Dove and Sure: Target Market and Marketing Mix Strategies

This report provides a comprehensive analysis of the marketing mix strategies employed by Dove and Sure deodorants. It begins with a comparison of their target markets, noting Dove's focus on women aged 18-34 who prioritize skincare and minimal chemical use, while Sure targets a broader demographic seeking effective odor protection. The report then delves into the four Ps of the marketing mix: product, price, place, and promotion. Dove offers a wide range of skincare products with a premium pricing strategy and extensive global distribution, utilizing both digital and traditional marketing techniques to emphasize its brand image of femininity and beauty. Sure, on the other hand, concentrates on deodorants with a variable pricing strategy, distributing its products across 37 countries and employing humorous and enthusiastic advertising campaigns to highlight clinical protection and freshness. The report concludes with recommendations for both companies, emphasizing the importance of leveraging artificial intelligence for market evaluation and establishing feedback mechanisms to improve customer satisfaction. Desklib provides access to this report and numerous other study resources for students.

PRINCIPLES OF
MARKETING

EXECUTIVE SUMMARY
Marketing mix is one of the strategy that is concerned with ascertaining crucial elements
strategy in turn proper ability to meet requirements of customer can become possible. The
current is based on Dove and Sure deodorant which both are successful companies. The main
aim of present study is to evaluate significant insights regarding target market and marketing
strategy adopted to attract customers. It has given emphasis on evaluating markets hared covered
by both firm. Recent study has highlighted deeper information regarding marketing strategy for
elements like products, price, place and promotion.

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................4
MAIN BODY.............................................................................................................................................4
Comparison of target market...................................................................................................................4
Explaining the market mix.......................................................................................................................5
CONCLUSION..........................................................................................................................................8
Recommendations...................................................................................................................................8
REFERENCES..........................................................................................................................................9
APPENDIX..............................................................................................................................................10

INTRODUCTION
Marketing mix is concerned with making strategy which is helpful in gaining significant
aspects that is relevant for growth and development o company. In the current era, there is larger
competition which require firm to focus on having significant strategy which is capable of
overcoming prevailing challenges. The current report is based on Dove and Sure company
operates in deodorant industry for targeting women. The current report will comprise comparison
of target market and product, price, place and promotion element of marketing mix.
MAIN BODY
Comparison of target market
Dove is one of the international organization which is offered by Unilever company that
focuses on attracting customer by claiming that consumer will feel beautiful. It has been built
with maintaining compliance with expertise knowledge (Understanding How to Position Your
Market Offering, 2021). Basically the target segment of Dove can be said that are those who
take extra care of their body, hair and physical wellbeing. It can be said that focus on kept on
having significant amount of customer by ensuring that minimal utilization of chemical effects
on h body or hair is obtained by using Dove. The market of Dove products is around 24% which
tend to focus on attracting skin care people that lies in age group of18-34. The attitude of the
targeted audience comprising education, self-esteem, etc. kind of women who tend to incline
beauty of their skin by eliminating utilization of chemicals. Dove basically focus on positioning
their brand aspects of feminity and beauty that is relevant for the female market.
Sure is included in the top list of women deodorants for teenagers. There are several types of
customers who look for those products that are not made of large chemical utilization. It has
been categorized as good deodorant which helps in protecting order smell. It focuses on
targeting the niche market which comprises the buyers who have objective of making their skin
good along with feeling fresh (Thabit and Raewf, 2018.). The target market share of Sure
company is company in the current time is less competitive as compared to Dove. Sure firm has
focus on meeting expectations of both male and female but larger focus in order to overcome the
competition specified firm pay attention making is advertising & promotional activities

attractive for women. The main of Sure irrespective of soft skin it tends to prevent that
sweating will be eliminated to make users feel fresh.
Explaining the market mix
Product
It refers to the goods that are offered by company for meeting needs of the customer in turn
higher satisfaction can be provided. Product element of marketing mix allows company to
formulae significant strategy through specifying its characteristics. Dove firm is one of the
international organization which has wide range of products (Pomering, 2017.). It comprises
facial, hair care, moisturizers, beauty bars, body wash, deodorants. Dove’s products are having
characteristics of ensuring skin moisturized by utilizing the products. It ensures minimal
utilization of chemical for creating trustworthiness among skin care possessing attitude of its
targeted audience.
Sure as being operator in deodorant industry tend to give much emphasis on pretending
its features as part of global product portfolio of Unilever (Attached in appendix). It is available
in the form of soap, roll on, sticks, sachet, etc. It tends to give clinical protection of product
which lead to give higher positive impact on customers. There is need to be give emphasis on its
products characteristics which includes higher protection, skin care, etc. which Is leading to
cover good market share of particular industry. As compared to Dove the sure is having less
market share due to lower marketing practices of company.
Price
Dove Sure
 It has relatively expensive pricing
strategy due to offering quality
products
 Sure give much emphasis on the areas
where affordable pricing strategy is
adopted.
 The higher market value is allowing
firm to use skimming pricing strategy.
 There are few discounts and offers area
as well given to targeted audience it
ensures that in the specified pricing
strategy customer will be able to

recover its highlighted objectives.
There are several types of pricing strategies which are utilize d by organizations in order
to fulfil their objective of higher revenue, profitability, market share, etc. Dove as being part of
international market focuses on different areas of global platform. it is considered to be luxury
product which has well integrated pricing strategy. The specified enterprise concentrates on
having reasonable with maintaining distinctiveness. As compared to the highlighted competitor it
can be specified that Dove has slightly expensive for the offered extent of quality of the
products. In addition to this, its customers are ready to pay the decided pricing strategy due to the
higher standard quality. It follows the value adding pricing strategy due to it good image in the
market.
Sure is having variable pricing strategy for the different kinds of products and services
offered by firm for its customers. In addition to this, there are higher number of components
which are required to be taken into consideration by organization while deciding pricing strategy
for gaining competitive edge (Mintz and et,al., 2021). To be successful in deodorant it becomes
essential for the enterprise to give emphasis on variable priced based type of product which is
considered to be moderately affordable. From comparing both the aspects it can be specified that
Dove is relatively expensive product as compared to Sure (Unaldi and Soydemir, 2021). On the
basis of this, it cane b identified that both firm charges different pricing for the specified
characteristics.
Place
There are number of advantages of operating in international market which can inline
opportunities. Dove operates its business practices in number of areas which is enabling firm to
cover larger market share in the deodorant industry (Attached in appendix). It conducts business
activities in China, Canada, India, Germany Brazil, etc. in order to be incline its profitability. It
has highly efficient distribution channel for delivering its products to customers through availing
its products in supermarkets, mall. Discounts stores, etc. in the current time the products of
Dove are easily available in overall areas due to its strategic management activities.

In comparison to the Dove, there are 37 different countries where specialized customized
products are offered by firm to its targeted audience. It offers products to different regions where
higher number customers have attitude of being fresh. The areas where the products are offered
involves Africa, U.S, Canada, etc. by analyzing both the companies it can be ensured that they
have presence on different business based platform which is inclining sales and profitability.
From the evaluation it can be specified that Dove is obtaining higher preference in
different countries as compared to Sure. The main reason behind this involves its appropriate
evaluation of each targeted market so that accomplishing objectives of covering good market
share has become possible. Sure has given focus on achieving higher market share by paying
attention on conducting promotional activities.
Promotional
Different kind of marketing techniques which are taken into consideration by
organization for spreading awareness about characteristics of its offered products in turn higher
profitability and sustainability. There are several types of techniques which are used by Dove for

maintaining its brand image deodorant in the sector. It uses both digital and traditional pattern of
conducting market practices. The specified organization pay attention on using television
advertising, print media, sponsoring events, digital marketing activities, etc. It is helpful in
increasing performance of company which is making possible to succeed in each targeted area of
global market. This company positions its product by ensuring higher skin care.
On the other side, Sure uses both conventional and traditional ways for advertising its
products. There ae several advertising campaign as well which are conducted by firm for gaining
attention of customers (Dost and et.al., 2019). It concentrates on building good digital marketing
activities through enabling its customer to get prompted information to get higher revenue. Its
advertisement is found to be funny and enthusiastic so that covering larger part of market can
become possible. Global expansion can lead firm to get higher ability to encourage customer to
purchase goods. It positions its product through defining its products clinical safe and assured.
CONCLUSION
From the above report it can be concluded that marketing mix is helpful in gaining different
competitive benefits which can help enterprise to get profitability. The current report has
involved information regarding target market by target market of Sure and Dove. This has
comprised marketing mix which has involved product, price, place and promotion. Each
company has distinct criteria for making strategy regarding each factor.
Recommendations
There are few recommendations which are needed to be taken into consideration for making
improvement
 It is recommended to adopt approach to get proper evaluation of market through utilizing
approach of artificial and business intelligence to make proper evaluation in turn better
knowledge regarding lacking areas can be identified. It will permit to make changes in
non-performing part to get success.
 It is advised to establish feedback mechanism in turn proper views and experience of
customer regrading product quality, price, channels of connecting, etc. can be derived. it
will help in making crucial changes in order to have significant improvement.

REFERENCES
Books and Journals
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Mintz, O. and et,al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal. 25(2). pp.157-165.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Unaldi, H. and Soydemir, H., 2021. Selecting Target Market Using'The Analytic Hierarchy
Process (AHP)'Model: TarMAR. American Journal of Management. 21(3). pp.36-44.
Online
Understanding How to Position Your Market Offering. 2021. [Online]. Available through: <
https://www.mindtools.com/pages/article/newSTR_94.htm>

APPENDIX
Dove profitability
Deodorant growth