This report provides a comprehensive comparative analysis of the 4Ps of marketing (product, price, place, and promotion) for Dove and Sure deodorants. It begins with an executive summary, outlining the key findings, which are primarily based on secondary research. The report delves into the target markets for each brand, creating customer profiles based on demographics and lifestyle choices. The analysis then examines the product strategies, highlighting the core benefits and augmented features of each deodorant, along with their brand personalities. The place (distribution) strategies are discussed, including the brands' online and offline presence. Pricing strategies, including value-added pricing and bundled pricing are analyzed. The report also explores the promotional activities of both brands, including their use of television commercials, print ads, and online campaigns. Finally, the report concludes with recommendations for both brands, suggesting improvements in customer feedback, ingredient marketing, localized product offerings, and product diversification. The report uses the Levitt model and Aaker personality models to explain the brands effectively. The report includes figures and references to support its findings. This assignment fulfills the requirements of MG412 Principles of Marketing, focusing on secondary research and academic writing.
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