Marketing Mix for Dove and Sure Deodorant

The article elaborates on the product, pricing and advertising strategies used by the company to market their products in the society. Moreover, the aim of the report is to compare and contrast the marketing mix of two brands named as Dove Deodorant for women and Sure deodorant for women.

Marketing Mix for Dove and Sure Deodorant
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Marketing Mix for Dove and Sure Deodorant

Marketing Mix for Dove and Sure Deodorant
Executive summary
The article elaborates on the product, pricing and advertising strategies used by the
company to market their products in the society. Moreover, the aim of the report is to compare
and contrast the marketing mix of two brands named as Dove Deodorant for women and Sure
deodorant for women. Here, the information has been collected with the help of secondary data
collection method. The information has been collected from books, websites and past journals.
Theoretical frameworks have been used to make information more relevant to the course. Based
on the analysis, it was observed that both of the brands are having its own unique place in the
market. Sure is considered as people loving brand where people from each social class are
buying the product and has substantial market share in UK. Dove is considered as luxurious
brand with value added pricing, purchased by particular group people in the society. Both brands
are tremendously promoting their products online and offline. Sure has started giving more
emphasis on selling products online with an advent of digitalization. Both brands are
international brands. Dove and Sure, both are selling their products across the globe with similar
or different brand name. The Sure deodorant named as Rexona has developed an individual site
featuring its 40 products across 37 countries. On the other side, Dove has developed it
distribution channel in eighty countries.

Marketing Mix for Dove and Sure Deodorant
Content page
Executive summary.......................................................................................................................2
Content page...................................................................................................................................3
List of Figures................................................................................................................................4
Introduction....................................................................................................................................5
Report Findings.............................................................................................................................5
Comparison of Target market......................................................................................................5
Product.........................................................................................................................................7
Place.............................................................................................................................................7
Price.............................................................................................................................................8
Promotion....................................................................................................................................8
Conclusion and Recommendation................................................................................................9
References.....................................................................................................................................10
Appendix.......................................................................................................................................12

Marketing Mix for Dove and Sure Deodorant
List of Figures
Figure 1 Brands of Deodorants ranking in UK..............................................................................11
Figure 2 Levitt model product analysis.........................................................................................11
Figure 3 Pricing strategy................................................................................................................12
Figure 4 Brand Personality Aakar.................................................................................................12

Marketing Mix for Dove and Sure Deodorant
Introduction
The aim of the project is to compare and contrast the 4 piece of marketing two brands of
Deodorant. The report has considered Dove women Deodorant and Sure women Deodorant as a
part of research (Išoraitė, 2016). For these two brands, product, place, promotion, price and
target market has been analyzed based on the theoretical framework studied in the class. Both
brands are one of the top brands in UK preferred by customers. Based on the analysis, it was
observed that female sure deodorant ranked 2nd with carrying sales volume of 73.6million GBP
followed by female Dove with 57.6 million GBP. The market share and sales for both of the
companies are increasing continuously (dove.com, 2019). Dove deodorants and Sure deodorants,
both are the sub brands of Unilever (N.A, 2017), it is one of the biggest FMCG company across
the globe. Two brands are introduced to cater to different segment customer’s needs (Pradhan,
2015).
Report Findings
Comparison of Target market
Customer profile has been developed for each brand using secondary data sources and
personal observation. The factors such age, gender, personal disposable income, social class,
level of education, family life cycle, lifestyles are considered to make it in detail.
Target audience Customer Profile for Dove Deodorant (W)
Customer name (Imaginary) Diana
Age of the customer 27 years
Gender of target audience Female
Personal disposable income Earns around $5000-$7000 per month
Social class of target audience
of Dove Deo
Belong to the high class society, even includes people from
upper middle class
Level of education expected Graduation, Post graduation, PHD

Marketing Mix for Dove and Sure Deodorant
Family of target audience of
Dove Deo
2- 5 members in the family
Lifestyle of target audience of
Dove Deo
Looking for better quality products, looks for new variety,
spends lavishly, prefer premium products, luxurious
spending capacity, Brand conscious to an extent, switching
the product is not appreciated, brand loyal to an extent, can
try new things if suggested by internal social circle
Hobbies of target audience of
Dove Deo
They tend to travel and shop a lot.
TV programmes they watch Short movies, listening songs, online web series
Other brands they prefer in
Deodorants
Sure, Lynx, Yardly London
Target audience Customer Profile for Sure Deodorant (W)
Customer name (Imaginary) Princy
Age of target audience of Sure
Deo
27 years
Gender of target audience of
Sure Deo
Female
Personal disposable income of
target audience of Sure Deo
Earns around $3000-$7000 per month
Social class of target audience
of Sure Deo
Majorly belong to the middle class of the society, even
includes people from upper middle class
Level of education expected Graduation, Post graduation, PHD

Marketing Mix for Dove and Sure Deodorant
Family of target audience of
Sure Deo
2- 5 members in the family
Lifestyle of target audience of
Sure Deo
Looking for good quality in affordable price, tends to spend
wisely, saving oriented, looks for new variety, prefer
premium products, Brand conscious to an extent, switching
the if needed, brand loyal to an extent, can try new things if
given a good deal
Hobbies of target audience of
Sure Deo
Go for movies, get to gather with friends
TV programmes they watch
(target audience of Sure Deo0
Short movies, listening songs, online web series
Other brands they prefer in
Deodorants
Dove, Lynx, Yardley London
Product
Dove deodorant is focusing on skin care and ingredient for moisturizer, where as Sure
deodorant is focusing on antiperspirant ingredient up to 72 hour freshness and floral fragrances.
Both the deodorants are fulfilling core values of the product by giving anti perspiring function
(Bhasin, 2019). The expectation will be long lasting freshness up to 24 hours with different
fragrances. Both products fulfill that requirement. Now dove deodorant is marketed in the
section of augmented product because it has ¼ th part as moisturizer which makes skin tan free
and smooth (Andonov, 2015). Sure Deodorant reflects the sincere personality in the
classification of 5 brand personality of Aakar, whereas Dove falls into category of sophistication
(N.A, 2016).
Place
Both brands are international brands. Dove and Sure, both are selling their products
across the globe with similar or different brand name. Sure is known as Rexona in Japan and
South Korea, Shield in South Africa, and Degree in US (unilever.co.uk, 2019). But both brands

Marketing Mix for Dove and Sure Deodorant
are having wide distribution channel targeting huge customer base. Dove has a similar brand
name across the countries. The Sure deodorant named as Rexona has developed an individual
site featuring its 40 products across 37 countries. On the other side, Dove has developed its
distribution channel in eighty countries in total namely, United States, Turkey, Thailand, South
Africa, Philippines, Pakistan, Netherlands, Mexico, Ireland, Israel, Indonesia, India, Germany,
China, Canada, Brazil, Australia and Argentina. Dove sells its product online and offline via
retail outlets, general stores and hyper markets. Sure has started giving more emphasis on selling
products online with an advent of digitalization.
Price
Looking at their online store, both of the deodorants are of moderate prices. However,
Dove is considered as a premium product, prices are kept affordable and reasonable. The average
price of each deodorant is $3 - $5. The quantity varies with the type of product selected. Sure
company has more than 30 products and fragrances with varied ingredients. The discounts and
coupons are given on purchase of bulk product of the company (Alptekin, 2010). It was analyzed
that Sure Deodorant is giving discount on bulk purchase from retail stores such as Wal-Mart.
Hence, bundle pricing strategy has been adopted by both of the companies. On the other side,
Dove has kept pricing little bit higher than other brands in the market, does not follow premium
pricing but value added pricing. Where women are giving extra bucks for extra value added in
the products (Maguire, 2017).
Promotion
It is known that marketing and promotion of the product plays a huge role in making a
product successful and both companies are tremendously promoting their products online and
offline (campaignlive.co.uk, 2019). The commercials for both Sure deodorants and Dove
deodorants are airing on television. The bill boards and print advertisements are leveraged to
gain more popularity in the market amongst the target audience. Dove has taken extra steps,
where it is organizing campaign and events based on women empowerment and minimizing
racism. Hence, it gains a different place in audience’s mind. The commercials are more about
sharing experience rather than having feature orientation. The commercials of Sure are featuring

Marketing Mix for Dove and Sure Deodorant
the ingredients and fragrance of the product, whereas the commercial of Dove is about sharing
experience of a brand. Sure is positioning their brand between affordable to luxury brands where
as dove promotes their brand as a socially conscious brand.
Conclusion and Recommendation
To summarize the analysis, Dove Deodorant has adopted value added pricing and it is
placed in the segment of augmented products, promoted products using several promotional
tools and distributing products in eighty countries (Maaz, 2017). The mission of Dove is to give
quality products and confidence to their customer and hence they promote their product by
organizing campaigns. They have kept their pricing in a way which enables them to accomplish
their mission. Sure Deodorant is considered as an expected product as per the Levitt’s model.
The product is distributed across 37 countries and adopts bulk pricing strategy to penetrate in the
market. The Sure Deodorant aims to prove as a best antiperspirant deodorant in the market with
wide variety and affordable pricing. Hence, to increase the market share, Sure has adopted
particular marketing mix strategy. Now the current strategies are more or less appropriate for
both of the products. But to make more attractive, both companies should put more emphasis on
social media marketing. Company can come up with more variety of Deodorants in different
forms such as gas and liquid. They should take continuous reviews and feedback from customers
to retain them in the market. Customers are now also moving towards using scents and perfumes
and hence companies can diversify their market share by manufacturing a product that could be
called as scent cum Deodorant, to gain more popularity. Sure has a different brand name across
the countries, few brands are growing and few brands are matured in some countries. Company
can take some creative steps to overcome this barrier by coming up with a new range of localized
products in each country.

Marketing Mix for Dove and Sure Deodorant
References
Alptekin, G.I., 2010. A Conceptual Framework for Analyzing. World congress on enginnering,
1, pp.4-6.
Andonov, S., 2015. Levels of Product Differentiation in the Global Mobile. University of
National and World Economy.
Bhasin, H., 2019. Marketing Mix of Dove – Dove Marketing Mix. [Online] Available at:
HYPERLINK "https://www.marketing91.com/marketing-mix-dove/"
https://www.marketing91.com/marketing-mix-dove/ [Accessed 25 April 2019].
campaignlive.co.uk, 2019. Deodorants and bodysprays - Loyal to what works. [Online]
Available at: HYPERLINK "https://www.campaignlive.co.uk/article/sector-insight-deodorants-
bodysprays-loyal-works/651128" https://www.campaignlive.co.uk/article/sector-insight-
deodorants-bodysprays-loyal-works/651128 [Accessed 24 April 2019].
dove.com, 2019. Dove Self-Esteem Project. [Online] Available at: HYPERLINK
"https://www.dove.com/uk/stories/about-dove/dove-self-esteem-project.html"
https://www.dove.com/uk/stories/about-dove/dove-self-esteem-project.html [Accessed 25 April
2019].
Išoraitė, M., 2016. Marekting mix. International Journal of Research, 4(6), pp.25-27.
Maaz, S., 2017. Unilevers Marketing Mix.
Maguire, A., 2017. 6 Different Pricing Strategies: Which Is Right for Your Business? [Online]
Available at: HYPERLINK "https://quickbooks.intuit.com/r/pricing-strategy/6-different-
pricing-strategies-which-is-right-for-your-business/" https://quickbooks.intuit.com/r/pricing-
strategy/6-different-pricing-strategies-which-is-right-for-your-business/ [Accessed 24 April
2019].
N.A, 2016. Aakar brand personality. [Online] Available at: HYPERLINK
"http://www.valuebasedmanagement.net/methods_aaker_brand_personality_framework.html"
http://www.valuebasedmanagement.net/methods_aaker_brand_personality_framework.html
[Accessed 25 April 2019].

Marketing Mix for Dove and Sure Deodorant
N.A, 2017. MARKETING STRATEGY OF HOME AND PERSONAL CARE PRODUCTS-.
[Online] Available at: HYPERLINK
"http://shodhganga.inflibnet.ac.in/bitstream/10603/132692/9/09_chapter%202.pdf"
http://shodhganga.inflibnet.ac.in/bitstream/10603/132692/9/09_chapter%202.pdf [Accessed 25
April 2019].
Pradhan, J., 2015. Consumer Brand Loyalty: A Study on FMCGs-Personal Care Products in
Rural and Urban Areas of India. Journal of Business and Management , 17(8), pp.51-54.
unilever.co.uk, 2019. About Us. [Online] Available at: HYPERLINK
"https://www.unilever.co.uk/brands/personal-care/sure.html"
https://www.unilever.co.uk/brands/personal-care/sure.html [Accessed 24 April 2019].

Marketing Mix for Dove and Sure Deodorant
Appendix
Figure 1 Brands of Deodorants ranking in UK
Figure 2 Levitt model product analysis

Marketing Mix for Dove and Sure Deodorant
Figure 3 Pricing strategy
Figure 4 Brand Personality Aakar