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 1
the middle income group of society by charging moderate prices on the products that are offered to the customer. Product/ Brand Dove (Deodorant for women) As per the Levitt's model the dove deodorant for the women has the core benefit of removing the bad body odour and attracting people based on the pleasant smell of the product. Thisisthebasicproductrequirementthatneedstobesatisfied.Furthertheexpected characteristics by the customer includes that it should cause reduced sweat and skin acidity which needs to be catered by the manufacturer (Woods, 2017). The augmented nature of the product is that the deodorant is long-lasting. Finally, the potential product states that it should be chemical free and organic in nature. The brand values that are attached with the products offered by Dove are that it is associated with beauty, confidence and believe that each individual must carry while they are going out and exposed to the world. This further helps the women positively establish better relations and stay empowered in the society. As per theAaker’s brand personality framework the dove deodorant can be classified as the sophistication brand personality. This brand personality is for the upper class society and can be classified as luxurious and stylish in nature. Sure (Deodorant for women) The Levitt's model shows that the basic features and the core benefit that is provided by Sure deodorant is that it makes the women feel fresh and energetic all day long. The expected product as per its target market is that it should provide clinical benefits and must have no side effects on the skin (Unilever set to unveil Sure deodorants for teenagers, 2021). Further the augmented product above the expectations of the customer offers different variants and flavours in the deodorant, among which the choice can be made based on the customer taste and preferences. Lastly the potential product shows that it can be conveniently carried at all places. Brandvaluesareworkingwithintegrityandpositiveattitudewhichenrichesthe personality of teenagers. As per theAaker’s brand personality framework the Sure deodorant that is offered to the customers show that the brand belongs to the excitement personality as it is made for the teenagers, and so they should remains joyous and excited (Kakitek, 2018). 2
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Price The pricing strategy that is followed by both the brands are:- Brand A(Dove Deodorant for women)Brand B (Sure (Deodorant for women) TheDovedeodorantsareofferedtothe sophisticated, high income class of the society who are highly conscious about their beauty and skin care. They use the premium pricing strategy in the market where the products are highlyexpensiveanddurable(Roma, Panniello and Nigro, 2019). Since the products arealsochemicalfree,sotheyarehighly priced and can be affordable for the women who are independent and live an extra-vagrant lifestyle. The premium pricing strategy is used by the brands who offer distinguished products to its customers and are high quality oriented. They are like the status symbol for the rich class in the community. They are targeting the niche market and are only bothered about the tastes and preferences of those consumers who prefer quality over the price and are ready to pay the extra penny to take extra care of their skin. TheSuredeodorantbrandhaspricedits products at moderate level and are available for the medium and middle income class of the society (Kung and Zhong, 2017). The pricing strategy they follow is the market penetration where the seller establishes low prices for its product in order to capture the market share andexpanditsprofitability.Sinceitis established to assume the benefit of the recent trendrelatedtodeodorantsitischarging mediumpricesfromitscustomers.Also, another major reason is that the target market ofthisbrandaretheteenagersandyoung population who are dependent on the family for income, so they shall be able to afford lowerpricedproductsonly.Inthispricing strategythecompanytriestogenerate competitive advantage through capturing the market share of the company. Place (Distribution) Dove (Deodorant for women) In order to make its brand accessible, Dove has a widespread distribution channels that is uniformly distributed across 80 potential countries where it conducts the business operations and maximizes its profitability (Grewal and et.al., 2018). The major motive is that the products must be distributed in a way such that it is conveniently available to the target market that is catered by its offerings and can maximize the level of customer satisfaction. The brand has its presence 3
in both offline and online channels. It is available at the various supermarkets, whole-sellers, general stores and the chemist shops in the market. Also, the deodorants can be accessed through the online channels like Amazon and other e-commerce sites. The products from the factory are sent to the warehouses. Post that the agents sells these goods to the stockists, and they are further supplied to the retail markets from where they are available to the customers (Cai and Chen, 2017). Sure (Deodorant for women) The Sure deodorant has been successfully managing the channels through its products are being sold to the customers. The major focus is upon the teenager population which can be attracted by the easy accessibility of the company's product on offline as well as online channels of distribution. The brand has created its own optimized website where all the products are available for the online supply through making the digitalized payments (Anderson and et.al., 2020). Also, they provide an option of customization over their website based on the customers tastes and preferences. Apart from this its products are available at the offline channels like the retail stores. Promotion Dove (Deodorant for women) Dove has been aggressively marketing the products to reach the mass through a large campaign run by the company (Del Castillo and et.al., 2020). It has been targeting the potential lot of customers by a “Campaign for the real beauty” related to the aspirational women and also focussing on the idea of self-esteem of the women. The major differentiation in its style of marketing is that it criticizes and abolishes the beauty related discrimination and voices an idea that women belonging to all age groups, colour, sizes etc. are beautiful. Also, the major distinction from the competitors is that it includes the common women rather than models in its advertisements and promotional activities which helps to directly connect with the audience and positively publicize its brand in the minds of people. It uses both digitalized channels like social media marketing, internet ads, optimized website and the offline means like newspapers, TV ads, magazines etc. Sure (Deodorant for women) The Sure deodorant has also engaged in the extensive marketing of its products with the aim of capturing the target market. It uses both the traditional and unconventional sources in its 4
marketing campaign. It majorly uses the celebrities, models, sports personalities and athletes for endorsing its products such that the brand image of the company can be discovered. Apart from this the main theme of ads is self-confidence in the individual (Ben Said, Bragazzi and Pyatigorskaya, 2019). Also, the ads designed have the funny quotient which is different from that of the competitors and which is successful in attracting the customers. CONCLUSION It can be summarized from the above project that marketing mix of any company must be efficiently designed such that the brand awareness can be generated and the market share can be successfully capitalized. An attractive marketing strategy shall help is assuming the competitive advantage in the industry. 5
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REFERENCES Books and Journals Goenadhi, F. and Rahadi, D. R. (2020). Who Is The Target Market Of Digital Tourism 4.0?.FIRM Journal of Management Studies.5(1). pp.50-61. Tosun, N. (2017). Target Market Selection in Fresh Fruit-Vegetable Sector Using Fuzzy VIKOR Method.Journal of Management Marketing and Logistics.4(4). pp.465-471. Darmawan, R. (2020). Designing a Video as a Tool to Promote Zoom Hotel Jemursari Surabaya to its Target Market.Kata Kita.8(3). pp.232-243. Woods, R. (2017). Exploring how the social model of disability can be re-invigorated for autism: in response to Jonathan Levitt.Disability & Society.32(7). pp.1090-1095. Kakitek, A. (2018). Application of Aaker’s brand personality scale on human brands in surf sports.Journal of Management and Business Administration. Central Europe.26(4). pp.11-31. Kung, L. C. and Zhong, G. Y. (2017). The optimal pricing strategy for two-sided platform deliveryinthesharingeconomy.TransportationResearchPartE:Logisticsand Transportation Review.101. pp.1-12. Roma, P., Panniello, U. and Nigro, G. L. (2019). Sharing economy and incumbents' pricing strategy: The impact of Airbnb on the hospitality industry.International Journal of Production Economics.214. pp.17-29. Grewal, R. and et.al., 2018. Marketing channel management by multinational corporations in foreign markets.Journal of Marketing.82(4). pp.49-69. Cai, W. and Chen, Y. J. (2017). Channel management and product design with consumers’ probabilistic choices.International Journal of Production Research.55(3). pp.904-923. Anderson, R. E. et.al., (2020). Provenance, evolution, and transition of personal selling and sales managementtostrategicmarketingchannelmanagement.JournalofMarketing Channels.26(1). pp.28-42. Del Castillo, J. A. G. et.al., (2020). Social networks as tools for the prevention and promotion of health among youth.Psicologia: ReflexĂŁo e CrĂtica.33(1). pp.1-9. Ben Said, Y., Bragazzi, N. L. and Pyatigorskaya, N. V. (2019). Influence of Sales Promotion TechniquesonConsumers’PurchasingDecisionsatCommunity Pharmacies.Pharmacy.7(4). p.150. 6
Online Dove Marketing Strategy: How Dove Became The Voice of Women.2021. [Online] Available through: <https://avada.io/resources/dove-marketing-strategy.html> Unileversetto unveilSure deodorantsforteenagers.2021. [Online]Availablethrough: <https://www.marketingweek.com/unilever-set-to-unveil-sure-deodorants-for- teenagers/> 7