Summary
The report will cover analysis about comparative analysis of two brands between Dove and Sure.
It also covers discussion about marketing mix parameters which include product, place , price,
promotion and target market as well.

INTRODUCTION
Marketing mix refers to combination of factors that can be controlled by an organisation
to influence consumers for purchasing products. Marketing mix basically helps in terms of
understanding products and services that can be offered to the customers. The are four basic
principles of marketing which include product, place, price and promotion(Basic principles of
marketing).In the present report, there are two brands which is taken into consideration that are
Dove and Sure(Baba and Nastase-Anysz., 2020). Dove is basically an American brand which is
related to personal care and it is owned by the British multinational consumer goods. It provides
different range of products in which Dove deodorant specially for women is taken into
consideration. Sure is a holding company of Unilever where it provides various range of
products. Sure deodorant which is specially for women is taken into consideration in the present
report. The present report will cover discussion about marketing mix and its related principles for
purpose of comparative analysis between two brands which are Dove and Sure.
MAIN BODY
Overview of brands
Dove
Dove initiates its journey in the year of 1957 in US country with the revolutionary new
beauty cleansing bar. Dove is that iconic bar that rinses cleaner than soap, leaving skin clean,
smooth and soft. The brand has been working to make beauty a source of confidence, not
anxiety.
Sure
Sure is a brand which provides long lasting protection against sweat and odour for over
forty years. It has become the world's number one deodorant brand and established itself as an
expert on the science of sweating.
Target Market
STP Marketing
STP is acronym of segmentation, targetting and pricing strategies that are used by the
company to allow the working smoothly into the market. This strategy help the company to
developed specific strategies and analyse their brand are explained below of two companies
related to Dove and Sure.