Principles of Marketing: A Comparative Analysis of Dove and Sure

Principles of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target Market..............................................................................................................................3
Product of Dove and Sure...........................................................................................................4
Price policy of Dove and Sure....................................................................................................5
Place / Distribution process of Dove and Sure............................................................................5
Promotion strategy of Dove and Sure.........................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a phenomena of channelising consumers path towards the brand and its
offerings by being in close touch and communication through effective marketing and
promotional activities. Marketing plays a active role in building and maintaining a brands image
in market amongst other competitors and target audiences (Palmatier and Crecelius, 2019). The
report holds a tactical comparisons of two brands by using the 4P's of marketing. The considered
brands are Dove and Sure. The two are market rivals, Dove is an American personal care brand
which is owned by Unilever founded in 1957. Sure is an Australian organisation which was
founded in 1908 who is also owned by Unilever. The report covers a comparative analysis of the
two brands of their target markets and their marketing mix. The assignment will be looking over
the aspects which makes both the brand different and why they work differently.
MAIN BODY
Target Market
Target market is referred to the audiences of the firm for whom the offering of the brand
are aimed. It is a group of potential buyers and consumers to whom the brand is most suitable
and their preferences matches with firms offerings. The marketing and promotional plans of
company's are developed for attracting the target market and related audiences. One major task
that is involved in higher revenue and profitability of the firm is identifying the target audiences
and changing them into potential long term buyers. Thus, organisations have to develop their
target market profile and for which STP (Segmentation, Targeting and Positioning) tool is used.
STP is a framework with three major factors that enable firms to have a potential target
audiences and make their marketing efforts and strategies for gaining their attention. A target
market profile of Dove and Sure is presented below with the help of STP (Bernyte, 2018).
SEGMENTATION, TARGETING AND POSITIONING STRATEGY OF DOVE Segmentation- Dove is a personal care brand that covers a very large market around the
globe. The company divides its market by Demographic segmentation, through which it
focuses over women over age group of 18 and has high purchasing power. Targeting- The targeting stage is supported by segmentation as at this stage Dove targets
the receptive group form their segmented consumers. Dove targets for all ages of women
also of all shapes and sizes. The targeted audiences of Dove has to have high purchasing