Comparative Analysis of Dove and Sure: The 4Ps Marketing Mix (MG412)

This report conducts a comparative analysis of the 4Ps marketing mix (Product, Price, Place, and Promotion) for Dove and Sure deodorants. It begins with an introduction to the 4Ps framework and its significance in achieving organizational goals. The report then examines the target markets of both brands, highlighting their strategies for identifying and attracting their respective consumer bases, including their use of social media and traditional advertising. The product section analyzes the core, formal, augmented, and potential product aspects of Dove and Sure, referencing the Levitt model. The price section discusses the pricing strategies employed by each company, such as competitive and penetration pricing. The place section explores the distribution channels utilized by both brands, emphasizing the importance of accessibility and channel management. Finally, the promotion section details the various promotional methods adopted by Dove and Sure to create brand awareness and increase sales. The report concludes with a summary of the findings and references supporting literature.

Comparative analysis The 4Ps
marketing mix of 2 brands with
similar activity from list given

Table of Contents
INTRODUCTION...........................................................................................................................3
Target market...............................................................................................................................3
Product.........................................................................................................................................3
Price.............................................................................................................................................4
Place.............................................................................................................................................5
Promotion....................................................................................................................................6
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................7

INTRODUCTION
4P's of marketing mix plays an important role in every organization as it helps in
achieving goals and objectives of the company. 4P's consist of product, price, place and
promotion. In the present report a comparison is done between Dove (deodorant for women) and
Sure (deodorant for women).
Target market
A target market is a group of customers which is identified by the people of company and
the managers make strategies or plans to attract customers and increase their sales. All the
companies want to earn profit and for that they make plans to find target audience. It is important
to find target audience because if target audience is not decided then how product will be made
and choices of customers cannot be identified. The main objective of managers to conduct
market research is to identify the group of people who they want to target. Dove is made to
attract females as this is manufacture for females. The target audience for dove is women of age
group between 18 to 35. Their strategy is to attract females with the help of social networking
sites. As nowadays, people are more active on social sites and this is the best way to increase
sales of the company. Sure is made for females and for attracting females of age group 20 to 40
through advertisement such as newspaper, television, magazines (Davari Farid and et.al., 2019).
They have identified their target audience and they make strategies according to that and
give their best to attract customers. It is important to identify target audience so that plans can be
made according to that and goals of the company can be achieved. Both the companies are
making good quality products and there are many competitors in the market. The products of the
company are available online and home delivery services is provided to the customers. Dove is
one of the well known brand across the world and its prices are not so high, people can afford it
and the quality of the product is also good. The companies can make their websites with the help
of Mintel and this will help company in easily identifying target audience and managers of the
organization can make plans according to that.
Product
It can be defined as products that are made by the company to attract customers. When
companies start their business they identify the demand in the market. They conduct market
survey and research in which they ask customers what type of product they want and at what

price. After analysing the situation of the market and gathering information about taste and
preference of customers, then managers make products according to the need in market.
Products should be made according to the need and demand of consumers because they are the
king of the market and it is important to satisfy them. Dove company is making product which
are liked by customers and the company earns profit. Sure is deodorant which is for females and
it is also good quality but as compare to dove, sure is not providing that type of products (Fitriah,
and et.al., 2019).
Levitt model is a model that describes core product, formal product, augmented product
and potential product. The main aim of the model is to satisfy customers by making good quality
products and attract them to purchase the product. According to Levitt model the inner circle
describes core product. The core product refers to actual product that is being made by the
company and it also relates to physical quality and design of the product. The next is formal
product which refers to quality level, features, styling, brand name and packaging. When making
a product managers should make plans for all this (Ngarava and Mushunje, 2019).
It is important to make creative plans to attract customers. As the packaging of dove
deodorant is attractive, as females see the product they are attracted towards it. The next circle is
augmented product, it refers to a product that is designed by the seller to include several benefits
in the product and also add some more features to satisfy the needs of customers. Generally, the
additional benefits are in the form of intangible features and services that helps in purchasing the
product. Potential product refer to as transformation of product and make product which fulfil
the needs of the customer in future. The aim of potential product is to surprise customers in the
future by continuing to augment products (Samanian and Khosropanah, 2017).
Price
There are many ways that can be used by the company, there are many strategies that can
be use by the company to attract customers. Penetration pricing strategy and competitive pricing
strategy can be used so that customers can be attract. There are many different products that are
made by the company and the price of all the products are different. The pricing strategy that is
applied by company for sure deodorant product is penetration pricing strategy in which initially
prices are kept low to attract customers but good quality products are made by the company.

Penetration pricing strategy s used by organizations so that more customers are attracted and
satisfy consumers. In this strategy initially prices are kept low and after sometime prices are
increased so to increase profit of the company. This helps in increasing sales of product and
helps in generating more profit. It also helps in building good image in the market and helps in
gaining competitive advantage. As there are different variety of products available in the market
and all are having different prices (Ikechi and et.al., 2017).
Pricing strategy that is used by dove company is competitive pricing strategy in which
prices of the product are set according to the competitors price or according to the prices in the
market. As customers are used to of products and they will buy the product at any cost. So,
prices of the product are being raised and this increases competition in the market. This strategy
is used by the companies to create brand awareness among customers and attract consumers by
giving advertisements (Sudari and et.al., 2019).
Dove deodorant Sure deodorant
Anti perspirant deodorant 40 ml for £5.60. Anti perspirant deodorant cream 45 ml for
£6.65
Anti perspirant deodorant 50 ml for £7.60 Anti perspirant cream 50 ml for £2.75.
Place
While making product manage has to decide that where they have to store the product like,
warehousing , any place where products that are prepared can be kept and they are safe like they
did not get waste. Distribution channel which should be used by the company so that products
reach to the customers. There are various channel pf distribution can be used like, wholesalers,
retailers, or with the help of any agent. Channel management refers to the process where the
company make or develops various techniques and strategies that can be used to reach more
customers by covering wide area of network. The channels are nothing but the ways by which
company can sell its products and increase its sales. Dove and sure deodorant products are
available at every department al store, people can easily buy the product. These are not luxury
brands that are not available easily. These products are available easily in the market and almost
all the shops are having these products. These are good quality products and having good image

in the market. Both the companies should take necessary steps for the storage of products and
distribution channel should be strong so that more customers can be attracted. Consumers can
buy products online also as home delivery services are provided by both the organizations (HR
and Aithal 2020).
Promotion
For promoting the product there are many ways that products can be used by the company
so that sales of products can be increased and it helps in creating good image in the market.
Promotion of the products should be done so that it helps n creating brand awareness among
customers and convince them to buy the product. Dove company promotes it products through
advertisement which is given on social networking sites as people are more active on social sites
and they are attracted towards buying the product. Both the companies make plans or strategies
to promote the product. It helps in building good reputation in market and attract customers
which helps in increasing productivity of the organization. Promotion is important element of
marketing mix which helps in increasing the sales of the product and also creates good image in
the market. It is important to make plans or strategies for promotion of products and generate
more profit (Dadzie and et.al., 2017).
CONCLUSION
From the report it can be concluded that, the 4P’s of marketing are important i.e., product,
price, place and promotion. Before deciding which product should be made managers has to
conduct market research to identify demand and need of customers and according to that product
is made. Prices are decided on the basis of products that are made and how much people can
afford. Place can be refer to distribution channels that is used by companies to provide products
to the customers. Further, promotion is important aspect of marketing mix as it helps in
increasing sales of the company. This helps in building good image in the market.

REFRENCES
Books and Journals
Dadzie, K. Q.,and et.al., 2017. How firms implement marketing strategies in emerging markets: An
empirical assessment of the 4A marketing mix framework. Journal of Marketing Theory and
Practice. 25(3). pp.234-256.
Davari Farid, R.,and et.al., 2019. Marketing mix for the promotion of biological control among small-scale
paddy farmers. International Journal of Pest Management. 65(1). pp.59-65.
Fitriah, A. W.,and et.al., 2019. The effects of marketing mix on small fish farming business
performance. Revista Publicando. 6(19). pp.1-16.
HR, G. and Aithal, P. S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters (IJAEML). 4(1).
pp.191-218.
Ikechi, A.,and et.al., 2017. Marketing Mix Concept: Blending the Variables to Suit the Contemporary
Marketers. International Academic Journal of Management and Marketing. 9(1). pp.55-65.
Ngarava, S. and Mushunje, A., 2019. Marketing mix strategy determinants in pork-based agri-businesses:
Experiences from Zimbabwe. Acta Commercii. 19(2). pp.1-9.
Samanian, M. and Khosropanah, A., 2017. A study of the application of marketing practices in the
provision of the information services based on 4Ps marketing mix model. Case study: academic
libraries in North Khorasan Province. Qualitative and Quantitative Methods in Libraries. 5(4).
pp.755-775.
Sudari, S.,and et.al.., 2019. Measuring the critical effect of marketing mix on customer loyalty through
customer satisfaction in food and beverage products. Management Science Letters. 9(9).
pp.1385-1396.