Marketing Mix: Dove and Sure Deodorant Products for Women

This report analyzes the marketing mix of Dove and Sure deodorant products for women, focusing on the application of the 4Ps (product, price, place, and promotion). It compares the effectiveness of the marketing strategies used by both brands and discusses their target market, product features, pricing, distribution, and promotional campaigns.

Marketing Mix 1
INDIVIDUAL REPORT: THE 4PS/MARKETING MIX
By (Name of the Student)
Date
Tutor’s name and course number

Marketing Mix 2
Executive summary
Dove and Sure deodorant products for women are widely known as long lived adorable
products in the sector of beauty and more so for women. The paper herein will provide the
marketing analysis especially on the company’s application of the 4Ps in the execution of their
goals and marketing plan. The two are unique brands although means of marketing has differed
in some aspects. These products face competition in the process of marketing and meeting their
objectives and goals. The report herein seeks to offer a detailed analysis of the effectiveness of
the marketing mix of two brands that include dove and sure deodorant for women. A comparison
of the effectiveness of 4Ps application will thereon be discussed as well.

Marketing Mix 3
Table of Contents
Introduction..................................................................................................................................3
Findings....................................................................................................................................3
Comparison of the Target Market..........................................................................................3
Product/Brand.......................................................................................................................4
Price.......................................................................................................................................5
Place/ distribution of dove and sure......................................................................................6
Promotion..............................................................................................................................7
Conclusion.............................................................................................................................8

Marketing Mix 4
Introduction
Marketing mix refers to a set of controllable and tactical marketing gears that
organizations use in producing a good response from the target market. The mix constitutes all
that an organization can aiming to influence demand for a product. The tool as well helps in
planning and execution within a business. These four Ps of marketing include, product, price,
place and promotion. Products refer to the services or goods that are offered by the business or
the firm to the customers. Price precisely entails the amount of money which is paid by the
buyers in purchase of the goods or the services. Place is otherwise known as distribution and
refers to the activities which make the goods and services available for the customers. Finally,
promotion entails the activities that involve communication of the product features as well as
benefits persuading customers to choose the product instead of another (Baker, 2014, p299).
Usually, of the four Ps, each has own tools that contributes towards the marketing mix. For
instance, tools of product are variety, design, quality, features, brand name, packaging and
services all together.
Findings
Comparison of the Target Market
Dove has been a popular care variety that seeks to offer the customer with superiority
products that mainly focuses on messages with regard to true beauty for women. Dove offers
products that range from soaps, lotions, hair care and deodorants that are quite gentle and very
effective in amplification and improvement of natural beauty. Particularly, the deodorant variety
of dove has been designed to target women although there is a brand for men known as the Dove
Men+Care. The principal target for the product is women with men being the secondary target

Marketing Mix 5
market. It is the reason that men do not receive much attention especially during the campaigns
and marketing for the product. The dove deodorant, targets audience that are aged between
young adults, 18 and middle aged females, 35 years of age (Kotler and Armstrong, 2015, p.34).
The age between 18 and 35 are females that are very conscious of what comes in contact with
their skin and are worried of having wrinkles on their skin. The target market for the dove
product just want the product which is trusted by many and not too expensive to acquire just like
sure. Females are more concerned about their looks and well-being than men that is the reason
women will spend their time doing exercise and cooking nice meals for not only their health, but
for their families as well. The dove product appeal to all females irrespective of their economic
status to place significance on their beauty and health. On the other hand sure deodorant targets
ladies only as the market. The women targeted for the product are aged between 18 and 30 as
they are the most concerned group of ladies about their beauty before old age sets in.
Product/Brand
The new improved formula of the dove deodorant on women use had been made in a
manner that cares for the underarm skin of the users than that which lived before. The dove
original product offers two days protection against odour as well as sweat as it has a unique
content that acts as moistening cream for smooth as well as soft touches on female skins.
Besides, the product helps largely on delicate skin under the arms especially the irritation that
follows after shaving. On the other hand, sure women dry deodorant has a motion sense kind of
technology that usually release clean, floral fragrance when required most.
The company has designed the product to act efficiently on the skin with no harm. Just
like the dove deodorant, sure product of women equally offers 48 hour protection from sweat and

Marketing Mix 6
bad smell. In addition to the prolonged protection, the product is alcohol free formula in order to
maintain the longer protection for more than thirty hours. The two products are to be well shaken
before use and held nearly 15 cm away from the surface to be applied on the human skin in an
area which is well ventilated. Care has to be taken while in use to avoid eye contact with the
product contents or even open or broken surfaces on the human skin.
Price
Dove product has a fair price which is affordable by most women aged between 18 and
35 years. Besides being gentle on the skin as well as clothes, the deodorant provides a long lived
protection against per spirants leaving one feeling clean and dry. The original deodorant of dove
of 250ml cost $1.90. Dove competitors include products from companies such Nivea, Lux and
Olay Natural White in the beauty sector. The table below detail the dove and other products
levels of competition based on the pricing. The number of the female users responded based on
Brand Name No. of Respondents Percentage of Responses
Lux 11 15
Dove 30 41
Nivea 7 09
Olay Natural White 06 06
Sure 18 25
The pricing strategy of dove is much friendly as compared to others and it can be concluded that
more women opt to buy the product than the others followed closely by the sure product of
women.

Marketing Mix 7
Place/ distribution of dove and sure
Dove deodorant product has been made available in nearly 80 countries this far. The
company has properly utilized the distribution links of the parent organization which is Unilever.
The products have successfully been transported from the place of manufacture to different
warehouses to place where the agents pick to distribute to the retailers. Further, the products
have readily been availed in supermarkets, chemists as well as wholesalers in most parts of the
world. However, comparing the two products, that is sure and dove products, dove has had deep
and strong distribution point when compared with sure products. Below are images of dove
deodorant on display for sale (She-economy, 2019).
The product has established deep roots in places of maximum distribution outlets since
this far the product has been availed in most part of the world and women want to look beautiful

Marketing Mix 8
throughout the world. The brand value of the products are very high and preferred by most
customers to other products.
Promotion
Unlike beauty products companies, dove has embraced a unique and a different
marketing plan and campaign for the dove deodorant for women. Precisely, the promotional
strategy used in the company is quite aspirational for ladies. It mainly focuses on the self-esteem
of the females emphasizing on ‘Real Beauty’. The brand has communicated clearly that
irrespective of the age or color all people are beautiful. Indeed, it does celebrate the diversity felt
at all levels (Westman and Sowyrda, 2015, p.19). In all the advertising campaigns dove makes
use of non-models unlike the sure product campaign. In the advert the product the campaign is
done using all sizes of people of different age and color. Advertisement for the dove product just
like for the sure item is done through videos and short films that are often downloaded by most
people.
Magazines are equally used in advertising these products on special pages. In the past,
dove started a self-esteem fund that is aimed at making young girls aware and educating them on

Marketing Mix 9
how to overcome beauty related challenges. The program has made good use of online resources
for all people including parents and teachers. Dove has been able to make over €1 billion sales
this far. The companies have positioned themselves in the minds of audience as a socially
conscious products along with luxury benefits and also, the products are affordable.
Conclusion
Dove and sure deodorant products of women have sufficiently applied the 4Ps in the
marketing strategy although dove has done extemporary well when compared with the sure
product of women. The two products have applied the 4Ps adequately in order to maximize their
ability to meet the organizational goals of making good sales and reaching to many customers.
On evaluation, dove has emerged as the most successful in the mode of application of the 4Ps
unlike sure which for one has not reached to as many parts of the world as dove. In order to
improve the use of the 4Ps dove brand needs to establish the weakness that hinder the excellent
performance and check to minimize internal as well as external factors that would be a great
hindrance to the success. This has to be carried out to ensure a good business environment and
relationship with all members within the organization.

Marketing Mix 10
References list
50MINUTES.COM. (2015). The Marketing Mix. Cork: Primento Digital.
Baker, M. (2014). Marketing Strategy and Management. Basingstoke: Palgrave Macmillan.
Boulding, W. and Lee, E. (2011). Differentiation via the marketing mix. Marketing Letters, 3(4),
pp.343-356.
En.wikipedia.org. (2019). Dove Campaign for Real Beauty. [online] Available at:
https://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty [Accessed 23 Apr. 2019].
Goi, C. (2012). A Review of Marketing Mix: 4Ps or More?. International Journal of Marketing
Studies, 1(1).
Gummesson, E. (2015). Total relationship marketing. Oxford: Butterworth-Heinemann, an
imprint of Elsevier.
Kaye, B. (2011). Deodorant Sprays for Women. JAMA: The Journal of the American Medical
Association, 212(12), p.2121.
Kotler, P. and Armstrong, G. (2015). Principles of marketing.
Mindtools.com. (2019). The Marketing Mix and the 4PsUnderstanding How to Position Your
Market Offering. [online] Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm [Accessed 23 Apr. 2019].
She-economy. (2019). MARKETING TO WOMEN QUICK FACTS. [online] Available at:
http://she-conomy.com/facts-on-women [Accessed 23 Apr. 2019].
Westman, J. and Sowyrda, P. (2015). Launching new products.

Marketing Mix 11
Williams, K. (2015). An Inspiring Life: Lim found beauty in the simple things. IEEE Women in
Engineering Magazine, 9(1), pp.14-17.

Marketing Mix 12
APPENDIX 1
Brand Name No. of Respondents Percentage of Responses
Lux 11 15
Dove 30 41
Nivea 7 09
Olay Natural White 06 06
Sure 18 25
APPENDIX 2
APPENDIX 3

Marketing Mix 13