MG412 Coursework 1: Comparing Dove and Sure Deodorants' Marketing Mix

This report presents an in-depth analysis of the marketing strategies employed by Dove and Sure deodorants for women, focusing on the application of the 4Ps marketing mix: Product, Price, Place, and Promotion. The report begins with an executive summary and introduction to the marketing mix concept, highlighting how Dove and Sure target their respective markets. It then delves into the segmentation, targeting, and positioning (STP) of each brand, examining their demographic and psychographic profiles. The core of the report analyzes each element of the marketing mix. For Product, it discusses the product policies, features and branding. The Price section explores pricing strategies, including competitive pricing and promotional offers. Place examines distribution channels, accessibility and market reach. Finally, Promotion covers advertising, promotional campaigns, and brand ambassador strategies. The report concludes with a summary of findings, emphasizing the crucial role of marketing strategies in product success and providing references to support its claims.

4 P’s of
Marketing

EXECUTIVE SUMMARY
The report focuses on the Marketing mix strategies of Dove Deodorants for Women and
Sure Deodorant for Women. The report focuses on the target market of both the brands which
are Dove and Sure Deodorants for women. The report focuses on the product policies of both the
brands along with the pricing strategies adopted by Dove and sure. The report further describes
the Place or the distribution strategies of Dove and Sure. The distribution strategy helped in
ascertaining the availability and accessibility of the products in the market. The report further
explains the Promotional strategies adopted by Dove deodorants and Sure Deodorants in order to
communicate with the target market.

Contents
EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................4
TASK 1.......................................................................................................................................................4
Target Market of DOVE and Sure...........................................................................................................4
TASK 2.......................................................................................................................................................5
Marketing strategies of DOVE and SURE in terms of Product Policies..................................................5
TASK 3.......................................................................................................................................................5
Marketing strategies of DOVE and SURE in terms of Pricing Policies...................................................5
TASK 4.......................................................................................................................................................6
Marketing strategies of DOVE and SURE in terms of Distribution Policies...........................................6
TASK 5.......................................................................................................................................................6
Marketing strategies of DOVE and SURE in terms of promotional Policies...........................................6
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................8

INTRODUCTION
Marketing mix is referred to the tools that are utilized by an organization to promote their
products in the different target markets. Marketing mix is a strategy which consists of various
marketing tools that an organization uses with an aim to achieve their marketing objectives. The
marketing mix tools are popularly known as 4 P’s. These help in analyzing the market through
Product, price, promotion and place. The report focuses on the marketing mix of 'DOVE' and
'SURE' Deodorants for women. 'DOVE' is a personal care brand which is owned by Unilever
whereas 'SURE' is an antiperspirant feminine deodorant and is presently the highest selling
deodorant brand in UK. The market share of Dove is 3.5% in metros whereas, Sure is the
Highest selling deodorant with a turnover of 73.6 million British pounds. The report emphasizes
on the in depth study of the markets of Dove and Sure through STP (Al-Surmi, Cao and Duan,
2020).
TASK 1
Target Market of DOVE and Sure
BASIS DOVE SURE
SEGMENTATION Dove focuses on the segmentation on
the basis of demographic. Under
demographic segmentation Dove
lays emphasis on the women who
belong to age group of Adults i.e. 18
years of age. The women who use
beauty products and are aware of the
beauty and skin care are under the
market segmentation of Dove. Dove
focuses on the women belonging to
the upper middle class with high
purchasing power.
Dove focuses on psychographic
segment as well where it targets to
create and maintain a psychology
that beauty comes in all shapes, size
and ages. Dove wants women to
believe that they are beautiful in their
own way.
Sure focuses on the Demographic
segmentation where it focuses on
the females who belong to the age
group 13 to 35 years. Dove focuses
on the females who are trend and
fashionable also who are active in
terms of physical exercise.
Sure also focuses on the Behavioral
Segmentation where Sure
deodorants emphasizes on the
population who wish to stay fresh
and feel odorless and to get rid of
darker underarms (Cohen and et.al.,
2015).
TARGET Dove Deodorants for women Targets
women of all shapes, size and age.
Sure deodorants for women targets
women who are between the age of

The focus of Dove is on the working
women who cannot spare time for
their skin care regimes. Also Dove
targets on the people of high income
groups.
13 and 35 years. The women who
have an active lifestyle and are
fashionable athletes. The Sure
deodorants also targets on the
women who want to feel fresh and
odorless throughout the day.
POSITIONING Dove has positioned itself in the
market in a way which encourages
all the females around the world to
feel good about themselves. The aim
of Dove is not to set standards of
beauty but to feel good in the way
they have already been beautiful.
Dove has launched various
campaigns as well to promote this
message like Dove Campaign For
Real Beauty.
Sure is among the leading players
in the UK market in terms of
deodorants. Sure has positioned
itself as a brand who listens to their
brands in order to provide them
with a product which is reliable.
Sure is popular in the market as
they aim to provide their customers
with a fresh feel throughout the day
and help them in getting rid of the
dark underarms which is a concern
for many females.
TASK 2
Marketing strategies of DOVE and SURE in terms of Product Policies
Dove aims at providing high quality skin care, hair care, bathing, washing and deodorants
products. Dove soap proves itself better than the other soaps and considers it as a beauty bar.
Same way Dove differentiates its moisturizers with other brands by introducing it as a softening
cleansing cream. Dove has also maintained its image in terms of hair care products which are
often preferred by dermatologists. In the deodorants category of Dove, it has introduced dry
spray deodorants. Dove also has launched baby care products and Dove Derma Spa range in UK
which provides experience of spa and hair care at one place (Fullerton, Brooksbank and Neale,
2019).
SURE is among the leading skincare brands in the world and the highest selling brand in
the UK. Sure is available in various variants of soap, antiperspirant roll-ons, stick, creams,
sachets, etc. The products aim to provide protection from odor throughout the day especially to
the people who are involved in sports activity (Jarach, 2017).

TASK 3
Marketing strategies of DOVE and SURE in terms of Pricing Policies
Dove focuses on the competitive pricing strategy to capture the market. At initial stage
Dove offered its product at premium prices and later on had to reduce its prices due to the
decrease in demand of their products. The products of Dove are priced slightly higher than its
competitors’ product. But the reason behind the increasing market share despite of high price is
that Dove offers products with unique features and high quality. Hence it can be said that
Products of Dove are dependent upon the pricing strategies of its competitors and availability of
their products in the market.
The Sure products are available at the prices based upon the type of product a customer is
choosing. The products of SURE are placed at moderate prices in order to attract major share of
customers and expand its market. The products of Sure are provided in market on discounts and
special offers like lucky draw contests (Kucher and et.al., 2017).
TASK 4
Marketing strategies of DOVE and SURE in terms of Distribution Policies
The products of Dove are available across 80 countries in the world and the brand uses
the distribution channel of its parent organization, Unilever. The products of Dove are
transported from the factory to the warehouses and from there the agents sell the products to
stockiest and further the stockiest sells the products to the retailers. The products of Dove are
available and accessible through various general stores, supermarkets, whole sellers and even
chemist. Dove provides accessibility for its products through the medium of ecommerce sites
also.
Sure is among the well-established brands in the world and hence the products of Sure
are available in various countries across the world. Sure is available by various names in various
countries like Shield in South Africa, Rexona in Japan and South Korea, Sure in UK and Degree
in Canada and US. Sure has its established market on online platforms as well and products are
accessible through their website in 37 countries. Sure also provides customized products in a
particular region (Parola and et.al, 2018).

TASK 5
Marketing strategies of DOVE and SURE in terms of promotional Policies
The promotional strategy of Dove helps it in acquiring the attention and the building an
ideal image in the market. Dove aims at an inspiring and unique promotional strategy for its
product in the market. The ‘campaign for real Beauty’ of Dove is a marketing campaign that
focuses on self-esteem of women. Dove uses medium of print media such as magazines to
promote its products. Dove uses various promotional methods such as coupons and offers to
attract customers. Dove has also created a self-esteem fund which aims at educating girls
(Popkova and et.al., 2017).
The products of Sure have been promoted through various traditional and conventional
ways in the market ever since the brand was established and was launching its products in the
market. Sure has held various advertisement campaigns in order to promote its products in the
market. Sure has appointed various brand ambassadors who belong to sports in order to promote
its products. Many such promotional activities of Sure are like- sponsoring Olympic athletes and
Sports people. The advertisements of Sure are known for its humor and eccentricity which has an
effective impact on the viewers to turn into potential customers (Sinha and Sheth, 2018).
CONCLUSION
It can be concluded from the above study that marketing strategies play a crucial role in
success of a product. The marketing strategies include the target market its segmentation, target
and positioning of the product along with the 4 Ps. The 4 Ps can be named as Product, Price,
Place and Promotion. The report focuses on the Marketing mix strategies of Dove Deodorants
for Women and Sure Deodorant for Women. The report focuses on the target market of both the
brands which are Dove and Sure Deodorants for women.

REFERENCES
Books and Journals
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Cohen, D. A and et.al., 2015. Store impulse marketing strategies and body mass index. American
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Fullerton, S., Brooksbank, R. and Neale, L., 2019. Measuring the effectiveness of technology-
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Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium environment.
Routledge.
Kucher, O and et.al., 2017. Marketing strategies and prognoses of development of the Renewable
Energy market in Ukraine. Traicon SC.
Parola, F. and et.al, 2018. Marketing strategies of Port Authorities: A multi-dimensional
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Popkova, E. G. and et.al., 2017. Innovations as a basis for marketing strategies of Russian oil
companies in the conditions of oil prices reduction. In Overcoming Uncertainty of
Institutional Environment as a Tool of Global Crisis Management (pp. 449-455).
Springer, Cham.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
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