Analyzing Marketing Strategies: Dove & Sure Deodorant Comparison

This report provides a comparative analysis of the marketing mix employed by Dove and Sure deodorants, both targeting women. It examines their respective strategies concerning product, price, place, and promotion, highlighting differences in target markets, pricing approaches (competitive vs. skimming), distribution channels (online and offline), and promotional campaigns (traditional vs. digital). The report concludes with recommendations for both brands to enhance their market performance, emphasizing the importance of maintaining product quality, optimizing product line pricing, and adapting marketing strategies to meet evolving customer preferences. This document is available on Desklib, a platform offering a wealth of study resources including past papers and solved assignments for students.

Principles of marketing
Executive summary
The principles of marketing is the fundamental of marketing ideas which is implement by
the company to promote its goods and services. It helps in determining needs of the potential

customers and generate awareness of products and services in eyes of target consumers. The aim
of this report is to compare marketing mix between Dove (deodorant for women) and Sure
(deodorant for women). The secondary method of research has been used in this report to find
out strategies of product, price, place, promotion and target markets.
Table of Contents
Executive summary..........................................................................................................................2

INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
Comparison of Target Markets...................................................................................................4
Product........................................................................................................................................5
Price.............................................................................................................................................5
Place............................................................................................................................................6
Promotion....................................................................................................................................6
RECOMMENDATIONS.................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
Appendices.....................................................................................................................................10

INTRODUCTION
Marketing is the process by which company's goods and services create demand and
accomplish needs of targeted customers. The principles of marketing is associated with the
logical sequence which determine needs of the potential customers and ensure profits of the
company. The aim of this report is create comparative analysis between Dove (deodorant for
women) and Sure (deodorant for women). Dove is the personal care brand originated by
Unilever in US, it capture high market share in parts of international countries and develop more
sales (Dove marketing mix, 2020). The Sure is the recognised brand of deodorants which is
established in 1908 and capture international markets by effective marketing strategy.
TASK
Comparison of Target Markets
Dove deodorants Sure deodorants
Dove is the premium and trust worthy brand of
Unilever which serve personal care products
like Deodorant. The Dove's target audience
mainly concentrated on highly engaging
women on the digital and social media
platform. The brand focus on females from age
group between eighteen to thirty five who truly
value natural, beauty and healthy products.
They run successful campaign which generate
interest in the eyes of female customers. This
will enhance confidence of women's in Dove
deodorants and increase sales of company. The
company target upper middle class of women
with high income group (Geng and Li, 2018).
They target women and provide them value of
natural beauty by raising their self esteem.
Sure is the international brand of deodorants
from past 40 years which brings innovation
(alcohol free) in its each product range. It
mainly focus on Female teenagers targeted
market. They launch varieties of products and
services in niche market of female teenagers.
They focus on designs patters and variation of
fragrances to capture biggest market share of
female teenagers (Chylinski and et. al., 2020).
The company target low to middle income
class of female. Company target their potential
customers with catchy slogans and generate
sales by satisfying their needs and wants.

Product
Dove deodorants Sure deodorants
The Dove provides high and premium quality
of products and services to satisfy needs and
demand of the market. They provide wide
range of product categories in skin, hair,
deodorants and washing (Dholakia, 2017).
Company develop unique position in its
product range by the help of premium quality.
Dove introduce varieties of deodorants like
Dry Spray which is accepted globally. They
provide unique categories of deodorants sprays
which is scientific tested.
Sure Deodorants is launched by the HUL with
antiperspirants from global product portfolio.
The products is mainly sold in the markets of
UK and Europe. Company deliver good quality
of deodorant sprays without any alcohol.
Varieties of products has been provided like
sure women protection clean scent, Sure
aerosol spray and so on by the company which
satisfy needs and preferences of female
teenagers. It offers fascinating fragrance
without alcohol, so it develop unique position
in minds of female.
Price
Dove deodorants Sure deodorants
Dove deodorants utilise competitive pricing
strategy to achieve competitive benefits. The
Deodorants of dove were launched at premium
price but after low its low demand, company
reduce price of the product. The price of the
products are quite high as compare to other
competitors. Because company provide high
quality and unique features in their deodorants
segments. It generate demand of the brand with
justify actual price of the products. They
ensures effective and engaging quality of the
products. The potential loyal customers prefer
to purchase Dove deodorants due to its quality
The Sure deodorants brand implement
skimming pricing strategy as they launch their
products with high price because of its unique
product categories (alcohol free). This category
of product range is hardly copy by any other
competitors (Antunes, 2020). So company
focus on high price to target their selected
range of customers. The company also provide
heavy discounts on their pricing such as prize
packs worth in order to increase sales of
company. It also conduct luck draw features to
enhance sales activities of customers.

features at affordable price. They adopted mix
pricing strategy in the competitive market. The
prices are governed by competitive prices
because company established pricing as per
availability of competitors products.
Place
Dove deodorants Sure deodorants
The products of dove company are sold almost
80 countries across the globe. They utilise
effective distribution channels of its parent
company (Unilever). The products of Dove
company are transported from factory to their
warehouse (Bae and et. al., 2020). The Dove
deodorants are available in the markets of
general stores, whole-sellers, chemists and
supermarkets. They also distributes their
deodorants in the e-commerce platforms to
increase the reach of mas customers.
The Sure deodorants represent itself as
recognised brand and distributed their products
& services around the globe. The company
offers varieties of products in international
countries like US, Canada, UK, Africa, Japan
and so on (Sure deodorants strategy, 2021).
Apart from this company develop effective
channel of distribution on the online platforms.
This will help them to reach out mass
customers and ensures availability of the
products around the globe. They focus to
customised its current offerings of products as
per particular region. It will improve sales ratio
of company due to global presence of products
and services.
Promotion
Dove deodorants Sure deodorants
The beauty product companies aims to
improve its ideal image in the eyes of mass
audience. Dove promote unique and effective
The Sure deodorants advertise their products
utilising both traditional and unconventional
ways to promote its products and services.

marketing campaign with the help of
promotional strategy (Nur Aina, 2019). They
aspire young women class and develop
effective campaign for the real beauty of
women which raise self esteem and confidence
of women. The company communicate all
women and spread colours of beauty. They
adopted non models in their advertisement
campaigns by promoting videos, short films.
The product positions by personal care by
creating attraction of inner beauty. They target
through effective social media campaign based
on negatives adds (body shamming) to
promote positive message (self esteem) of
company (Williams, Atwal and Bryson, 2019) .
Company uses magazines to target women
readers and create awareness about their
products and services. They adopted
promotional methods like coupons and
exclusive offers to enhance scope of sale. It
develop positive and trust worthy brand in
front of its potential customers.
They launched their first advertisement
campaign in the year of 1920 to advertise their
deodorants sprays. In starting company
promote their brands with the help of sports
athletes brand ambassadors with Olympians.
The company focus on traditional promotional
activities like televisions, radio, magazine,
public relations and so on. They generate
interest in eyes of customers by influenced
brand ambassador. They launch campaign with
the help of celebrities because most of the
customers gets influenced from their favourite
celebrities. The company also start focusing on
online channels of promotion to enhance scope
of sale. They adopt social media marketing to
generate interest of online user through
appealing pictures and videos on post.
RECOMMENDATIONS
As per the secondary research, marketing mix of Dove and Sure deodorants are very
recognised brand which capture international market and provide unique features of products and
services. Some recommendation are provided to the both brands which enhance their sales and
performance level in the competitive market.
 The quality of the products must be maintained by the brand because most the customers
prefer health conscious products. It will help in attracting large scale of customers and

accomplish expectation of customers by matching suitable quality of its products and
services (Shi and Miles, 2020). The regular inspection of the products will improve
overall quality of products and services. It will ensures high experience of customers
which build unique proposition in the minds of customers. Company should increase
more brand category of deodorants in their stores which help customers in accomplishing
its demands and preferences.
 Second recommendation has been done on product line pricing strategy because company
need to established prices of various range of products. It required proper coordination of
pricing among each range of products (Soviar and et. al., 2019) . Through this they can
develop unique level of quality in the eyes of customers. It will help in increasing profits
and turnover ratio of company that improve satisfaction level of customers (Wilson,
2018). By providing productive and unique services company can gain competitive
advantage.
CONCLUSION
From the above report, it has been concluded that principle of marketing is the backbone
of business expansion and build opportunity for future success. The aim of the marketing mix
(product, price, place, promotion) to recognise actual needs of customers and provide unique
products and services as per customer preferences. It will help in building competitive advantage
by promoting products and services through effective channels (Online & offline) of marketing.
The target market must be design as per demand of the market because it will increase the scope
of successful implementation of marketing strategy regarding products and services.

REFERENCES
Books and Journals
Antunes, A.C.C., 2020. The influence of electronic word-of-mouth and brand image on purchase
intention (Doctoral dissertation).
Bae, S and et. al., 2020. The influence of mixed reality on satisfaction and brand loyalty in
cultural heritage attractions: A brand equity perspective. Sustainability, 12(7), p.2956.
Chylinski, M and et. al., 2020. Augmented reality marketing: A technology-enabled approach to
situated customer experience. Australasian Marketing Journal (AMJ), 28(4), pp.374-
384.
Dholakia, R.R., 2017. Internal Stakeholders' Claims on Branding a State University. Services
Marketing Quarterly, 38(4), pp.226-238.
Geng, L. and Li, X., 2018. An empirical study on the relationship between consumption
emotions and brand loyalty. Chinese Journal of Communication, 11(3), pp.267-288.
Nur Aina, M.J., 2019. The influence of green marketing, shariah compliance, customer’s
environmental awareness and customer’s satisfaction towards muslim consumer
purchasing behavior in Kedah (Doctoral dissertation, Universiti Utara Malaysia).
Shi, L. and Miles, A., 2020. Non-effectual, non-customer effectual, or customer-effectual: A
conceptual exploration of the applicability of the effectuation logic in startup brand
identity construction. Journal of Business Research, 113, pp.168-179.
Soviar, J and et. al., 2019. The Presentation of Automotive Brands in the On-Line Environment
—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak
Republic. Sustainability, 11(7), p.2132.
Williams, A., Atwal, G. and Bryson, D., 2019. Luxury craftsmanship–the emergent luxury beer
market. British Food Journal.
Wilson, R.T., 2018. Transforming history into heritage: applying corporate heritage to the
marketing of places. Journal of Brand Management, 25(4), pp.351-369.
Online
Sure deodorants strategy, 2021. [Online] Available through<
https://www.marketingweek.com/unilever-set-to-unveil-sure-deodorants-for-teenagers/
>
Dove marketing mix, 2020. [Online] Available through< https://www.mbaskool.com/marketing-
mix/products/16875-dove.html >

Appendices