MG412: Marketing Mix Comparison - Dove Soap vs Baylis and Harding

This report provides a comparative analysis of the marketing strategies employed by Dove and Baylis & Harding soaps, focusing on the 4Ps: product, price, place, and promotion. It examines their target markets, highlighting segmentation, targeting, and positioning strategies. The product comparison utilizes Levitt's model and Aaker’s brand personality model, while the pricing strategies are analyzed in terms of competitive and value-based approaches. The distribution channels and promotional activities of both brands are also compared, with a focus on their communication strategies and marketing campaigns. The report concludes by summarizing the key differences and similarities in their marketing approaches, emphasizing the significance of the marketing mix for organizational success. Desklib provides access to similar marketing reports and assignments for students.

Principles of marketing

Executive summary
Marketing is a set of the different promotional activity for the creation of value, effective
communication, statistical distribution of the valuation to make extreme income. The main
objective of this report is to find the comparison between the Dove and on the basis of target
market, product, place, price and promotion. In this, the secondary data is used to identify their
strategy.

Table of Contents
Executive summary............................................................................................................................2
INTRODUCTION .............................................................................................................................5
Target market of Dove and Baylis and Harding soap..................................................................6
Comparison based on product of brand.........................................................................................7
Comparison based on pricing strategy..........................................................................................7
Comparison based on channel of distribution or place.................................................................8
Comparison based on the channel of communication and promotion..........................................8
CONCLUSION .................................................................................................................................9
REFERENCES.................................................................................................................................10

INTRODUCTION
Marketing is a activity in which it include the advertising, selling and delivering of the
goods or products to the customers. This activity is undertaken by the companies to promote tier
services and products. A company build their promotional strategies upon some marketing
principles. These principles follow a logical sequences. They help to target customers and
determine their needs and wants. It is very essential for the businesses in free market because their
success is depend on identifying an retaining the customers. In this report, it chosen two brands
which are Dove soap which is a self care brand which is owned by the British multinational
FMCG company Unilever and Baylis and Harding soap, it is UK based. These are beauty products
and offer a wide range of products such hand wash, body wash and body lotion etc. This report
will include a comparison between two brand organisation which are based on the target, product,
place, price, promotion etc (Bojanic, 2020).
Target market of Dove and Baylis and Harding soap
STP is an effective tool for the companies, because it concern on breaking company's customers
into smaller groups and also allows the organisation to develop their marketing strategies to target
audiences. This process separate the audience according to their needs and wants. It positioning
the modification of their brand by using this strategy in order to meet their customer's
expectations.
Segmentation- In this, the market is divided into various groups of buyers on the basis of their
different criteria. Dove segmented their customers on demographic basis which include gender,
age, psycho graphic etc. Baylis and Harding divide their customers on the basis of behavioural
segmentation
Targeting- It identifies that which segment is able to create the desired conversion and focus on
the marketing efforts. Dove target women of the all ages, size and shape. They highly focuses on
the working women. Baylis and Harding focus on those customers whoc prefer the eco friendly
products (Buckton, Doveand Davies, 2020).

Positioning- In this, it create product positioning and marketing mix which is most likely to
appeal to target customers. Dove soap positioned itself as the personal care beauty product. It
encourgae women to all around the world to make feel them good about themselves. The Baylis
and harding company positioning themselves by focusing on their USP which supplying the
biodegradable products and are not harmful for their customers
Comparison based on product of brand
Product is that item which cane be offered to satisfy the customer's wants and needs. There is
Levitt's model which is concerned towards the idea of services and product as categorization of
levels. There are four types of this.
Basic product- At this stage, the product staisfy customer's core benfits
Expected product-In this, the product has basic attributes and also has all feature expected by the
consumers.
Augmented product- At this level, the product exceed their customer's expectations.
Potential product- At last level, it contain original features and advantages of a product that are
really distinguish offering (Campher, 2021).
Dove soap contain the category of expected product because it comprises of the attributes
which buyers basically expect present time while the Baylis and Harding soap contain the
category of the augmented product because it exceeds the expectation of their customers because
it is made from the biodegradable resources which are chemical free and less harmful.
Aaker’s brand personality model contain the five dimensions of the brand personality which
includes the competence, sincere, excitement, sophistication and ruggedness. Dove has a sincerity
because the brand personality as it is hoped to attract feminine customers and the luxury brand
such as Baylis and Harding soap has sophistication as brand personality as it focuses on the upper
class people which attracts the high spending customer base ( Nezakatiand et. al 2021).
Comparison based on pricing strategy
Pricing strategy is an activity which is used by the organisation to set the prices of products
and other services in the market. It take in accounts various factors such as need of products,
situation of the market, consumption of the resources and supply and demand in the market. There
are different types of pricing strategy and these strategies adopted by the dove and Baylis and

Harding brands. Dove follows the competitive pricing strategy as it is highly competitive segment.
Dove was initially premium price due to the low demand it reduced their price. Their price is a
little bit higher than their competitors. Due to the high quality and other unique feature of softener
its demand is high. This brand ensure to maintain their quality product with justified price. This
pricing strategy is mostly governed by other competitors. Baylis and Harding soap adopt the value
based pricing policy, it set their price according to the consumers opinion about their products is
worth. Baylis and Harding also focuses on the premium pricing. This pricing policy includes tries
to attain the premium position of company's competitors by establishing higher prices then them.
The competitive pricing policy based on the competition charges. It can be a good and worth
strategy in to the right circumstances like a business just starting out and does not leave a lot of the
rooms for their growth (Codita, , 2020).
Comparison based on channel of distribution or place
The channel of distribution is that chain of an organisation through which the services and
products passes until it reach to the final consumers. It is a path by which all the services and
goods travel to arrive at intended consumers. It include the retailers, wholesalers, distributors and
internet. There are two types of distribution channels one is direct channel and other is indirect
channel. The indirect distribution channel is divided into many levels. It is a network that is used
by the companies to deliver their product or goods from manufacturer to the end consumers. Dove
sold their products more than in 80 countries. It uses the distribution channels of their parent
company Unilever. Their products are transported from the factory to the warehouse. Their
products are available in the supermarkets, chemists, general stores and wholesalers. With ever
increasing reach of the e commerce platforms, their products can be bought from these portals as
well. Baylis and Harding soap has many distribution channels such as supermarkets,
convenience stores, independent stores and the discounters. They uses their existing distribution
channels and the experience. Baylis and Harding soap going with the multi channel marketing
campaign to continue their distribution it also sell their goods and products through the retail
stores. They opened warehouses to keep the well stocked of the product's supply to efficient
dispatched of the products ( Kierzkowski, and et. al.,2020).

Comparison based on the channel of communication and promotion
It is a marketing channel of communication and it refers to a media channel which is
deliver to the customers for a company's message. It is an element of the successful marketing
campaign. It is used by the business organisation to inform the target audience about benefits and
feature of the products. The main motive of this method to create interest and the awareness
among the customers for their product. Dove has very unique and a completely different
marketing campaign. Their promotional strategy is young and aspirational for the women. Their
campaign is for real beauty which focuses on the self esteem of women. It successfully
communicate that the all ages and colours are beautiful. This brand also launched a campaign to
combat negative media which exploit the women's self esteem and security. They uses the non-
models for their all advertising campaign. It also promote their brands through short films and ad
films. Baylis and Harding soap promote their product by social media. They advertise their
product on social media , newspapers and magazines (Luck, 2021). This brand also promote their
products through some videos to reach the potential customers. They used curvy individuals to
fight the ideal body shape image and also released a video showing the editing process of the
models. It uses magazines to promote their products, which the women regularly read. Their all
efforts and campaign created a positive image of their brand.
CONCLUSION
From he above discussion it is concluded that the marketing is very significant for the
organisation. In his report there is a comparison between the two brand one is Dove and the other
is Baylis and Harding soap. They are different from each other on the basis of their target market
which include the segmentation, targetting and the positioning. They are compared on the basis of
price, place of distribution and promotional methods. These both brand have the different types of
channels of distribution and the product on the basis of the Levitt's model. They uses the
competitve and value based pricing policies. Marketing mix is very significant for any product or
brand within the organisation to work efficiently.

REFERENCES
Books and Journals
Bojanic, D., 2020. Hospitality marketing mix and service marketing principles. In Handbook of
Hospitality Marketing Management (pp. 81-106). Routledge.
Buckton, G., Dove, J.W. and Davies, P., 2020. Isothermal microcalorimetry and inverse phase gas
chromatography to study small changes in powder surface properties. International
journal of pharmaceutics. 193(1). pp.13-19.
Campher, H., 2021. Creating a Sustainable Brand: A Guide to Growing the Sustainability Top
Line. Routledge.
Codita, R., 2020. Contingency factors of marketing-mix standardization: German consumer goods
companies in central and Eastern Europe. Springer Science & Business Media.
Kierzkowski, A. and et. al.,2020. Marketing to the digital consumer. The mckinsey quarterly,.(3).
p.4.
Luck, D.J., 2021. Marketing Notes and Communications: Broadening the Concept of Marketing—
Too Far. Journal of marketing. 33(3). pp.53-55.
Nezakati, H. and et. al 2021. Exploring hierarchy situation of 4A marketing mix on malaysia’s