Principles of Marketing: Dove and Sure Marketing Mix Comparison Report

This report presents a detailed case study comparing the marketing strategies of Dove and Sure, both brands under Unilever. The introduction provides an overview of marketing and the brands. The main body delves into the STP (Segmentation, Targeting, Positioning) approach of each brand, analyzing their respective target demographics, psychographics, and positioning strategies. The marketing mix elements (Product, Price, Place, and Promotion) are then examined, highlighting the differences in product offerings, pricing strategies (premium vs. competitive), distribution channels, and promotional activities, including advertising and brand ambassadorship. The conclusion summarizes the findings and provides recommendations for both companies, emphasizing the importance of reasonable pricing, new product designs, and understanding the market. The report references relevant academic sources to support its analysis.

principles of marketing

Executive summary
This report has covered a case study of Dove and sure . Dove brand is An American
multinational personal care brand it is owned by Unilever and this company was oriented in the
United States. On the other side Sure is an Australian deodorant company and the manufacturer
plant is owned by British company called Unilever

Table of Contents
Introduction...............................................................................................................................................4
Main body..................................................................................................................................................4
STP strategic approach............................................................................................................................4
Marketing mix of dove and Sure.............................................................................................................5
Conclusion and recommendation.............................................................................................................8
References..................................................................................................................................................9

Introduction
Marketing Refers to the activities by the companies to promote their product and services within
a market. It helps to aware people about the product and service sellby a companythat is
beneficial for both. company can earn profitabilityand customers can satisfy their needs and
demand by buying product.
This report will cover a case study of Dove and sure . Dove brand is An American multinational
personal care brand it is owned by Unilever and this company was oriented in the United States
(Elrod and Fortenberry., 2020). Dove’s product are sell and manufactured in various countries
such as Australia, India, South Korea, Pakistan etc.Dove is selling product like Shampoo,
conditioner, Skin care creams and deodorants. RexonaIs an Australian deodorant company and
the manufacturer plant is owned by British Dutch company called Unilever it means that both
companies dove and Rexona are owned by a single company Unilever but both are having
different different deodorant. Dove is having their share in the market around 5% while sure is
having market share around 9%.
Main body
STP strategic approach
Segmentation
According to the demographic segmentation Dove focus on the woman, who are having age
group around 18. The Deodorants are specially designed for the female who used beauty
products and they care about their skin. On the basis of physiographic segmentation dove aims to
create a Physiology in women where beauty incorporates all the edges, body shape and size.
On the other hand,on the basis of demographicsSureis also selling deodorants to the woman
between the age group of 11 to 18. According to the physiographic segment Sure Deodorants are
aim to create Physiology and woman that they are attractive.
Targeting
Dove company is targeting women of all age group and their deodorants Are designed to Make
the woman feel fresh everyday (Páramo Morales., 2016). This company is targeting a high
income group of women who can willing to pay higher amount for their deodorants.

On the other side Sure is targeting woman age group between 11 to 18. Their main targets are
middle class girls who want to buy a deodorant in reasonable Price range.
Positioning
Dove deodorants our position as a personal care and long lasting deodorant product within a
market. Their deodorants give Fragnence for a 24 hours and best thing about their deodorants are
that it contained less gas as compared to the other deodorants within the market.
While Sure has position themselves as a best deodorants products for the woman who worked
with the safety and also look for their customers affordability. they are having good reputation in
the market because of they are product designs, smell and durability Additionally price.
Marketing mix of dove and Sure
Target market
Dove is selling their products on the different different sources and their distribution channel is
widely expanded within their target market. Deodorant sale by doveAvailable on the websites of
their own and, it is easily available on the local shops and shopping malls where customers can
buy and satisfy their needs (Rubel,Zhou, Grewal and Raju., 2019). Deodorant’s made by dove
are based on gender, age and income level. they target woman’s with the as group of 18 or above
an their products are expensive so woman with high income can easily purchase their products.
Sure Products are also easily available in any local shops and shopping malls where customers
can easily find their products and satisfy their needs. The targets are younger girls between the
age group of 11 to 18 who watch TV programme such as movies and entertainment.Thetargets of
this companyare middle class girls who want to buy a deodorant in lower price with effective
quality.
Product
Dove is selling varieties of products to their customers. Products sell by this company Include
facial care products, hair care products, moisturisers, deodorant, bars etc. Deodorants made by
Dove are Anti spirit deodorants for the woman. This kind of deodorants are help to care for
underarm skins And provide best fragnence and comfort to the woman. Designs of the dove
Deodorants areattractive and it’s look expensive as well.

Sure is an one of the leading skin care brand in all over the world. This company is selling
product such as soap, deodorants, sprays and creams. Packaging and colouring of the products
are attractive (Oklander And et.al., 2018). Their aim and they want to be create their brand value
as affordable an most selling product in all over the world.
Price
Dove products are highly expensive and they are using a premium pricing strategy within their
target market. their products are affordable in the higher price range because They also provide
quality in their deodorants. It also helps to protect skin related problems and provide a fresh
smell.
Dover deodorant prices
Product Price in pound
Dove Antiperspirant
deodorant, original clean
10.44
Dove Invisible advanced
care anti spirit deodorant
25.43
Sure Product prices are not that high and it can be easily affordable for middle class customers.
they are using competitive pricing strategy to cover higher market share and steal the market
shares from the dove. here is pricing of deodorant sale by Sure.
Sure Deodorant price
Product Sure
Sure anti
perspective
Deodorant
13.47
Sure anti per
spirant
47.14

Deodorant
invisible
Place
Dove is an International brand who are having a good presence in global market fur stop network
of this company is spread in various parts of the world and they are selling their products in
around 150 countries in total. Product of this company are sold in nearly 90 countries with the
help of fine an effective distribution channel. It can include manufacturers to the retailer to
consumer and from there general stores, convenient stores, supermarkets, mall’s etc. It is an
responsibility of the retailer to see that products are easily available to their customers and
respective stores.
On the other side Sure products are also spread all around the world and well stablished as one of
the biggest and the best deodorant selling firm. This company is selling their products in
countries such as UK, South America, Canada and South Korea etc (Dörnyei., 2020). They are
doing everything online website where their products are easily available for the customers, the
site cover around 37 different countries an customized based on the product offered in a
particular reason.
Promotion
Dove is able to create a good awareness among the people and customer market. It is only
possible because of there advertise and branding of their products. this helps to create a good
awareness among the people. Marketing policies used by this company have huge role in making
this brand successful. The campaigns an advertisement used by this company has increased the
visibility of the brand and create a positive impact on the minds of customers. Advertisement for
several products of dove are aired on different different channels of television including the radio
channels. recently they are using a social media marketing and mostly used by them are
marketing on the newspaper and magazines (Kim and Kim., 2018). They are taking help of
women celebrities to advertise their products on television.

Sure has been promoting their products by using both unconventional and traditional ways since
then launch their products First of this companies first advertised was launched on 1920. This
company also has some Brand ambassador’s promote their brand on the TV advertisement and
on their social media sites as well. Sure switched alliances from the Lotus F1 team and now they
are sponsoring the Williams Martin racing Formula one team. this brand is alsonone for the
sponsors Olympics an other sports people. recently they are using a social media marketing and
mostly used by them are marketing on the newspaper and magazines. They are taking help of
women celebrities to advertise their products on television.
Conclusion and recommendation
As per the report has been covered a study of dove and sure Both are selling skin care within
their target market. It has been compare both the company on the basis of marketing mix. it has
been concluded target market, price, place, Promotion and product. This report has been
discussed that how strategies used by both the companies on the basis of this all elements. In the
end of this report has been provided a recommendation for both companies.
Dove and Sure are selling higher quality Product to their customers. it is important for the
company to provide reasonable pricing to their customers because it’s not affordable for every
customers to buy product from them. on the other side Sure Can also look for new product
designs to take competitive advantages then the market where they are operating their business
(Jackson and Ahuja., 2016). It will help them to provide loyalty of the customers and they will
able to grow their business rapidly. Dove deodorants our position as a personal care and long
lasting deodorant product within a market. Their deodorants give I smell for a 24 hours.
References
Books and Journal

Dörnyei, KR., 2020. Limited edition packaging: objectives, implementations and related
marketing mix decisions of a scarcity product tactic. Journal of Consumer Marketing.
Elrod, J. K. and Fortenberry, J. L., 2020. Direct marketing in health and medicine: using direct
mail, email marketing, and related communicative methods to engage patients. BMC
Health Services Research. 20(1). pp.1-7.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice. 17(3). pp.170-186.
Kim, M. S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior
toward a brand. International Journal of Contemporary Hospitality Management.
Oklander, M. And et.al., 2018. Analysis of technological innovations in digital
marketing. Восточно-Европейскийжурналпередовыхтехнологий. (5 (3). pp.80-91.
Páramo Morales, D., 2016. Unaaproximación al marketing social. Pensamiento&Gestión. (41) .
pp.7-12.
Rubel, O., Zhou, C., Grewal, R. and Raju, J. S., 2019. Managing Conflicts between Marketing
and Sales: Customer Acquisition in Business Markets. Available at SSRN 3493361.