Principles of Marketing: Effectiveness of Marketing Mix and STP Analysis

This document discusses the principles of marketing, focusing on the effectiveness of marketing mix and STP analysis. It explores how these strategies can help create a competitive edge and attract more buyers. The document includes case studies of Dove and Sure brands.

PRNICIPLES OF
MARKETING

Executive Summary
Marketing is a wide concept that comprises all the activities pertaining to promotion and
advertisement of product and services. There are certain principles of marketing that need to be
follow by marketers in order to create a difference. In addition the report is comprises various
tools of marketing such as STP and marketing mix in respect of two global brands. It is essential
to adopt to attract new buyers and to retain existing ones. Mangers of both the brand are adopting
effective pricing, distribution strategies to sustain at market place for a longer period of time.
They need to analyses the present market trend and undertake modification according for further
improvements.

Table of Contents
INTRODUCTION:..........................................................................................................................4
TASK 1............................................................................................................................................4
Discuss the effectiveness of marketing mix for a brand............................................................4
TASK 2............................................................................................................................................6
Analyse understanding about STP marketing planning process.................................................6
CONCLUSION: ..............................................................................................................................8
REFRENCES...................................................................................................................................9

INTRODUCTION:
Marketing is a function that is used to promote and advertise the products being offered
by a company. There are a lot of principals as well as tools that are used in marketing to create a
competitive edge and to attract more number of buyers (Porral and Stanton, 2017). Marketing
mix and STP are the crucial methods that are used to enhance brand value and its presence at
market place. The present report concentrates on two brands Dove and Sure. Dove is a personal
care brand that is owned by Unilever. Sure is a brand that is also owned by Unilever originated
in Australia. The report comprises marketing mix of both brands. In addition STP strategy is also
discussed in the present report.
TASK 1
Discuss the effectiveness of marketing mix for a brand
Marketing mix is a tool that combines various elements such as Product, Price, Place,
Promotion that are essential to gain competitive edge (Luca, Hibbert and McDonald, 2016). It is
a framework that is carry out to satisfy consumers in order to retain them for a longer period of
time. In context of Dove, the marketing mix of company is mentioned below:
Product-
Levitt's model- It is a framework that bifurcates the product as per the satisfaction level
of customers. According to this model the most crucial level is core benefits that ensure to satisfy
consumers needs & wants. The Different level of this tool is mentioned below:
Core Benefits- It refers to the basic needs, wants for which consumers purchase a
product or avail services. Dove is generally purchased by customers to get better skin. Whereas
sure is also contains natural ingredients to fulfil the requirements of buyers Expected Products- Under this organization offer products to meet with the expectation
of customers. Dove is able to meet with the needs of customers through providing better
skin care products. Whereas sure is trying to meet with the desire of buyers to get
flawless skin. Augmented Products- It includes those products that are exceeds from the expectations
of customers. Dove is working to enhance its existing product mix by adding hair as well

as beauty care products. Sure is not able to cope up with increased expectation of end
user.
 Potential Products- Potential product comprises the products which comprises some
unique attributes that distinguish it from other product available at market place. Dove is
able to differentiate itself with unique marketing strategies and existing brand value. Sure
is also based on natural ingredients which may distinct it from other brands.
It is analysed that from the above stated levels Dove is offering Augmented Products
that are upper the expectation of customers. They are rendering Facial care, hair care products,
beauty bars to cater the need of target segment. Due to there wide product mix they are able to
not only satisfy customers rather delight them (Kim and Kim, 2018). Whereas Sure, is still on
expected level and modifying its products to meet with the need of audience. Managers of
company are working to offer new range of products thus they introduce sure crystal range of
products.
Price- It is crucial element of marketing mix tools. It includes various pricing methods
that are being adopted by companies in order to attract more number of buyers. Pricing strategies
of both of the brands is mentioned below:
Dove SURE
 Dove adopts Premium pricing strategy.
Its price is quiet high from other
competitors.
 As the brand is perceived as a quality
product thus women are willing to pay
some extra amount to get a standard
product.
 Sure uses Competitive pricing strategy.
It emphasis to keep the price lower to
get an edge over rivals.
 In addition it comes in affordable
pricing range. The brand offers various
discounts to attract more number of
buyers.
Place-It refers to the distribution and supply chain management of an organization. With
this, company ensures product availability at customer’s convent place. Dove is a global brand
that provides its product ample of customers globally (Agarwal and Agrawalla, 2017). It owns an
efficient production as well as distribution system. It is providing products to end user through
various retail stores, general stores, malls and many more. With this, it is providing ease to target

audience by making product available at their convenient place. Whereas Sure is also a global
brand, that offer goods to international audience. With, its supply chain management it ensures to
offer products to customers at right time.
Promotion- Promotion aware customers and simultaneously enhances the presence of
company at market place (Shin, Chae and Ko, 2018). It helps to attract more number of buyers
towards the offering of brand. Dove is using effective promotional strategy. Marketers are using
print media approaches, billboards, hoardings to target huge segment. Rather using any celebrity
they are demonstrating ordinary females to enhance reliability and develop trust for brand among
customers. In addition organization is also carrying out digital platforms such as face book
Instagram to enhance its presence. Whereas Sure is not undertaking traditional methods. It more
relies on digital techniques to promote brand. It has presence over various online platforms,
website from where customers can buy products.

From above discussion, it is analysed that both of the brand are making effective use of
marketing mix tool in order to get an edge over competitors.
TASK 2
Analyse understanding about STP marketing planning process
STP is an effective strategy that is bifurcate the whole market place into smaller segments
in order to target a particular group and position the product and services among target audience
(Viardot, 2017). It is a significant marketing tool that helps create a difference and formulate
positive brand image at market place. A detailed analysis of STP of two selected brands is
mentioned below:
Segmenting: It refers to divide the market place into small segments having similar
attributes. With this, companies are able to cater the needs of different groups. The bases of
segmentation are outline below: Demographic- It comprises characteristics like age, gender, education, occupation,
income level, marital status and many more. Geographic- divide audience as per country, region, states and so on is known as
geographic segment. Psycho graphic- To make segments as per personality, attitude, behaviour, lifestyle and
many more.
 Behavioural- It comprises the way of using products, benefits from product to
consumers, loyalty and other factors.
In context of Dove it is using Psycho graphic segment as per this brand appeals to
women to use their products to get better skin. In addition they are also using Demographic
segment as they have products merely for females who belongs to middle class income group
who wish to get glowing skin (Nolan, 2020). It target women of above 18 who are well aware
about beauty. Whereas Sure is also using Demographic segment. It is offering products to middle
income group. In addition the brand is also carrying out Psycho graphic segment and offering
products to women who are looking for natural beauty care.

Targeting- It is the next step of STP model in which target audience is selected by
company from various segments. Managers carry out necessary analysed related to profitably,
growth & sustainability and other factors and then select target audience. They also monitor the
legal barriers, constraints before choosing target segment. An organization can select more than
one segment to cater the needs of large audience. It should be select with due consideration and
after analysing various factors (Smith, 2020). Dove target those women who are working brand
do not have necessary time to skin care. In addition it is targeting all age group women of high
income group and upper middle class. While Sure is targeting middle class income group of
females. They are providing products for all age women to take care of their beauty. With this
targeting strategy both of the brands are able to make a strong presence at market place.
Positing- After targeting audience the next step is to position the product in the mind of
customers. Effective positioning helps to formulate a loyal base of customers who prefer a
particular brand. It also provides competitive edge to company by increasing in number of loyal
audience. It is done on the basis of unique features, attributes of product that distinct it from
other brands and creates preferences among buyers. Dove has positioned itself as a brand that
provides extra care to skin. It has positioned as a gender specific brand that is only for women. It
is based on unique market appeal to make sure that women feel comfortable in their own skin.
Whereas sure has positioned as natural beauty care product for flawless skin. It has positioned a
product that is made with neutral ingredients.
CONCLUSION:
From above report, it is concluded that there are various tools & strategies that are
undertake by managers in order to create a positive brand image at market place. Marketing mix
is method that includes a combination of various factors to satisfy customers and gain a
competitive edge. Discussion has been carried out about STP strategy that is essential to make
cater the needs of target segment in an efficient manner.

REFRENCES
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Luca, N.R., Hibbert, S. and McDonald, R., 2016. Towards a service-dominant approach to social
marketing. Marketing Theory, 16(2), pp.194-218.
Kim, M.S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior toward
a brand. International Journal of Contemporary Hospitality Management.
Shin, J., Chae, H. and Ko, E., 2018. The power of e-WOM using the hashtag: focusing on SNS
advertising of SPA brands. International Journal of Advertising, 37(1), pp.71-85.
Agarwal, V. and Agrawalla, S., 2017. Patanjali’s marketing mix: the monk’s new
Ferrari. Emerald Emerging Markets Case Studies.
Viardot, E., 2017. Branding in B2B: the value of consumer goods brands in industrial
markets. Journal of Business & Industrial Marketing.

Nolan, S.A., 2020. Unmute Yourself: STP and A Lifetime of Learning. Teaching of Psychology,
p.0098628320965278.
Smith, R.A., 2020. STP at 75: Past Presidents Look Back… and Forward. Teaching of
Psychology, 47(3), pp.223-232.