Marketing Mix for Dove and Sure

Marketing Mix

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Developing target market for both brands: Dove and Sure.........................................................3
Using Levitt's model of a brand; analysing the two brands........................................................4
Pricing strategies for Dove and Sure...........................................................................................5
Marketing Strategies for Place (Distribution).............................................................................6
Promotion strategies for Dove and Sure.....................................................................................6
CONCLUSION ...............................................................................................................................7
REFERNCES:..................................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
Marketing mix is used by the companies to promote brand or their products in the market
as it facilitates set of actions or tactics. This is usually refers to the set of 4Ps in their market
strategies; product, price, promotion and place. Marketing Mix helps to understand what a
company can offer for their products and services to the customers. This report is based on the
comparison between two companies Dove and Sure. Dove is owned by the Unilever and a
personal care brand originated in the U.S. The company offered products for both men and
women as well as for babies (Amadi, K.). The company produces products like shampoo,
conditioner, moisturiser, face washes, deodorants and more. Sure is an antiperspirant brand
founded by Procter and Gamble in the year 1972. The ownership of the brand has been
transferred to Helen of Troy Limited which acquire innovative brands. This brand exclusively
marketed for women's antiperspirant.
MAIN BODY
TASK
Developing target market for both brands: Dove and Sure.
The overall game plan sets by marketing strategies for searching prospective consumer
and turning them into customers for their goods and services. It contain(Clemitson, J. A., 2017)
(Ghazalli, M. N. and Awang, K., 2019)(Honarvar, A.Kyozira, A., 2019)(Ramadhan, A. A. and
Munaf, A. I., 2017)(KAEWPLOY, N. and Saknarong, A., 2019)s the value proposition of the
brand, data on target customer demographics, key brand messaging and other high level
elements. (Clemitson, J. A., 2017)(Ghazalli, M. N. and Awang, K., 2019)(Honarvar, A.Kyozira,
A., 2019)(Ramadhan, A. A. and Munaf, A. I., 2017)(KAEWPLOY, N. and Saknarong, A., 2019)
Geographies role in marketing deodorants: Most of the people use deodorants on day to day
basis. Everywhere men and women are willing to take care of themselves; as they wanted to be
attractive, clean, nice and smells fresh and have a proper hygiene.
Change in consumers: As the hygiene is important for the society but the few years back this
was not taken seriously and people did not care about their health (CHANGJAIKLA, J. and
Saknarong, A., 2019). In today's era, consumers are more likely to use natural products and bio-
deodorants to meet their demands.
Dove's Target-Marketing Strategies: