Principles of Marketing: Dove and Sure Case Study

This report discusses the marketing mix and strategies of Dove and Sure deodorant brands, including target market, product, price, place, and promotion. It also includes an analysis of Aaker's brand personality framework and Levitt's model of brand. The report concludes with recommendations for both brands.

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.
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Dove Sure
Dove deodorant design their products for
women and mainly target women’s of all the
age group in marketplace (Krueger and
Haytko, 2015). In addition to this, dove target
different age group of women’s those mainly
engage in the purchasing of premium products.
In addition to this, it has been evaluated that
dove is mainly a quite expensive brand
compared to other competitors and mainly
target their customers who is having high
disposable income (Jaiswal and Gupta, 2015).
Along with this desired target market of
company will be target after conducting
formative evaluation of individuals income
level, lifestyle, class of women those who
mainly invest mutually in their self care.
Market share holding of Sure deodorant in
terms with women deodorant is high in United
Kingdom marketplace (Heinze, Fletcher and
Cru, eds., 2020). It has been evaluated that
Sure mainly design their products of women’s
of all age group. Along with this company
target their customers by offering them wide
range of product options and of different price
range. Company influence purchasing
behaviour of customers in target market by
proving products and services for all age group
(Barry, 2014). Davidoff, Dove, Nivea,
deodorant stick and body hygiene are some of
the competitors of Sure.
2. Product
It has been identified that both of the organisation engage in the activities of offering
highly attractive product to consumer groups in order to influence targeted consumer purchasing
behaviour towards their offering (Kim, 2013). In order attract attention of customers towards
product entity design, shape, and package and colour their product in an attractive and eye catchy
manner.
Dove- Sure-
Appearance of the product is quite simple with
high quality. It has been evaluated that entity undertakes
use of decent packaging. Accordance with Levitt's
Sure offer deodorants in marketplace by taking
advantage of attractive shaping as well as colourful
packaging in order to increase and encourage target
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model of brand it has been evaluated that a product is
having any four stages that are introduction growth,
maturity and decline (Suryawanshi, 2020). This makes
organisation to have proper understanding related to
product life cycle stages in order to introduce a product
accordingly to target market and further formulate
formative marketing plan. While if it is talked about
Jennifer Aaker, brand personality is having five
dimension that include sincerity, excitement,
competence, sophistication and rigidness. In context
with this, it has been identified that company is having
the qualities like honesty, up-to-date, sophisticate,
successful.
consumer segment. It has been evaluated that product of
company effectively grab larger market segment on a
continuous base, as it is having growing stage (Bühler
and Nufer, 2015). Entity is offering their product which
is different from their customers as it is having small
size, easy to identify and handy. In terms with Aaker
five dimensions of brand sure deodorants are having all
the dimensions of brand personality like down-to-earth,
tough, imaginative, charming and intelligent.
Levitt's and Aaker's model on products and branding to boost the score
Brand equity is defined as the value of having a recognized brand. It has been evaluated
that brand equity is very much valuable as it effectively enhances consumer’s ability to process
and interpret information (Guenthner, 2020). In addition to this, it has been determined that
Keller brand equity model focuses largely on emotions as well as it is a mixture of brand
associated, brand loyalty and brand awareness. With the help of this model company can
effectively enhance its product value. With the assistance of Aaker Model Company can develop
a brand strategy through which they can effectively boost their product and brand score.
3. Price
Dove Sure
 Products of Dove is anticipated in the
segment of premium product, while it
has been identified that company is
Sure is providing their product with different
ranges of price, it has been determined that entity offer
affordable price range in order to attract attention of
every income level customers. Company believes that
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having integrated price strategies for
their product in which they keep
products price at reasonable and
affordable. Dove is offer comparatively
higher price than their competitors in
market segment. If it is evaluated in
terms of quality price range of dove
justifies their price (Kaushik and
Baliyan, 2018). With efficient quality
base women’s willingly pay extra for
this personal care range. Further it has
been identified that company is
undertaking advantage of value added
pricing policy as company believes that
customers mainly thinks that if product
is having higher price than it is also
having high quality.
 Dove undertakes use of value-added
pricing policy in order to provide
products at different price range.
 Price in United Kingdom for Dove
deodorant is £ 3.5
price is most important factor that lead brand to become
popular. Thus, with the help of efficient pricing strategy
Sure offer high competition in marketplace. Entity
undertakes use of affordable price range with an aim to
capture maximum market share in respective industrial
sector (Thomas, 2014). Sure is using bundle pricing
strategy in which company offer 1+1 product. In this if
consumer purchase bundles then they are supposed to
pay comparatively lower price than a single product.
With the help of this strategy, Sure influence attention of
large base of consumers and turned out to be as a largest
women deodorants seller in United Kingdom.
 Sure take advantage of moderate
pricing policy as to effectively
influence large consumer group
interest.
 Price in United Kingdom for Sure
deodorant is £ 2.8
4. Place
Dove- Sure-
Dove operates their function as an international
brand and has global presence. Company use of wide
network spread as to conduct their business in more
than 8 countries. With use of effective manufacturing
and distribution channel this company is having
This company offer their products in different
countries and regions. It has been evaluated that in
some of the countries company is named as Rexona.
With having largest Market shareholding in United
Kingdom, this company offer their products in both rural
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supermarket, general store, retail store and more in order
to offer their products as to ensure high business growth.
and urban area in order to emerge out as a strong brand
(Ärlestig, Day and Johansson, 2016). With having
effective marketing logistic network and distribution
channels product of Sure is available on all grocery and
supermarket stores (Oeppen Hill, 2020). It has been
evaluated that company also take advantage of e-
commerce channel in order to reach out to maximum
number of customers.
5. Promotion
Dove- Sure
Dove is having effective brand awareness in
marketplace as they take advantage of advertising
practices like social media, TV, social media and print
media. It has been identified that company undertake use
of unique promotional techniques in which they provide
7 day challenge to customers for their products (Cabrera
and Williams, 2014). This is an efficient strategy that
attracts customers in an effective manner and further
allows entity to evaluate their instant reaction.
In order to reach out to maximum number of
customers Sure believes that promotion is also most
important element that can enhance organisation brand
awareness at maximum rate (Rogoll, 2015). This has
been evaluated that company always offer their products
with efficient marketing campaigns by taking advantage
of innovative ideas (Safyan, 2020). This company
undertake use social media promotions and online
advertising through which they grab attention of
customers at international level in affordable manner.
Recommendation
It has been recommended to, Dove to undertake use of more effective promotional strategies
in order to attract purchasing behaviour of customers towards their products and services. While
on the other if it is talked about Sure, company is recommended to take use of online
advertisement strategies and undertake advantage of social media promotions in order to
effectively attract attention of customers.
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CONCLUSION
This is concluded, that by selecting takat group of customers able to conduct their marketing
activities which is an important aspect for every business organisation that let them towards
Future Group by taking advantage of 4 P’s of marketing assist company to conduct the
marketing activities in more remarkable manner evaluated that there are four marketing
principles price place product and promotion why Undertaker age organisation can design that
according to the taste differences of consumers latest marketing techniques Trade Organisation
to launch their product in competitive market segment while enjoying nuqsanat advantages who
was the help of communication in target market segment can hello company to introduce their
product and services in an effective manner and in sure who growth
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mix-4-ps-marketing/>
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