Principles of Marketing: A Comparison of Dove and Baylis and Harding

This report compares the target market and 4P's of marketing for Dove and Baylis and Harding, including product, price, promotion, and place. It also discusses Levitt's model and Asker's brand personality.

Principles of
Marketing

INTRODUCTION
Marketing management is the way of setting up organisation, procedure, supplying,
offering that is having value for clients, customer and the society. Marketing principle are basic
principles that contains the different components that the company need to get in order to have
successfully selling their goods and services(Ioanid, A., 2020).It also called as the 4P's of
marketing and the following report is based on two organisation is Dove that is the self care and
controlled by the FMCG company Unilever. Other brand is Baylis and Harding that is the UK
brand which is having toiletries products and it was founded in 1970. This respective reprot will
cover the comparison of the target market and 4P's of marketing includes the product, price,
promotion and place.
MAIN BODY
Target Market:
It is the respective topic which cover the target markets of both companies by using STP
marketing:
STP Marketing- It is the concept of analysing the market strategy for segmentation, targeting
and positioning. The main concern of this concept is to separate the audience on the basis of their
habits needs and want so that companies can use the appropriate strategy in order to meet their
desires. There are various types of strategies which are covered in this are explained as follows:
Segmentation- It is divided into four types which are mentioned below: it refers to the
dividation of the large audience into specific group of consumer using a particular practices.
 Demographic segmentation- it is most commonly based on this factor. It includes the
market by using various components such as gender age income and nationality. It is the
significant way for analysing the consumption of product by the consumer and how they
utilise them in a particular amount.
 Geographic segmentation- Desired the aspect which target various consumer audience
by using our geographic boundaries as they are having their specific choices requirements
and want that can be changed according to the geographical location which also helps in
knowing the market and the product.
 Behavioural segmentation- These are the type of audience which take their decisions on
the basis of their lifestyle, buying a behaviour and their consumption. It helps in

acquiring the specific approach which focuses on what the consumer is most likely to
purchase from the market.
 Psychographic segmentation- It is defined as a psychological want of the consumer and
they are being separated as per their personality opinion interest traits and value.
Brand A is the dove who uses psychographic segmentation is to make the psychogical in
females and this is shows that beauty which includes sizes, ages, body shapes. On other hand,
Baylis and Harding that uses behavioural segmentation.
Targeting- These are the factors which divides the markets in small segments and also focuses
on particular group of individuals. In relation to both the companies, Dove is majorly focuses on
online active consumers. On other hand, Baylis and Harding emphasis on consumer which uses
eco-friendly goods.
Positioning- It shows the organisation's product which stand in compare in its competitor's
goods in the large market as well as in the mind of the buyer. In context to Dove, company has
established their brand which position themselves through the goodwill and advertising. In
context to Baylis and Harding organisation that stand in compare in their competitor's product in
the large market that are not harming the consumer sentiments.
PRODUCT:
these are the product and services that are being offered by an organisation in order to make
higher sales and revenue.
Levitt’s model-
It is the model which is based on the idea of product as per their level of satisfaction. It is
made up of 4 level of product in which the first is the basic product which can meet the benefits
of the individual and having certain characteristics, second is expected goods which combined
the basic attributes and the characteristics which differentiate the product. Third augmented
which majorly exceeds the expectation of the consumer. And the last potential product which is
having original attributes.
In context to company dove come under the category of expected gold as it is usually
expect by the customers while Baylis and harding soap are considered under the category of
augmented product as it exceed the basic expectation of the buyer. It is made up of natural
resources which are less harmful and chemical free..

There is a model named Asker's brand personality which is comprises of 5 aspects that
include excitement competencies of the individual. In context to diva soap, this is essential brand
as it is mainly attract the female consumer. Luxury brand includes Baylis and harding has a
sophisticatation as the brand personality at this is majorly emphasis on on upper class individual
which is having good disposable income and customer base.
PROMOTION:
there are various types components that includes promotional, public relation etc. The main goal
of advertising the goods and services of the company is to pass the message to their potential
buyers that why they have to buy the product and how it is worth to the consumer for paying the
specific amount of money. There are two ways by which promotion can be done through:
 Tradition Marketing- It is the method of marketing which includes the offline platform
to advertise the product and services of the company and includes broadcasting print
media telemarketing and billboards. This play a significant role in approaching local
consumer and advertising with them to their personal levelm
 Digital Marketing- This method includes the online mode of marketing and this process
include the creating of awareness about the particular grand or their project using
electronic devices and platforms which includes social media platform search engine
optimisation email marketing content marketing and pay per click.
Dove is using various method of marketing that includes online and offline mode of marketing
and focuses on young women. There started their campaign name campaign for real beauty that
majorly emphasizes on the self reputation of women. On other hand, Baylis and harding focuses
on promotion through digital platform about their natural product by using different portals such
as content marketing and social media blogs etc.
PRICE:
It Shows the total amount paid by the customer for purchase of various goods and services from
a particular organisation. This is very important component in the market as this is the main
factor by which company can generate higher profitability and can retain in the market. There are
certain factors analysed for fixing the prices of the product purchase sale discount and the price
of the rivals. In comparison to the food companies and their pricing strategies are given below:
it is the competitive pricing strategy as it defines the price of the product is equal to their
competitors price. Many organisation sale the similar product after taking the idea from the

market and their competitive who are already working with the same strategy. On other hand,
Baylis is using premium pricing strategy. This pricing strategy includes the premium position of
the companies so that they can set high prices of their product. Baylis and harding soap are
offering differentiated product which are eco friendly which help in fixing high prices of their
product and also meet in competitive areas.
PLACE:
It shows the various geographical location where the company can establish their store to the
large marketplace and whereas it should keep and sell the products in best possible way so
that they can attract large group of potential customer. In many areas, it is having a
merchandise in various shops or stores and also reference to the place of the good where it
can be displayed or sell in the market with the help of supermarket website of retail store
and official website of the company. On other hand, Baylis and harding is a luxury brand
and majorly focuses on their premium buyers so they sell their specific product in the
selected retail outlet in the different parts of UK as well as across the world with the help
of their website.
CONCLUSION
. It is concluded from the report that both the organisation is having different advantage in long
term growth. Brand a dove is using reputation and marketing whereas brand B Baylis and
harding soap uses USP to establish a good brand image in the market. Both the form is using
various promotional tool in order to attract the large group of potential customers by which they
can increase their sales and profitability. It also gives the competitive prices in the large market.

REFERENCES
Books and Journals
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and Management in Emerging Markets (pp. 73-93). Palgrave Macmillan, Cham.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Ioanid, A., 2020. Factors influencing marketing decisions. FAIMA Business & Management
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