Principles of Marketing: A Study of Dove and Sure Deodorant Brands

This report analyzes the marketing principles of Dove and Sure deodorant brands, including target market, product, price, place, and promotion strategies. It also discusses the differences between the two brands based on Levitt's model and Aaker's brand personality model.

MG412 PRINCIPLES OF
MARKETING

Abstract
The current report has covered the key points related to two chosen brands and these are
Dove and sure. From current study, it has been determined that by adopting the best product,
pricing and other strategies, companies has gained competitive advantages at their own level.
The development and utilization of Aakar and Levitt's model has drives the attention of
management toward strategic strategies development and their implementation, which enabled
brands to achieve their target aims and objectives successfully.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Target Market...............................................................................................................................4
Product.........................................................................................................................................4
Price.............................................................................................................................................6
Place.............................................................................................................................................6
Promotion.....................................................................................................................................7
CONCLUSION AND RECOMMENDATION...............................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
The activity of promoting the product and the service of the business to the consumer is
termed as marketing. There are some principles for marketing such as the place, price, promotion
and the people (McDermott and et.al., 2021). The report will study the principles of the
marketing of two companies and their target market. The current report will study on the Sure
and Dove Deodorant company. In the market the companies are highly competitive.
MAIN BODY
Target Market
There will be the retention of the consumer for a long period of time. In the marketing of
the product targeting plays a main element. Through the process of targeting the right consumer
can be targeted. Globally the cosmetic and the personalized products were provided by the Dove
to the consumers. The age group of 18 to 35 of females were the main target of the Dove. Thus,
most of the women like to be nice and healthy (Bonaparte, 2019). To get the great fragrance
smells good they prefer to buy the good deodorant. The consumers which were focused by the
Dove are age, occupation and the gender. To promote the product the demographic segmentation
strategy was implemented. The middle and the high income people were targeted by the Dove.
The members of both target groups can afford the products since it is costlier.
P&G brand owned the Sure company. To the women the deodorant were provided by
both the biggest competitors such as the Dove and the Sure. The male consumer who were
conscious about the beauty, health and their skin were mainly focused by the Sure. To get the
quality deodorant the customers were more paying for the product (DeLong and Vander Schee,
2022). To the life style and the education criteria the customers were targeted by the company.
The buying of the consumer were influenced by there lifestyle. The consumer who uses more
deodorant or living modern life were targeted by company.
Product
Dover and Sure deodorant are the two most popular brands in the world of business,
because they are selling quality and good quantity of items to the customers, and that is women.
Both brands are quite different from each other on the basis of certain points. In order to analyse
the differences between each brand, a specific model application is needed and that is Levitt's
model of a brand. It is based on idea of an item as stratification of level, that contribute to

enhance consumer satisfaction appropriately. The implication of this model can specify or
appropriately analyse two selected companies on certain points and these are;
Shapes-
The shape of both brand products are similar on few points, such as the shape of bottle is
same, like easy to hold and carry in a bag, which enable customer to utilize when they need it the
same. It can help to satisfy the need of consumers appropriately and successfully, which is
important for companies to do that.
Packaging-
The packaging of Dove and sure deodorant is quite different, as Dove provide its product
by packing them into recyclable boxes, made of paper, while Sure offer good without any
packaging, excluding bottle. It can put negative impact on consumer product purchase decision,
that also affect brand success.
Colour scheme-
The colour scheme of both deodorant is also different, as the deodorant Bottles of Dove,
come into white colour, with different colour caps. On the other hand, Sure deodorant available
in the market, in colour of blue and white as well as purple, with new caps similar to bottle
colour scheme.
Different at functional and emotional level-
At functional and emotional level, Dove and Sure deodorant is different, as people trust
on Dove items, because it has created a good brand image in the market. While, sure as compare
to other brand, have less popularity, which make it emotionally and functionally weaker.
Brand values-
Dover try to portray a good brand value and that is to help women everywhere, to
develop a positive relation with the way they can aid them raise their self-esteem and consider
the full power or potential a woman have.
Sure have also created its brand value and that is to enhance consumer satisfaction, by
making their shopping better and experience greater.
Aaker's brand personality model-
Sincerity, excitement, competence, ruggedness and sophistication are the key five
dimensions of Brand personality model, introduced by Aaker. Among these dimension, Dove
can adopt a Sincerity personality, while Sure can have sophistication.

Price
The choice of the customers were greatly influence due to the price factor. The business
unit outcomes for marketing were also greatly influenced. Dove consider the strategy of
premium pricing. For providing the deodorant product the high price were charged by the Dove
from its targeted market (Lahtinen, Dietrich and Rundle-Thiele, 2020). The quality item products
were offered by the dove to its consumers. Since, charging the higher money from its customer,
customers get value for their money from business. The more amount of money were spend by
the women's to get the sensitive skin.
The skimming price tactic support was taken by the Sure. Thus, the product were offered
at the affordable price to its consumers and the pocket of buyers were selected. Towards the
brand the high number of consumers were retained with the business for longer time as the
quality product was provided by Sure and at the affordable prices.
To the online platforms the deodorant product were solved by the Dove and at the higher
prices (González and et.al., 2019). Whereas, at the lowest price the deodorant product were
solved on online platform by the Sure. To gain the competitive advantage the higher price were
kept by the Dove and while the nominal price were kept by the Sure for the consumer.
Product Sure Pricing Dove Pricing
80ml 25 30
100 ml 75 80
200 ml 189 239
Thus, it can be identified that Dove business was able to gain a competitive advantage by
charging the high price from its consumers. While more new consumers were attracted to the
Sure as by keeping the lower pricing strategy for selling the products to the consumers. Thus, it
also helps the Sure in retaining its consumer for longer time.
Place
The offline distribution traditional channel was selected by the Dove. For selling of the
product the large number of peoples can be reached by the company through the help of it.
Online medium channel was also selected by the Dove (Thabit and Raewf, 2018). The large

customers were reached by the Dove by the help of strong supply chain network and the
distribution. Through the wholesalers the women deodorant product were supplied by the Dove.
To the channel of retail distribution the Sure was included in the brand of P&G. The
retailers buys the deodorant product from the Sure and sells it to the end consumer. The other
hyper markets and the major super markets were customers of the company. Through this the
products were available on time to the consumer. The large customer attention can be gained by
the business through the help of the strategy.
Promotion
The consumer awareness will be enhanced by the business while promoting the product
to the consumers. Thus, in marketing the most essential element is considered as the promotion.
The district promotional strategy assistance was taken by the Dove (Kapoor, 2021). According
business is targeting the people by concentrating the real world. To aware the deodorant product
to the large consumers Dove is organizing the campaign for promotion. Thus, it helps in getting
more interest of the people to the brand.
To promote the brand the social media platform assistance was taken by the Sure. On the
social sites such as the Twitter and the Facebook it has great presence. The large number of
consumers were selected for circulating the videos. Sure also used the strategy of sales campaign
for the promotion.
CONCLUSION AND RECOMMENDATION
It has been concluded from the current report that for marketing the product the nominal
price was kept by the Sure and the by Dove the high price was kept. For promoting deodorant the
traditional method was used by the Dove and the modern method was used by the Sure. The
store selling were more concentrated by the Sure while Dove focuses on online. The new
consumers were attracted to both the companies by the 4P's. To the marketing the huge
investment was done by the both Dove and the Sure. Thus, it has been recommended for the
business to keep tracking of the 4P's of the marketing for promoting the product.

REFERENCES
Books and Journals
Bonaparte, Y.L., 2019. Sustainable outcomes of an experiential learning project in a principles of
marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
DeLong, D. and Vander Schee, B.A., 2022. Transitioning to remote teams in principles of
marketing: An exploratory psychometric assessment of team role effects on face-to-face
and online team performance. Journal of Education for Business. 97(6). pp.357-364.
González, V.J.L., and et.al., 2019. Marketing mix de servicios de valor agregado de última milla.
Valor y trascendencia de las 4 P. Visionario digital. 3(2.2). pp.145-172.
Kapoor, N., 2021. Principles of Marketing. PHI Learning Pvt. Ltd..
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
McDermott, M., and et.al., 2021. Improving mastery of principles of marketing concepts through
interdisciplinary learning and integrated business projects. Marketing Education
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Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).