Marketing Mix Analysis: Dove and Sure Deodorants (MG412, 2020)

This report provides a comprehensive analysis of the marketing strategies employed by Dove and Sure deodorants, focusing on the application of the 4Ps marketing mix: product, price, place, and promotion. The report begins with an executive summary outlining the research objectives and methodology, which includes secondary and observational research to examine trends in both brands. A detailed comparison of the target markets for Dove and Sure is presented, highlighting similarities and differences in age groups, gender, income levels, education, social class, lifestyles, and promotional strategies. The product sections delve into the core functionality, expected attributes, augmented features, and potential benefits of each brand, using Levitt's and Aaker's models to analyze their brand personalities. The pricing strategies of Dove and Sure are examined, with Dove utilizing a competitive pricing approach and Sure employing a value-based pricing strategy. The report then explores the distribution strategies of both brands, including channel management, types of stores, and mass production versus targeted distribution. Finally, the promotional strategies of Dove and Sure are compared, including their use of television advertisements, social media, sales incentives, and brand positioning. The report concludes with a summary of findings and recommendations for improving the application of the 4Ps marketing mix for both brands.

RUNNING HEAD: MARKETING 0
PRINCIPLES OF MARKETING
Mariana Ramona Neagoe
Id: 21907146

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Executive Summary
The aim of the report is to analyze the usage of 4Ps marketing by the brands Dove and sure. The
methods that are used for research are secondary and observational to analyze various trends in
the brands. The brands of the deodorant are focused on assuring the best quality of the products
to the target segment through the effective usage of 4Ps

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Contents
Introduction......................................................................................................................................4
Comparison of Target market......................................................................................................4
Products of the brands..................................................................................................................5
Pricing of the deodorants.............................................................................................................5
Places...........................................................................................................................................6
Promotion.....................................................................................................................................8
Conclusion and recommendation....................................................................................................8
Bibliography..................................................................................................................................10
Appendices....................................................................................................................................11

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Introduction
Deodorants are the important parts of a women‘s life as it adds to their personality with a
beautiful fragrances. In market, various brands of deodorants have come up ensuring the best
customer services to their target segment. Every brand of deodorant entices the customer
segment with its creativity that helped them understand the values it provides to them (Anastasia,
2015). On one hand Dove, deodorant for women entices them through its high-class fragrance
that can take the breathe away from its co-workers while Sure Deodorant entices women through
its sweet fragrance that can help them in initiating the love romances. Such type of
advertisements targets the mindset of the people with the high-class creativity so that the sales of
the consumers shoot up (Escobar-Rodríguez, 2017). The following report will be discussing
about the target market and four Ps. of marketing of dove and sure deodorants for women.
Comparison of Target market
Theses deodorants for women have the some kind of similarities in the market they target
but there are something that makes them different
Dove deodorants for women-
Age- The age group targeted by the Dove deodorant is 17-35 years (Nasr & Gruber, 2018).
Gender- The dove deodorant targets solely women. It has never targeted men before.
Personal Disposable income- The personal disposable income people it targets is usually above
the middle range. It focuses on those income groups of individuals whose earnings are able to
satisfy more than basic needs (Sun, Yoo, Park, & Hayati, 2019).
Level of education- the deodorant targets the educated individuals of the society as in some of
advertisements; it focuses on the scientific claims of the products
Social class- the middle and upper class individuals are usually targeted by the brand
Lifestyle- working women or highly responsible and educated women of the society
Promotion- it reaches out to target segment through advertisements on TV, print media, and sales
incentives (Beuk, 2016).

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Sure Deodorants for women
Age- the age group targeted by the sure deodorant is 17-35 years (Nasr & Gruber, 2018).
Gender- As of now sure deodorants targets both males and females.
Personal disposable income- sure deodorants targets the individuals having middle to upper
disposable income. It is less expensive when compared with dove.
Level of Education- sure deodorant also targets the educated individuals of the society.
Social class- It targets the middle and upper segment of the people.
Lifestyle- it focuses on a next to doorwomen and also a working women of the society.
Promotion- it focuses on the promotion of products through sales incentives, social media and
role-plays (Escobar-Rodríguez, 2017).
Products of the brands
The brands of Dove and Sure targets the women consumers through their attractive
product design and packaging. The dove brand entices the consumers through the dove-based
symbol while sure uses the blue tick-mark to display the professionally of the product. There is
difference between both brands of the functionality level (Lloyd, 2010). Dove focuses on
providing the alluring fragrance with motive to develop the self-esteem of the women while sure
deodorant focuses on providing confidence to the women with sweat-free underarms.
The emotional message the product gives is also different. The dove focuses on
improving the long-term self-esteem of women while sure focuses on giving short-term
confidence to women via sweat free underarms and body in a meeting or on date (Pera, 2016).
Looking at the brands from Levitt’s model-
Dove Levitt’s model
Core-The core functioning of the product is providing fragrance
Expected- it is expected out from the product that it will satisfy all the qualities of a deodorant
that is good long hour’s fragrance

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Augmented- attractive product packaging, fragrances of different kinds.
Potential- confidence, thrill, risk taking and high self-esteem (Nasr & Gruber, 2018).
Sure Levitt’s model
Core-The core functioning of the product is providing fragrance
Expected- it is expected out from the product that it will satisfy all the qualities of a deodorant
that is good long hour’s fragrance and sweat proof body
Augmented- attractive product packaging, fragrances of different kinds.
Potential- Boldness, confidence, attitude of taking bugger challenges and fights.
According to Aaker model personality type, dove belongs to the personality type of
sophistication while sure belongs to the personality type of excitement (Nobbs, 2015).
Pricing of the deodorants
Dove pricing
Dove Deodorants
1 150ml 1.49pounds
2 250ml 2.99pounds
The pricing strategy that is used by the dove is competitive pricing which is concerned
with fluctuating prices of the products according to the strategies used by the competitors.
Initially when dove came into market, their products were highly expensive but due to the
decreased demands of the products, the prices of the products came down (Lloyd, 2010). The
prices of the products keep changing according to the competitors ever- changing strategies and
policies regarding prices. The change will result better achievement of the results thus leading to
affected sales and attitude of the target segment (Pera, 2016).
Sure pricing
Sure Deodorants
1 150ml 1.20
2 250ml 2.25

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The sure products are comparatively less expensive than dove. The pricing strategy used
by the sure deodorants is value based pricing. Value based pricing is concerned with the pricing
the product according to the values its provides to the consumers in an effective manner (Nobbs,
2015). The value based pricing helps in charging the prices that makes them understand its
importance in effective manner. the value based pricing is not concerned about its competitors as
it simply focuses on the type of the additional benefits it is providing to the consumers .
Places
Places elements are concerned with channel management strategies used by the brands so that
the right target segment could be catered to.
Dove product distribution
Dove Deodorant is uses the channel used by the parent company that helps in the
effective distribution of the products in a manner, it reaches out the right target segment. The
types of stores that stock these products are supermarkets, departmental stores, retail outlets, and
grocery stores. These stores results in better achievement of the targeted sales objectives of the
company (Sun, Yoo, Park, & Hayati, 2019). The other reasons are the high availability of the
consumers in these areas. The distribution of the Dove products is a mass production as the
company has maximized the production to various market segments and it is not a luxury brand
where its distribution is limited to certain areas. The dove ensures that it products reaches to
every market segment (Sun, Yoo, Park, & Hayati, 2019).

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(Strategic Management, 2013)
The pictures communicate to the brand a value is providing high self esteem to the target market
segment through their highly customized products.
Sure products distribution
The channel management s used by the sure products is the two way channel where the
retailers and agents are involved in distribution of products. The types of stores that stock these
products are supermarkets, departmental stores, retail outlets, and grocery stores. These stores
results in better achievement of the targeted sales objectives of the company (Sun, Yoo, Park, &
Hayati, 2019). The other reasons are the high availability of the consumers in these areas. The
company focuses on the mass distribution of its products where it gets to every target segment, it
targets to the consumers not a luxury brands that targets the consumers.

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(Sun, Yoo, Park, & Hayati, 2019)
In the above picture, the sure products are kept besides the dove product that communicates the
surety to which it frees the body from the bad odor.
Promotion
The brands uses different ways of promote their products so that the consumers find them quite
attractive to purchase it.
Dove promotion strategy
Dove has used various types of advertisements on televisions that claimed the scientific
evidences of the products. It has used the advertisements creatively just to entice the target
consumers where the working women are shown chasing the responsibilities of life. Besides
these, the dove has also conducted various events on women empowerment where it donated
large sum of money for the women betterment (Sun, Yoo, Park, & Hayati, 2019). It has also used
sales incentives programs to attract the sales of the products. The dove is positioning in the
minds of the people as highly sophisticated products that focus on ensuring the high level of
consumer satisfaction (Sun, Yoo, Park, & Hayati, 2019).
Sure promotion strategy
Sure has also advertised on televisions where it focuses on the confident woman who is
capable of achieving great heights in career with her fragrant body (Pera, 2016). Besides

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advertisements on televisions, the sure also used social media extensively to reach out the target
segment in the best possible manner. it has also conducted various events or programs that tastes
the interest of the people in the best manner. the brand positioning of the sure products are
affordable luxury for many (Siamagka, 2015).
Conclusion and recommendation
The brands have extensively focused on applying the 4ps after looking and the
characteristics of the selected target market. The dove focused on achieving the effective use of
the Ps in a manner that these people find it easy to purchase its products. According to the usage
of the 4Ps, the dove has been more successful in application of 4 Ps when compared with sure as
it has extensively conducted market campaigns to achieve it. There are various ways through
which the brands can improve their usage of 4ps is by understanding the target segment in the
most effective manner so that better strategies could be developed to solve the issues.

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Bibliography
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July 12, 2019, from cleverism: https://www.cleverism.com/major-approaches-models-of-change-
management/
Beuk, F. (2016). Sales simulation games: Student and instructor perceptions. Journal of
Marketing Education , 38 (3), 170-182.
Escobar-Rodríguez, T. (2017). Facebook practices for business communication among fashion
retailers. . Journal of Fashion Marketing and Management: An International Journal , 33-50.
Lloyd, A. E. (2010). The devil wears Prada or Zara: A revelation into customer perceived value
of luxury and mass fashion brands. Journal of Global Fashion Marketing , 1 (3), 129-141.
Nasr, L. B., & Gruber, T. (2018). Developing a deeper understanding of positive customer
feedback. Journal of Services Marketing, , 142-160.
Nobbs, K. F. (2015). An exploration of fashion visual merchandising and its role as a brand
positioning device. Journal of Global Fashion Marketing, , 6 (1), 4-19.
Pera, R. G. (2016). Who am I? How compelling self-storytelling builds digital personal
reputation. Journal of Interactive Marketing , 44-55.
Siamagka, N. T. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and
empirical testing. Journal of International Marketing , 66-86.
Strategic Management. (2013, December 20). McKinsey 7s Model. Retrieved August 15, 2019,
from strategicmanagementinsight: https://www.strategicmanagementinsight.com/tools/mckinsey-
7s-model-framework.html
Sun, J., Yoo, S., Park, J., & Hayati, B. (2019). Indulgence versus restraint: The moderating role
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financial performance. Journal of Global Marketing , 83-92.

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Appendices
(Beuk, 2016)

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(Siamagka, 2015)