Principles of Marketing

This report discusses the principles of marketing, focusing on Dove and Sure deodorant for women. It analyzes their target market, product, price, place, and promotion strategies. Recommendations for improvement are also provided.

Principles of
Marketing

Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
Target market...............................................................................................................................1
Product.........................................................................................................................................2
Price.............................................................................................................................................2
Place.............................................................................................................................................3
Promotion....................................................................................................................................3
CONCLUSION AND RECOMMENDATION..............................................................................4
REFERENCES................................................................................................................................5

EXECUTIVE SUMMARY
Present report has discussed about principles of marketing. In this It has been analysed that
Dove deodorant for women is making use of competitive pricing strategy. Demand for the
product has been increased because of the higher quality. It has also been analysed from the
report that other brand is also making use of cost plus pricing strategy. Both these strategies has
assisted companies in achieving their set target as well as objectives. It has also been analysed
that both of them are selling high quality products and services in different stores and super
market chain. They have also been engaged in making use of different promotional methods like
social media marketing. It has supported the company in growing and also they have been able to
achieve goals.
INTRODUCTION
Marketing can be defined basically as the promotion of products and services which is going
to be sold by company. This is been done in order to increase sales. Present report will lay
emphasis on Dove (deodorant for women) and Sure (deodorant for women). It has been analysed
that market share of Dove was 57.6% in the year 2014 and also the sure deodorant was 73.6%. It
has also been analysed that Dove and Sure are the leading brands for women in Britain. The
market share for Dove was 8997 per thousand in the year 2018-2019 and for the Sure was 1157
per thousand. Women have accept these brands because of their higher quality and lower prices.
This is the reason these brands have grabbed market. Present report will lay emphasis on
product, price , promotion and place strategy of both the brands.
FINDINGS
Target market
The target market for Dove deodorant for women was the females of the age between 17-55.
They are also targeting women who are studying and are teen. This is because deodorants of
them are really low in price and also the quality of product is high. They have also been engaged
in targeting women who are working as deodorants are more useful to them. They are targeting
upper middle class and also the high income group (Sharp, 2017). They have positioned
themselves as the premium brand so target market will be urban area with high disposable
income. They come in all shapes and sizes.
This company is also been targeting customers through advertisements of TV, print media,
magazines. It has assisted them in attracting large range of consumers. On the other hand sure
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deodorant are targeting females between the ages of 17-34. They are also been involved in
targeting with lower income class people as the price of this deodorant is comparatively lower
than the Dove.
Product
It has been analysed that both Sure and Dove are different in term of their size, packaging
and colour. Dove the company’s latest effort in the series is called Real Beauty Bottle. They have
provided the details that beauty comes in no shape and size. Dove is selling in an hour glass
bottle and also in the thin and tall model. The bottle basically comes in blue and white color to
have attention of the females and consumers. There is also a peered shape bottle. They have
started connecting their products and services with ideals to catch consumers at an emotional
level. It has also been analyzed that the Dove deodorant u made up of natural ingredients too, so
that consumers skin can be protected (Zeithaml and et.al., 2020). This can be explained properly
by the Levitt’s model of a brand. It has been analyzed that Dove deodorant sell the expected
products, it means that they have basic attributes which is wanted by every consumer. On the
other hand Sure deodorant, it comes in different shape and size. They have thin cylindrical
bottles and also sold the curved ones. They are working on the basic level so that common needs
of consumers can be satisfied by them. They are also targeting consumers through
advertisements.
Price
As everyone is familiar with the fact that pricing plays a huge role in the purchase of
products and services. The Dove and Sure deodorant are also been involved in following the
pricing strategies. It is based on following”
Dove deodorant for women Sure deodorant
Dove is been engaged in making use of
competitive pricing strategy. It has also been
analysed that Dove deodorant was initially
price premium (Harmeling and et.al., 2017). It
was changed because of the lower demand
than after this Dove was involved in lowering
down the price. It has been analysed that
prices for Dove deodorant are kept higher
Sure deodorant has been engaged in following
the cost plus pricing techniques. It was been
analysed that company has set the price by
considering some amount of their profit. This
has assisted them in keeping the prices low
and also because of this the firm is been able
to attract large range of consumers and
females towards them. This pricing strategy is
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than their competitors. Demand for the
product has been increased because of the
higher quality. This pricing strategy has
assisted them in attracting large range of
consumers. In competitive pricing strategies
the prices is been set up by the company by
analysing the price of competitors. It has also
been analysed that this a great strategy so that
Dove can also be able to gain competitive
advantage and they will be able to grow.
been considered so that also effective amount
of profit is been earned by them. Better return
on investment can assist organisation in
growing and also they will be able to achieve
goals and mission.
Place
Dove deodorant and sure deodorants of women both are being sold in super markets, retail
stores, small shops. They have been stocked in ware houses and also both of them are not
luxurious products. It has also been analysed that Dove makes use of Pull strategy. Channel
management of Dove has included that they start from manufacturing units and then go to
retailers (Cortez and Johnston, 2017). It has also been analysed Dove deodorants are been sold in
about 80 countries. It has also been analysed that Dove is been engaged in providing high
qualities of product and services at all places to consumers. Sure is been involved in following
distribution channels in which wholesalers, retailers and ultimate consumers are been involved.
They have also been engaged in selling their deodorants in more than 60 countries. Company is
also trying to expand their market share more so that their business can grow and achieve the set
target and mission which is been set up by them. They have also been involved in selling high
quality of goods and services to consumers. This is been done in order to retain them. They also
sold their products in various super markets and retail stores.
Promotion
Both the companies have been engaged in promoting their products by making use of
various advertisements. In this Dove deodorant for women has been engaged in making use of
the Omni channel market. The company is been involved in advertising their services on
television, radio, newspapers and magazines. They have made a lot of investment in the
promotion of their deodorants so that more and more women can make use of it. It has also been
analysed that Dove is also providing value for the price which is spent by consumers. This has
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assisted company in building their brand reputation and also they have been able to promote
product more.
On the other hand it has been analysed that Sure deodorant is also been engaged in
making use of promotional strategies. They have been engaged in promoting the women
deodorant by advertising through brand endorsements. They have also hire celebrities for
promoting their products (Baker and Saren, 2016). This strategy is been used by them in order to
attract large range of consumers. This has also assisted them in increasing their profitability as
well revenue. It has also been analysed that sure deodorant has also made use of digital
marketing in order to promote their products and increase their sales.
CONCLUSION AND RECOMMENDATION
From the above study it has been summarised that both the brands have been engaged in
attracting consumers from upper middle class and also those who have higher disposable income.
It has also been analysed that competitive pricing strategy has been used by Dove and other one
has made use of cost plus pricing strategy. Both the brands have applied fours P’s in appropriate
way. It has also been analysed that Dove is been engaged in targeting consumers through Omni
channel marketing and also Sure is doing it by making use of celebrities endorsement.
It is also been recommended that both the brands can make use of 4 P’s in better way.
Dove can also be engaged in doing digital marketing and also sure can make use of Omni
channel mode. This way they will be engaged in attracting large range of consumers and also
they will be able to grow.
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REFERENCES
Books and Journals
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Cortez, R.M. and Johnston, W.J., 2017. The future of B2B marketing theory: A historical and
prospective analysis. Industrial Marketing Management, 66, pp.90-102.
Harmeling, C.M. and et.al., 2017. Group marketing: Theory, mechanisms, and
dynamics. Journal of Marketing, 81(4), pp.1-24.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
Zeithaml, V., and et.al., 2020. A theories-in-use approach to building marketing theory. Journal
of Marketing, 84(1), pp.32-51.
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