Principles of Marketing: Dove vs Sure

This document explores the marketing mix and STP marketing planning process in the context of Dove and Sure products. It discusses how Dove captures a larger market share through innovative strategies, availability, pricing, and promotion techniques. The document also highlights the differences between the two brands in terms of product positioning and customer targeting.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marking mix: ..............................................................................................................................3
Demonstrate Knowledge of STP marketing planning process...................................................6
CONCLUSION:-.............................................................................................................................7
REFERENCES ...............................................................................................................................8
Books and journals......................................................................................................................8

INTRODUCTION
Marketing is a place where buyer and seller exchange their goods and services on behalf on
some consideration. The market is a place where all the customer collect together and purchase
those product which they were interested (Grădinaru, 2016). Market is a place where customer
treat as a king of the market. And, in marketing mix there has 4 Ps product, price, place,
promotion. These approaches focus on customer needs, demand, desire and interest. Dove is a
ironic beauty product and today it is a highly selling beauty product in the market. Dove was
launches by Unilever in 1957, and in India it was available above in 1955. Dove offer a range of
product like deodorant, soap, shampoo, cleanser, conditioner and hair stylising product. Dove is
purely, pampering collection to suit every needs. This will consist the marketing mix of the Dove
and Sure Company.
MAIN BODY
Marking mix:
Marketing mix often to the 4Ps:- Product, Price, Place, Promotion. All the different elements
of marketing mix inter depend with each other. Marketing mix work for customer that all the
things are available in right place at right time. Marketing mix is a set of marketing tools that set
the objective for the buyer to availability of goods, achieve target market, set position and earn
revenue (Hosseini, 2016).
Basic Dove (Unilever) Sure ()
Target market Target market is a group of
consumer when they aimed
and purchase the product and
take freely decision what and
how to choose the product.
Dove target market his highly
comprised for women. Dove
mainly focus on the females
needs, desire, taste and
Sure launched new product in
the market but according to the
market capture sure not
capture the larger share
because they cannot adopt new
marketing strategies and
policies to capture the larger
market share.
Sure need to capture the larger

preference. And also they
consider the income of the
customer according to the
income product is
manufactured and sell.
market share they adopt new
marketing policy and study he
customer needs demand.
Product/Brand Product is an item that is often
for sale. And brand is a
symbol, logo, design that
customer easily know the
product (Jackson, 2016). Dove
has very attractive packaging
and also a different variety and
ranges of products to attract
the teenage customer to
increase the demand and
supply of the product.
Sure also try to capture the
larger market share but they
did not capture the larger
market share or or no to
improvised he product, and no
new product was launched.
Sure need to use new and
improvised technique to attract
the customer and capture the
larger market share.
Price Price which is charge against
purchase the product. It is
charge by the seller to the
buyer. Price of the Dove
product is costly because it
always try to innovation in
product and always use new
technology for the product.
(Shengnan, 2019)And today it
is highly used and
recommended product in the
market so the price of the dove
is high as compare to another.
Sure is less expensive as
compare to Dove. Because it
consider only capture market
not to improvised or
innovation in new product.
And it has very less buyer to
purchase the sure products.
Sure need to improvised and
maintain quality of the product
because if they improve the
quality of the product
customer has attract and ready
to purchase the product
(Lahtinen, 2020).

Place Place is a demographical or
particular locate place weather
product was sold or consumer.
Dove is easy available in the
market there stock is always
available in the market and
they always launched new
product in the market they
always try to provide good on
time to use different channel of
distribution
Sure product is not easy
available in the market and
they did not do efforts to
provide products on time
through different channel of
distribution.
Sure has follow channel of
distribution policy to
availability of product to the
customer at right place at right
tome
Promotion Promotion is a activity which
is done before selling the
product. Promotional
technique is to be used to
famous the product or to every
customer was know about the
product. Sales promotional is a
overall and main part of
promotional technique. Dove
used many promotional
method like TV, cinema,
newspaper, magazine to
promote the product to
increase the sales and demand
of the product (Ozturkoglu,
2016).
Sure does not use any
promotion technique to
promote the product. So it is
less selling product in the
market.
Sure need to give advertise
about the product as they many
people know about the he
product and its uses they uses
many methods like newspaper,
magazine, TV, posters etc.
The aim of this report is to check the compatibility and market friendly of the product.
Dove is the market friendly product as compare to Sure. Dove used many innovative and
adaptable technology to increase and capture the larger market share. Sure does not used any of

these technique to capture market share.(Jackson, 2016). Dove is available easy available to the
customer but Sure product is not easy available and the cost of Sure product was less but dove
product quality was good as compare to sure.
Demonstrate Knowledge of STP marketing planning process
STP Marketing planning process is:- Segmentation, Targeting, Positioning.
Marketing planning process is mainly depend on the segmentation, targeting, positioning models
that are examine the product different variety, quality and quantity of the products. STP is
objective of the company or the organisation that they were fulfil. (Sudari, 2019).STP is not only
attract the customer but to purchase the right product to the right customer.
Market Segmentation is to be divided the market in smaller and larger parts in more
defined categories. Market Segmentation help buyer to easy available the product at right time at
right place. Market segmentation help different seller to segment the product according to the
buyer income, caste,belief, taste and preferences. Dove has a different prices and large variety of
product available in the market. So product is easy available to the customer. Dove seller can
available to the product in the outlets customer can easy purchase the products.
 Geographic Segmentation:- Audience will be based on different country, state, region,
province and they provide product delivery of goods on time.
 Demographic Segmentation:- Dividing the customer on different taste, preference,
needs and demand and uses of the customer.
 Behavioural Segmentation:-
Targeting marketing is to target the market audience in the larger market share. Acquire
larger market depend upon the seller strategies and policies. Target market set according to the
customer income, taste, preference, social, belief and customs. Dove is a company which has
follow and adapt all policies which are beneficial for customers (Shengnan, 2019).
 Size:- Size of the target market depend upon the size and structure of the business and
larger size of the company shows the growth of the organisation.
 Profitability:- If the organisation has big and capture larger market share the profitability
and of the business is also high.
 Reachaiblity:-Dove is a popular brand that every customer easily reach and easily
purchase the product on time(Sudari, 2019).

Positioning marketing refer to the ability to influence consumer perception. Position of the
company depend upon the goodwill of the company in the market. Position of the company
decide by the customer that customer purchase the product, Dove has a larger market share in the
market. Dove has mainly customer is female and it always lead and capture larger market share
in cosmetic products soaps, deodorant,shampoo,conditioner and body wash. Position of the
company told the financial position and stability of the business.
 Symbolic Positioning:- To increase the self image and purchase a brand or luxurious
product is a symbol of consumer purchasing power
 Functional Positioning:- Solve the customer problem regarding product and provide
proper solution before and after sales services.
 Experimental Positioning:- Focus on consumer emotions and connections those are
related to products.
CONCLUSION:-
The element of marketing mix and market they both are interdependent each other. Dove
company has adopt different strategy and policies to established a wider and cover a larger
market share in the market. And 4 Ps set objective and goals for the company to accomplish and
earn revenue without setting goals and objective a company cannot achieve a goal, (Thabit,
2018)And STP has a main and play a key and crucial role to increase the business share in the
market they help to provide proper availability of product at time at right customer, they set a
target audience and attract those right customer those were interested in purchase the product.

REFERENCES
Books and journals
Grădinaru, 2016. Marketing mix in services. Ovidius” University Annals.
Hosseini, 2016. Identifying eleven factors of service marketing Mix (4Ps) effective on tendency
of patients toward private hospital. Materia socio-medica, 28(5), p.366.
Jackson, 2016. Dawn of the digital age and the evolution of the marketing mix. Journal of
Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Lahtinen, 2020. Long live the marketing mix. Testing the effectiveness of the commercial
marketing mix in a social marketing context. Journal of Social Marketing.
Ozturkoglu, 2016. On the 4Ps & 4Cs of green logistics marketing mix. Logistics and Transport,
29.
Shengnan, 2019. ANALYSE LONDON TOURISM BY MARKETING MIX ‘4PS’. Ecoforum
Journal, 8(1).
Sudari, 2019. Measuring the critical effect of marketing mix on customer loyalty through
customer satisfaction in food and beverage products. Management Science Letters, 9(9),
pp.1385-1396.
Thabit, 2018. The evaluation of marketing mix elements: A case study. International Journal of
Social Sciences & Educational Studies, 4(4).
(Grădinaru, 2016)(Hosseini, 2016)(Jackson, 2016)(Lahtinen, 20200(Ozturkoglu, 2016)
(Shengnan, 2019)(Sudari, 2019)(Thabit, 2018)