MG412 Principles of Marketing

MG412 PRINCIPLES OF
MARKETING

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................1
Target Market...............................................................................................................................1
Product/ Brand.............................................................................................................................1
Price.............................................................................................................................................2
Place (Distribution)......................................................................................................................3
Promotion.....................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix can be defined as the set of tools that the company has been applying in
order to achieve the goals and objectives of the business. The project shall be highlighting the
comparative analysis of the two deodorant brands on the basis of target market, product, price,
place and promotion.
MAIN BODY
Target Market
Target market for any brand is the potential customer groups to which the company is
aiming to sell its products and services. It involves the particulars related to the age, gender,
income class, lifestyle and specific preferences which the product of the company shall offer and
fulfil the needs and expectations (Goenadhi and Rahadi, 2020).
Dove (Deodorant for women)
The target market for the dove deodorant is the beauty and skincare as well as good odour
conscious women of the society belonging to the age group of above 18 years and below 50
years. It focuses to sell its product to the young, beautiful and independent ladies who are highly
attracted to the smelling good products which have less chemical and are more organic in nature
(Dove Marketing Strategy: How Dove Became The Voice of Women, 2021). The lifestyle of these
customers is extra-vagrant and fashionable because they take extra care of their body to look
beautiful.
The education level is high as based on that their social preferences in the society as they
want to be confident and move out to explore the world (Tosun, 2017). The targeted market
involves the individuals belonging to high income society or the upper middle class who can
afford to spend more for their skin care and beauty. Also, the chemicals are less in the products
so for the customized organic products the company charges higher prices from it customers.
Sure (Deodorant for women)
The target market to publicize the Sure deodorant for women is the teenagers who are
belonging to the age group of 13 years to 19 years who are highly fascinated to smell good. The
major population are the ones from the young age group who are odour conscious and feel
confident when they smell good.
They are focussing on the deodorant brand as it is the latest marketing trend these days,
so that higher share of the market can be capitalized (Darmawan, 2020). They are focussing on
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