This report analyzes the marketing mix strategies of Dove and Sure deodorant, including target market, product, place, pricing, and promotion. It also discusses the use of Levitt's model and provides insights into the brands' global presence and promotional strategies.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
PRINCIPLES OF MARKETING
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Executive summary Marketing known as the part of management, that identified and satisfied the need of customer. Marketing mix included 4 p's that i.e. product, price, place and promotion provide broad guidelines for putting the right product, at right price and right place. This report included the marketing mix of two brand Dove deodorant and Sure deodorant. This report compared the target market and 4 p’s of the both brands. This report used Levitt's model for identified the stratification level of product. This report was showed that Dove deodorant used a value-added pricing strategy. And Sure deodorant charged moderate price for its product.
Table of Contents Executive summary........................................................................................................2 INTRODUCTION...............................................................................................................4 MAIN BODY.......................................................................................................................4 Target market.................................................................................................................4 Product...........................................................................................................................4 Place..............................................................................................................................5 Pricing............................................................................................................................6 Promotion.......................................................................................................................6 CONCLUSION...................................................................................................................7 REFERENCES..................................................................................................................8
INTRODUCTION Marketing is an activity that encourages the buying and selling of goods and service. It includes selling of products, advertising, promoting, and delivering of the producttootherbusinessoraconsumer.Thepurposeofthisassignmentisto understand the concepts of marketing mix and their applications in real world examples. The further sections of the report will provide a critical comparison of the marketing mix strategies of two famous brands Dove and Sure.Dove owned by Unilever inventing in United states.Dove is personal care brand that includes moisturisers, deodorants, facial care products, body wash etc. it is an antiperspirant brand created by Procter and Gamble and now acquire by Helen of troy in United States (US).This report explains about the target market and market mix (4 p’s) of both brands. MAIN BODY Target market Target market means identify the customer whom company want to sell its products(Mothersbaugh,HawkinandKleiser,2019).Targetmarketspecifythe customer,oragegroup,classandincomelevelthatcompanyactuallytargeting (Palmatier and Crecelius, 2019).Deodorant is a routine use product for the most of people, and the teenagers are very active to use the deodorant. Target market are divided in three segment “Demographic segment “that includes education, Age, gender, etc. psychographic segment includes interest, lifestyle etc. and last one is behavioural segment includes brand interaction, purchasing habits or spending habits, user status etc (Bilgin, 2018). Dove deodorant is targeting an upper middle-class people. It’smain focus on age between 18 to 35 women. Normally it is use by a household, working women and teenagers all are very active customer of deodorants. Sure deodorant target women. The focus of sure deodorant on the age group between 16- 45. This product is suitable for the low to middle class person. This product purchase in both rural and urban cities. In UAE there is a very hot climate so this product is targeting the UAE customer. Sure reformulate its product, innovate a new pack designs and also establish the sure crystal range of anti – white mark deodorant.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Product There are so many products that dove brand produce like hair care products, Moisturiser, deodorant etc. There are a large variety of brands, that sale the deodorant. Dove deodorant is antiperspirant, that offer 48 hours of sweat and odour protection. Dove deodorant is specially formulating for females. Packaging of deodorant is softer silver – modify with touches of copper. The packaging of Dove deodorant is very attractive. Sure deodorant is also an antiperspirant brand, that offer 72 hours of sweat and odour protection in a spray. Sure deodorant is UK’s no. 1 antiperspirant deodorant. That provides all day freshness for dry and positive feeling to customer. Packaging of sure deodorant is also attractive, simple but exciting. Levitt’s model Levitt’s model is a model that is based on the idea of product as stratification of level. This model says that there are 4 level basic level, expected level, augmented level, potential level (Thabit and Raewf, 2018). The previous level cover in each upper level (Kono and Clegg, 2017). The first level of Levitt’s is basic product in which the product satisfies only a core benefits or need of the product. The second one is expected product that cover all characteristic with the basic attributes that consumer normally expect. The third level is augmentedproductthatcoverallattributesnormallytheproductexceedsthe customer's expectations. And the last forth level is potential product that cover original attributes of the product that differentiate the offer. Dove deodorant may be come under the third level that is augmented product, in which product exceeds the customers’ expectations and the sure deodorant come under the second level in which product meet the customer’s expectation. Place Dove deodorant have a global presence because it is an international brand. This product is a mass market product that mean brand use maximum outlets to sale their product. Dove deodorant brand presence in several countries like India, United States, china, Canada, Thailand, Germany Pakistan, Brazil, Argentina, Indonesia, Mexico, etc. This product is trade in almost eighty countries with the help of effective supply network.
product available to consumer via Retail store, General store, supermarket, Malls (Steenkamp, 2017). Due to retail store in different countries it is easy for a customer to purchase it. Through the retail channel of Dove product, it will help the dove deodorant to be available at each and every small retail shop in both rural and urban area, so availability in rural area of this product help to pitch a customer and that will help the brand to increase their market share. In urban area along with retail store they also start of e – commerce that will help to increase the sale of Dove deodorant rapidly. Because today era most of customer prefer online shopping because it save the time of customer and also online trading is easy to reach or access to customer. Sure deodorant well establish brand and it is spread across the world. It is the one of best brand when it comes to antiperspirant. Sure is known by different names in different countries like Rexona in japan and south Korea, Shield in south Africa, degree in U.S. and Canada. Due to technological advancement and progress now everything done through online, Sure deodorant product is also available online to its customer in 37 countries. Pricing Dove deodorants projected as premium product in market, Dove deodorant keep the pricing policy affordable and distinctive. Dove deodorant price is bit higher but it also provides a qualitative product and the quality of product helps the brand to implement the pricing strategy effectively (Waller, 2020). Dove deodorant use a “value added pricing policy’ for its products. Value added policy mean customer pay more or a high priceforproductbecausecompanyaddanadditionalfeatureinproductthat differentiatefromthecompetitors.Inthesestrategiesthemainfocusisonhow customer see the product, and customer are willing to pay for its product. Normally a middle to upper-level customer pays high price for good quality product. Company has to find out the highest price point that customer willing to pay for it brand product. For apply this strategies brand has to find out the market value of the product that includes the find out actual value of product that company offer to their customers and also find out the competitor’s price of same type of product. In this strategy, brands also do the research like survey, testing by interact with customer and know their point of view regarding the product and also explain the additional feature of product to customer.
Sure deodorant product is for low to medium class people. This brand charge moderate price for their product. Sure deodorant also provides the discount and the various offer to customer (Yiran, and Jiajia, 2021). The moderate price and various offer that Sure deodorant provides it will help to attract the customer because offer attract the customer to buy that product and that will help to pitching a large audience toward the brand and also help in brand awareness among the people. Promotion Promotion and marketing play a huge role in the success of brand. Due to Brand and advertisement Dove created a strong brand awareness in the costumer. There are many different methods of promotion for product are available like media marketing, online promotion, advertisement in newspaper etc. Dove deodorant use different ways to promotes the brands like advertisement in television, advertisement on radio. They also do promotion on printed media like advertisement in newspapers, magazines etc. Dove also have presence on social media, they also advertise on social media like advertisement on Facebook, Instagram, twitter etc (Kohne, 2019). Dove deodorant use a very unusual advertising strategy like instead of selecting a celebrity for advertisement they select ordinary girl for their advertisement. Sure deodorant also uses many promotional strategies to promote the product in market. Sure deodorant use both traditional and unconventional strategies for promotion oftheproduct.Traditionalstrategiesinvolveadvertisementthroughnewspapers, advertisement on television, advertisement on magazine, advertisement through direct mail, advertisement on ratio etc. unconventional strategies of advertisement is a low – cost marketing strategy that are using only for once or temporarily promotes the product of company. For example, people wearing a T-shirt of logo of brand at the event, providing a free sample at the events etc. Sure deodorant use a several sports athletes as its brand ambassadors. Brand also sponsor the sports team like Sure deodorant sponsor the Olympians and other sport people.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
CONCLUSION From the above the report it had been conclude that both brand Dove deodorant and Sure deodorant is an antiperspirant deodorant that is specially formulated for female.The key purpose of the study was to apply the marketing mix elements on practical applications. In this study both the brands Dove and Sure were analysed using marketingmixelement.Thusithelpedinunderstandingthathowthetheoretical concepts of marketing are useful for organisations to formulate the strategies which can provide competitive benefits.Dove deodorant is for middle and upper class people and sure deodorant is for lower and middle class people. Both have global presence across the world. Dove deodorant used the value added price strategy. Sure deodorant charge moderate price and also provides various offers. Dove deodorant is traded in almost eighty countries and Sure deodorant traded through online in almost 37 countries. Dove deodorant not used celebrity for their promotion, they used ordinary people for the promotion or advertisement of the product. Sure deodorant used both traditional and unconventional method for promotion in which they select sports athletics for the promotion of brand.
REFERENCES Books and Journals Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brandimageandbrandloyalty.Business&ManagementStudies:An International Journal.6(1). pp.128-148. Blut,M.,Teller,C.andFloh,A.,2018.Testingretailmarketing-mixeffectson patronage: A meta-analysis.Journal of Retailing.94(2). pp.113-135. Kohne,A.,2019.TargetMarket.InBusinessDevelopment(pp.75-84).Springer Vieweg, Wiesbaden. Kono, T. and Clegg, S. R., 2017. 8 Product-market strategy. InTransformations of Corporate Culture(pp. 241-276). De Gruyter. Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019.Consumer behavior: Building marketing strategy. McGraw-Hill Higher Education. Palmatier,R.W.andCrecelius,A.T.,2019.The“firstprinciples”ofmarketing strategy.Ams Review.9(1). pp.5-26. Palmatier,R.W.andCrecelius,A.T.,2019.The“firstprinciples”ofmarketing strategy.Ams Review,9(1), pp.5-26. Steenkamp, J. B., 2017.Global brand strategy: World-wise marketing in the age of branding. Springer. Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.International Journal of Social Sciences & Educational Studies,4(4). Waller,T.,2020.DiscoveringYourTargetAudience.InPersonalBrand Management(pp. 37-49). Springer. Cham. Yiran, D. and Jiajia, L., 2021. Joint pricing strategies of multi-product retailer with reference-price and substitution-price effect.Journal of Data, Information and Management. pp.1-15. Online Baldwin,G.,2020.Whatisvalue-basedpricing.[Online].Availablethrough< https://www.omniaretail.com/blog/what-is-a-value-based-pricing-strategy > Bhasin, H.,2019.Marketing Mix of Dove – Dove Marketing Mix. [Online]. Available through: <https://www.marketing91.com/marketing-mix-dove/> Pratap.A.,2019MARKETINGMIXOFDOVE.[Online].Availablethrough< https://notesmatic.com/2019/05/marketing-mix-of-dove/ >
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser