MG412 Principles of Marketing: Dove vs. Baylis & Harding Strategies

This report provides a comparative analysis of the marketing strategies employed by Dove and Baylis & Harding, two prominent brands in the hand wash/soap market. It examines their target markets, product offerings, pricing strategies, distribution channels, and promotional activities. Dove focuses on a female target market aged 18-35, emphasizing emotional connections and premium pricing, while Baylis & Harding targets women seeking beauty and health products with a skimming pricing tactic. The report highlights Dove's use of traditional and online distribution channels and distraction promotional strategies, contrasting with Baylis & Harding's reliance on retail distribution and social media promotion. Recommendations include Dove considering skimming pricing, increased use of TV and radio advertising, and Baylis & Harding improving pricing tactics and customer reward programs. The analysis concludes that effective marketing, utilizing the 4Ps, is crucial for achieving business goals and maintaining customer loyalty.

MG412 Principles Of
Marketing

Executive summary
The main purpose of conducting research that could compare more about marketing
strategies into two different brands dove and Baylis and Harding hand wash/soap. Both the given
company that are being known as popular brand with having amazing goods and quality of
products with wide range of consumer globally. This could be summarizes about that how
pricing strategy of business needed to be made and how the buying behaviour and spending
capacity towards their products and services. This may also help the consumer in the brands for
longer duration and gaining much competitive advantage as well.
TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4

FINDING.........................................................................................................................................4
Target market...............................................................................................................................4
Products.......................................................................................................................................5
Price.............................................................................................................................................5
Place.............................................................................................................................................6
Promotion....................................................................................................................................6
Recommendation.........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing that can be defined as business efforts for promoting the goods and services
with rising the brand and keeping awareness about many products and services. Dove came
around 1957, with having 40.5% market share and that have been raised with revenues by 18%
as compared with last year. Baylis and Harding is being very popular brand and have the market
share with 19 bn revenues in 2005. While present study is being to compare about dove and
Baylis and Harding target segment and marketing activities.
MAIN BODY
FINDING
This lead the main chapter about the secondary research method for comparing among
the marketing efforts of hand wash/soap among the products of dove and Baylis and Harding.
Target market
Target which being the main elements, companies that can get comparison among their
products and services those who basically take some high interest with company brand retain for
some long duration. Dove is the popular that could provide cosmetic, personalized item for the
large consumer globally (Wang, 2021). The main target for the dove is female people with
having 18 to 35. They always emphasis about how the health and facer that could keep them
glow with aim for smell great. Trust and confidence were declining among the crowd. They were
expected to carry importance to dove's hair care items and draw in with crowd. Being surrounded
by design and excellence brands, persuade ladies to be faithful and in consistent conversation
was troublesome.
Baylis and Harding and dove are biggest competitors. The main targets for the Baylis and
Harding is female candidates look for their skin, health and beauty. As company is being more
targeting to people with having criteria and education and life styles. Lifestyles of consumer
influencers their buying choice and target out the women with some modern styles and use some
of the deodorant often (Muhammedrisaevna, Bayazovna and Kakhramonovna, 2020). The
company that could also keep them for working with strategy and make sure for having middle
income people and products for having the proper growth and keep them for working with
estimation about various products.

Products
Levitt's model that could considered as great framework that could applied by many of
the companies for their product and services. Dove that could create more about the emotional
connection with its buyers. That emotional connection which makes consumer for being more
loyal to the company. This could promote their soap/hand wash with making the products
connection with the women and keeping their females more targeted about present skin
sensitiveness so that female consumer can easily get attracted towards the brand those having
with companies (Sheth, 2020). Company products have much great packaging which keep
attracts towards their customer. While Baylis and Harding always emphasis with having quick
delivery of products so that consumer do not raise any complain again their late delivery about
products and services. Aakar model which establish about brand personality that compare one
brand with some other brand products. Dove raised more about personality honesty brand on the
other hand, Baylis and Harding have developed its cheerful personality. While dove have spirited
about the personality whereas, Baylis and Harding is being more imaginative personality that
could hold by the organization. Both the company required for having their high range of
products and service through which they can easily come to know about how usually they have
to deal. This must be also essential for knowing about their concepts and make sure for having
their growth and opportunities for taking market position.
Price
This considered as important elements that could keep some great influence over the
consumer choice and marketing outcome of keeping some high business unit. Premium pricing
strategy that is being used by the dove for their customer satisfaction. It always keep the changes
for their price according to the demand of products for the deodorant products. This cold always
emphasis while by offering the quality products and reveals about the company value for having
money chance that could be required charging premium price for soap/hand wash is worthy (Li,
Larimo and Leonidou, 2021). As women like to get more sensitive products and services for that
they can spend more and more. Baylis and Harding keeps support of skimming pricing tactic
through which they can make their looks towards buyers pocket and offers them such product
which are being more affordable for them. Basically, it offers the quality products to women
who can afford rates than with high consumer are connected with their brand since with some
longer duration. Moreover, dove sells their products through using the online channels as well

with high charging price on this platform whereas Baylis and Harding keep low prices and sells
their soap/hand wash product with online platforms. The company always keep their price
nominal for its store and dove that could keep high in order with competitive advantage. (in
pounds)
Dove Baylis and harding
80ml 25 20
200 ml 74 96
100 ml 233 183
It could be summarizing that dive is bring their products with high price and keep their
loyal customer for buying their products only (Giyazova and Zayniev, 2020). Whereas, Baylis
and Harding skimming pricing strategy through which they can easily buy their more high
products and services and also help their business for keeping attraction with customer for longer
duration.
Place
Dove which could keep the assistance for traditional offline distribution channels. While
this could also help the organization for knowing about their targeting customer and make sure
for their developing more high products and services. Moreover, dove that could use many more
online platforms and make their large supply chain network which help business in reaching out
with some large consumer.
Baylis and Harding uses retail distribution channels. It sells more soap/hand wash
products to retailers and sells to their consumer (Kumar, 2020). Mainly, this could deliver their
products as super market and major at hyper market. This consumer get more desired about time
for which they can easily buy their more products and come to know about their business goals
and objective. While having such things the company that can easily keep their targeted with
audience and keep high sources for their business.
Promotion
Promotion which considered the essential elements through which the companies that
could keep their products and services advertising. Dove that could take assistances of distract
promotional strategy and this always work with having concentrates through which the real and
target people that could work for them. Firm also involve with having real world in order for
promoting their products and services. The company that can make the proper use of channels

such as TV or radio channels in order for keeping the high promotion activities and make sure
for having their goals and objective concepts. While this could be the best way for making or
creating relationship among their consumer and make them with many aware with its products
and many other services.
Baylis and Harding assistance for using social media platform for promoting their brands.
It could take more great presence through face book, twitter and many other social media sites. It
uploads the amazing videos on various sites through which the consumer that could keep their
attention and try to buy their products and services (Ali and Anwar, 2021). Furthermore, sales
campaign that have been also used by the organization for keeping their high sales promotion
activities and enhances the interaction with customer. While this could make sure about their
business for bringing more succession about its global market in some significant manner.
Recommendation
While this could be seems that dove should also keep their focus towards the skimming
pricing strategy through which how they can make their customer for working with many things.
TV, radio advertisement should being highly used by dove and social media used by Baylis and
Harding for promotion. While having such things this must be also important for keeping
personality and cheerful personality for achieving the target goals and objective. Dove and
Baylis and Harding should invest more in marketing activities through which it can perform well
in market and keep their attract customer with some new buyers (Rust, 2020). As this both are
also required for working with promotional strategy in which they can keep their products and
services with better sites and make their websites with traffic free so that consumer can easily
make their searching. This could also make sure for having their high or better elements through
using their activities through which they can easily take guarantee for working and make sure for
keeping some high features about their people who are being interested at their products and
services. Baylis and Harding should also improve pricing tactics and must design new rewards
programme for their customer in buying some better products and services.

CONCLUSION
From the above report it had been concluded that, marketing must play the important role
through which the business goals and objective that can be achieved. While making the proper
use of 4ps through which they can easily keep their customer knowledge and also help them for
knowing about their company products and services. This could also help for knowing about
their potential customer who can easily buy their products while by having the valuable or
affordable prices with them.

REFERENCES
Books and journals
Ali, B.J. and Anwar, G., 2021. Marketing Strategy: Pricing strategies and its influence on
consumer purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing
strategies and its influence on consumer purchasing decision. International journal of
Rural Development, Environment and Health Research. 5(2). pp.26-39.
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance
and management (pp. 32-38).
Kumar, T.S., 2020. Data mining based marketing decision support system using hybrid machine
learning algorithm. Journal of Artificial Intelligence. 2(03). pp.185-193.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and
objectives of integrated marketing communications. Economics. (2 (45)).
Rust, R.T., 2020. The future of marketing. International Journal of Research in Marketing. 37(1).
pp.15-26.
Sheth, J.N., 2020. Borderless media: Rethinking international marketing. Journal of International
Marketing, 28(1), pp.3-12.
Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural
Editorial. Journal of Research in Interactive Marketing.
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