MG412 Principles of Marketing: Comparing Dove & Sure's 4Ps

This report provides a comprehensive analysis of the marketing strategies employed by Dove and Sure deodorant brands, focusing on the 4Ps of marketing (Product, Price, Place, and Promotion). It begins with an overview of STP (Segmentation, Targeting, and Positioning) marketing, detailing how each brand segments its audience demographically, geographically, behaviorally, and psychologically. The product/brand analysis uses Levitt’s model and Aaker’s brand personality framework to assess the core attributes and brand identity of each deodorant. Pricing tactics are compared, highlighting Dove's competitive pricing and Sure's premium pricing strategy. The report also examines distribution channels, noting Dove's global presence and Sure's focus on the UK market. Finally, promotional strategies are evaluated, contrasting Dove's integrated online and offline marketing with Sure's emphasis on digital platforms. The report concludes that both brands have distinct, well-defined target markets and marketing approaches tailored to their respective brand identities and customer bases.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Target Market..............................................................................................................................3
Product /Brand............................................................................................................................4
Price.............................................................................................................................................5
Place (Distribution).....................................................................................................................6
Promotion....................................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management is the manner of framing management, communication, process of
dealing, providing standards, customers, society and so on. Marketing principles are generally
involves principles, it involves four several factors which are exist in the management that need
to get in respect to effectively sell their goods and facilities. It is also termed as 4 P's of
marketing (Bondarenko, and et.al., 2021). The organisation consider in this report is Dove, that
is self care brand and it is owned by British multinational business Unilever. Another brand is
Sure that is UK based deodorant company. The following report covers the discussion of target
market, 4 P's of marketing that are Product, price, place and promotion.
TASK
Target Market
The target market will involves the manner of both brands by applying STP marketing
that are as follows -
STP Marketing
It is termed as the segmentation, targeting and positioning. It is the procedure of
measuring certain strategical marketing. It covers the global procedure that are separating
audience, target each particular consumer as per to their requirements, desires and at last
positioning of the business will managed in respect to satisfy their expectation. Such strategies
are as follows -
Segmentation – It defined as the manner of dividing consumer into respective teams of audience
by applying such exercises. It is divided into four types of segmentation that are as follows - Demographic segmentation - It covers the market sections in terms of various factors
such as gender, age, size, race, salary, nationality (Chicherova, and et.al., 2021). It is
frequently applied in term of the facilities and goods that are buy from customers in
which they manage the demographical factors.
 Geographic segmentation – This component will target to maintain the diverse
customers that are chosen on geographical boundaries in terms of their consumers who
have their desires, selection and needs that varies as per to the geographical field of
marketplace that can support in understanding where to deal with their goods.

 Behavioural segmentation – It separates out the customer in their manner of decision
making procedure and behaviour such as activities and purchasing aspects. It supports the
individuals to hold an effective methods due to they concentrates on what customer
desire to buy.
 psychological segmentation – It termed to psychological aspects of the consumer
behaviour by dividing market as per to the ethics, traits, interest and orientation of
thoughts.
The dove utilise psychological segmentation in respect to develop behaviour in females that
force them to concentrates on beauty in terms of their body fragrance (Galchynska, and et.al.,
2021). On the other hand, Sure utilise behavioural segmentation in an effective and efficient
manner.
Targeting - This components involves key fundamental markets into small section to
concentrates on particular teams of individuals. As in relation to both of the business, Sure
basically target their customer through online medium. Moreover, Dove concentrates on
customers who desire to have eco - friendly goods.
Positioning – It defined the manner in which the managerial goods present in comparison to
their challenger's goods in the field of marketplace and as well as it will also have an impact on
mindset of customer. In relation to the Dove, the brand has set up their goodwill by which
customer knows their positioning through divertissement and promotion. On the other hand, Sure
brand position itself by concentrating on their USP that will majorly biodegradable goods that
are not dangerous for the customers.
Product /Brand
It will define to the varied term of the facilities or products that provide the management to their
customers that are as follows -
Levitt’s model
Levitt's model of framework will based on orientation of idea of providing the gods to their
customer to increase their satisfaction level (Kareem, and Breesam, 2021). It deals with four
levels of goods that are as follows - Basic - The first section is Basic that include those products that have several term of the
aspects that can meet their core term of advantages.

 Expected - The second section is Expected goods that deals with fundamental aspects
and characteristics of the consumers. Augmented – It is the third division that basically extend the consumer expectation in an
effective manner. Potential – The potential goods will include primary aspects that might provide several
products. Dove deodorant comes in the concept of expected goods as it deals with varied
behavioural that consumer generally expects (Rahmawati, and et.al., 2021). As on the
other hand, Sure comes in the collection of an increased goods that extends the
expectation of consumer as it is created from biodegradable resourced that are chemical
free and less harmful.
Aaker’s brand personality framework involves five attributes of the brand personality that
involves competence, sincere, excitement, sophistication and ruggedness. In context to the Dove
deodorant, it have an effective section of the brand personality that will influence the female
audience that will concentrates on upper class individuals that basically have an impact on high
term of consumer base.
Price
It will relates to the number of customer who pay in return of consumption of facilities
and goods that are provided by a particular management. It is an important factors in marketing
mic as it is the basic cause for the managaerial's profitability and productivity of the business. As
there are various components that are termed as before deciding the price of the certain goods or
facilities in terms of their competitor's price, discount, sales and so on. As in relation to the both
brand their pricing tactics are as follows -
Pricing tactics of dove brand is dealing with pricing. This division involves several
section like determining of price as per to their contender's price. Various business sell the
similar term of products after taking the thoughts that their challengers have already worked on
their costing tactics (Saleh, Bintari, and Ali, 2021). It supports in staying in competitors as the
price of business provides similar goods in an effective term. On the other side, Sure will
concentrates on superior rating. This sort of cost involves varied manner to accomplish superior
positioning of their challengers to their sections with the purpose of setting up high term of cost
then them. The management of Sure's have diverse term of goods that are eco – friendly by

which they can use this costing to present that their deodorants or another goods involves unique
aspects that provide firm of a competitive boundaries.
Place (Distribution)
It relates to the decisions that the business creates in respect to store and sale their goods.
Both brands are determining that how can they offers their goods to the marketplace and where
should hold and sell the goods (Sarjana, and et.al., 2021). The fundamental aim of managerial
business is to always keep their goods in the manner that the consumer can purchase those
goods. In various section, it define the manner of holding a marketplace in a particular shops or
outlets and it also relates to the placing of goods that can be easily demonstrated. In relation to
both brand, Dove is global market product, by which management can sell their goods by their
official web page as in their stores, outlets and so on. Sure is a deluxe brand that will
concentrates on their superior customers and they place their goods in respective field of market
in the United Kingdom. As other nations also sell their goods from their official web pages.
Promotion
It involves several sort of factors like marketing, promotional tactics, public dealing and
many more. The fundamental aim of promotion of goods is to transfer the goods or facilities
through which customer should pay a fixed number of price. As there are two sort of the
promotion marketing that are as follows -
 Tradition Marketing - It define the major term of marketing for suitable consumers
with the purpose of offline section by mailing, broadcasting, billboards, telemarketing
and so on. It plays an essential role in following local customers and promotion term
with consumer at personal division.
 Digital Marketing - It is also termed as online marketing, it is the procedure of
advertising or spreading of awareness about particular management or business in terms
of their goods by using various social or digital media platforms (Suganda, Oktavia, and
Fridayanti, 2021). It involves search engine, social media, content marketing, email
marketing, pay per click etc.
The management of Dove utilise online and as well as offline medium of marketing where they
have marketing tactics that will concentrates on young individuals. They initiated several
campaign that concentrates on female products. As on the other hand, Sure will concentrates on

promoting on digital medium of their biodegradable goods on diverse entrance such as social
media, digital media and so on.
CONCLUSION
From the above mentioned report it has been concluded that, the brands have their orientated
targeted customer with diverse term of advantages for their longer term of development and
advancement. It involves several mediums or platforms by which they can advertise their goods
that offers productivity and profitability to their business of management in an effective and
efficient manner. Both the brand utilise competitive and superior pricing tactics in respect to
produce higher term of sales.

REFERENCES
Books and Journals
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Galchynska, J., and et.al., 2021. Perspectives of Ukrainian bioenergy development: estimation by
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Service Quality on Customer Loyalty in Cirebon City. Review of International
Geographical Education Online, 11(6), pp.772-777.