Marketing Mix

This report discusses the marketing mix strategies for Dove and Sure deodorant for women. It covers the target market, product analysis, pricing strategy, distribution strategy, and promotional strategies used by these brands. The report emphasizes the importance of marketing techniques in promoting brands and attracting customers.

MARKETING
MIX

Table of Contents
INTRODUCTION...........................................................................................................................3
1)Target Market......................................................................................................................4
2) Product...............................................................................................................................5
3) Price....................................................................................................................................5
4) Place...................................................................................................................................6
5) Promotion...........................................................................................................................6
CONCLUSION................................................................................................................................8
REFERNCE.....................................................................................................................................9

INTRODUCTION
Organisation have some specified laid objectives which they rea willing to achieve by
usage of tactics and strategies in organisation. Marketing mix is a study of various aspects which
are applied to various business and is very helpful in enhancing satisfaction level of their
customers (Morden, 2017). Major strategies included in this are setting prices which further help
in forming a distribution strategy by various companies. This report is based on two Companies
which are dove and sure deodorant for women. Dove is a brand which is established since 1957
in UK. Another company is sure deodorant which is also a UK based brand. This report consist
of various aspects such as marketing aspects related to 4P's, STP segment of these brands which
they are using for making various strategies to attract more customers in market.

1)Target Market
Target market is set of persons so that company is bale to approach to increase sales of
their product. This is related to target market of company so that marketing efforts can be used in
deciding ways of promoting their products. Below mentioned is target market for two products.
Target market of Dove
Segmentation: This is a strategy which is related to target market in this market is
divide into small segments and then this segment is formed based on similar characteristics they
are sharing. Dove is a brand which is having a target market that is women of all age groups and
those customer segment who posses the purchasing power (Long, Charles, and Stephenson,
2015).
Targeting: This is related to the market which is being targeted by company. Main focus
is on women who are above 18 years of age. They are not having very expensive products and
this is reason why middle class group is also a target market for Dove deodorant.
Positioning : Dove started their operations with launching of a soap and with the help of
their soap they were able to successfully capture market and develop a preference for their
products. After that they stared launching other varieties of product such as Dove deo was one of
their new innovations which this company used in having a distinguished position.
Target market of Sure deodorant:
Segmentation : This is based on segmenting the market in case of Sure deodorant they
are segmenting market by having a focus on women belonging to all age groups and there is no
particular age group which has been segmented by sure deodorant.
Targeting:Sure deodorant women variant is targeting market which is consisting of
women belonging to different age groups this also helps them in catering to needs of women
belonging to this segment only.
Positioning: with so many competitors present in market Sure is able to caret a
distinguish position in market because of special variants which they are innovating with time to
fulfil special requirement of this customers (Geisler and Wickramasinghe, 2015).

2) Product
A product is analysed with the help of Levitt's mode other attributes such as packaging,
shape, scheme, colour etc. all this can help in putting different products in various categories
which can be augmented product core product, potential products and formal products.

Dove deodorant for women is not a core product of dove brand as they are having their
soap as their core product. Dove deodorant is a product which is formal product which is
extended variant for they are having target market of women who are already satisfied with their
soap as they are dealing in these products which is helping them to enhance their sales by
targeting to various other needs (Rosemann and vom Brocke, 2015).
Sure deodorant is also a deodorant which is targeting women but they are having a target
market of those customers who are belonging to all the segments of society.
3) Price
The pricing strategy is used for determining of prices of various products which are being
offered to their customers. In most cases there is a pricing strategy which is used by
organisations in creating a position in market. The overall pricing strategy related to these two
products are explained below:
The pricing strategy of Sure deodorant is a premium pricing strategy which means that
they are having high prices in comparison with other competitors such as Dove. The prices at
which their products are being offered is high as they believe that they rae providing high quality
to their customers and a large number of varieties (Erl, 2016).
The pricing strategies adopted by Dove is a economic strategy as which is a brand which
is offering deodorant at different varieties and according to that prices of their products vary.
4) Place
This is a strategy which is helping companies in identifying various channels used for
distribution of their product to their customers. This is helping companies in getting a
competitive advantage and also make product available by adopting a particular strategy.
Sure deodorant is having presence in all cosmetic an departmental stores apart from that
they are also available at various e-commerce sites which is making it a brand having mass reach
for their customers both present and prospective.
Dove is a brand which is well known amongst its existing users and also for those who
are not using it present know and are aware about this brand. This is a major reason why this is a
brand which is easily seen and recognized by their customers just by the name they posses. This
has been am major reason why Dove has been successfully bale to capture also very large part
of market and they are having presence in mostly all shopping websites and also physically
present in all malls, shopping centre, cosmetic shops and various departmental stores. This

makes the product very easily accessible to all their customers (Bush, Bell and Middlewood,
2019).
5) Promotion
There is a growing importance of marketing techniques and efforts which are adopted by
companies in promoting their brand. This is a most effective tool which can be used by these
companies as a combination of promotion mix such as advertisements, sales promotion, direct
selling, etc. all such techniques help in increasing sales (Shafritz, Ott, . and Jang, 2015).
Promotion mix is used by Dove while they are willing to promote their products. They
have stared a campaign for real beauty in which they never use celebrities for advertisements
instead they use real women, they want to depict women that every women is beautiful in their
won way and this was the major differentiation strategy which Dove used unlike other similar
brands who are dealing in similar type of products. They always communicate their value by
making women believe that women of every age and of all complexion is very beautiful. This
has attracted many women towards the simplicity of this brand which they are able to
successfully communicate in their promotional strategies.
Promotional strategies are also used very commonly by sure deodorant for women as
competition has rapidly increased and this is forcing to adopt some innovative and creative
strategies which can help in ensuring their survival for a longer period of time and also for
women who are willing to experience a different kind of experience as compared to their regular
deodorant which they have bee using. This brand is using many television commercials,
hoardings, print media's such as newspapers, fashion magazines and other various areas through
which they are able to make communication to their prospective customers. They have a tag line
through which they target those women who are having a passion and a belief that they want to
experience a different and attractive fragrance which can help them in having a differentiation
advantage as compared to different brands. With growing intense competition a differentiation
and innovative strategy has become a compulsion to be adopted by a brand.

CONCLUSION
From the above report it can be concluded that there are various different areas and
aspects which are related with marketing mix. There rae various aspects which are related with
marketing department of a company and which have to be considered before planning of various
marketing strategies in a company. Four aspects of marketing mix such as product, place, price
and promotion can be used by Companies which helps them in making a detailed analysis of how
a product can be properly placed in market. After a detailed analysis has been made outcomes
are used for planning of various promotional strategies by a company. All brands make sure that
the promotional strategy which they are willing to use to differentiated and innovative at same
time so that it can be differentiate fro m other products.

REFERNCE
Books & Journals
Bush, T., Bell, L. and Middlewood, D. eds., 2019. Principles of Educational Leadership &
Management. SAGE Publications Limited.
Erl, T., 2016. SOA Principles of Service Design (paperback). Prentice Hall Press.
Geisler, E. and Wickramasinghe, N., 2015. Principles of Knowledge Management: Theory,
Practice, and Cases: Theory, Practice, and Cases. Routledge.
Long, R.D., Charles, A. and Stephenson, R.L., 2015. Key principles of marine ecosystem-based
management. Marine Policy, 57, pp.53-60.
Morden, T., 2017. Principles of management. Routledge.
Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process
management. In Handbook on business process management 1 (pp. 105-122). Springer,
Berlin, Heidelberg.
Shafritz, J.M., Ott, J.S. and Jang, Y.S., 2015. Classics of organization theory. Cengage Learning.