Comparative Analysis: Marketing Principles of Dove and Sure Deodorants

This report provides a comprehensive comparative analysis of the marketing principles employed by Dove and Sure deodorants, both manufactured by Unilever. The report delves into the core elements of the marketing mix, including target market analysis, product strategies, pricing methodologies, and distribution channels. The target market sections examine how each brand segments its consumer base based on factors such as age, education, hobbies, TV programs, and lifestyle. The product section explores the features and positioning of Dove and Sure, referencing the Levitt model of customer value. Pricing strategies, including deep discounting and competitive pricing, are also discussed. The place section details the distribution channels used by each brand, including retail stores and private display outlets. The report concludes by emphasizing the importance of the marketing mix in achieving organizational objectives. The report references marketing principles and provides insights into the strategies employed by these leading brands in the deodorant market.

Principles of
Marketing

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Target market.........................................................................................................................3
Product...................................................................................................................................4
Price........................................................................................................................................4
Place.......................................................................................................................................5
CONCLUSION..........................................................................................................................5

INTRODUCTION
Principles of marketing can be defined as a system which is used by organisation in order to
identify the current requirements and performing its function according to an appropriate
marketing mix (Palmatier and Crecelius, 2019). In the current report comparison between two
brands which are dove and sure. This is deodorant for women which are manufactured by
Unilever. The other side sure is also in deodorant which is related to women's perfume
category. This report consist discussion about the target markets of the brands as well as
product, price and place.
MAIN BODY
Target market
Dove Sure
In context of dove, it is a woman body
deodorant which is sold by Unilever at global
level. It is a multinational organisation which
used to target its customer in an appropriate
manner (Bonaparte, 2019). Targeting is a
prime function of each and every strategy
where it includes number of tactics which are
adopted by the organisation in order to
decrease their own. In context of the current
brand, organisation always considers
different aspects to target the customers. All
these are discussed below:
 Age: at the age factor organisation is
targeting customer from age group of
18 to 60. Where it change the product
type according to the requirements of
customers. Organisation used to
provide high intensity perfumes to
age group 18 to 40 where it provide
low smell perfume to age group of 40
to 60.
 Level of education: Under this factor
of targeting the customer,
organisation is using appropriate
strategy where it used to spread
awareness about the product by using
both verbal and nonverbal
communication methods to target
both literate and illiterate individuals.
 Income group: under this organisation
following middle pricing policy
which doesn't impact on any kind of
income group. Every woman can buy
In case of sure deodorants, organisation is
also using targeted function in order to target
customers within the market achieve its
objectives regarding selling a product with
the market (Porral and Stanton 2017). Order
to satisfy the customer organisation also uses
various strategies to target the customer
where it divide its customer according to
their hobbies TV programs and lifestyle. All
of these are discussed below.
 Hobbies: hobbies major system which
can be used by organisation in order
to target the customer within the
market. Sure deodorant is using this
technique by providing free samples
to the customers and identifying their
hobby to use the perfume and good
smell.
 TV program: TV program is also an
effective system which can be used to
target the customer within the market.
This organisation can use current
popular TV program in order to
promote the deodorant. Under this,
organisation can use to identify the
current requirements and where is the
function according to deeds so that it
can easily target the customers
according to the TV programs which
they like most.
 Lifestyle: this is also in function
which can be used by organisation in
order to the customers in maintain

dove deodorant from any class. appropriate system. Under this
targeting system, shop deodorant use
appropriate strategy which help in
maintaining and identifying the
lifestyle and providing variety of
perfumes to the customer according
to their lifestyle
Product
Dove Sure
Dove has a defective product in the range of
deodorant which attracts number of
customers in the current business
environment. It is an appropriate brand which
can be seen from Levitt model of customer
value hierarchy (Berkowitz, 2016). This
model is linked to satisfaction level of
customer where each upper level contains a
previous one. According to author it is also
system of innermost level benefit which
helps in satisfying the needs and
requirements of customers. In context of
dove deodorant, this day you're dead are in
the growth stage where there is continuously
increasing sale as well as cost for customer
will also fall by rising in profits.
In context of sure deodorants, cricket be seen
that the brand is in maturity level where our
organisation is achieved a pixel and
appropriate cost per customer which is
lowest. Here, organisation is also improving
its profitability but covering the mass market
and stable number of competitors. Benefits
which can be availed by the organisation in
order to achieve its objectives while
performing the marketing mix function. This
is trying to portrait an appropriate brand
value with the market which will help in
improving the functions as well as achieving
the objective in a time (PHILIP and
KOTLER, 2020). Organisation can also
provide a large number of product ranges the
customer by serving its existing channel and
improving its functions according to the
needs and requirements. This become
essential for the organisation like your added
to target the women in the market where it is
trading and performing those functions which
are helpful in managing the finance and using
effective cost development techniques
Price
Dove Sure
In context of dove organisation is using
appropriate system in order to maintain the
pricing strategies. This function organisation
is trying to establish an appropriate tools and
techniques (Eastman, 2017). These tools and
techniques are related to providing an
appropriate price for its deodorants which is
based on the flavour of deodorant which it
offered to the customer. Organisation is
focusing on deep discounting policies for
In context of sure deodorant, organisation is
focusing on providing competitive prices to
the customers. Order to this organisation will
launch its product in different varieties which
will support effective pricing according to the
needs and requirements of customer.
Organisation is also going to launch pocket
perfume to target economically weak or those
customers who want low quantity of product.
This is helpful to the organisation in adopting

online stores where it can easily promote the
product in the beginning. Support the
launching of the product and will help the
dove deodorant to be used for women and
attracting them by providing offers in price
discount. This can be seen that organisation
is going to use the policy of deep discounting
on prices to impress the customer and attract
them toward the organisational products and
services.
that kind of pricing strategy which is helpful
in providing the products in small units and
selling it to the customer by using lower
prices. Organisation follows up mix pricing
strategy in order to provide its perfume and
deodorant to women. Charge price for adding
to the flavour of added which is provided to
different individuals.
Place
Dove Sure
Place it is an important function which is
related to using appropriate channel to
distribute the product and supply it to the end
users for achieving objectives and managing
the profitability according to the needs and
requirements. This is because Unilever is
operating its products and services from long
period of time which provide a well existed
marketing channel which can be used to
market the product in the current business
environment. Hero organisation will use to
store the product in different stores which are
available at city capitals. Organisation is
going to target a large number of customers
where it is required to store these products in
an appropriate space (Serrat, 2017). Context
of product organisation is also going to
provide private display outlets which include
information about the products at different
grocery shops and various other shops near
these products can be sold.
In context of sure deodorant, magician is
going to store this deodorant in the existing
stores of the organisation. This is because
there are a large number of distribution
channel which is followed by organisation to
sell its products and services within the
market where it is trading or wear it want to
expand its business functions (Chautard and
Collin-Lachaud, 2019). It is essential for the
firm to achieve its business objective and
perform each and every function according to
the needs and requirements. This is very
appropriate system and will boost the
profitability of the firm according to the
current requirement of distribution channel.
Organisation is also going to improve its old
relations in order to maintain and implement
the product to different stores for achieving
the objectives.
CONCLUSION
It can be concluded from the above-mentioned information that marketing mix is an
essential function which has to be performed by the firm in order to achieve its objectives and
manage the function of different individuals. The system is used by the firm in order to
achieve the objectives and managing those functions which can be elite to Organisation and
its functioning. This can also see that there are various features which are adopted at the
different marketing mix sectors like target market product price place various others achieve
the objectives and marriage in the functions according to the current trends within the
environment.

REFERENCES
Books and journals
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