Principles of Marketing: Dove and Sure Case Study

Principles of Marketing

EXECUTIVE SUMMERY
Present report include discussion on marketing mix that allow entity to undertake use of
different marketing elements like pricing, product, place and promotion as to promote their
product and services in marketplace. It has been identified that the Dove undertakes use of value
added strategy as to influence purchasing power of premium consumers. While on the other hand
Sure use, moderate pricing policy in order to attract attention of all income group of consumers.
This report includes differentiation between the brands in context with product, price, promotion
and place.

Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1. Target Market.....................................................................................................................1
2. Product................................................................................................................................2
3. Price....................................................................................................................................3
4. Place...................................................................................................................................4
5. Promotion...........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is defined as a process in which functions related to creation, communication,
delivering, offering and exchange of product and services is done to client, consumer, society
and partners. This process further ensure proper connection between business and consumers in
order to serve them as per according to their need and demands (Ubertaccio, 2012). It has been
evaluated that marketing is based upon 4Ps principles that are product, price, place, promotion
and product. It this project formative discussion as been made on marketing strategy of Dove and
Sure products and services (Guenthner, 2020). Both of the organisation offer deodorant for
women. It has is being evaluated report include on application of principles of marketing upon
marketing strategy of organisational products in order to review marketing strategy of both
product. Along with this report include Aaker's brand personality framework and Levitt's model
of brand in order to effectively calculate organisational brand strategy.
FINDINGS
Competitive analysis is being Dove and Sure. It has been evaluated that Dove conduct their
business functioning as a personal care brand and are mainly owned by Unilever. Company was
established in the year 1995 with having headquarters its United Kingdom provinces and offer
their services in more than 80 countries and offer wide range of product and services to
consumers (Hopkins, 2017). Dove is having 3.5% market share in metros. While on the other
hand Sure is having 11.45% in modern format. If it is talked about sure which is an
antiperspirant brand was created by Procter and Gamble. Respective brand is acquired by Helen
of Troy Limited in 2010 (Taylor, Johnston and Whitehead, 2016). It has been identified that sure
deodorant for women brand itself in highest selling brand in the provinces of United Kingdom
with having 73.6 million sales.
1. Target Market
Target market is defined as a group of consumers or organisations that are being targeted by
organisation those who are likely to buy services and products of company (Serradas, 2019). It
has been evaluated that it is essential for entity to break target market in two different segment in
order to conduct their marketing efforts on each and every sector as per according to their need
and preferences.
1