Principles of Marketing: Dove and Sure Deodorants

This report discusses the marketing strategies of Dove and Sure deodorants, including target market, product features, pricing, distribution channels, and promotion. It also explores the principles of marketing and the importance of the marketing mix.

Principles of marketing

EXECUTIVE SUMMARY
Present report include discussion on marketing mix that aid organisation to introduce
their product in target market. Dove undertakes pricing strategy of value-added in order to attract
large base of customers. While Sure use moderate pricing policy in order to gain more market
share. Product that Dove offer is sophisticated and attract large base of customers while Sure
have colourful packaging, design and shape that allow them to gain popularity. In addition with
this, it has been determined that before adopting market mix company is required to implement
effective marketing plan.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1. Target Market..........................................................................................................................1
2. Product....................................................................................................................................2
3. Price.........................................................................................................................................3
4. Place........................................................................................................................................4
5. Promotion................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES...............................................................................................................................6

INTRODUCTION
Marketing is termed as a process of creation, communication, delivering, offering and
exchanging that have value for consumer, society, client and partners at large (Ärlestig, Day and
Johansson, 2016). It is a formative process of creation relationship among customers and
business unit by offering them qualitative products and services according to their need and
demand. In this report formative discussion has been made on marketing strategy of Sure and
Dover deodorants for women. In order to evaluate market analysis principles of marketing has
been discussed. In addition with this, Aaker's brand personality framework as well as Levitt's
model of brand have been undertaken as to effectively make calculation of marketing strategies
for both brand.
FINDINGS
Present report include Sure and Dove competitive analysis as to effectively evaluate their
market strategies. Dove a personal care brand which is mainly undertaken by Unilever and
situated in IK 1995. Company offer their services and products in 80 more than countries along
with having different types of product line segment. It has been further identified that Diver have
market share holding of 3.5% in metros with having lead of 11.45% in Modern format. While,
Sure which is a antiperspirant brand developed by Procter and Gamble in the year 1972. Further
it has been evaluated that Sure is acquired by Helen of Troy Limited in 2010. Sure have topped
as highest female selling deodorants in UK with having 73.6 British pounds in sales.
1. Target Market
Target market is mainly a group of customers as well as organisations those who are
mostly tend towards purchasing products and services that are being provided by an organisation.
Target market mainly include breaking into portion and then making concentration of marketing
efforts on single and more segments that consist of customers to whom organisation offer their
products.
1

Dove Sure
Dove offer their deodorants mainly for women
that targets all women that are in their target
zone. In this company target women who can
afford premium products. Dove offer their
products at quite expensive range with best
quality that make them competitive in
marketplace. In addition with this, company
segment their target customer by analysing
them on the basis of income level, lifestyles
basis and class of women in country as it is
mainly a self care product and is further
included in luxury zone within countries (Suss,
2013).
It has been identified that Sure deodorants hold
high number of market share within UK in
women deodorants segment. In addition with
this, it has been identified that targeted
customers of company is women those who
mainly belongs to diverse age group and are
further attracted towards moderate product
range. Organisation attracts their customers by
offering them multi products in different prices
range. In this it is essential for company to
attract women of diverse age group with
effective marketing strategies that further
attract them to purchase the products. In
marketplace Davidoff, Nivea, deodorant stick,
body hygiene are some main key players with
UK market that offer women's deodorants.
2. Product
It has been identified that in order to effectively attract customers towards organisational
product offering both Dove and Sure need to effectively influence customer by offering them
attractive appearance. For this company can make their product by implementing attractive
shape, colour and package as to make product eye catchy.
Dove-
Dover offer it's product in decent packing with simple appearance and of high quality.
According to Levitt's model of brand, product manly go through with four stages in its life cycle
that include introduction, growth, maturity and decline (Marketing mix. 2019). This, it is
essential for an organisation to have due understanding of these life cycle stage as to effectively
introduce product in target marketplace. While accordance with Jennifer Aaker, there are mainly
2

five dimensions to a brand personality that mainly include ruggedness, sincerity, excitement ,
sophistication, competence. It has been signified that Dove mainly have some of the qualities as
this brand is sophisticate, Up-to-date, quite hones and successful.
Sure-
Sure offer their products with attractive packaging, shapes and colour that play key
essential factors in order attract women customers in best effective manner. It has been signified
that this product if Sure continuously lead towards grabbing attention of customers that further
lead them to gain more market share along with growing opportunities. Product that has been
offered by company is of small and compatible size which is handy and are easy to use. This
makes them different from other competitors in within marketplace. If it is considered to Aaker
five dimensions of brand personality it has been signified that Sure deodorants have all
dimensions within their product such as charming and tough, down-to-earth, intelligent and
imaginative.
3. Price
Dove offer their products in a premium segment ranged product with marketplace, apart from
that organisation hold well-integrated form of pricing strategies for their product that mainly
covers keeping their pricing policy affordable reasonable but distinctive. By making comparison
between dove and other competitors within marketplace, it has been determined that organisation
mainly offer their products at high price range. While if it being considered, product that are
being offered by Dove benefits them to overcome high prices along with making proper
implementation of pricing policy in successful manner. Due to the impressive quality that has
been offered by Dove, women willingly pay additional amount of personal care product range of
Dove as to make effectively enhancement in their beauty. It has been identified that, Dove have
undertaken value-added pricing policy for the product that they offer as customer mainly related
high price with product quality.
Sure engage in offering products in exquisite range and always focus on offering their
perfect range of products within numerous form of price range. In many geographical locations
pricing play key essential role as to make brand popular. In addition with this, it pricing strategy
of company also benefit Sure to gain more competitive advantage as per compared to their
competitors. Company have undertaken different types of pricing strategy within which they
offer 1+1 products are offered as bundles and price of bundles that mainly lower than price of
3

individual product. With the help of this pricing strategy Sure effectively lead towards capturing
large market share that further benefits them to becomes largest women seller deodorants in UK.
Dove Sure
Value-added pricing policy in order to provide
products at distinctive price.
Moderate pricing policy as to effectively
attract large consumer group.
Dove offer £ 3.5 for their deodorant in UK. Sure deodorant offer £ 2.8 for their deodorants
in UK.
4. Place
Dove-
Dove conduct their functioning with having global presence at international marketplace.
In addition with this, it has been determined that company is having wide spread network and
have number of distribution and manufacturing channels that further benefit them to attract large
base of customers. This has been identified that Dove products are sole in near about eight
countries with having effective distribution channels. These channels include malls, retail stores,
general stores and supermarkets. Thus, in this retailers hold main responsibility as to ensure that
products are being served at all stores in best effective manner as to effectively fulfil business
objectives in well defined manner.
97803
Sure-
Products of Sure are being served at different types of location in various countries as
well as regions and named as Rexona in certain countries. With having penetration both rural as
well as urban areas Sure hold largest market share in UK along with having reliable and strong
brand. It has been further determined that company is having strong marketing logistics network
and mainly depend on distribution and location channels that helps in ensuring the availability of
products at all grocery and supermarket stores (Krueger and Haytko, 2015). Sure effectively
enlarge their market holding area by undertaking offline as well as e-commerce form of
distribution channels.
5. Promotion
Dove-
4

With the help of strong branding and advertising Dove have strong brand awareness.
Marketing play key essential role in attracting large base of customers towards organisational
offerings (Oplatka and Hemsley-Brown, 2012). In this promotion through social media, print
media and television are the major sources that aid Dove to gain attention of large base of
customers. In addition with this, with the help of unique promotional technique “seven days
challenge for the product to the consumers “ Dove influence customers towards its product
offerings. With the help of this strategy Dove capture reaction of customers after product usage
that further get advertised. This significantly aid company to get positive influence from targeted
customers.
Sure-
Quality of a product is only the factor that is essential for a brand to attract customers
towards product offering apart from that the manner in which product get displayed and
promoted in front of customers also play key essential role. In context with Sure it has been
identified that company offer their product by undertaking use of innovative marketing
campaigns along with social media platforms. In addition with this, Sure offer their product with
every possible price range which is affordable to every targeted group of individuals.
CONCLUSION
As per the above mentioned report it has been concluded that selection of target market
and undertaking effective marketing principles play key essential roles for every business unit. In
addition with this, “4 P's” of marketing also benefit company to make their product more
marketable. Along with this, marketing mix also aid company to promote their brand uniqueness
in order to ensure competitive position.
5

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/>
6