Marketing Mix Strategies: A Comparative Analysis of Dove and Sure

This report provides a comparative analysis of the marketing strategies employed by Dove and Sure, two prominent deodorant brands. It delves into the core principles of marketing, specifically focusing on the 4Ps: product, price, place, and promotion. The analysis begins by comparing the target markets of both brands, highlighting their segmentation strategies and consumer focus. It then explores the branding and product strategies, including the application of Levitt's model to understand brand development stages. The report further examines the pricing strategies used by Dove and Sure, including market penetration and psychological pricing. The 'place' element of the marketing mix is analyzed through channel management and distribution strategies. Finally, the report assesses the promotional activities of both brands, covering advertising, social media, and other communication methods. The report concludes by summarizing the key findings and emphasizing the importance of marketing in the business world. This report is available on Desklib, a platform offering past papers and solved assignments for students.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1 Comparison of Target markets.................................................................................................1
2. Brand or Products....................................................................................................................1
3 Price..........................................................................................................................................2
4. Place........................................................................................................................................3
5. Promotion................................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Marketing defines the activity of organisation to sell their products and services in market
place to customers. It includes selling, advertising and delivering of goods to clients. Marketing
concept is base on product, marketing, production etc. Price, products, promotion, place are the
principles of marketing or advertising firm services (Ahmed, 2014). This report will disuse about
marketing mix plans for dove and sure brand, through comparing both company together. The
aim of this study is base on 4 Ps of marketing mix strategy that help in comparing process. It
researches on the bases of target market, brand, price of products, place where they launched,
and what type of promotion activity organisation is used to take competitive advantages in
marketplace.
FINDINGS
1 Comparison of Target markets
Dove and sure both made deodorant, their main target is women. They both made
products to female to give better satisfaction than the other firm have within the same products.
Dove focused on making products for women who travel in their lives for doing their
jobs. Mostly they produce products according to the age of females, deodorant is made for girls
above the age of 18. Before making goods usually they get research about the like and dislike of
people or needs. In what type of fragrance they used it also focused on healthy issues because
some chemicals effect on skins (Armstrong, and et.al., 2014). Dove make products through
dividing people in segmentation according to their social levels. Education is very important for
knowing and understanding the importance of goods and services and who to use it. Dove
makes such products like soap etc. for people who have sensitive skins.
On the other side Sure brand also manufacture same goods for female persons.
Comparing with the dove sure is not mention any specific age or target over the bottle of
deodorants. They successful made things for every age of women. This was not much suitable
for skin that dove has. Sure is made in many strong fragrance that might be not appropriate for
every one in society.
Marketing mix 4Ps strategies:
2. Brand or Products
Levitt's model of brand:
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This model will help in identifying the stages of goods and organisation. It analyses the
impact upon organisation performance and business plan or strategies. This will include four
stages are:
1. Introduction stage: firstly, firm introduce brand in market place using different
techniques and plans. Dove and sure both make their planning for introducing products in market
areas. This process need to be proper structure that make their brand image.
2. Growth level: growth can be identified by selling and buying goods through customer.
It stages define the success level of Dove and sure by marketing.
3. Maturity: in this stage brand make their leading image in marketplace better than its
competitors. Firm products achieve success and set their good image in business world.
4. Decline stage: variance impact of unfavourable, new trends, society conditions etc.
Dove deodorant bottle shape is quite friendly when people get caring with in their travel
bags. It looks very cute, over the packaging brand describe all the ingredients including at the
time of making it (Tanner, and Raymond, 2015). It also describes the direction how to use this
thing. They focused on colour of goods that will gain the attraction of people's. Sure deodorants
bottle are quite different shape. They used some bright colour in packaging. They both are
different in emotional and functionalb stages.
3 Price
Organisation need to make success in business through setting price of products. Pricing
strategy is the process of set the cost of goods and services in marketplace. Pricing is the highly
demand of marketing mix theory. Dove and sure both brand used these strategies to set their
products prices, they both get research in market areas to get the information about trend of
society.
Dove used pricing for market penetration Strategy to set the cost of its good according to
this they need to attract customers more than its competitors, regarding this strategic they offer
low price cost to customers to build their image in mind of people. They used this method to gain
attention of clients from its competitors in marketplace (Armstrong, and et.al., 2015). Thus,
after succeeding in penetration in market areas they can raise their goods cost to reflect their
stage.
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Sure follow psychology pricing strategy for introducing their goods in business world.
Their aim is to understand or get information about people health because it was the main
concern of organisation brand. It impacts on people at emotional level more than logical.
4. Place
Channel management is used in selling products through marketing. It explains the
process of different marketing methods or strategy of sales to reach the biggest customers stage.
Identifying customers, specify supplier tasks etc (Hanssens, and et.al., 2014). are the steps of
channel management activity. Dove and sure both include this process in making their products.
Place is the most important part of marketing, firm need research where they launched their
products.
Dove brand usually make research at the place where they are introducing its goods
because it impacts on business growth. They need to set area where most of the population are
arrived, that will gain the attraction of customer’s towards their products and services. Sure also
set the place of marketing their goods (Khan, 2014). They target the people according to place
and then start the whole process. They both used help of different suppliers for completing their
marketing activity. Dove brand value is the belief in customers need and demands on the other
side sure value their clients requirement about goods. Both are different in making their products
on the base of various stages.
5. Promotion
Promotion is the main part of marketing it helps in improving brand position in
marketplace and attract more customers than now they have. Dove and sure used promotion
activity for attracting people towards their goods and services. This is the best way to
communicate within society (Londhe, 2014). Dove used advertising process through holdings,
templates, website etc. threw using the latest technologies to make their advertising activity more
attractive than its competitors. Holdings place in middle of society that attract people and
focused on their brand goods. Templates also work for increasing the growth of more and more
clients. Social media is a huge platform to introduce brand in marketplace, through applications
televisions etc.
On the other side Sure also need to promote their products to build position in place and
take competitive advantages (Posner, Williams, and Posner, 2015). They used mobile phone
activity that provide messages to every customers about service that attract more and more
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people. They also used online websites, this will provide all information to people with images
that help in understanding the way of making and what are for this.
CONCLUSION
It has been concluded in this report that marketing is very essential in the business world.
Many organisations used this process for expanding their goods in everywhere. This present
report is base on the principles of marketing that include 4 Ps strategy, that will help in
increasing their products and service positions. Both brands used many techniques for promoting
goods that attract more customers towards their business activity. They set their different pricing
strategy and places that affect their growth. It will explain the impact of whole process of
marketing in business world. Social media is a huge platform to introduce brand in marketplace.
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REFERENCES
Books and Journals
Ahmed, M., 2014. Principles of Marketing.
Armstrong, G., and et.al., 2014. Principles of marketing. Pearson Australia.
Armstrong, G., and et.al., 2015. Marketing: an introduction.
Hanssens, D.M.,and et.al., 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science. 33(4). pp.534-550.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management. 6(2). p.95.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance. 11. pp.335-340.
Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and
promotion. Laurence King Publishing.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.
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