Marketing Principles Report: A Comparative Analysis of Dove and Sure

This report provides a comparative analysis of the marketing principles employed by Dove and Sure, two prominent brands in the deodorant market. The introduction establishes the significance of marketing principles and their impact on business success. The report delves into the target markets of both brands, examining factors such as age, education, hobbies, lifestyle, and income groups. It then dissects their marketing mix, including product features, pricing strategies, distribution channels (place), and promotional activities. The analysis covers the product's attributes, pricing policies, distribution networks, and promotional campaigns of both brands. The report also offers recommendations for improving the marketing strategies of both companies, with a conclusion summarizing the key findings and emphasizing the importance of effective marketing principles. The report is supported by references to academic sources to validate the analysis.

Principles of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
Target market..............................................................................................................................4
Product........................................................................................................................................5
Price.............................................................................................................................................5
Place............................................................................................................................................6
Promotion....................................................................................................................................6
RECOMMENDATIONS.................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Principles of marketing are the ideas that are used by companies for effective marketing
strategies. Current requirements of the company are identified and then it is fulfilled with the
help of appropriate marketing mix. Studying these principles help to understand the role of
marketing in business environment and how good relations with customers are build using the
principles of marketing (Porral and Stanton, 2017). A company following these principles are
able to achieve the goals effectively and efficiently. In this report there is comparison between
two brands naming dove and sure. Dove is deodorant that is manufactured by Unilever. Sure is
other deodorant in women's category. This report will cover target market and marketing mix
like price, promotion, place and product.
Target market
Dove Sure
Dove was established in 1975 by Unilever
which is multinational consumer good
company which has headquarters in
London and Rotterdam. Targeting is an
essential function wherein the the
population is divided in smaller groups
having same preferences and they they
those segments are served by the company.
Unilever targets the customer base wisely.
The different points taken by company are
stated below:
 Age: Age is an important factor
while targeting as people of same
age usually have same preferences.
The age group targeted by Unilever
is 18 to 60 years. There it
differentiates the product with
increase in age as the organisation
provides intense perfumes to the
people of age group 18 to 40 years
and after that a low smell perfume
is offered to people till 60 years.
 Level of education: This factor
helps to communicate various
strategies to spread awareness
among people through verbal and
To achieve the objectives the company uses
targeting in a efficient manner to sell the
product in the market. Basically the focus is
on satisfying the customers according to their
needs and wants. The customers are first
divided into various groups. For this the
criteria of targeting is as follows:
 Hobbies: Customers have different
hobbies and sure deodorants and
identify there hobbies and group the
people with same and related hobbies
as one group. They distribute free
samples to attract the customers.
They use this criteria for deciding the
smell of perfumes.
 TV program: TV program are also
good way to attract the customer's as
people get attracted from what they
watch. The organisation can target
current programmes to promote its
products. By this the company can
come to know about the likes and
dislikes of customers and serve them
accordingly.
 Lifestyle: this factor is also used by
organisations to select their target

non verbal method of
communication and target both
literate and illiterate people.
 Income Group: The prices offered
by Unilever are affordable and they
use middle pricing policy as all the
income groups can buy the
deodorants of dove(Palmatier and
Crecelius, 2019). Different people
belonging to income groups can
buy the products offered by Dove.
customers. As people have different
lifestyles and providing them
according to what they want satisfy
them better. As use of perfumes
become part of lifestyle of people.
Product
Dove Sure
The main thing that we deal in is the
product the company offers to its
customers. Dove is deodorant that attract a
number of customers as they have targeted
right people to buy the product. They use
ingredients like synthetic surfactants
vegetable oils,, salts of animal fats, 1/4th
moisturising cream and zero levels of Ph.
These products offered by dove increase
the beauty of women. According to Levitt
model of customer value hierarchy this
is appropriate brand. The company focuses
on satisfying needs and wants of the
customers. This product refreshes the the
women. In relation with dove, their product
is going good and showing good sales.
Sure deodorants are at maturity level and the
cost per customer is also low. Now the brand
is focusing on increasing profitability by
covering mass market and by competing well
with competitors. The organisation is
focusing on achieving the targets on time.
They try to create an appropriate brand value
in mind of customer's by performing the
marketing mix. The organisation can provide
a wide range of products and serving the
customers with appropriate distributions.
They can provide variety to women and make
best use of resources to earn maximum
profitability. The company focus on regular
innovations in the product to serve the
customer better.
Price
Dove Sure
Pricing is important for every product and
Dove deodorants use appropriate pricing
strategy fore their product. Appropriate
tools and techniques are used by the
organisation to select the price of the
flavours that are offered to customers. Dove
has image of premium products have
reasonable and affordable prices that are a
bit higher than the competitors as they focus
on providing quality products. Women feel
that dove increases their beauty so they love
In relation to Sure, they use variable pricing
for its different products basically the
products are moderately priced. They also
give discounts and prize packs to attract the
customers(Bonaparte, 2019). They offer
variety of products are price them
accordingly. The brand is also planning to
launch pocket perfumes to carter the needs of
people who want to carry them. The
organisations use the pricing strategy that
offer the customers well. Different flavours

to spend more on quality product and it is
tendency of people to believe that quality
things are expensive. They are also
providing discounts at the online stores to
attract the customers and let them use their
product. Dove deodorants use these
discounting polices to impress customers
and improve profitability.
have different prices accordingly women
select among them. Companies use pricing
strategy according to the needs of customers
to make them affordable. This factor is of
vital importance as success of company
depends on the pricing policy of the
company.
Place
Dove Sure
The product should match the place where
it is sold, son deciding the place and
channel of distribution is important for the
organisation for selling its products. Dove
has international presence and sell its
products in various countries. The chain
that they follow is from manufacturers to
retailers and to customers. Mainly the
retailers have the responsibility to make the
products available to customers easily. The
products are sold at retail stores,
supermarkets, convenient stores and
discount stores(Išoraitė, 2016). Unilever is
a big brand and has strong channels of
distribution. They target large number of
customers and are able to serve them. The
products of Unilever are easily available at
stores. Deciding the right place to serve the
products is important for the success of
organisation.
The placement and distribution of products at
right place that the potential customers can
access them is an important task and what
path will the product go through to reach the
customers so as it is available as and when
the customers require it. The product of sure
are sold worldwide and thy company has
achieved a established brand name. Today
the world is going digital and the company is
using best use of the technological
advancement and has presence in around 37
different countries. The company follows a
long channel of distribution through which
organisation sells its goods and services.
Every business works to achieve the
objectives of the organisation. A good
channel of distribution is required by
companies to achieve profitability and
enhance sales. The brand believes in
building relations so that the different stores
have their product and the sales is more.
Promotion
Dove Sure
Promoting the brand is important to raise
the awareness of product in the market.
Dove has a good brand awareness which is
due to the advertising and promotional
policy used by them. Advertisement has a
direct impact on customers and create
positive image of the product. They use real
beauty in their advertisement which builds
confidence among the customers. They use
different method as they don't use any
celebrity indeed use normal women to
Promotion is very important as it directly
impacts the sale. There are various methods
used for promoting the products. Sure uses
traditional as well as inconvenient way of
promotion (Abril and Rodriguez-Cánovas,
2016). They try there best to create a good
image of their product in mind of customers
so they can boost the sales of the
organisation.

increase the reliability among the
customers.
RECOMMENDATIONS
After making reports it can be suggested that both the companies Dove and Sure are
working good and using marketing mix in a efficient manner they should increase the diversity
of the products they are offering (Kotler and Armstrong, 2018).
CONCLUSION
Following the principles of marketing is important for every organisation as they lead to
effective accomplishment of objectives of the organisation. These principles can turn the
business in both positive or negative manner(Wu and Li, 2018). From the above report it can be
seen that the marketing mix is followed effectively by both the brands and are making right use
of its products to achieve the objectives and goals of the organisation.

REFERENCES
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
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Bonaparte, Y. L., 2019. Sustainable outcomes of an experiential learning project in a principles
of marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Kotler, P. and Armstrong, G. M., 2018. Marketing Mix: Selected Chapters From: Principles of
Marketing, Philip Kotler and Gary Armstrong. Pearson.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review, 9(1-2), pp.5-26.
Porral, C. C. and Stanton, J. L., 2017. Principles of marketing. ESIC Editorial.
Wu, Y. L. and Li, E. Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.