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

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..