Marketing Mix Strategy for Dove and Sure Deodorant
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This report evaluates the marketing mix strategy adopted by Dove and Sure deodorant to attract customers. It includes a comparison of the target market and product, price, place, and promotion element of the marketing mix. The report also provides recommendations for improvement.
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PRINCIPLES OF MARKETING
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EXECUTIVE SUMMARY Marketing mix is one of the strategy that is concerned with ascertaining crucial elements strategy in turn proper ability to meet requirements of customer can become possible. The current is based on Dove and Sure deodorant which both are successful companies. The main aim of present study is to evaluate significant insights regarding target market and marketing strategy adopted to attract customers. It has given emphasis on evaluating markets hared covered by both firm. Recent study has highlighted deeper information regarding marketing strategy for elements like products, price, place and promotion.
TABLE OF CONTENTS INTRODUCTION.....................................................................................................................................4 MAIN BODY.............................................................................................................................................4 Comparison of target market...................................................................................................................4 Explaining the market mix.......................................................................................................................5 CONCLUSION..........................................................................................................................................8 Recommendations...................................................................................................................................8 REFERENCES..........................................................................................................................................9 APPENDIX..............................................................................................................................................10
INTRODUCTION Marketing mix is concerned with making strategy which is helpful in gaining significant aspects that is relevant for growth and development o company. In the current era, there is larger competition which require firm to focus on having significant strategy which is capable of overcoming prevailing challenges. The current report is based on Dove and Sure company operates in deodorant industry for targeting women. The current report will comprise comparison of target market and product, price, place and promotion element of marketing mix. MAIN BODY Comparison of target market Dove is one of the international organization which is offered by Unilever company that focuses on attracting customer by claiming that consumer will feel beautiful.It has been built with maintaining compliance with expertise knowledge (Understanding How to Position Your Market Offering,2021).Basically the target segment of Dove can be said that are those who take extra care of their body, hair and physical wellbeing.It can be said that focus on kept on having significant amount of customer by ensuring that minimal utilization of chemical effects on h body or hair is obtained by using Dove. The market of Dove products is around 24% which tend to focus on attracting skin care people that lies in age group of18-34. The attitude of the targeted audience comprising education, self-esteem, etc. kind of women who tend to incline beauty of their skin by eliminating utilization of chemicals. Dove basically focus on positioning their brand aspects of feminity and beauty that is relevant for the female market. Sure is included in the top list of women deodorants for teenagers. There are several types of customers who look for those products that are not made of large chemical utilization. It has been categorized as good deodorant which helps in protecting order smell.It focuses on targeting the niche market which comprises the buyers who have objective of making their skin good along with feeling fresh (Thabit and Raewf, 2018.). The target market share of Sure company is company in the current time is less competitive as compared to Dove. Sure firm has focus on meeting expectations of both male and female but larger focus in order to overcome the competitionspecifiedfirm pay attentionmaking isadvertising & promotionalactivities
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attractive for women.The main of Sure irrespective of softskin it tends toprevent that sweating will be eliminated to make users feel fresh. Explaining the market mix Product It refers to the goods that are offered by company for meeting needs of the customer in turn higher satisfaction can be provided.Product element of marketing mix allows company to formulae significant strategy through specifying its characteristics. Dove firm is one of the international organization which has wide range of products (Pomering, 2017.).It comprises facial, hair care, moisturizers, beauty bars, body wash, deodorants. Dove’s products are having characteristics of ensuring skin moisturized by utilizing the products. It ensures minimal utilization of chemical for creating trustworthiness among skin care possessing attitude of its targeted audience. Sure as being operator in deodorant industry tend to give much emphasis on pretending its features as part of global product portfolio of Unilever (Attached in appendix). It is available in the form of soap, roll on, sticks, sachet, etc.It tends to give clinical protection of product which lead to give higher positive impact on customers. There is need to be give emphasis on its products characteristics which includes higher protection, skin care, etc. which Is leading to cover good market share of particular industry. As compared to Dove the sure is having less market share due to lower marketing practices of company. Price DoveSure Ithasrelativelyexpensivepricing strategyduetoofferingquality products Sure give much emphasis on the areas whereaffordablepricingstrategyis adopted. The higher market value is allowing firm to use skimming pricing strategy. There are few discounts and offers area as well givento targeted audience it ensuresthatinthespecifiedpricing strategycustomerwillbeableto
recover its highlighted objectives. There are several types of pricing strategies which are utilize d by organizations in order to fulfil their objective of higher revenue, profitability, market share, etc. Dove as being part of international market focuses on different areas of global platform. it is considered to be luxury product which has well integrated pricing strategy. The specified enterprise concentrates on having reasonable with maintaining distinctiveness. As compared to the highlighted competitor it can be specified that Dove has slightly expensive for the offered extent of quality of the products. In addition to this, its customers are ready to pay the decided pricing strategy due to the higher standard quality. It follows the value adding pricing strategy due to it good image in the market. Sure is having variable pricing strategy for the different kinds of products and services offered by firm for its customers.In addition to this, there are higher number of components which are required to be taken into consideration by organization while deciding pricing strategy for gaining competitive edge (Mintz and et,al., 2021). To be successful in deodorant it becomes essential for the enterprise to give emphasis on variable priced based type of product which is considered to be moderately affordable. From comparing both the aspects it can be specified that Dove is relatively expensive product as compared to Sure (Unaldi and Soydemir, 2021). On the basis of this, it cane b identified that both firm charges different pricing forthe specified characteristics. Place There are number of advantages of operating in international market which can inline opportunities. Dove operates its business practices in number of areas which is enabling firm to cover larger market share in the deodorant industry (Attached in appendix). It conducts business activities in China, Canada, India, Germany Brazil, etc. in order to be incline its profitability. It has highly efficient distribution channel for delivering its products to customers through availing its products in supermarkets, mall.Discounts stores, etc. in the current time the products of Dove are easily available in overall areas due to its strategic management activities.
In comparison to the Dove, there are 37 different countries where specialized customized products are offered by firm to its targeted audience. It offers products to different regions where higher number customers have attitude of being fresh. The areas where the products are offered involves Africa, U.S, Canada, etc.by analyzing both the companies it can be ensured that they have presence on different business based platform which is inclining sales and profitability. From the evaluation it can be specified that Dove is obtaining higher preference in different countries as compared to Sure.The main reason behind this involves its appropriate evaluation of each targeted market so that accomplishing objectives of covering good market share has become possible. Sure has given focus on achieving higher market share by paying attention on conducting promotional activities. Promotional Differentkindofmarketingtechniqueswhicharetakenintoconsiderationby organization for spreading awareness about characteristics of its offered products in turn higher profitability and sustainability. There are several types of techniques which are used by Dove for
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maintaining its brand image deodorant in the sector. It uses both digital and traditional pattern of conducting market practices. The specified organization pay attention on using television advertising, print media, sponsoring events, digital marketing activities, etc. It is helpful in increasing performance of company which is making possible to succeed in each targeted area of global market. This company positions its product by ensuring higher skin care. On the other side, Sure uses both conventional and traditional ways for advertising its products. There ae several advertising campaign as well which are conducted by firm for gaining attention of customers (Dost and et.al., 2019). It concentrates on building good digital marketing activities through enabling its customer to get prompted information to get higher revenue. Its advertisement is found to be funny and enthusiastic so that covering larger part of market can become possible. Global expansion can lead firm to get higher ability to encourage customer to purchase goods. It positions its product through defining its products clinical safe and assured. CONCLUSION From the above report it can be concluded that marketing mix is helpful in gaining different competitive benefits which can help enterprise to get profitability. The current report has involved information regarding target market by target market of Sure and Dove. This has comprised marketing mix which has involved product, price, place and promotion. Each company has distinct criteria for making strategy regarding each factor. Recommendations There are few recommendations which are needed to be taken into consideration for making improvement ï‚·It is recommended to adopt approach to get proper evaluation of market through utilizing approach of artificial and business intelligence to make proper evaluation in turn better knowledge regarding lacking areas can be identified. It will permit to make changes in non-performing part to get success. ï‚·It is advised to establish feedback mechanism in turn proper views and experience of customer regrading product quality, price, channels of connecting, etc. can be derived. it will help in making crucial changes in order to have significant improvement.
REFERENCES Books and Journals Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program interactions for fast-moving consumer goods.Journal of Marketing.83(2). pp.62-81. Mintz, O. and et,al., 2021. The right metrics for marketing-mix decisions.International Journal of Research in Marketing.38(1). pp.32-49. Pomering,A.,2017.Marketingforsustainability:Extendingtheconceptualisationofthe marketing mix to drive value for individuals and society at large.Australasian Marketing Journal.25(2). pp.157-165. Thabit,T.andRaewf,M.,2018.Theevaluationofmarketingmixelements:Acase study.International Journal of Social Sciences & Educational Studies.4(4). Unaldi, H. and Soydemir, H., 2021. Selecting Target Market Using'The Analytic Hierarchy Process (AHP)'Model: TarMAR.American Journal of Management.21(3). pp.36-44. Online Understanding How to Position Your Market Offering.2021. [Online]. Available through: < https://www.mindtools.com/pages/article/newSTR_94.htm>