Comparative Analysis of Marketing Techniques of Dove and Sure

This report provides a comparative analysis of marketing techniques of Dove and Sure, including target market, product, price, place, and promotion. The study is based on secondary research through books, magazines, and journals. The report offers recommendations for both companies, such as developing their presence on social media, designing reward programs, and selling their items over several platforms or stores for increased reach.

MG412 Principles of
Marketing
Coursework 1

Table of Contents
Executive Summary..........................................................................................................................3
Introduction....................................................................................................................................4
Main Body........................................................................................................................................4
Findings:......................................................................................................................................4
Target market..............................................................................................................................4
Product:.......................................................................................................................................4
Price:............................................................................................................................................5
Place:...........................................................................................................................................5
Promotion:...................................................................................................................................5
Recommendation.........................................................................................................................6
Conclusion.......................................................................................................................................6
References.......................................................................................................................................7

Executive Summary
The main aim of this research is to compare marketing techniques of Dove and Sure. Both of
these are very renowned brand as they offer extreme quality of products to its customers. It
can provide their items across the world. Dove is owned by Unilever and Sure is under
control by P&G. The overall study is based on secomdary research through some books
magzines and journals. These strategies helps to find target maket of products on basis of
marketing mix which results shows a high promotion can conduct through social media.
These efforts is beneficial for companies as it highly support business to grab attraction of
large audience. And aslp assist to retaining customers for a long period of time that bring a
competitive advantage for company.

Introduction
Marketing refers to a tool that helps to provide company products to its customers.
Basically, it define marketing efforts that can use for promoting business in marketing place
for generating awareness in mind set of consumers(Homburg, Theel and Hohenberg, 2020).
This report is based on two main brands that is Dove which has exist in worldwide since
1957, and focus on increasing their market share & Sure came into 2005, currently it is also a
most popular brand. This study will covers key finding which based on target market of these
respected brands and involves product, price, place , promotion for identify customer reach in
markets.
Main Body
Findings: This is the basis analysis of this report that use second method for comparing
marketing tool to identify respected brands value and awreness in market. Following are the
specific topic that can used to describe this very clearly.
Target market
For identify specific audience whch shows interest in particular brand this element
can be used as it is a tool that is used by various business for require a huge crowd attention
which shows their interst in buying company products and retain items for a long period of
time. Dove is a well known brand who can highly maintain ther image across globe. It gives
personalised products , cosmetics to its potential consumers. The main focus of this company
is on girls and women between the age of 18-35. As these are highy concerned about their
skin care, they always focus on looking super beautiful through their healthy & glowing skin.
Most of females always want to buy those items whose fragnance is really impressive. Thus,
they purchase high smell deodrant and Dove company targeted their consumers ob basis of
demographic segment as it centre on age, gender and occupation of person. It can targeting
two groups that is high and middle. Therefore, this product is quite expensive but derive high
quality that help to increase satisfaction level on customers.
Whereas, Sure is the biggest rival of Dove as they also provide high quality of items ans
especially focus on women. They high centre their focal point on those candiadte who their
skin moisturise, heklathy nad beauty. Because of this customers are high willing to pay on
buying such products. In short, for identify the customer preference, companies always focus
on their life style as it is helps to targets right people for desired item.
Product: For identify the specific product Levitt’s model can be used as it is a great
framework that helps to know abot item startification(Marasco and et.al., 2018). Dove offers
wide variety products, apart for bar shop they offer conditioner shampoo etc. This company
also comprise a great service team for customer that can work to solving clients complains
and increase its ease to purchase. They offer gurantee on various items by which customer

feels great. On other side, Sure highlights their super packaging which can increase audience
traffic towads theur brand. It always focus on quick delivery so that customer fel satisfied and
not raising any complain. Company also use Aakar model that define brand identification that
helps to compare two brands at same time. Both of these brand identifies as a honest and
cheerful personality which can assist to enhance its competency level. Through its identity
they both owned their own markets and totally derive customer satisfaction.
Price: This refers to an element which is highly important for generating revenue and profit
in business) (Nunan, Malhotra and Birks, 2020). It provide their graet influence on consumer
choice or outcome in terms of business unit. In case of Dove, it offers premium price for
attractinh high class customers through its best quality products in terms of bar soap and
deodrant. Basically it derive product value to its potential clients and give such products on
those women who are extremely concerned about their skin. Whereas, Sure use skimming
price which helps to attrct every type of audience and offer their items on a resonable cost to
them. Itr provides quality along with affordable rates just because of this most of consumers
high recommend this brand since for a long time. Dove charge high price on promoting their
item over online platform whereas Sure charging low price even on online modem for
promotion.
Sure Dove
200ml 69 74
100 ml 183 233
80ml 20 25
This above table helps to anlayse that premium price of Dove ehancing competitive benefits
for company on the other hand skimming price assist to engage new clients and retainn them.
Place: It define a area that can choose by business for brand promotion. In context of Dove
company use traditional offline for reach with large potential audience. It also use online
plaform as now adays most of crowd are highly active on social media. This strong presence
and supply network chain helps business to succed with future growth through sell more
items to consumers. Whereas, Sure follow retail distribution channel, in this process retailers
sells company items to potential audience. Company also provides their items on super
markets or hyper markers that helps to increase ease of customers and they can buy their
required desire on time. Thus these bosth startegies can use for gaining audience attention.
Promotion: It is considered as an important tool in marketing which aids organisation to
enhance its awreness in between targeted clients(Galli, 2018). In case of Dove, organisation
can use district strategy for promotion as it alsws focus on real world that highly influence
clients. Generally business involves those products which is highly acquire in real developing
countries. It also operate some promotional events or campaigns that increse interest of
number of customers. Dove is a renowned brand which can use by most of crowd, because it
assist to increse awreness through various advertisement method. Thus this helps to promote
products and services. This define an appropriate path for maintain a healthy relationship
with customers. Whereas, Sure assist to take social media platform for enahncing company
reputation. It shows their high presence on twitter, instagram, facebook and other sites as it

aids to circulate large number of customers. It also consist campaign for making an
interaction with customers that can make them satisfy and increase their purchasing power.
An effective presence on social media aids organisation to promote specifuc items across the
globe that can bring a positive growth.
Recommendation
 The gurantee related to both of such items make various feature of product through a
extreme product design (Brown, Crosno and Tong, 2019).The primium and skim price
boost different customer awreness in order to product. These both firm have to selling
their items over several platforms or stores for increse reach.
 The Dove company can use trsditinal promotion technique so they need to develop
their presence on social media. On the other hand through diffent pricing staregies
Sure have to design their reward program for enhancing nore customer interest.
 The different personality of both form is highly impressive as they helps to retain
clients and these 4 p’s of advertising tool brinds a high profit in a company thriugh
revenue generation and also developing theior global market presence by the help of
such specific items (Heggde and Shainesh, 2018).
Conclusion
It is being conclude from above report that marketing is important for any organisation as it
carry high power to influence more customer. This is totally based on good stregies that
derive future success. Above analysis is based on Two firms those bosth can sell high quality
items for enaging customer and increse their demand. So some tips of marketing define the
overall procedure that can follow by respective company such as Sure and Dove for grabbing
consumer attention that bring competitive advantage in firm.

References
Homburg, C., Theel, M. and Hohenberg, S., 2020. Marketing excellence: nature,
measurement, and investor valuations. Journal of Marketing. 84(4). pp.1-22.
Marasco, A. and et.al., 2018. Exploring the role of next-generation virtual technologies in
destination marketing. Journal of Destination Marketing & Management. 9. pp.138-148.
Nunan, D., Malhotra, N.K. and Birks, D.F., 2020. Marketing Research: Applied Insight.
Pearson UK.
Galli, B.J., 2018. Using marketing to implement a strategic plan: Reflection of practiced
literature. International Journal of Service Science, Management, Engineering, and
Technology (IJSSMET). 9(1). pp.41-54.
Brown, J.R., Crosno, J.L. and Tong, P.Y., 2019. Is the theory of trust and commitment in
marketing relationships incomplete?. Industrial Marketing Management. 77. pp.155-169.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Springer.