Principles of Marketing: A Comparison of Fairy Washing Up Liquid and Ecover Washing Up Liquid

This report compares the principles of marketing used by Fairy Washing Up Liquid and Ecover Washing Up Liquid. It examines target customers, price, promotion, product, and distribution strategies. Fairy targets conventional women, while Ecover targets environmentally conscious individuals. Fairy offers petrochemical-based products, while Ecover offers biological-based products. The report also discusses pricing, distribution channels, and promotional activities.

Principles of
Marketing
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EXECUTIVE SUMMARY
Marketing is one of the main practices which are conducted by a company in order to
promote their products and services at the potential marketplace so that customers get
encouraged to purchase it. Fairy Washing Up liquid and Ecover Washing Up Liquid are
conducting their comparison by analysing different aspects of principle of marketing i.e. target
customers, price, promotion, product and distribution. Through which they know that different
level companies use different strategies that are totally based on target customers and their
requirement as well as budget.
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Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Target Market..............................................................................................................................4
Product/ Brand.............................................................................................................................5
Price.............................................................................................................................................5
Place/ Distribution.......................................................................................................................6
Promotion....................................................................................................................................6
CONCLUSION and RECOMMENDATION.................................................................................7
REFRENCES...................................................................................................................................8
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INTRODUCTION
Marketing refers to practices conducted by a company in order to promote their products
or services so that it can be purchased by customers. Marketing include several aspects i.e.
advertising, selling as well as delivering of products (French and Gordon, 2019). This report is
based on the comparison among the two companies i.e. Fairy Washing Up liquid and Ecover
Washing Up Liquid. Fairy Washing Up Liquid is introduced by Procter and Gambler in London,
United Kingdom, they sold liquid in variety of scent and colour combination. Whereas E- cover
Washing Up Liquid offer ecologically sound cleaning item or products, these are generally made
up of plant based and mineral ingredients. The aim of conducting this report is to understand
principle of marketing by comparing both companies and for that marketing mix will be adopted.
MAIN BODY
Target Market
Target market is considered as group of customers which are targeted by company.
According to target market an organization develops or design their products or services so that
they can fulfil their need, demand and expectation. Fairy Washing Up liquid is introduced by
Procter and Gamble at their factory in West Thurrock, London, United Kingdom. They offer
wide range of colour and scent combination liquid detergents as well as products of respective
company are non biological. The target markets of respective company are conventional women
or housewives who use their products for domestic cleaning (Fairy (brand), 2020). Aim of
targeting women as a potential customer is stereotype according to which women use more
liquid detergent than men for cleaning kitchen items. They also are targeting those women who
are not much concern about ecological or biological products.
On the other hand, E- cover Washing Up Liquid manufacture ecologically sound cleaning
products and they are generally made up of plan and mineral ingredients. This firm is located in
Belgian and they are operating in consumer products industry. Respective company offer organic
detergent and their target market or audience are production companies, research and financial
institutions, housewives, experts, big hotel and restaurants and many more (Hoque and Awang,
2019). These audiences must be those who are concern with environment and use organic or
biological products. Moreover these products are costly as compare to other companies’ products
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so they are also targeted middle, upper middle and upper income group people who are concern
with biological aspects.
Product/ Brand
Brand is considered as name, design, term, symbol or other feature which identified one
company products or services distinct from other sellers (Кулик, 2019). It is also determined as
types of products which are manufactured by a specific company under a special name. An
organization brand can be determined through its product's shape, colour, packaging and many
more. This is so because through it customers can determine as well as remembers company.
Fairy washing Up liquid offer wide range of non biological detergents as well as their products
are shop based. They also provide wide range of liquid detergent in different colour as well as
scent such as normal or original, lemon, pink jasmine, orange and many others.
On the other hand E- cover Washing Up Liquid is also well know detergent brand which
provide huge options as well as their products are biological based. Moreover they also use plant
and mineral ingredients. Respective company offer their liquid detergents in several scents and
colour such as lemon. Zero, camomile and Clementine, aloe Vera, Lily and lotus and many more.
Along with this, liquid detergents offer by E- cover Washing Up Liquid are safe for skin as well
as its bottle is also recyclable (Ecover Washing Up Liquid, 2020). This show both the companies
offer same products i.e. liquid detergent but Fairy washing Up liquid offer petrochemical based
whereas E- cover Washing Up Liquid offer biological based so customers will more prefer E-
cover Washing Up Liquid but if their budget is low than they go with Fairy washing Up liquid.
Price
Price is considered as value which is paid by an individual in order to purchase a particular
products or services from the market. Price is determined as complex set of research,
understanding, calculation and risk taking abilities of a company. In order to set price of a
product or service company need to adopt pricing strategy, for which they need to considered
several factors such as input cost, ability of customers to pay, account segments, market
conditions, trade margin and many more (Laczniak and Murphy, 2019). In respect of Fairy
washing Up liquid, price of their products is low as compare to other competitive company. This
is so because they offer petrochemical based products which not include natural or mineral
material and ingredients. Along with this, respective company also targeting women or house
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wives so they need to set their price at the low as that will help them in attracting more and more
customers from potential marketplace.
On the other hand, E- cover Washing Up Liquid is also conducting business liquid
detergent industry but it is different from because they use natural, biological and mineral
ingredients (Matic and et. al., 2019). In addition to this, respective company products are made
up of plant base which are skin friendly so its prices if comparatively high from other
competitive products. This show how ingredients of a product impacted on its price, it is
generally take place because of manufacturing as well as resource cost get different.
Place/ Distribution
It is considered as one of the main element of the marketing mix. It is determined as a
process of making company’s offering or products and services available to the potential
customers or businesses unit users so that they can effectively fulfil their need, demand and
expectations. This process of generally conducted directly by service provider or producer as
well as it can also conducted by selecting proper medium or channel of distributors and
intermediaries (Szablewska and Kubacki, 2019). In respect of Fairy washing Up liquid they offer
their wide range of products at the mostly parts of Europe. This show they are targeting huge
ratio of customers so in order to fulfil need and requirement of these customers respective
company adopt online medium like Amazon. From this medium customers can directly order
products by using internet according to their need, requirement and expectation. On the other
hand E- cover Washing Up Liquid is offer high quality biological based liquid detergent and they
are offer their products and services through their own online shopping sites from which
customers can buy product or detergent according to their need, demand and requirement. This
show that how both company offer their products as well as through different mode company
also able to attract more their potential customers in effective manner.
Promotion
It is considered as a type of marketing communication that are used by a company in order
to inform their target audiences about products, services, brand or any issues. The main aim of
conducting promotional activities is to enhance awareness, develop interest, create brand loyalty
and increase sales (Monferrer Tirado, Moliner Tena and Estrada Guillén, 2019). Through
effective promotional activities companies also able to increase customers base which directly
help them in maximising their profitability ratio as well as market share. In respect of Fairy
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washing Up liquid their target audiences is women who are housewife so they mainly adopt
promotion channels like social media, television advertisement and newspaper advertisement.
This is so because there are the main channels through which they can reach to their potential as
well as targeted customers (Sahaf, 2019). On the other hand in respect of E- cover Washing Up
Liquid their target audiences are housewives, experts, big hotel and restaurants and many more.
So in order to attract these people respective company use promotional channels like online,
print, television as well as digital channels. It is so because through this respective company able
to attract more and more audiences toward their products.
CONCLUSION and RECOMMENDATION
From above discussed point it can be summarise or analyse that in the development of a
product or service marketing plays a major role. This is so because through it companies able to
attract more and more customers towards their offerings as well as it will also encourage them to
purchase it immediately. Moreover for develop strategies or plans related to the marketing an
organization management need to conduct several activities such as analysis of target market,
price, brand or products, promotion and distribution channels because that will help in
developing effective decision. This will also help a company in developing or designing products
and services according to customers required, need and expectations. In respect of Fairy washing
Up liquid they are offering petrochemical based liquid detergent which is not much skin friendly
so it is recommended to company to adopt natural ingredients or material in their productions.
This is s because that will help them in attract more customers as well as it will also increase the
company market value in effective manner. On the other hand E- cover Washing Up Liquid is
manufacturing plant and mineral based liquid detergent due to which their cost is too high which
can be affordable by middle income group people. So respective company can minimise their
cost as that will help them in increase their customer’s base at the potential marketplace.
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REFRENCES
Books and Journals
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Hoque, A. S. M. M. and Awang, Z., 2019. Does gender difference play moderating role in the
relationship between entrepreneurial marketing and Bangladeshi SME
performance?. Accounting. 5(1). pp.35-52.
Laczniak, G. R. and Murphy, P. E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Matic, R. M. and et. al., 2019. Marketing mix in team sports in serbia. Journal of Anthropology
of Sport and Physical Education. 3(3). pp.3-10.
Monferrer Tirado, D., Moliner Tena, M. Á. and Estrada Guillén, M., 2019. Ambidexterity as a
key factor in banks’ performance: a marketing approach. Journal of Marketing Theory
and Practice. 27(2). pp.227-250.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
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.
Кулик, В. А., 2019. The need to use marketing in large production companies of the Republic of
Belarus. Current situation.
Online
Fairy (brand). 2020. [Online]. Available
through:<https://www.wikizero.com/en/Fairy_(brand)>.
Ecover Washing Up Liquid. 2020. [Online]. Available
through:<https://www.tesco.com/groceries/en-GB/products/299155514>.
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