Marketing Mix Strategies: A Comparative Report on Dove and Sure

This report provides a comparative analysis of Dove and Sure, two popular deodorant brands marketed towards women, based on the 4Ps marketing mix (Product, Price, Place, and Promotion). It identifies the target markets for each brand, highlighting Dove's focus on women aged 18-35 concerned with personal care and Sure's broader focus on active teenagers and young adults. The report examines the product attributes, including unique packaging, ingredients, and brand personality, using models like Lewitt and Aaker. Pricing strategies are compared, noting Dove's premium pricing approach versus Sure's market penetration strategy. Distribution channels and promotional activities are also analyzed, contrasting Dove's focus on brand image through campaigns and Sure's emphasis on online platforms and cost-effective marketing. The report concludes that an effective marketing mix is crucial for achieving desired goals and increasing sales, emphasizing the power of promotional strategies in brand success. The document is available on Desklib, where students can find a wide array of study resources, including solved assignments and past papers.

Individual report The
4Psmarketing mix

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Target market :.............................................................................................................................4
Product:........................................................................................................................................5
Price:............................................................................................................................................5
Place.............................................................................................................................................6
Promotion:....................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX:.....................................................................................................................................9

Executive summary.
. .The aim of the report was to compare the two deodorant brand dove and sure that are especially
made for the women based on the current market demands. Further the report had analysed the
two on the basis of the marketing mix that is been followed by both the companies. Moreover,
certain conclusions in the end of the report has also been drawn based on the marketing strategies
of both the firms.

INTRODUCTION
Effective marketing helps in considering the broad range of aspects along with achieving
the set targets in the best manner. The present report is based on dove that is most valuable brand
that sells variety of products. Similarly, the study is also based on the Sure that has wide range of
products that are made available to diverse groups. Further the report will identify the certain
marketing mix that is followed by both the brands through a comparison that make the brands
different from one other. Lastly various promotional techniques that are adopted by both brands
in conquering the large market will also be analysed in detail under this report .
MAIN BODY.
Target market :
In context of dove it is known that it is targeted to all those individuals that are concern
about taking care of hair, body and physical well-being. Moreover, products are mainly for those
women that are active on social media and are in age group of 18-35. Similarly, in the case of
dove deodorant it is mainly made for the women's that are mainly of working class so that they
could remain fresh and dry all day as it comes with delicate fragrance (Mintz and et.al., 2021)
Further, this segment of the deodorant is chosen by dove only because it consists so individuals
that follow the lifestyles of being highly engaged in going at certain places and thus have high
chances of the increasing the sales of the company. Thus, this age group will help the firm in
increasing the market share of any country that have variety of options available in the market.
In relation to Sure deodorant the target market that is been decided by the company is
18-34 that are likely to purchase the products that are offered by the quoted firm. Also, the sure
company is focusing actively on the needs of the teenage group because t is actively involved in
various activities like going to high school, parties, performing social work etc. (Hanssens and
et.al., 2018). Thus, it can be said that such estimates made by the company will help to generate
revenues for the firm as it is able to cover the large market areas that are highly engaged in social
activities like watching TV, videos etc. (Ourahmoune , 2020). Hence, such segmentation by the
firm will help to analysis closely the needs of the group and accordingly certain requirements of
the educated group can be met in the future. Thus, target group for this firm could be changed if
any new variant is launched by the firm.

Product:
The dove deodorant has been selling high quality goods that are completely different
from that of competitors. Also, each product of the dove are completely unique in packaging and
its size. The deodorant is enriched with moisturizing cream that is alcohol free and paraben free.
Further the product is made with skin friendly formula so that all skin types can be easily
consumed this product (Zhang and et.al., 2020). Using the Lewitt model it can be said that core
benefit of removing the odour is served along with necessities such as reasonable priced and
easily available. Further, the last level like mild smell and gender specific could be the major
advantage to the firm. Thus, using Aaker brand personality it can be said that brand falls in the
Sincerity group so that better customer relationships could be established in the long run and
also effectively become the part of societal group (Pantano, Priporas and Migliano, 2019)
In the sure deodorant it can be said that brand sells all the products that are of premium
quality and works real good even in cases that when there are lot of problems. Further, the
deodorant come in unique design that offers look of modern, feminine and sleek. The packaging
of the product is clean and confident and it comes in various shades such as blue, green, pink,
purple and much more that smells differently (Wichmann and et.al., 2021). According to the
Lewitt model it can be said that the product core benefits the brand serve is that it has more
lasting odour and wetness protection that repairs the skin and make it smooth. Further, by
applying the Aaker brand personality frame work it can be said that brand values that the firm
holds is excitement that allows the firm to be imaginative, inspiring and edgy so that new
products could be offered in specific time frame.
Price:
Dove deodorant 50ml 1.50 pounds (680.39 gram)
Sure deodorant 100 ml 1 pounds (453.59 gram)
Sansex 100 ml 1.50 pounds (680.39 gram)
Nivea 250ml 1.60 pounds (725.75 gram)
From the above chart it can be said that the pricing strategy that has been adopted by the
dove is premium pricing for this deodorant as it has to maintain its brand image among the rest
of the competitors in the market (Hanaysha and et.al., 2021). However, it can be seen that the

difference in the prices of deodorant is not very more than others as the dove is focused on
conquering the large market due to existence of number of other options available in the market.
Also, this strategy would allow the firm to crate more brand awareness in-spite the threat of
limited customer base where there could be either high revenues or very low returns depending
upon the liking of the product in the market.
On the other hand it can be said that Sure company is more interested in adopting the market
penetration strategy so that it could enter into the markets through lower prices and gradually
increasing according to the rest of the competitors in the market. Further, such pricing strategy of
sure allow the firm in establish as strong consumer base in the market (Dove Marketing Strategy
& Marketing Mix (4Ps), 2019). Moreover, such strategy is adopted by the sure so that more loyal
customer base could be developed so that long term profits could be ensured that will help in
increased good will of the company.
Place
Channel management is activity that helps the firm in handling stream through which the
product is been sold in the market. In context of dove most of the products are sold in 80
countries. Various distribution channels are been used such as agents, retailers, suppliers etc. and
are made available on all online and offline platforms that includes supermarkets, stores, whole
sellers etc (Bradford and Boyd , 2020). Further, with the online platforms the product have
catered the need of each households living in different regions of the country. The dove
deodorant is luxury brand and hence the distribution is made limited as it caters needs of the
specific group only. Further, the company is maximizing the revenues through keeping the prices
little higher than the other competitors.
In the case of sure it can be said that there are various distribution channels that are
adopted by the firm such as retailers, suppliers, and wholesaler etc. so that product could be
reached to as many people as possible. Furthermore, the brand is focused on maximizing the
returns from various parts of the country through increasing the distribution strategy so that
goods could be made in timely manner without any delay. Moreover, the firm also has made the
product available on the online platforms where so that customers could easily get the product on
the basis of some offers and discounts (Venaik and Midgley , 2019). For example : Tesco and
Sainsbury website offer this deodorant with some exiting offers during the festive seasons so that
high sales could be made.

Promotion:
Dove is very efficient in the promotional strategies and is very active in making the
people ware of the brand through launching various programmes and campaigns. Also, in recent
campaigns for real beauty was made to focus on the self-esteem of the women. Further, it
celebrates the diversity in every individual. Also, it uses the TV and magazine to promote its
products. Further, more it uses the various promotional methods such as coupons and exclusive
offers during the season time so that people are more attracted towards its products. Marketing
strategy of the firm is also comparatively very high as huge investments are made on digital and
print (media) than in comparison with the sure or others.
In the context of Sure the company promotes its products on various online platforms
and social media channels such as Facebook, twitter and Instagram etc. so that wider reach is
gained. Further, marketing of this brand is done through content marketing, promotions, event
sponsoring, email marketing and much more. Thus, it can be said that to build the customer base
the firm is involved in making the prices more effective than spending more on developing
digital marketing techniques so that goods could be sold on large scale. Thus, through adopting
various promotional tools the firm is able to influence more number of potential customers' so
that the sales could be increased and the brand could stay ahead in the competition.
CONCLUSION
From the above report it can be concluded that effective marketing mix could allow the
firms to achieve the desired goals in systematic manner. Also, elements of marketing mix such as
product, price, place and promotion also affects the sales of the company to the large extent.
Moreover, the study had identified the two new products that are launched in the market for the
women by dove and sure respectively. Also, effectiveness of both the brands is done on the basis
of the marketing mix that is been followed by the brands. Lastly, the study has identified the
power of promotional strategies in making the brands a success.

REFERENCES
Book and Journals
Bradford, T. W. and Boyd, N. W., 2020. Help me help you! Employing the marketing mix to
alleviate experiences of donor sacrifice. Journal of Marketing. 84(3). pp.68-85.
Hanaysha, J. R. and et.al., 2021. Importance of Marketing Mix Elements in Determining
Consumer Purchase Decision in the Retail Market. International Journal of Service Science,
Management, Engineering, and Technology (IJSSMET). 12(6). pp.56-72.
Hanssens, D. M. and et.al., 2018. Consumer attitude metrics for guiding marketing mix
decisions. In LONG-TERM IMPACT OF MARKETING: A Compendium (pp. 557-600).
Mintz, O. and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Ourahmoune, N., 2020. Product design and creativity. In Marketing Management (pp. 328-342).
Routledge.
Pantano, E., Priporas, C. V. and Migliano, G., 2019. Reshaping traditional marketing mix to
include social media participation: evidence from Italian firms. European Business Review.
Venaik, S. and Midgley, D. F., 2019. Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing.
Wichmann, J. R. and et.al., 2021. A global perspective on the marketing mix across time and
space. International Journal of Research in Marketing.
Zhang, L. and et.al., 2020, February. Preparation and application of a silver deodorant. In IOP
Conference Series: Earth and Environmental Science (Vol. 450, No. 1, p. 012044). IOP
Publishing.
Online
Dove Marketing Strategy & Marketing Mix (4Ps). 2019. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/products/16875-dove.html>.

APPENDIX:
Market share and sales of the deodorants