Case Study of Dove and Sure: Marketing Strategies and Comparison
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This report covers a case study of Dove and Sure, comparing their marketing strategies and analyzing their target market, pricing, distribution, and promotion. Recommendations are provided for both companies.
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Executive summary This report has covered a case study ofDove and sure . Dove brand is An American multinational personal care brand it is owned by Unilever and this company was oriented in the United States. On the other side Sure is an Australian deodorant company and the manufacturer plant is owned by British company called Unilever
Table of Contents Introduction...............................................................................................................................................4 Main body..................................................................................................................................................4 STP strategic approach............................................................................................................................4 Marketing mix of dove and Sure.............................................................................................................5 Conclusion and recommendation.............................................................................................................8 References..................................................................................................................................................9
Introduction Marketing Refers to the activities by the companies to promote their product and services within a market.It helps to awarepeople about the productandservice sellby a companythat is beneficial for both. company can earn profitabilityand customers can satisfy their needs and demand by buying product. This report will cover a case study of Dove and sure . Dove brand is An American multinational personal care brand it is owned by Unilever and this company was oriented in the United States (Elrod and Fortenberry., 2020). Dove’s productare sell andmanufactured in various countries such as Australia, India, South Korea, Pakistan etc.Dove is sellingproduct like Shampoo, conditioner, Skin care creams and deodorants. RexonaIs an Australian deodorant company and the manufacturer plant is owned by British Dutch company called Unilever it means that both companies dove and Rexona are owned by a single company Unilever but both are having different different deodorant. Dove is having their share in the market around 5% while sure is having market share around 9%. Main body STP strategic approach Segmentation According to the demographic segmentation Dove focus on thewoman, who are having age group around 18. The Deodorants are specially designed for the female who used beauty products and they care about their skin. On the basis of physiographic segmentation dove aims to create a Physiology in women where beauty incorporates all the edges, body shape and size. On the otherhand,on the basis of demographicsSureis also selling deodorants to the woman between the age group of 11 to 18. According to the physiographic segment Sure Deodorants are aim to create Physiology and woman that they are attractive. Targeting Dove company is targeting women of all age group and their deodorants Are designed to Make the woman feel fresh everyday (Páramo Morales., 2016). This company is targeting a high income group of women who can willing to pay higher amount for their deodorants.
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On the other side Sure is targeting woman age group between 11 to 18. Their main targets are middle class girls who want to buy a deodorant in reasonable Price range. Positioning Dove deodorants our position as a personal care and long lasting deodorant product within a market. Theirdeodorants give Fragnence for a 24 hours and best thing about their deodorants are that it contained less gas as compared to the other deodorants within the market. While Sure hasposition themselves as a best deodorants products for the woman who worked with the safety and also look for their customers affordability. they are having good reputation in the market because of they are product designs, smell and durability Additionally price. Marketing mix of dove and Sure Target market Dove is selling their products on the different different sources and their distribution channel is widely expanded within their target market. Deodorant sale by doveAvailable on the websites of their own and, it is easily available on the local shops and shopping malls where customers can buy and satisfy their needs (Rubel,Zhou, Grewal and Raju., 2019). Deodorant’s made by dove are based on gender, age and income level. they targetwoman’s withthe as group of 18 or above an their products areexpensive so woman withhigh income can easily purchase their products. Sure Products are also easilyavailable in any localshops and shoppingmalls where customers can easily find their products and satisfy their needs. The targets are younger girls between the age group of 11 to 18 who watch TV programme such asmovies and entertainment.Thetargets of this companyare middleclass girls who want to buy a deodorant in lower price with effective quality. Product Dove is selling varieties of products to theircustomers. Products sell by this company Include facial care products, hair care products, moisturisers, deodorant, barsetc. Deodorants made by Dove are Anti spirit deodorants for the woman. This kind of deodorants are help to care for underarm skins And providebest fragnence and comfort to the woman. Designs of the dove Deodorants areattractive and it’s look expensive as well.
Sure is an one of the leading skincare brand in all over the world. This company is selling product such as soap, deodorants, sprays and creams. Packaging and colouring of the products are attractive (Oklander And et.al., 2018).Their aim and they want to be create their brand value as affordable an most selling product in all over the world. Price Dove products are highly expensive and they are using a premium pricing strategy within their target market. their products are affordable in the higher price range because They also provide quality in theirdeodorants. It also helps to protect skin related problems and provide a fresh smell. Dover deodorant prices ProductPrice in pound DoveAntiperspirant deodorant, original clean 10.44 Dove Invisible advanced care anti spirit deodorant 25.43 Sure Product prices are notthat high and it can be easily affordable for middleclass customers. they are using competitive pricing strategy to cover higher market share and steal the market shares from the dove. here is pricing of deodorant sale by Sure. Sure Deodorant price ProductSure Sureanti perspective Deodorant 13.47 Sureantiper spirant 47.14
Deodorant invisible Place Dove is an International brand who are having a good presence in global market fur stop network of this company is spread in various partsof the world and they are selling their products in around 150 countries in total. Product of this company are sold in nearly 90 countries with the help of fine an effective distribution channel. It can include manufacturers to the retailer to consumer and from there general stores, convenient stores, supermarkets, mall’s etc. It is an responsibility of the retailer to see that products are easily available to their customers and respective stores. On the other sideSure products are also spread all around the world and well stablished as one of thebiggest and the best deodorant selling firm. This company is selling their products in countries such as UK, South America, Canada and South Korea etc (Dörnyei., 2020).They are doing everything online website where their products are easilyavailable for the customers, the sitecover around 37 different countries an customized based on the product offered in a particular reason. Promotion Dove is able to create a good awareness among the people and customer market. It is only possible because of thereadvertise and branding of their products. this helps to create a good awareness among the people. Marketing policies used by this company have huge role in making this brand successful. The campaigns an advertisement used by this company has increased the visibility of the brand and create a positive impact on the minds of customers. Advertisement for several products of dove are aired on different different channels of television including the radio channels.recently they are using a social media marketing and mostly used by them are marketing on the newspaper and magazines (Kim and Kim., 2018). They are taking help of women celebrities to advertise their products on television.
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Sure has been promotingtheir products by using both unconventional and traditional ways since then launch theirproducts First of this companies first advertised was launched on 1920. This company also has some Brand ambassador’s promote their brand on the TV advertisement and on their social media sites as well.Sure switched alliances fromthe Lotus F1 team and now they are sponsoring the Williams Martin racingFormula one team.this brand isalsonone for the sponsorsOlympics an other sports people. recently they are using a social media marketing and mostly used by them are marketing on the newspaper and magazines. They are taking help of women celebrities to advertise their products on television. Conclusion and recommendation As per the report has been covered a study of dove and sure Both are sellingskin care within their target market. It has been compare both the company on the basis of marketing mix. it has been concluded target market, price, place, Promotion and product. This report has been discussed that how strategies used by both thecompanies on the basis of this all elements. In the end of this report has been provided a recommendation for both companies. Dove and Sure are selling higher quality Product to their customers. it is important for the company to provide reasonable pricing to their customers because it’s not affordable for every customers to buy product from them. on the other sideSure Can also look for new product designs to take competitive advantages then the market where they are operating their business (Jackson and Ahuja., 2016). It will help them to provide loyalty of the customers and they will able to grow their business rapidly. Dove deodorants our position as a personal care and long lasting deodorant product within a market. Their deodorants give I smell for a 24 hours. References Books and Journal
Dörnyei,KR.,2020.Limitededitionpackaging:objectives,implementationsandrelated marketing mix decisions of a scarcity product tactic.Journal of Consumer Marketing. Elrod, J. K. and Fortenberry, J. L., 2020. Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients.BMC Health Services Research.20(1). pp.1-7. Jackson, G. and Ahuja, V., 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. Kim, M. S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior toward a brand.International Journal of Contemporary Hospitality Management. Oklander,M.Andet.al.,2018.Analysisoftechnologicalinnovationsindigital marketing.Восточно-Европейскийжурналпередовыхтехнологий. (5 (3). pp.80-91. Páramo Morales, D., 2016. Unaaproximación al marketing social.Pensamiento&Gestión. (41) . pp.7-12. Rubel, O., Zhou, C., Grewal, R. and Raju, J. S., 2019. Managing Conflicts between Marketing and Sales: Customer Acquisition in Business Markets.Available at SSRN 3493361.