Comparison of Dove Deodorants and Sure Deodorants

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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