Principles of Marketing: Dove and Sure Deodorant Executive Summary

This report provides an executive summary and detailed analysis of the marketing strategies employed by Dove and Sure, two prominent brands in the deodorant market. The report begins with an introduction to the principles of marketing and then delves into the target markets of both brands, identifying their respective customer demographics and geographical focus. It explores the product offerings of Dove and Sure, highlighting their brand strengths and product categories, including various fragrances and formulations. The analysis extends to the pricing strategies, examining how each brand approaches pricing to attract and retain customers, including the use of economic and competitive pricing models. The report also covers place tactics, detailing the distribution channels used by Dove and Sure to ensure product availability. Furthermore, it examines the promotion tactics, including traditional and modern advertising methods. The conclusion summarizes the key findings, emphasizing the effectiveness of the marketing mix strategies employed by both Dove and Sure in the competitive deodorant industry, ultimately aiming to provide insights into how these brands gain and maintain market share.

PRINCIPLES OF
MARKETING

EXECUTIVE SUMMARY
Principals of marketing is the process by which an organization like Dove and sure
introduces there product within market. This used marketing mix in order to target customers all
over the market. Further Dove and Sure sells deodorants for which they have to target customers
all over market. From their report it is identified that how growth can be achieved by Dove and
Sure.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target Market of Doveand Pantene............................................................................................1
Product/Brand of organisations...................................................................................................2
Price strategies............................................................................................................................3
Place tactics ................................................................................................................................3
Promotion tactics.........................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing strategic tactics according to organization platform over different activities
while operations to make product known by maximum number of persons. This has been helping
in marketing with positive image about an organization over maximum number of persons.
Marketing mix is related to that kind of framework consist of different strategies over an
organization with the actual position and performance that is to be identified by a person. In
these file things has been covered in relation to Dove and Sure. There are two renowned
organizations that deal over deodorant to its customers. As per the research is required to be done
in depth about Dove and Sure in this target market mix is taken.
MAIN BODY
Target Market of Dove and Pantene
Dove is an multinational brand that provides deodorant of all variety on global level.
This is an UK based company and subsidiary of Unilever having 9% of share in relation to
global level. Sure is also an global organization having its headquarters in Switzerland this is
been owned by Unilever. This organization is provides deodorants to its customers at genuine
level. As per the report Market share of Sure is 14%. This part is to be discussed with target
market of Sure perfumes and Dove perfumes (Tontuș, 2018).
Dove
Target market in Dove is mainly those customers which concentrate more upon
deodorants with variety of fragrances. Organization has been targetting customer on the basis of
geography. As per this age and income factor is mainly considered. Main target over
organization is both male and female within age group of 20 to 50 years. An individual of these
group may face body ordure. Also organization is using new formulation of volume boost and
hair fall therapy so as to make target of other age group possible. The organization targets middle
class for maximizing individual through its products.
Sure Lady's deodorant
This one of the most popular and leading brand for females with the deodorants. Sure is
required to make target to those female customers that have been eager in delivering best effort
in order to remove ordure from their body. The organization targets customers on the basis of
gender with lifestyle. Main target of Sure vis women having age from 15 to 30 years. Female age
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group is more focused upon health of an person and his personality. This has been helping in
earning high sales with revenue by reattaining market through segmenting with maximum period
of time.
Product/Brand of organisations
Dove is also an big brand in the name of filed of deodorant. Firm having wider products
which is available to customers upon global level. Products of company are provided with relief
to people from issues like ordure, sweating etc. Product category is been offered by Dove include
freshness deodorants and perfumes with new fragrances like lavender, musk and blue sea.
Strength of there product has helped inn building deodorant to fight from body ordure . Also
strengths of product offered by Dove with efficient removing body ordure. Due to this such an
organization is able to build loyal and sustainable customers base. In recent years Dove has
introduced an product that is made from plastic bottles for showing support in the form of
sustainability. In this action and belief of an organization is that customers of various kinds are
worried about internet in imitating the process. Main belief of the organization is that positive
image has to be sustained within the minds of customers. As per Aker brand personality the
brand of Dove that is been updated with honest and sophisticated view (Sabaghinejad and et.
al.., 2018).
Sure Lady's deodorant is popular for brand and products within an organization that has
been usually promoting celebrities with famous personality. In this product category is been
offered by Sure includes deodorant with different fragrances which helps in removing bad smell
form deodorant. This product is famous that all products of an organization is being promoted by
big celebrity. In the deodorants variety of fragrances is been provided that makes consumer feel
fresh and energised. Various kinds of products is available with the organization. Nature fusion
smoothing with all products that is widely popular within customers and organizations gains over
competitive edge. Such products is popular within customers within which an organization
makes cooperative edge to be attained. Products gain popularity over an organization targetting
customer concept of deodorant. Pro- vitamin product of Sure and making organization target
customer through deodorants. In this organization gain special consideration towards packaging
of products in order to make sure that high number of people is attracted through purchasing
them. In relation this accordance with Aakers brand model that brand has been eliminating to
being imaginative by making appreciable, flourishing and down-to-earth.
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Price strategies
Dove has been adopting economic strategy that has been producing over an organization
that has been charged with maximum number of persons purchased by them. According to this
price strategy of products of an organization. In this purchase Dove deodorant comparison with it
rival adopts economic pricing strategy in which products of an organization is been adopted by
pricing strategies over which product of an organization is been charged moderately for making
maximum number of people for purchasing them. According to pricing strategy as individual
income sections is able to afford it. High quality product should be persuade through purchase of
deodorants that is been produced by an organization. This makes Dove available with various
sizes. Customers high satisfaction within structure of price in an organization (Razakova,
Bekkulieva and Istaeva, 2019).
Sure Lady's deodorant is been adopted through competitive pricing over products of an
organization are charged according to rates that has been marked by rivals. In this approach Sure
is targeting maximum number of customers with extra effort. As an organization charge at
genuine rate over products at times of discounts and offer with efforts. In an organization
maximum number of customer. Organization charges genuine rate for the products at the time of
discounts and offer that is provided by an organization. This helps in making sales to be
enhanced in exceptional manner. This is the reason firm makes sales and profit to be achieved in
appropriate manner.
Place tactics
Dove operates activities related with business activities in almost every nation around the
glob in this FMGC marketing is been distributed channels that is easily available over retail
stores, super market, hypermarket and local shops in local area. As per this customers is required
to purchase products through H&S through online site. Portal like Amazon, Flipkart are required
to be used for making products easily available to an customers all over the world.
In case of SureLady's Deordrant, owner of an organization uses various distribution
methods used by Dove that is FMGC marketing. Firm using online channels is been distributed
over products. It states that customer is free for purchase of products in an organization through
online process and offline process. Products of an company is available at every place form
large to small supermarkets within retail sector.
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Promotion tactics
Dove is majorly dependent over marketing team for making promotion and advertising
possible over different products in an organization to cover wide scale. In relation to firm both
traditional and new tactics for advertise with TV, magazines and newspaper. In relation to
modern approach organization is been carrying out campaigns in which simple services or
products is been distributed to persons for free. As per this an person acknowledging of products
within an organization in proper way. Dove is promoting over products with digital media and
social media platforms like YouTube, Instagram etc. Such tactics helping an organization in
gaining advantages through rivals like Dove, Sure(Bonaparte, 2019).
Main tactics of Sure for advertising through billboard, newspaper. An Organization os
carried out in market with survey of products within an organization is given customers free of
cost. In this quality of product and services is been promoted by customers. Others than
advertisement of an organization has been shown over social media. So, that maximum number
of female customer should be gained over knowledge about products. Sure modern techniques is
being used for making promotion possible.
CONCLUSION
From the above file it can be concluded that summarised of both Dove and Sure is well
known all over the world which confines deodorant industry. In relation, to both the
organizations possessed in simplification process. Both the organization marketing mix for Sure
is most appreciated which make gaining attention of customers with simplification over process.
Both organizations marketing mix for Sure is most appreciated and appropriate strategies with
tactics. Various elements is been implemented in marketing mix of both the organization due to
effectiveness over Dove which makes an organization gain more advantages. This is the reason
marketing mix Sure targets customers with more influence to gain market shares.
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REFERENCES
Books and Journals
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marketing course. Journal of Global Scholars of Marketing Science, 29(1), pp.7-14.
Eastman, M and et. al.., 2016. THE BRAND PROJECT: INNOVATIVE STUDENT
RESEARCH IN A PRINCIPLES OF MARKETING CLASSROOM. THE
ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS. p.74.
Razakova, D.I., Bekkulieva, B.M. and Istaeva, A.A., 2019. Formation and development of
educational services on the marketing principles. Вестник университета Туран. (4).
pp.278-283.
Sabaghinejad, Z and et. al.., 2018. Retracted: A survey of jundishapur medical sciences
university students viewpoints in Ahvaz considering the effective components in the
marketing process of libraries based on the principles of marketing mix (9P's model).
Journal of Fundamental and Applied Sciences. 10(6S).
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism. 3(1). pp.67-88.
Woodham, O.P., 2018. Testing the effectiveness of a marketing simulation to improve course
performance. Marketing Education Review. 28(3). pp.203-216.
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