Marketing Mix of Dove and Sure Deodorant

PRINCIPLES OF
MARKETING

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
product to other business or a consumer. The purpose of this assignment is to
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, Hawkin and Kleiser, 2019). Target market specify the
customer, or age group, class and income level that company actually targeting
(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’s main
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.