Marketing Mix Strategies: Dove and Sure Brand Comparison Report

This report provides a comparative analysis of the marketing mix strategies employed by Dove and Sure, two prominent brands in the personal care industry. It begins with an introduction to the marketing mix, outlining the 4Ps (Product, Price, Place, and Promotion) and their significance in brand promotion. The main body of the report delves into the target markets of both brands, highlighting their respective consumer segments and geographic focus. It then explores the application of Levitt's model to analyze the product strategies of Dove and Sure, evaluating their product features, branding, and positioning. The report further examines the pricing strategies of both brands, considering factors like product type and market demand. The distribution channels (place) utilized by Dove and Sure are also discussed, including their presence in various retail outlets and online platforms. Finally, the report assesses the promotion strategies adopted by both brands, including advertising campaigns, promotional activities, and their overall approach to brand communication. The conclusion summarizes the key findings and emphasizes the importance of a well-defined marketing mix for both brands. The report references various academic sources to support its analysis.

Marketing Mix

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Developing target market for both brands: Dove and Sure.........................................................3
Using Levitt's model of a brand; analysing the two brands........................................................4
Pricing strategies for Dove and Sure...........................................................................................5
Marketing Strategies for Place (Distribution).............................................................................6
Promotion strategies for Dove and Sure.....................................................................................6
CONCLUSION ...............................................................................................................................7
REFERNCES:..................................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
Marketing mix is used by the companies to promote brand or their products in the market
as it facilitates set of actions or tactics. This is usually refers to the set of 4Ps in their market
strategies; product, price, promotion and place. Marketing Mix helps to understand what a
company can offer for their products and services to the customers. This report is based on the
comparison between two companies Dove and Sure. Dove is owned by the Unilever and a
personal care brand originated in the U.S. The company offered products for both men and
women as well as for babies (Amadi, K.). The company produces products like shampoo,
conditioner, moisturiser, face washes, deodorants and more. Sure is an antiperspirant brand
founded by Procter and Gamble in the year 1972. The ownership of the brand has been
transferred to Helen of Troy Limited which acquire innovative brands. This brand exclusively
marketed for women's antiperspirant.
MAIN BODY
TASK
Developing target market for both brands: Dove and Sure.
The overall game plan sets by marketing strategies for searching prospective consumer
and turning them into customers for their goods and services. It contain(Clemitson, J. A., 2017)
(Ghazalli, M. N. and Awang, K., 2019)(Honarvar, A.Kyozira, A., 2019)(Ramadhan, A. A. and
Munaf, A. I., 2017)(KAEWPLOY, N. and Saknarong, A., 2019)s the value proposition of the
brand, data on target customer demographics, key brand messaging and other high level
elements. (Clemitson, J. A., 2017)(Ghazalli, M. N. and Awang, K., 2019)(Honarvar, A.Kyozira,
A., 2019)(Ramadhan, A. A. and Munaf, A. I., 2017)(KAEWPLOY, N. and Saknarong, A., 2019)
Geographies role in marketing deodorants: Most of the people use deodorants on day to day
basis. Everywhere men and women are willing to take care of themselves; as they wanted to be
attractive, clean, nice and smells fresh and have a proper hygiene.
Change in consumers: As the hygiene is important for the society but the few years back this
was not taken seriously and people did not care about their health (CHANGJAIKLA, J. and
Saknarong, A., 2019). In today's era, consumers are more likely to use natural products and bio-
deodorants to meet their demands.
Dove's Target-Marketing Strategies:

The skincare and personal care brand Dove; initially the products were launched for
women later it expands to men and babies also. Dove has specifically designed their segments
for customers which are men, women and babies. These segments focuses on both middle and
upper class income people (Clemitson, J. A., 2017). Dove has been popularized for their skin
enrichment quality that help to customer to improve their self-image and self-esteem; so that
everyone can realize their inner or real beauty.
The brand Dove targets those customers who take extra care for their bodies. These are
the consumers who want use products that suits their skin well or use products that are minimal
affected by the chemicals on their hair, skin or body; overall that can be mild to use and its
irritation free and the company fits with all the features. In the past decades, the brand has
launched many campaigns to inform and literate people about changing social perceptions
especially for women. This brand is highly focus and considers consumers emotionally and
physically both with positive characteristics of being friendly. The brand target the consumers
who are between the age of 18-50, most of the target customers are independent and young.
Sure Target-Marketing Strategies:
The respective company is planning a major engagement on teenagers with a exciting
range of antiperspirant deodorants. The company produces products which mainly used by
teenagers or may take attention of teens; products like Sure teen crazy violets, Sure teens candy
revolution. In Latin America, where the company has launched their products with Rexona
name. The company has reformulated their range for women with new designs, packagings and
also introduced the Sure crystal range of anti-white products or deodorants.
Using Levitt's model of a brand; analysing the two brands.
In Levitt's model of the both brands describes the idea of brand as stratification of level.
Each upper level contains the previous level. As per the Levitt, the inner most level is the need
that customer wants to satisfy and considers as the core benefit.
 The first level is the basic product which has only the features required to satisfy the core
benefit.
 The expected product which has the basic attributes with a addition of normal
expectations that a customer can actually have at the second level.
 Augmented product is on the third level where the customer expectations has been
increased.

 And the fourth and the last level is the potential product which refers original
characteristics that distinct the offerings.
Dove product's strategies:
Dove serves high quality products. The Company has categories their products into
skincare and personal care such as shampoos, conditioner, lotions, face cleansers, body wash,
deodorants, baby products, basically products for all skin types and age groups the brand is
producing. Specially Dove soap positions itself in the market with its moisturising characteristics
better than any other brand (Ghazalli, M. N. and Awang, K., 2019). It says it is a beauty bar not
the soap. The company also launched their Derma-spa range in Europe. Recently Dove also
launched their dry antiperspirant deodorants. Dove uses emotional perspective to branding their
products, as they uses every group of people such as old one to the younger ones.
Sure's Product's Strategies:
Sure has been known as the Rexona now. It is one of the leading brand in the world. The
brand is also available in the forms of soaps, roll-ons, deodorants, crème, sachets and more.
Some of the products offer relief from underarm stains. It is constantly focus on the innovations
of their products.
Brand personality creates differentiation and helps the brand to become more memorable
and interesting. Dove perceived as sincere, friendly, confident, feminine and mind independent.
It adds certain unique features with their ads to show the level of excitement as well as the
masculine side of the brand. On the other hand, Sure needed to respond quickly and introduce the
new product that it premium stick deodorant to protect their market share. To reach economies of
scales the company will needed to work across the Dove brand.
Pricing strategies for Dove and Sure.
Dove Sure
Initially the products were introduced at
premium but due to low in demand, the
company reduces their prices. The brand's
products are priced higher in the competitions.
But the demand of the respective brand is high
as they serve quality products, smoothing
The company product's prices are variable
based on the type of the product which a
consumer can choose (KAEWPLOY, N. and
Saknarong, A., 2019). The products are
moderately priced plus they gives several
offers and discounts such as prize packs with a

properties in their products. In the industry, the
pricing strategies are ruled by the prices of the
competition.
certain amount that can be won by lucky draw.
Marketing Strategies for Place (Distribution).
Dove have been using their channels of distribution from their parent company that is
Unilever. More than 80 countries, the products of the company are sold out (Honarvar,
A.Kyozira, A., 2019). Products are shipped from factory to the warehouse where C&F agents
sells to stockists and then to retailer. Products of the company are also available in the general
stores, supermarkets, whole-sellers or chemists. It can be purchased through online channels or
e-commerce sites as well.
Sure is differently known by the many names such as Shield in UK, Degree in Canada
and USA, Rexona in Japan and South Korea. Their products are spread all over the world and
well established as one of the brands when the point comes to deodorants. The world is full of
technological advancement where everything is online. The brand has its dedicated sites where
products are easily available to the customers. The particular site personalized for 37 different
countries and offered with the customized products for a particular region.
Promotion strategies for Dove and Sure.
The promotional strategies of Dove is aspirational for women. Its real beauty campaign
focus on self-esteem for women. The brand beautifully convey the messages that the all age-
group is different, unique and special in their own way. The brand uses non-models in their
advertisements to attract and connect more with general public. The brand uses and focus on all
sizes, colors, ages, gender in their advertising campaigns. Dove also make short films and video
that has been downloading widely.
While the other Company Sure has been using both traditional and unconventional ways
since the launch of their products. The brand uses several sports athletes in their promotional
strategies (Ramadhan, A. A. and Munaf, A. I., 2017). The strategies for ads are known to be
funny and eccentric but does not lack with their effectiveness to their viewers. Some of their ads
have been showing that models performing complex feats done with their arms lifted at all the
times to importance their roll-on ability for fast drying. The brand focus on the body confidence

and also have a tab called “Confidence Academy” in which viewer can find many links to
difference way that can be achieved by an individual; such as body language, clothing, personal
development, make up and more.
CONCLUSION
As per the above studies, it can be concluded that marketing mix of both the brands is
essential. Marketing mix facilitates both the companies to identifying and arranging the elements
that allows the business to make revenues and profits. These rational decisions if these
companies can help a lot to connect with consumers and stand out in the competition as well.

REFERNCES:
Books and Journals:
Amadi, K., EFFECT OF MARKETING MIX ON CUSTOMER LOYALTY AND
SATISFACTION IN FOOD AND BEVERAGE RESTAURANTS IN
KENYA. Marketing, 1009, p.4Ps.
CHANGJAIKLA, J. and Saknarong, A., 2019. SATISFACTION ON SERVICE MARKETING
MIX TOWARDS IKEA'S CUSTOMER BRAND LOYALTY IN BANGKOK AND
SUBURBANING AREA.
Clemitson, J. A., 2017. Exploring the role of the retailer marketing mix in stimulating consumer
demand for sugar-free vs sugar-sweetened beverage variants (Doctoral dissertation,
University of Pretoria).
Ghazalli, M. N. and Awang, K., 2019. MARDI’s use of 4P marketing mix strategy for rare fruits
planting material.
Honarvar, A., Who Should Design Sport Tourism Marketing Mix: Sport Event Managers Or
Tourism Sector?. Indian Federation of Computer Science in sports www. ijhpecss. org
and www. ifcss. in under the auspices of International Association of Computer
Science, 5, p.31.
KAEWPLOY, N. and Saknarong, A., 2019. SERVICE MARKETING MIX RELATING TO
CONSUMERS’BEHAVIOR ON AEON CREDIT CARD IN BANGKOK
METROPOLITAN AREA.
Kyozira, A., 2019. The marketing mix and customer satisfaction in hotel enterprises: A case
study of Jinja Nile Resort Hotel (Doctoral dissertation, Makerere University).
Ramadhan, A. A. and Munaf, A. I., 2017. Analyzing Marketing Mix Factors That Affects
Consumer Decision Making For Residential Property In South Tangerang (Doctoral
dissertation, Swiss German University).