Principles of Marketing

This report explores the principles of marketing, focusing on target markets, marketing mix, and competition. It analyzes the marketing strategies of Dove and Sure brands in the deodorant industry. Discover how these brands target specific consumer segments and use effective product placement, pricing, and promotion strategies.

Principles of
Marketing

EXECUTIVE SUMMARY
The project paper here involves all the respective elements of marketing, which is
comprising of the certain informations regarding the identification of target markets and
classification of consumers according to the nature , gender, class etc. similarly with this the
marketing mix along with the 4 Ps of it is in the evaluation for the optimum growth of business
and beating the competition in a healthy manner.

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

INTRODUCTION
The marketing is an integral process of the organisation which is crucial for achieving all
the goals and objectives of business in relation to the post production scenario. It can be easily
understood as the systematic procedures and selective pattern that is followed by a respective
organisation in order to connect with its existing consumer base as well as to interact with the
potential share of the market (Szablewska and Kubacki, 2019.).
In this report paper there are mainly two organisations named as Dove (deodorant for
women) and Sure (deodorant for women) both of these brands secures an effective and optimum
position in the global trading as they majorly deals in the market of deodorants for women. This
project will directly aim at evaluating the course of effective marketing principles. Thus the
report will include a brief study on the targeting and marketing mix of Dove and Sure brands
respectively within the confines of deodorant industry.
FINDINGS
Target Market
Dove and Sure deodorants both of these corporation targets their market demographically, which
either can be justified as respective brands produce and market only for the female persona of the
market. Among the deodorant sector Dove and Sure are well renowned for providing quality
products and services to medium and upper class customer segment in a favourable price
structure. The marketing strategies of the organisation are devised according to the respective
segment and target of their products. Such targeting process is here discussed briefly in relation
to Dove and Sure company respectively.
Dove (Deodorants for women): The organisation certainly targets female segment among
those groups of people who are generally conscious with the brand name and its standards along
with the product. These groups are effectively comprised of medium and high class society of the
respective market place whether the company deals in domesticate boundaries or on a global
level. The brand mainly emphasises on the range of 16 to 40 years (Hart. and Sumner, 2020).
The major reason behind selecting this target audience is that this section of market is primarily
influenced by the urge to leave a good impression in public.
Sure (Deodorants for women): The organisation holds a large share of the deodorant
market. Sure deodorants runs their business in more than 100 nations, with different names of
1

recognition as Rexona, Shield, Sure etc. The company usually targets the female section of the
global market. The brand is well renowned for its effective goods and services in terms of
deodorant and its other variants especially for women. The respective products of the brand
influences a vast range of quality buyers within the age group of 16 to 50. There is a wide range
of deodorant portfolio which offers certain products that fulfil the needs and demand of
respective age group and class groups. The customer base of Sure deodorants is not so conscious
with the brand as they seeks to get the magnificent quality within the determined price structure,
thus the company is able to fulfil such criteria effectively and efficiently.
Product/Brand
Dove(Women deodorants) - The company provides wide variety in the perfumery and
deodorant portfolios across the globe. Such product ranges of Dove are aimed at giving solutions
and commodity to consumers for all their needs and demand for a good smell. There is a vast
range of products in the Dove deodorants where it provides all types of deodorants and roll on
especially for the working women. These include the product such as the Dove deo stick, Dove
roll on, Dove Fresh Cucumber and so on. With such wide product list the organisation gets an
effective and positive support from its customer base, as the Dove has a large proportion of loyal
and regular customer in its annual sales records (Swanson, 2019). The quality and standards of
the products influences a extensive range of market. The packaging and product specification is
also distinctive of Dove deodorants. It enables the potential set of consumers to identify the
product significantly among the heavy rush of competition within the retail market stores.
Sure (Deodorant for women): The brand is famous for its qualitative premium products
that are available in approximately 100 countries. These products cover a wide range of
deodorants. The company offers premium variations of deodorants for men as well as for
women. This helps it to gain the overall attention of both genders of the society, although Sure is
well classified in the female segment of the market. The products under this brand comes with
different names and qualities in the market, this influences the customer to buy the most suitable
product according to them that meets with their respective needs and demands in aspects of using
a deodorant, it could be in terms of long lasting deodorant, sweet smelly deodorants, deodorants
for sport purposes etc.
2

Price
Sure (Deodorants for women): The organisation has a well planned strategically
approach that emphasis on the penetrative pricing policy. This approach is followed by the
organisation in order to gain the maximum attention of all the elements within the market. The
determination of pricing is effectively done by considering all the economic factors of the
respective marketplace. with a view to gain the attention of all sections of society. This
feature of the Sure Deodorant company enables it to increase the sales and generate more
revenue to enhance the maximum profitability from its wide product range.
Dove (Deodorants for women) being a global brand itself Dove faces a competitive
rivalry from all the leading firms in the women oriented deodorant sector applies the strategy for
determining the pricing policies according to competitive scenarios within the marketplace. It
moderates the prices of the deodorants as per the demand of the market as there is no fixed
standard, the price factor in Dove is quiet flexible. Thus its also necessary to deflect and inflate
the pricing as per the existing market conditions. The company does also provide certain offers
on festivals, occasions and in case of market growth
Place
Dove (Deodorants for women) The brand enjoys the fundamentals of efficient
popularity within the domestic and international markets where it becomes necessary for the
effective product placing. Dove deodorants are effectively distributed through respective
channels that enforces to the all time availability in the retail stores of its global market. The
organisation acquires a big proportion of the online market, as these are widely purchased from
various types consumers belonging to different different nationalities. It promotes and
implements the type of FMCG marketing in all the nations. Thus all these measures of product
placing helps in to increase the reach scale of brand and its products to the potential customer
base.
Sure (Deodorants for women) The organisation works on quite similar placing patterns
of Dove (deodorants), company mostly use the E- commerce platforms to tap the maximum
share of consumer base. The current customer segment of the company spends most of the time
online and prefer to save the time which is excessively consumed while doing the shopping in
the physical markets. Thus with that view the marketing of company emphasises more on the
effective placing of products as its certainly getting desired results from it. Meanwhile Sure
3

(deodorants) are also available at the physical utility stores in national as well as international
boundaries.
Promotion
Dove (Deodorants for women) The particular sections of advertising and promotion are
effectively responsible for the promotion of each and every product also with the brand, as well
as it has an important function of introducing the new product in the market (English. and
Fleischman 2019). Dove uses multiple tools and tactics such as billboards, radio & TV
commercials, social media campaigns, advertisements on various top websites and streaming
platforms for the effective promotion of its deodorants to attract the female segment in the
market. The company also initiates timely surveys within its respective market share, these
surveys helps in to understand the demand and need of the current market trend as well as it also
enhance the brands popularity and potential in the global consumer base.
Sure (Deodorants for women) The company also emphasis on a great level of promotion.
The effective promotion is attained by the respective organisation in terms of enhancing its high
market capturing as well as increasing sales and profitability. The entity uses all the essential
and effective tools of promotion according to the standards and guidelines of the firm. Sure is
engaged in the use of corporate exhibitions, general meet ups of distributors and marketing
agents, advertisements, banners, online promotions , personal selling etc. to maintain an effective
connection among all its stake holders. These promotional activities helps the organisation to
gain optimum results and preferable customer relations with the respective female sections of
market.
Dove Sure Kool Deodorants
Website 1 1.5 1.5
Amazon 1.5 1 1
Ebay 1.5 1 1
Average 1.3 1.1 1.1
Table 1 Indicating the online performance of the deodorant brand
4

Dove Sure Kool
Tesco 1 1 1.1
ASDA 1.2 1.5 1.4
Brand retails 1.8 1 1
Average 1.3 1.1 1.1
Table 2 Indicating the offline performance of the organisation.
Thus from the average and all the finding of differnmt channels of these three
company. Iit can be ascertained that Dove is getting a good response in the
online as well as in the existing offline performances.
CONCLUSION
The report above includes all the brief information which are evaluated in respect of
both the organisations. The preferred targeted segments of market is analysed while all the
general principles of marketing mix are assessed in detail. Thus all the given information
helps in to manage the marketing function efficiently and effectively.
5

REFERENCES
Books and Journals
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics, 155(3), pp.871-888.
Hart, A.G. and Sumner, S., 2020. Marketing insects: can exploiting a commercial framework
help promote undervalued insect species?. Insect Conservation and Diversity, 13(2),
pp.214-218.
English, P. and Fleischman, D., 2019. Food for Thought in Restaurant Reviews: Lifestyle
journalism or an extension of marketing in UK and Australian newspapers. Journalism
Practice, 13(1), pp.90-104.
Dermody, J., 1999. Environmental issues in marketing communications. Marketing
communications: Principles and practice, pp.214-228.
Cassidy, T.D. and van Schijndel, H., 2011. Youth identity ownership from a fashion marketing
perspective. Journal of Fashion Marketing and Management: An International Journal.
Lampe, M. and Gazda, G.M., 1995. Green marketing in Europe and the United States: an
evolving business and society interface. International Business Review, 4(3), pp.295-
312.
6