Marketing Mix and Target Market Strategies

This assignment report concludes that selecting a target market and following marketing principals are crucial for business success. The 4 P's of marketing (Product, Place, Price, Promotion) help companies design products that meet consumer needs. Effective communication with the target market promotes a brand's unique value and sets it apart from competition.

Principals of Marketing

EXECUTIVE SUMMERY
This project report summarise information regarding marketing mix that needs to be
followed to introduce a product to the target market. This marketing mix includes pricing,
product, place and promotion techniques for promoting each product. Pricing strategy of Dove is
value-added to attract premium consumers whereas Sure follows moderate pricing policy to
capture large market share. Product provided by Dove is simple and sophisticated to attract high
class consumers on the other hand Sure have colour full packing and different shape that attracts
large consumer group. Promotions strategies to introduce products to large consumer group is
followed and availability of product must be their to met the demand. Before implementing a
market mix to a product a target consumer group needs to be defined to implement a marketing
plan in effective manner.

Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1. Target Market..........................................................................................................................1
2. Product....................................................................................................................................2
3. Price.........................................................................................................................................2
4. Place........................................................................................................................................3
5. Promotion................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES...............................................................................................................................5

INTRODUCTION
Marketing is the process of creating, communicating, delivering and exchanging
offerings that have value for customers, clients, partners and society at large. It is the process for
creating relationship between businesses and consumers by providing goods and services as per
their requirements. Marketing of a product is based on its principals that are termed as “4 P” that
consist product, price, place and promotion (Bühler and Nufer, 2015). In this project report
marketing strategy of two products Dove and Sure( both deodorant for women) is analysed. For
marketing analysis principals of marketing is applied on the product to discuss marketing
strategy of both the products. Levitt's model of brand and Aaker's brand personality framework
are used to calculate marketing strategies of both the brands.
FINDINGS
In this project Dove and Sure are taken as two brans to make comparative analysis. Dove
is a personal care brand owned by Unilever and originated in United Kingdom in the year 1995.
It is sold in more then 80 countries with various product line. Market share of Dove is 3.5 per
cent in metros whereas it leads with a share 11.45 per cent in Morden format. On the other hand
Sure is an antiperspirant brand created by Procter and Gamble in 1972, marketed to both men
and women (Ubertaccio, 2012). This brand is acquired by Helen of Troy Limited in the year
2010. female sure deodorant is ranked as highest selling brands in UK over the period by
reaching 73.6 million British pounds in sales.
1. Target Market
Target market is a group of consumers or organisations that are most likely to busy a
product or service offered by the company. Target marketing involves breaking into segments
and then concentrating on marketing efforts on one or few key segments consisting of consumers
to whom product is offered.
Dove Sure
Dove deodorant that are specially designed for
women's will target all the women's as their
target market. Women's of different age who
can afford premium products will be
Sure deodorant have largest market share in
UK when it comes to women deodorant. As
product is designed for women targeted
consumers will be women's that belongs to
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considered as target market by offering variety
of deodorant. Dove is a brand which is quite
expensive then its competitive products and
will attract consumer that posses high
disposable income. Desired market will be
target after analysing lifestyle, income, class of
women's in the country as this is a self care
product that is counted as luxury in some
countries (Suss, 2013).
different age group and attracted towards
moderate range of products. Targeted
consumers will be attracted by providing multi
products in terms of price and product offered.
To attract women's of different age group
marketing strategy needs to be such that it can
influence target consumer to busy the product.
Nivea, body hygiene, Dove, deodorant stick,
Davidoff are some of the competitive brand in
UK for women's deodorants.
2. Product
Product that is offered by both the companies requires attractive appearance to influence
targeted consumers to buy the product. To make product attractive its shape, colour and
packaging must be eye catching to attract more and more consumers to buy the product.
Dove- It is a product which is simple in appearance with high quality and decent
packaging. As per Levitt's model of brand a product have four stages in its life cycle. These
stages are introduction, growth, maturity and decline (Ho, 2013). It is important for company to
know about product life cycle stage to introduce the product to the targeted consumers and
developing a marketing plan. As per Jennifer Aaker there are five dimensions to a brand
personality. These are sincerity, excitement, competence, sophistication and ruggedness. Dove
possess most of these quality as it is quite honest, Up-to-date, successful, sophisticate.
Sure- It is a deodorants that provides its products in attractive shapes, colourful
packaging that attracts targeted consumers. This product is continuously grabbing large market
share and is at its growing stage. It is different from its competitive products as it is provided in
shapes that are easy to use and small size of the product makes it handy. When it comes to Aaker
five dimensions of brand personality all the dimensions are present in Sure deodorants. All these
dimensions make product down-to-earth, imaginative, intelligent, charming and tough.
3. Price
Dove is projected as a premium product in the market but company has well-integrated
pricing strategy for its products that includes keeping pricing policy reasonable and affordable
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but distinctive (Marketing mix, 2019). When products of Dove are compared in pricing with its
competitors it is seen that prices are big higher then other competitive products. Quality that is
offered by Dove help it to cope up with the prices charged by the company and helps in
implementing pricing policy successfully. Dove is considered as high end product by women's
and they are willing to pay some extra bucks on the personal care products offered by Dove to
enhance their beauty. Dove has adopted a value-added pricing policy for its product because
consumers generally relate high price of the product with quality offered by the company
(Morrison, 2013).
Sure along with providing an exquisite range of the products has also focussed on its
pricing thus providing perfect range of products under various price range. Pricing always plays
important role in making a brand popular and it pricing strategy is effective it helps to set aside
competitors. Marketing strategy of sure is to provide products to consumers at affordable price to
capture large market share. It follows bundle pricing strategy in which 1+1 products are offered
as bundles and price of bundles is lover then individual price of both the products. This pricing
strategy helps sure to capture large market share and it becomes largest seller of wmone's
deodorants in UK.
Dove Sure
Value-added pricing policy to provide products
at distinctive price.
Moderate pricing policy to attract large
consumer group.
Price in UK for Dove deodorant is £ 3.5 Price in UK for Sure deodorant is £ 2.8
4. Place
Dove- It is an international brand with global presence. It has a wide network spread in
various part of the world through manufacturing and distribution channel. Products of Dove are
sold in nearly eighty countries with efficient distribution channel. This channel includes general
stores, retail stores, supermarkets and malls. It is the responsibility of retailers to see that product
must be easily available to targeted consumers to attain set business objectives.
Sure- It is sold in large number of countries and regions and named as Rexona in some
countries. It has largest market share in UK as it is penetrated in both the urban as well as rural
area and hence come out as strong and reliable brand (Oplatka and Hemsley-Brown, 2012). It
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has a strong marketing logistics network and it relies heavily on location and distribution
channels which makes sure that product is available in all supermarkets and grocery stores. Not
only offline distribution e-commerce channels of distribution helps brand to expand its reach and
increase market share.
5. Promotion
Dove- It has strong brand awareness in the consumer market and it is possible because of
branding and advertising. Marketing of a product plays huge role in making and success of a
brand. Promotion of the product by TV, print media and social media plays key role in success of
dove products. Dove has a unique promotional technique by providing seven days challenge for
the product to the consumers (Krueger and Haytko, 2015). This strategy emphasis on consumers
reaction after usage of the product. Acceptability of the product at the end of seven day period
creates positive influence on mindset of targeted women's group. Products that are offered by
Dove are positioning in the minds of target consumers as luxury products that is available at high
price with good quality.
Sure- For a brand to reach consumers at large, quality of the product is not the only key
also the way in which product is promoted, projected to target consumer is also important. In
today's world market is expanding globally and brand has to be keep at that level which always
come up with an innovative ideas for marketing campaigns. Increased use of social media leads
to focus of promotions on social media that helps to make promotions at international level. Sure
provides range of products that are available in various prices are considered as affordable
product in the minds of the targeted consumers (Ärlestig, Day and Johansson, 2016).
CONCLUSION
From the above report it is concluded that selecting a target market and marketing
principals plays important role to make each business successful. Following “4 P's” of marketing
helps each company to make a product more marketable. Four marketing principles of price,
place, product and promotion helps a company to design a product as per target consumer.
Following marketing mix foster and promote a brand's unique vale that helps a product to stand
out from the competition. Effective communication regarding the product with the target market
helps business to introduce their products in a unique and efficient manner.
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REFERENCES
Books and Journals
Ärlestig, H., Day, C. and Johansson, O., 2016. A decade of research on school principals. Studies
in Educational Leadership. Heidelberg: Springer.
Bühler, A. and Nufer, G., 2015. Marketing in sports.
Ho, H. F., 2013. School principals' unethical marketing practices in Taiwan. Social Behavior and
Personality: an international journal. 41(3). pp.453-461.
Krueger, J. C. and Haytko, D. L., 2015. Nonprofit adaptation to Web 2.0 and digital marketing
strategies. Journal of Technology Research. 6. p.1.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Oplatka, I. and Hemsley-Brown, J., 2012. The research on school marketing: current issues and
future directions–an updated version. In The management and leadership of educational
marketing: Research, practice and applications(pp. 3-35). Emerald Group Publishing
Limited.
Suss, G., 2013. The next revolution will be in education: A new marketing approach for schools.
Journal of International Education Research. 9(1). p.47.
Ubertaccio, P. N., 2012. Political parties and direct marketing: connecting voters and candidates
more e ectively. Inff Routledge handbook of political marketing (pp. 191-203).
Routledge.
Online
Marketing mix. 2019. [Online]. Available through: <https://www.marketing91.com/marketing-
mix-4-ps-marketing/>
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