Marketing Principles: A Comparative Analysis of Dove and Baylis Brands

This report provides a comparative analysis of Dove and Baylis & Harding, two brands in the same industry, based on marketing principles. It examines their target markets and marketing mix elements, including product, price, place, and promotion. The analysis uses secondary research methods to compare the brands' segmentation strategies, target audiences, and positioning tactics. Dove targets a broader demographic with affordable pricing and focuses on female consumers, while Baylis & Harding targets a wealthier demographic with luxury products. The report concludes by highlighting the importance of aligning marketing strategies with target market characteristics to achieve competitive advantage. Desklib offers a wealth of similar solved assignments to aid students in their studies.

Principles of
Marketing

EXECUTIVE SUMMARY
The goal of the report, which is based on marketing principles, is to organise comparative
research on the target market and conduct marketing mix analysis of two popular brands in the
same industry. Dove soap/hand wash and Baylis and Harding soap/hand wash were chosen as the
two brands for this report. To do so, the elements of the marketing mix are analysed in terms of
soap and the retailing industry in order to conduct a thorough investigation. The paper outlines
the target markets of two organisations, as well as different techniques employed by the brands
to preserve competitive advantage with various marketing mix characteristics. Recommendations
for the detention centre are made based on the findings and summary.
1

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Aim.........................................................................................................................................3
Research methods...................................................................................................................3
Comparison of the target market (STP)..................................................................................3
Comparison of marketing mix................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
2

INTRODUCTION
Marketing is considered as the business practice to study, analyse and recognise the several
factors of market area of business in regard of operating and providing effective things in market
appropriately. Within the competitive business environment, suitable marketing is important to
create and maintain competitive edge among the market and competitors (Tokarev, Shkarovskiy
and Soldatova, 2020). Market segmentation and marketing mix both are the essential concepts of
marketing that are helpful in the marketing of brand and its offering regarding the brand image
within the target market. The paper compares two kinds of soap/hand wash: Dove Soap/Hand
Wash and Baylis and Harding Soap/Hand Wash. The target market and segmentation of both
brands are usually included in the report. Apart from that, there is a useful comparison of the
different marketing mix characteristics for both brands. Finally, appropriate recommendations
are made for improved insight and vision.
MAIN BODY
Aim
The main goal of this research is to create an effective comparison analysis of the two
brands Dove and Baylis based on their target market and various marketing mix aspects.
Research methods
There are two research methods including primary and secondary data and for this report, to
conduct comparative analysis, secondary method is used. Target market, marketing mix and
segmentation is done with the help of secondary research method. In this method, the
information which is used for this analysis is being collected, observed and represented by other
individual in different manner.
Comparison of the target market (STP)
Market segmentation of Dove soap/hand wash
Geographical Area Urban and rural area
Location UK
Demographical Age Young and Adults (18-40)
Occupation Working class
Households
3

Students
Disposable income £ 10,000 per month
Gender Male and Female both but
majority female
Psychographic Personality Openness or Extrovert
Lifestyle and attitude Healthy and cognitive
Behavioural Occasion Regular
Targeting and Positioning of Dove Soap/hand wash
Dove soap is a well-known and well-known brand that is owned and manufactured by
Unilever, a British multinational corporation. For this, the company's products, such as soap and
hand wash, are segmented in the UK market based on psychographic, demographic, regional, and
behavioural characteristics (Ravina Ripoll and et. al., 2019). Dove's major market consists of
female clients aged 15 to 35 who use several flavours of soap and hand wash. As a result of the
launch of COVID-19, the company is now targeting male customers as well as children for their
hand wash soap. Dove has successfully positioned itself inside the market by employing a variety
of marketing strategies, the most basic of which is to make women feel good about their skin
after using the soap. The firm also depicts the equality of female bodies, including colour,
because Dove soap is all about skin softness. It is a successful brand positioning strategy.
Market segmentation of Baylis and Harding Soap/ hand wash
Geographical Area Urban
Location UK
Demographical Age 22-40 age group
Occupation Working people
Celebrities
Disposable income £ 40,000 monthly
Gender Male and Female both but
majority female
Psychographic Personality Introvert and Ambivert
Lifestyle and attitude Luxurious and rich class
4

Behavioural Occasion Regular, for gift purpose, on
special occasions.
Targeting and Positioning of Baylis and Harding soap/ hand wash
As per the above segmentation, it has been identified that the main target segment of
Baylis and Harding is the rich segment people who have their income more than 40,000 Euro per
month. Further, the females who prefer luxurious lifestyle, expensive and high-class products.
Apart from that, company also target the segment that has the lifestyle of gifting expensive
products on special occasion (Aman, 2019). In regard of this positioning, the company get highly
competitive price which is the best positioning strategy by which they can create competitive
advantage.
Comparison of marketing mix
Elements of
marketing mix
Dove Soap/hand wash Baylis and Harding soap/ hand
wash
Product Dove's main product is a female-
oriented soap bar. Its goods come
in a range of scents, sizes, colours,
and packaging (AI Shajrawi and
Ali Khan, 2020). There was only
one smell and flavour of soap in
the beginning, and it was white in
colour because their target
clientele were all women. The
product is good in terms of price,
quality, and skin softening after
usage.
Hand wash is one of Baylis and
Harding's most basic products. As
a result, the company offers
exclusive, luxurious, and high-
quality products. Hand wash
bottles come in a variety of shapes
and sizes. Products are available
for wealthy women who live a
high-end lifestyle. The product is
of premium quality and falls into
the premium category.
Price Dove has a cheap pricing plan
since the company has a good
value and a mission to ensure that
their product is accessible to
everyone. This strategy is
The products produced by Baylis
and Harding have a premium
price tag. The brand's smart
pricing plan helps to give their
clients a better impression of high
5

beneficial to the firm since it
allows them to differentiate
themselves in the market by
offering a high-quality product at
an inexpensive price. Dove's
products are quite inexpensive for
all types of customers (Thomas
and et. al., 2018).
quality and elegance. In terms of
addressing the loyal client base
and the premium market, the
company's price strategy is
beneficial. The pricing plan was
created in order to get a
competitive edge that would allow
the company to generate a
reasonable profit margin.
Place Dove's products are mostly offered
in retail outlets in the United
Kingdom, such as Sainsbury's,
Tesco, Morrison's, and others
(Koláová and Koláová, 2020).
These retail establishments have a
large consumer base and adequate
self-space, which is beneficial to
the brand's overall appeal and
ability to reach the target customer
at the right time. Dove also sells e-
commerce sites such as e-Bay,
Amazon, and others.
Given the goods of Baylis and
Haring, the appropriate location is
their own store, which has a large
number of retail customers in the
United Kingdom. As the firm
leads to operate in both offline
and online means, the corporation
also has a grip on online platforms
to market their products (KUSA,
ZAUSKOVA and CABYOVA,
2020). E-commerce platforms are
being used by the company to sell
its items. As a result of their
functional infrastructure and
appropriate websites, luxury
companies have a strong hold on
their market position.
Promotion In terms of analysing the present
competitive aspect, promotion is
critical in the marketing mix.
Customers are more likely to buy
your product if you have an
Baylis and Harding's promotion
approach is limited because they
are a luxury company known for
the quality and price they provide
to its customers. Quality is an
6

effective promotional strategy in
place (Szymoniuk and Valtari,
2018). Dove has an effective
promotional approach that helps
the company expand by keeping
its name in people's minds.
Television, ads, and other forms of
advertising are among the
company's promotional tactics. As
a result, the brand establishes a
successful and long-lasting brand
image in the eyes of its clients.
important strategy for promoting
their products (Khalifa, Abdel
Gawad and Abdul Fadeel, 2021).
The company's promotional
strategy, which includes direct
marketing and public relations,
helps them maintain a loyal
consumer base. As a result, the
company's promotional approach
is effective in attracting customers
and improving brand value.
Hence, it has been analysed that Dove has implemented the most effective marketing mix in
terms of offering the suitable products, price, place and promotional techniques. With it, dove
prominently deals in offering the suitable products like soap, hand wash and shampoo and also
put emphasis on female regarding their products. Also, dove consider low prices to their products
in order to distribute them to the large number of people through offline and online method.
Despite from this, dove tends to use different promotional methods like, television, magazine, e-
mail and so on.
CONCLUSION
As a result of the preceding discussion, it has been determined that two separate brands
operate in the same sector in different ways. The variation in their target market affects the
different parts of marketing mix, which are useful in making decisions about product type,
market coverage, and corporate competitiveness in the market. Each brand has its own price
strategy, positioning, and promotion technique that it employs in order to target specific clients
and gain a competitive edge. As a result, it is beneficial for the company to consider appropriate
brand marketing and supply the right group of target customers at the right time.
7

REFERENCES
Books and Journals
AI Shajrawi, A. and Ali Khan, N., 2020. International Marketing in the Modern
Era. International Research Journal on Advanced Science Hub, 2, pp.16-19.
Aman, A., 2019. Islamic marketing ethics for Islamic financial institutions. International Journal
of Ethics and Systems.
Khalifa, T.F., Abdel Gawad, M. and Abdul Fadeel, A.M., 2021. Correlation between adopting
marketing as a business orientation and its effect on exporting in the textile firms of
Egypt’s industry. International Design Journal, 11(2), pp.23-33.
Kolářová, V. and Kolářová, E., 2020. An analysis of the use of marketing 4.0 principles for
managing customers relationships in microbreweries in the capital city of
Prague. Potravinarstvo Slovak Journal of Food Sciences.
KUSA, A., ZAUSKOVA, A. and CABYOVA, L., 2020. EFFECT OF MARKETING
COMMUNICATION ON CONSUMER PREFERENCES AND PURCHASING
DECISIONS. Ad Alta: Journal of Interdisciplinary Research, 10(1).
Ravina Ripoll, R and et. al., 2019. Towards a happy, creative and social higher education
institution: the case of non-profit marketing and business creation subjects at the
University of Cadiz.
Szymoniuk, B. and Valtari, H., 2018. The REKO system in Finland: a new model of a
sustainable marketing channel. Problemy Ekorozwoju, 13(2).
Thomas, V.L and et. al., 2018. Role-playing in a consumption context: An experiential learning
activity focused on the consumer decision-making process. Marketing Education
Review, 28(2), pp.89-97.
Tokarev, B., Shkarovskiy, S. and Soldatova, N., 2020, March. Concept of Marketing Models
Combining at Stages of Innovative Startup Implementation. In Institute of Scientific
Communications Conference (pp. 1687-1695). Springer, Cham.
8