Principle of Marketing


Marketing is important for business operations and helps in identifying targeted customers towards their respective brands. It is the major aspect of the company that is most consumers focused as all of the principles of marketing associate directly to the buyers. The brands which have been selected for this assignment are Dove and Sure. The main purpose of this report is to understand the advantages of the marketing mix and how this will describes the importance of these two brands for customers. Along with this, it discusses the target market which is required for companies to promote their brands.


Target Market

Dove deodorant for women is targeted towards female consumers who are the target market for the brand. The women age 18 to 35 are the targets. The educated female consumers who are concerned about the safety and security of the product on their skin and health are targeted by dove deodorant for women. The deodorant has especially targeted the women who are independent and interested in leading a blissful and using the branded products which are made from natural extracts and not harm their health in any concern (Abril, et. al., 2016).
Sure deodorant for women targets a wide range of markets in which women from ages 10 to 50 are involved. The target market for sure deodorant focuses on the problems of sweat odour in females which is a prime source of marketing strategies in the targeted market. The sure brand targets the educated consumers for the customers to use their brand’s deodorant to leave the bad odour of sweat in armpits. This is the major difference between the sure deodorant and dove deodorant for women (Adnyana, et. al., 2015). The target market is almost the same but sure brand uses a wide range of women for their age criteria of using the brand for personal experiences. This difference can be seen in the market competition in the brand for women consumers who are interested in using branded products for personal care (Wongleedee, et. al., 2015).


Dove provides quality based goods and services to their customers. Dove deodorants are famous for their instant freshness among customers. It is the best deodorant for women and mainly for those who have sensitive skin; it glides on easily and provides up to 24 hours of antiperspirant protection against underarm sweat (Blut, et. al., 2018). This includes one-fourth moisturizer to offer great underarm care to the female members who are preferred to purchase this product.

Sure deodorant is popular among female users and this is the target mass audience who regularly use this deodorant. It is skin-friendly, ideal for all skin types, and easy to use by users (Datta, et. al., 2017). This helps in making customers underarms smelling fresh. Rather than stopping sweat such as deodorant works on the bacteria on the skin and make them feel fresh. It is most popular among young females and they are mainly preferred to use this brand.


Dove uses a competitive pricing strategy and the product was initially premium however due to the lower demand, dove reduced their deodorant prices for the customers (Wu, et. al., 2018). The price of this brand is lower as compared to its competitors so this is an advantage to the company to attract new users as well. But it is examined that due to the high quality and unique features of this deodorant, demand is high among customers that enhance the growth and development of the company in a large market area (Dost, et. al., 2019). The pricing strategy in the marketing mix is regulated and operated by the competitive rates as there are several rivals’ products accessible in the market.

Brands Prices
Dove deodorants £1.75
Degrees deodorants £1.23
Nivea deodorants £1.02

Sure deodorant also uses competitive pricing strategy which helps in gaining the attention of customers and reach with a wide range of customers at national and international level. it is required for the company is to focus on maintaining this strategy which assists in enhancing goodwill and identifying major competitors to acquire income and profitability in a better manner (Fan, et. al., 2015). It is important for Sure deodorant is to focus on maintaining and reaching company goals and fulfil customers’ needs and demands effectively.

Brands         Prices
Sure deodorants £1.25
Rexona deodorants £1.12
Shield deodorants £1.20


Dove deodorants are sold in more than 80 nations and companies use distribution channels of its parent company Unilever. It is analyzed that products are transported from factory to warehouse. Dove deodorants are available in supermarkets, chemists, wholesalers, and general stores (Festa, et. al., 2016). This is the mass-marketed product in which the company has increased distribution outlets for its customers. Dove deodorant is a luxury brand which is used by foreign customers as well and enhancing company growth. The company does not keep its distribution network limited instead of this they are increasing the range of distribution of products in different countries.

Sure deodorant is the most famous brand so the company stores its stock in supermarkets or stores. Distribution channels provide downstream value by bringing finished products to the end-users. This flow may involve the physical movement of the brand and simplify the transfer of title (Išoraitė, 2016). It is not mass-market products and it does not cover a wide range of areas. It is a very luxury brand, it is just regular deodorant which can be used by users when they going to the office, college, and any common place. The brand value of the Sure deodorant is that it is the best quality developed products and affordable to purchase by any class of people.


Dove (deodorant for women) is one of the most popular brands among young female members. The company promotes its brand with the use of a promotional strategy where they are conducting a campaign to attract customers. Dove uses non-models in their advertising campaigns and uses people of all body sizes, ages, and colors (Othman, et. al., 2019). The communication methods which are used by Dove include TV, social media, and websites. Dove also promotes its brands with the use of videos and short films which gain the attention of users. For positioning the brand in the mid of target audience, Dove provides affordable and quality based products which attract more customers.
On the other hand, Sure (deodorant for women) is another famous brand which is a major target, female users. The company promotes its brand with the use of different sources such as social media, television, mobile, own websites and so more. They also conduct a marketing campaign where they tackle female equality and gain the attention of women towards their sure deodorant (Pogorelova, et. al., 2016). Social media is the best communication method which is used for promoting Sure deodorant in the market place. It helps in attracting a wide range of people whether they are national and international levels. Sure deodorant builds position in the minds of the target audience by providing a reasonable price of the brand.

Conclusion and Recommendations

From the above-described report, it is concluded that the marketing mix helps in promoting different brands or products. It helps in developing effective marketing strategies and plans for an organization. Also, this assists in maintain business and use of their strengths and avoid unnecessary cost value. Both brands are famous among customers which will enhance the reputation of their companies which manufacture such brands. It is that process which aids in planning, formulating, and developing accurate strategies in a better manner.
It can be recommended that organizations need to focus on developing more plans and strategies of marketing which help in increasing their growth and development level. Along with this, the company requires to analyze the whole market place as per this they should develop or manufacture demanding products and services which attract more consumers. It is necessary for businesses are to focus on a separate whole market area for enhancing growth and profitability range. This is also required for the company is to analyze risks that arise and create a major impact on the business functions and activities effectively. The marketing mix allows the firm to capitalize and gaining marketing opportunities to enhance its goodwill in the market place.


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