Comparative Analysis of Marketing Mix Parameters of Dove and Sure

This report covers 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. The report concludes that marketing mix plays a very important role in this business world. It has been concluded that there is a comparative analysis between both brands. Principles of marketing plays a very important role in terms of establishing business for long term basis.

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.

Segmentation: This segment is classify the companies target position and specified area which
are related to common traits in different market segments. In the context of Dove
deodorants, the segment is classified specifically on ladies and try to attract medium income
earner(Chattaraj and et.al., 2018). Whereas, Sure deodorants providing their products to low
income people who can afford high prices and and specifically for women.
Targetting: This is the second term of STP, which highlight the target of the company in
different context. In the perspective of Dove deodorants, they mainly focus on ladies who
are related to 18-35 yeas old. They provide wide range of flavours of deodorants that attract
their targetted customers. Whereas, Sure deodorants also focus on the last lasting fragrance
and actively promote the good personal care products that attract millions of people at low-
income markets.
Positioning: This sector is basically related to positioning where customer's purchase the
products at branding position. Dove make their position into the market with high
approachable sectors with different products ranges widely focusing on deodorants.
Whereas, Sure make their position into the market across the world by focusing on
deodorants with mini affordable, mini roll-ons and sachets of deodorants flavour lotions.
Comparison of targets markets
When it comes to the comparison of target market in two companies that are deal in same
products range and having the high competitors for each other, then it will be necessary for the
companies to target their customer and wide range of markets(Fan and et.al., 2015). Dove's
target audience is highly engaged women who are active on digital and social media platform.
This brand mainly focus on the females of age 18-35 who valued natural, sustainable, healthy
and skin care products. Whereas, Sure focus on women who focus on personal hygiene and skin
care products that affect on each and every type of skin.
Product /Brand
A product is something which describes business who want to sell to its customers which
satisfies needs and requirements of consumers. The Levitt's model is basically based on the idea
of a product as stratification of level. This model basically revolves around four components of
organisational change and it includes structure, task, people and technology. Dove provides
various kinds of products which include dove hair therapy, intense repair conditioner, dove
environmental defence shampoo, dove coconut hand cream, dove go fresh body lotion. Whereas

Sure is a company which provides protection against sweat and odour for over forty
years(Fejza., 2019). Dove has its packaging strategy which removes all non-recycled plastic
from certain bottle lines and is focused towards plastic-free packaging for their beauty products.
Whereas sure pack their products in durable, reusable and refillable format of packaging. Colour
of bottles of Dove product is mainly white whereas colour of bottles of Sure product is mainly in
white and blue colour.
Dove connects with their customers through the emotional story and about the feeling of
confidence level of women in their skin. They connect with their customers through caring and
protection parameter and also shows that they care about their customers requirement.
Whereas Sure connect with their customers through understanding their basic
requirements and needs. They provide such kind of products which will fulfil their satisfaction
level as well(Farquhar., 2017). Dove brand personality is confident, transparent and inspiring
which will come out as as strong parameter which will challenge society's definition of beauty.
Whereas Sure brand personality totally depends on the quality parameter which will satisfy the
basic requirements of their customers.
Pricing strategy
In market, there are different pricing strategy which are helpful for the company to use
and maintain high competition into the market. There are wide range of pricing strategy which
can be used by the companies like price skimming, penetration, competition and many more. In
context to Dove, they are using high competitive pricing, which means they change their pricing
of deodorants as per their competitors actions and work significantly to attract high range of
customers. Whereas, Sure deodorants are using penetration pricing strategy which means they
provide high quality of services with low or medium range pricing. This will be helpful for the
company to work effectively into the market and compete effectively in different market
segments. But at sometime company follow competitive pricing which make an intense market
research.
Place
It basically refers to the decision made by the company for identifying distribution
channels through which it will deliver its products and services to their customers into efficient
manner. The brand offers their products through different kinds of modes it includes online and

offline store in order to attract large number of customers at large scale. Dove uses distribution
channels of its parent company Unilever(Korzhenko., 2016). The products have been transported
from factory to warehouse from where C & F agent sells to stockists and stockist to retailer.
Their products are also available in supermarkets, general stores etc. Whereas sure is a company
which comes under Unilever so they have distribution and direct access to consumers via
network of more than four hundred warehouses and twenty five million retail stores. Their
products also provided in hypermarkets, wholesalers.
Promotion
It refers to marketing communication process which enables a company to promote its
products and services in order to attract large number of customers(Mehdi., 2021). Dove has
major focus towards advertisement and in their advertisement strategy they have used all body
sizes, age and colour. They have promoted their products through short films, videos and ad
Illustration : Dove Distribution Channel
Source : Session 13: Dove decisions

films. They have also launched a campaign for combating the negative media campaigns.
Whereas Sure company which is of Unilever brand and they have promoted their products
through advertising on television and online media. They also occasionally focused on sales
promotion such as discounts and product bundles. They have used certain promotional tactics
which includes public relation, personal selling and direct marketing as well. Dove have used
customer centric approach and they have positioned itself as the consumers best interest at heart
in wanting to empower consumers to be confident in their own skin as they naturally are
(Rahmani and et.al., 2016). Whereas Sure position itself in the minds of customers through
caring nature and protection of their customers and also understand needs and requirements of
their customers. In this manner, both brands promoted their products into positive manner.
CONCLUSION
The above stated report concludes that marketing mix plays a very important role in this
business world. It has been concluded that there is a comparative analysis between both brands.
Principles of marketing plays a very important role in terms of establishing business for long
term basis. It is an excellent marketing strategy which is a vital part of any successful business
and it also focuses on what you want to achieve for the particular business. Both brands have
their unique strategy in order to meet out requirements and needs of their customers. Marketing
mix basically includes certain factors which are product, place, price, promotion and target
market. It has been determined that both provide healthy drinks to their customers in order to
boost up health and lives of their customers. In order to distribute their products to different
places they have used different distribution channels. The pricing strategy which has been
adopted by both brands depend on their value of product and also their competitive nature as
well. In terms of promoting their products they have used different methods of communication in
order to reach out to large number of customers.

REFERENCES
Books and Journals
Baba, A. and Nastase-Anysz, R., 2020. Public sector intervention in a period of crisis: study
based on applied relationship marketing principles.
Chattaraj and et.al., 2018. Buying behaviour of herbal cosmetics by women consumers: An
exploratory study in Kolkata. Indian Journal of Marketing, 48(5), pp.36-49.
Fan and et.al., 2015. Demystifying big data analytics for business intelligence through the lens of
marketing mix. Big Data Research, 2(1), pp.28-32.
Farquhar, J., 2017. Marketing financial services. Macmillan Education UK.
Fejza, V., 2019. Marketing analysis in the water production sector in Kosovo.
Korzhenko, K. A., 2016. Peculiarities of Developing the Complex of Marketing
Communications in Tourism Organizations. Бізнес Інформ, (2), pp.383-388.
Mehdi, S., 2021. An Adaptive Approach to Modern Marketing Styles: Viral-Marketing VS
Neuro-Marketing. Design Engineering, pp.390-398.
Rahmani and et.al., 2016. Assessment the effect of the marketing mix on increase the imported
car sales (Case Study: Toyota Company). International Journal of Humanities and
Cultural Studies (IJHCS) ISSN 2356-5926, 1(1).
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