Comparison of Dove Deodorants and Sure Deodorants

This report compares Dove Deodorants and Sure Deodorants in terms of target market, segmentation, targeting, positioning, product, price, place, and promotion. It analyzes the marketing strategies and effectiveness of both brands in the deodorant market.

PRINCIPLES OF MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Marketing refers to activities of the company associated with the buying, distributing,
advertising or selling the products or the service. It could also be defined as function which links
customers, consumers and public to marketer through the information, the information used for
identifying and defining the marketing problems and opportunities. Marketing department
evaluates the marketing actions, monitoring the marketing performance and for improving
understanding of the marketing as process. The Dove deodorant and Sure deodorant are strong
competitors of each other. Dove deodorant are produced by Unilever Global plc and the Sure
Deodorant are distributed by the Idelle Labs Ltd. Dove deodorants were launched by company in
2018 and distributed in major parts of the world. Sure on the other have strong market share
since 2015 and presents leading ranking in UK market. It is also distributed in different
countries. It has gained significant acceptance in the market however Unilever being global
established brand supported the Dove Deodorants to gain market acceptance at larger platform.
REPORT
Comparison of the target market
Target Market refers to group of the potential consumers to whom the company wants to
sell the products and services. The group includes the specific customers, towards whom the
company directs marketing effort. Target market could be described as the part of total market
for goods or services.
Dove Deodorants Sure Deodorants
Current Trends The Dove deodorants are
having increasing acceptance
in the market. The sales of
brand is increasing
continuously. The deos
generated 6.4% of total sales
in UK & US markets for
company
The reports state Sure had
leading ranking in the
deodorants sales for women in
UK. The sales have increased
considerably with estimated
customer base of 2.7 million in
UK alone (Išoraitė, 2016).
Segmentation Dove deodorants uses
demographic segmentation. It
Sure deodorants uses
geographical segmentation for
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focuses over the females of
middle class income group.
its products. It focuses over
consumers of UK and Europe.
However the products are also
distributed in other parts of
world.
Targeting The target consumers of the
dove deodorants are female
with age group of 18 – 35 that
are interested in the natural
and healthy beauty products.
The target segment of Sure
deodorants are females with
the age group of 16 – 30.
Positioning Company is using the cost
positioning strategy.
It is using the quality
positioning strategy.
Product
Levitt model
The model is based over idea of products as stratification of the levels. Each of the upper
level contains previous ones. As per Levitt innermost level is core benefits which is aimed at
satisfying need of a customer. First level is basic product that comprises only characteristics
required for satisfying core benefits. Second level is expected product that has basic attributes
and all characteristics which consumers normally expects in product. Third level is augmented
product that exceeds the customer expectations. Last level is potential product that includes the
original characteristics which actually distinguishes the offering.
Dove deodorants are provided in attractive bottles with white base. White base in the
colour used by Dove in most of the products for representing high quality standards. It positions
as something better than other deodorants (HR and Aithal, 2020). White base with sober
description of the product and name provides quality connection to its consumers. The products
have zero ph level which attracts skin conscious females. It could be described as basic products
as contains all the basic characteristics of deodorants.
On the other Sure deodorants are provided in stylish bottles that attracts the attention of
consumers. It is one of the leading deodorants for females recognised for the quality and long
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lasting fragrance. The packaging of deodorants cans is highly designed and attractive with high
quality. The market acceptance is high as the product provide more than the customer
expectations and therefore could be described as augmented product as per Levitt model.
Aaker's brand personality framework
It is a framework describing profile and the traits of the brand in 5 core dimensions
divided into facets. The five core dimensions are sincerity, excitement, competence,
sophistication and ruggedness. As per Aaker's brand personality dove could be described as
having competence personality where Sure could be said as having sophistication personality.
Price
Dove Deodorants Sure Deodorants
Competitive pricing strategy is used by the
Dove. The Deodorants were priced at premium
but lower demands reduced the prices as
products were priced higher than the
competitors. However the brand reliability
made the demand high. Pricing strategies are
governed by competition prices due to several
competitive products.
Sure deodorant uses value based pricing
strategy. It is used as company provides high
quality deodorants that have lasting fragrance.
The prices are affordable and reasonable for
the quality of products (Datta, Ailawadi and
Van Heerde, 2017). Due to high competition in
the market products were launched with low
prices however market acceptance allowed the
product to charge premiums.
Place
Dove Deodorants Sure Deodorants
Dove is international brand with global
presence. The products are sold under parent
company Unilever. It is sold in around 80
countries. Distribution channel of the parent
company is used. Dove deodorants are
transported from factory to warehouses where
agents sells to wholesalers and they to the
The Sure deodorants are sold in most of the
parts of world. The distribution network of the
company is spread in the different parts of the
world. It is distributed in several countries like
USA, UK, Netherlands and several other parts
of the world. It is having efficient distribution
channel of of more than 40 countries. The
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retailers (Rodgers, 2020). Dove deodorants are
stocked by general stores, supermarkets,
chemists and cosmetics stores. This is the
responsibility of the retailer to provide
products to the end consumers.
products are distributed by Idelle Labs to the
retailers for seeing that the products are
available easily. The products are stocked by
around all the general stores, supermarkets,
malls, discount stores, convenient stores.
Product:
Dove Deodorants Sure deodorants
The Dove deodorants have strong position
among global market of high competitive
business structure due to its attractive products
and quality standards with the best functional
innovation for consumers. Company has been
progressively building wide range of consumer
products where there are wide categories of
fragrances, which has contributed to new
effective market policies and new range of
consumer preference services. Dove company
is known for building new pertaining
competitive synergy among consumers due to
its products quality goals and later effective
marketing parameters used. Dove products
have not only taken competitive growth among
consumers because of its premium marketing
of all products, but also brand composes wide
range of innovative strength.
The Sure Deodorants on other hand has been
lacking innovation within marketing its
products as it is newly growing within industry
and limited reach of all products due to which
consumers have less goodwill for brand
products. Sure Deodorants products also have
slow coverage within industry due to fewer
products varieties and limited structure within
potential synergy, due to which potentially it is
less effective brand (Alqahtani, 2020). In
context of shape, packaging and colour scheme
the Sure deodorants as compared to Dove
deodorants have been using old techniques in
product standards where brand has been unable
to cater to changing consumer demands. Brand
values are unable to cater to changing
consumer demands, where innovation is widely
lacking.
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Promotion:
Dove deodorants Sure deodorants
Dove deodorants promotion strategies are one
of the most attractive within competitively
growing deodorant global industry where there
are various new attractive marketing strategies
used for promoting based on products age
group consumers who are widely spread. The
brand has been strategically aiming the market
scenario with attractive pricing and innovative
marketing promotional fundamentals for
gaining wide functional pace within industry
and to gain consumer goodwill. The Dove
deodorants company has positioned themselves
in mind of target audiences with high attractive
business strategies based on luxury standards,
effective promotion goals and to gain varied
promotional parameters such as by
communicating through social media platforms
of Facebook, YouTube which enables to cater
larger audience.
The Sure deodorants on other hand are less
focused towards promotional strategies where
brand has been progressing with slow effective
marketing phenomenon’s, and there are slow
management ideas working which lowers
potential market structure. Sure deodorants is
also lacking attractive packaging standards as
compared to Dove brand which is leading in
the best quality and consumer targeted growth
structure. There is also potential less functional
innovation within consumer strength services
and yielding focus onto wider segments which
has lowered goodwill comparatively. It can be
understood as one of the demerit where brand
needs to focus on bringing new promotion
strategies within brand and also succeed
fundamentally onto wider domains for gaining
profitability.
.
Conclusion and Recommendations
The report has concluded target market growth and competitive structure among various
scenarios where Dove deodorants and Sure deodorants are analysed based on their quality
factors, 4Ps and improved functional positioning within industry domains. Report has analysed
that Dove company has stronger place factor, pricing, place and promotion determinants which
has brought larger goodwill and profitable market structure. As compared with Sure deodorants
there are limited products with less innovation within company phenomenons, to yield focus
onto gaining consumer goodwill. The report has concluded 4Ps of marketing structural working
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avenues where both brands have wide business factors of building on consumers oriented
products range and to factor on growth which would develop larger goals. Report has concluded
in analysis where Dove has been uprising its standards of efficacy within industry by bringing on
attractive innovative marketing standards and large range of goodwill (Lahtinen, Dietrich and
Rundle-Thiele, 2020). Dove company has most advance working parameters which have been
applied in 4 Ps where brand has worked on as one of the most repudiated brand within industry
for having wide range of services and product standards in comparison with Sure deodorants
which has failed to form evocative space within idnustry.
REFRENCES
Books and journals
Alqahtani, M. H., 2020. From the Traditional Marketing Mix (4Ps) in Sport to New Marketing
Mix (3Ps): Toward a Paradigm Shift from Practitioner’s Perspective (Doctoral
dissertation, Middle Tennessee State University).
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
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HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML). 4(1). pp.191-218.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal
of Social Marketing.
Rodgers, J., 2020. Integrated Marketing Campaign Case Study: Dove Real Beauty.
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REFERENCES
Books and Journals
Online
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