Strategic Marketing Analysis: Dove and Sure Deodorant Brands Report

This report provides an analysis of the marketing mix employed by two prominent deodorant brands, Dove and Sure, focusing on their strategies related to product, price, place, and promotion. The report delves into the target market segmentation for each brand, utilizing the STP (Segmentation, Targeting, and Positioning) planning process to understand how they identify and cater to their respective customer bases. Furthermore, it examines the product and brand strategies, using Levitt's model to dissect the core needs, actual products, expected products, augmented products, and potential products offered by both Dove and Sure. The pricing strategies, distribution channels, and promotional activities of each brand are also compared, providing a comprehensive overview of their marketing approaches and how these contribute to their success in the competitive deodorant market. The report concludes by highlighting how the effective implementation of marketing principles and the marketing mix enables both firms to achieve their desired goals and objectives.

The 4Ps/Marketing Mix

Executive summary
Marketing mix refers to the several elements which is helpful for running business
successfully. Moreover, this assignment will explain several marketing principles along with
different types of factors which relates marketing like product, price, place, promotion. Another
hand, marketing is most considerable part of every firm towards targeting potential customers
within short period of time. There are two types of organisations named as Sure and Dove both
are dealing with Women deodorant as women are more conscious towards hair as well as beauty.
Thus, both firm use such kind of marketing principles to reach high position at marketplace.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Target Market.........................................................................................................................1
Product/Brand.........................................................................................................................2
Price........................................................................................................................................3
Place.......................................................................................................................................3
Promotion...............................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing mix has been defined as set of actions as well as tactics which is used by firms
in order to promote its product and brand within the marketplace. Whereas, 4P'S of marketing
mix includes product, price, place and promotion. Nowadays, marketing mix regularly increasing
by having some another P'S such as people, positioning, packaging along with vital mix
elements. Therefore, marketing plays significant role within every organisation or firm. This
assignment is based on two organisations named as Dove, it is personal care brand was founded
by Unilever in 1955. whereas, Sure also deals with deodorant and so many products.
Furthermore, this assignment includes effectiveness of marketing mix for firms along with STP
marketing planning process will get covered (Ottman, 2017).
Target Market
It refers to the large number group of customers within services or business that available
at market in which business have purpose to put huge marketing efforts along with resources in
order to achieve targeted goals and objectives in an appropriate manner. Thus, target markets
based on income, locations and lifestyle of people which is profitable for firms to run business
successfully. This analysis is based on STP planning process that helps businesses towards
increasing their sales and revenue at highest level.
In context of Dove (deodorant for women), it is considered as premium brand at
marketplace (Notta and Vlachvei, 2015). For segmenting its market they use demographics,
behavioural, psycho graphics and geographic, thus they focuses on demographics segmentation
by which they can concentrates on all women above 18 years as they always conscious about
skin care. Therefore, they always wants to use qualitative products of skin. So hat they can easily
target women of all ages and they can easily purchase deodorant of Dove. Apart from this
respective firm is able to make position of its deodorant product by satisfying needs and wants of
women.
In regards with Sure, it is related with Rexona brand deals with several kind of goods and
services like beauty care products for women such as deodorant, shampoo, soap and many more.
In order to segmenting its goods and services in which oner of the famous product is deodorant
they use psycho graphic segmentation by which they can understand lifestyle, values, attitudes
and interest of people. By segmenting process they are able to target market by executing several
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strategies so that they can analyse its sales and profit. Thus, they can effective give proper
position of their product through satisfying consumer's needs and wants.
Product/Brand
In order to understand different types of brand and products, Levitt's model has been used
which identified several shape, colour, size, packaging of particular goods and services. Some
levels of this model are following below:
Core need: In regards with Dove (deodorant for women) core need of this company is to
produce and develop best quality of goods and services so that they can satisfy all over needs and
wants of people in an effective manner. Thus, they are manufacturing more attractive bottle for
sprays used by women along with satisfied them.
In the case of Sure, as it deals with deodorant for women so that they are generally
required huge resources in order to provide better deodorant for females so that they can
effectively provide several fragrance that accomplish customer's and firm's goals (Lee,
Kozlenkova and Palmatier, 2015).
Actual product: As per this level both brand able to show its actuality of goods at
marketplace. Thus, it can be said that Dove includes huge variety of goods like antiperspirants,
boy wash, beauty bars and so on. Whereas, actual goods of Sure consist body spray for women
that makes their sustainability at marketplace.
Expected product: In this level, both companies are needed to have huge resources and
goods by which they can satisfy consumer's expectation through execution of several colours and
shape of bottles.
Augmented product: As per this both brands or businesses are required to earn huge
benefits for consumers such as producing huge discounted products so that they can achieve its
goals.
Potential product: In this level of model there are several types of items manufactured by
both brands in which deodorant is one of the potential product for women that satisfied their
wants and demands on time. With the help of possible goods they achieve successful goals.
Through following several levels of respected model this can be said that, if both brands
are able to implements on these assorted stages than they can satisfied customers needs on time
which is beneficial for them to achieve targeted goals.
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Price
In regards with Dove, pricing strategy is based on affordable and reasonable cost by
which they can beat competition along with able to satisfy consumers desires on time. Thus, they
always implements on great pricing policy that satisfy customers into competitive scenario.
Dove Sure
£0.78~1.30 £1.35~2.02
10.0p~20.5p 38.9p~54.0p
According to the above mentioned table it can be said that, Sure firm having high cost of
its deodorant product as they have great image at marketplace. Whereas, Dove having great
experience as they have effective costing strategies.
In the context of Sure, products of this organisation based on variable pricing strategy
which is easy for those customers who willingly by their goods and services. As women spray
from Sure are very famous thus they have give special offers as well as discount with certain
amount to satisfying overall desires of people.
Place
Dove: It is a global brand with great presence. Thus, it has wide network in so many parts
of world as they manufactures large number of goods and services in several countries like
Pakistan, South Africa, Ireland and many more (Lacoste, 2016). Thus, they have responsibility to
provide its products easily to customers so that they can achieve their targeted goals.
Sure: Product of this organisation spread worldwide along with it has been formed as one
of the best brand during antiperspirants. Thus, availability of this brand products everywhere.
With the help of this they can give huge services of its products to customers whereas, women
deodorant are very famous so that they generally attain huge profits.
Promotion
In context of Dove, it has huge brand awareness within the consumer market so that it is
easy for them to advertising and branding. Therefore, there are lots of marketing policies that
plays significant role towards making brand successful. By doing advertisement always increase
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brand visibility of brand and positively impact on consumer's mind. For advertising large number
of goods and services they are using different types of channels such as print media, radio
television, newspapers, magazines and billboards (Kotoua and Ilkan, 2017). For instance, as they
has been decided to go with women deodorant as women commonly use such kind of products in
order to protect skin from any negative issue. For better advertisement of this, they use social
media or online websites that develop better image of this firm within their consumer's mind.
Therefore, Promotional strategies have direct impact on profit or probability of firm.
In regards with Sure, they have been promoting its goods and services through using
unconventional or traditional ways since established its goods. In order to use best promotional
strategies they use large number of websites as well as social platform by which they can create
awareness of its particular goods and services within the consumer's mind. On the other side,
there are so many different ways of developing best promotional strategical ideas in order to
achieve targeted goals through execution of several ideas or thoughts in a perfect way.
According to the above mentioned marketing mix it can be said by using several tools
and techniques both firms are able to achieve its desired goals and objectives in short period of
time. Along with, it helps firm to both brands encourage them towards achievement of targeted
goals and objectives in a perfect way (Murthy and Kumar, 2015).
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CONCLUSION
As per the above mentioned report it has been analysed that, principles of marketing as
well as marketing mix refers to the collaboration of several tools and tactics in order to develop
best ways to run business successfully. In this assignment two firms have been selected that
always follow such kind of marketing mix or principles by which they can make different types
of strategical ways to make effective sustainability of business in an appropriate manner. Apart
from this using of STP planning process also helps them to segment goods and services as per
the targeted market in order to give better position of their goods and services effectively.
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REFERENCES
Books and Journals
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Lacoste, S., 2016. Sustainable value co-creation in business networks. Industrial Marketing
Management, 52, pp.151-162.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science, 43(1), pp.73-99.
Murthy, D.N. and Kumar, B.V., 2015. Internet of things (IoT): is IoT a disruptive technology or
a disruptive business model?. Indian Journal of Marketing, 45(8), pp.18-27.
Notta, O. and Vlachvei, A., 2015. Changes in marketing strategies during recession. Procedia
Economics and Finance. 24. pp.485-490.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
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