Principles of Marketing: Dove and Sure Deodorant Case Study

This report analyzes the marketing mix of Dove and Sure deodorant, focusing on the 4Ps of marketing: Product, Price, Place, and Promotion. It also examines the target market of both companies and their marketing strategies.

PRINCIPLES OF
MARKETRING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target market of dove & sure deodorant.....................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................5
Place.............................................................................................................................................5
Promotion.....................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Principles of marketing involves all those guidelines that provides a base to the marketing
strategies of the business in order to gain large market share in the market. The principles
involve the 4Ps of marketing that is Product, Price, Place and Promotion. This report will
illustrate the principle of marketing tat has been adopted by the Dove ans Sure company. Both
the companies produces the product related to the deodorant for the women. Both of the
companies has captured effective share in the market. Along with this, the report also shows that
which company has adopted the effective marketing strategy.
MAIN BODY
Target market of dove & sure deodorant
Target market refers to that market that has been targeted by the companies in order to gain the
customers. (Zhdanova and et.al., 2017). The concept of target market is to provide focus on the
selected consumers that has the high demand of that products that has been produces by the firm.
Here is the targeted market of the Dove and Sure company:
DOVE SURE
 The dove is one of the biggest brand
that producing the deodorant for the
women and girls. The company
focusing on the females between the
age of the 16 to 50 years.
 The organization is specifically
focusing on those females who are
highly active on the social media.
(Thabit and Raewf, 2018). And the
company is approaching them by
creating the website of the company
and bys ending them e-mails.
 The another way of targeting the
customers by adopting the concept of
providing add on the television.
 Sure deodorant is manufactured by the
Unilever company. The company is one
of the leading firm with the large
number of consumer share in the
market.
 The company has targeted the females
around the age of 20 to 40. (Stead and
Hastings, 2018). The major focus has
been made on the women who has the
desire of smelling good.
 The company has made the accounts on
social media platform in order to target
the customers and showing them the
effectiveness of the product.
 It has been found from various studies

 The Dove deodorant especially focus
on the females that are doing job or
studying in the universities.
 The buyer with all income level can
buy the product.
that the company is approaching the
retained customers who are already
using the products of the Unilever.
 The consumer with high income level
can afford the product.
Product
Product refers to the final output that has been produced by the companies. The operational
activities of the business organizations has been performed for the producing the final output of
the company. This is the 1P of the marketing mix that focuses on creating the unique value in the
product. Here is the product analysation of the Dove and Sure:
DOVE SURE
 The dove deodorant is available in the
form of sprays, stick and roll-on. The
different varieties of the product
making the product more attractive.
The company is producing the products
in different fragrance as well.
 The deodorant is available in the
different shades of the bottle. That is
made up of circular shape. (Mahmoud,
2018). The complete detail in relation
of the product has been available on the
back of the bottles.
 The brand value of the product shows
the unique value of the product and that
is that dove deodorant provides the
long-lasting fragrance.
 The product of the Sure are not
available in more varieties. The
company is producing the roll-on and
sprays.
 The packaging of the product is done
on the form of bottles that is of square
shape. (Kung, Wang and Liang, 2021).
The products are available in the
different fragrance.
 All the necessary details related to the
product has been given on the back of
the bottle.
 In order to create the brand value the
company is approaching the customers
through different social sites.

Price
This refers to the value that has been paid by the customers in return of the products. This is the
final value of the output that has been sell by the company in the market. This is the crucial
element as it has the power to attract the large number of customers. The pricing of the product
has been decided after seeing many factors. Here are the ways under which the pricing elements
of the Dove and sure has been decided.
DOVE SURE
 The company is highly concerned about
their customers and therefore, the
company has adopted the concept of
understanding the consumer behaviour
and on the basis of that the price has
been established.
 The firm has adopted the affordable
pricing policy. This enables the
consumer with all income level to buy
the product.
 The company is providing quality
product with the affordable price and
this is the biggest benefit for the
customers. (Yuliantine, Indasah and
Siyoto, 2018.). Therefore, the large
number of customers are attracted
towards the company and buying the
product of the company in high ratio.
 The organization has adopted the high
pricing strategy in order to add the
luxury element in the product. The
company further focuses on the pricing
of the rival firms in order to set the
prices.
 The consumer with the high income
prefer the product. As the prices f the
products are high.
 The company is ensuring the quality of
the product but along with providing
the high prices. (Ngarava and
Mushunje, 2019). And therefore, the
company is not able to attract the new
customers for the sure deodorant.
 The firm has the sustained consumers.
And they are consistently buying the
product of the firm.
Place
This P of marketing refers to the placing the products at that place from where the consumer can
get it easily. This element of marketing mix is accountable for making product available to the
consumers. If the products are not available for the consumer then there is no sense of making
the products. The major reason of producing the products is to enable the availability of the

goods so, the consumer can make purchase. Here are the ways in which the product element is
performed by the Dove and Sure:
DOVE SURE
 In order to make products available for
the customers the company has chosen
the direct and indirect channel of
distribution.
 The company has approached the
different wholesalers. These
wholesalers purchase the products from
the company and then sell it to the
different retailers. (Siripipatthanaku
and Chana, 2021). And then, the
retailers send it to the final consumers.
 The company has often approached the
websites in order to increase their
online sales.
 The organization is providing effective
services to the customers by making the
products available at the places where
the customers are scattered.
 The company has also adopted the
direct and indirect channel of
distribution. The firm has appointed the
different wholesalers, and they are
selling the products to the retailers.
 The company is not highly active on
the online websites as compare to the
Dove. (Kalogiannidis and Mavratzas,
2020).
 The company has its own website but,
most of the transactions are made
offline by the firm
 The firm has its independent stores for
selling the products. This results in
increasing the cost of the products.
Promotion
This refers to those tools and techniques that results in attracting the large number of customers
towards the organization. The promotional tool helps in increasing the market share of the
company. Here are the promotional tools that has been used by the Dove and Sure company:
DOVE SURE
 The company is using the effective
promotional tool in order to attract the
 The firm is using the public relation
strategy in order to attract the large

large number of customers. The
organization has launch various kind of
advertisement in order to make aware
customers about the product.
 The firm has often launched the public
relation programmes under which the
company interacts with the customers.
 The best part about the Dove deodorant
is that, the advertisement that has been
provided by the company includes the
females of all skin colour. (Kareh,
2018). This is one of the social value
that has been performed by the
company. This shows that company
does not follow the racism.
number of customers. The firm often
doing charity.
 In special occasion the firm provides
the discount on their products.
 There are various public awareness
programmes has been launched by the
company. (Bahl and Chandra, 2018).
 The firm does not believe in spending
more amount of advertising the
deodorant.
On the basis of the comparison it has been analysed that the, Dove deodorant company has been
proven effective enough in terms of performing their marketing strategy and understanding the
needs and demands of the customers.
CONCLUSION
From the above report it has been concluded that the marketing mix plays an important role in
gaining the large share in market by the companies. All the 4Ps of marketing plays the effective
role in the implementing the effective strategy for the firm. The report also describes the
marketing strategy of the dove and sure and this has been found that the dove company has been
proven effective enough in adopting the marketing strategies. As the major focus of the company
has been made towards the consumer and therefore, the company has attracted the large number
of consumer in the market.

REFERENCES
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