Table of Contents
Executive Summary + The Introduction……….3
Findings (Target Market + Segmentation……….4
Price + Promotion……….6
Place + Conclusion……….7
Executive Summary: The report will give an overview as to what brand by way of which of Sure and Dove’s compressed ranges is more effective in terms of the 4p’s which are product, price, promotion and place. This report will not only use these aspects of marketing to evaluate the effectiveness of the compressed ranges, but it will also use a range of secondary resources to back up the point of which brand by way of which product is most effective in terms of the 4p’s of marketing.
Every business needs to have a successful marketing campaign to have a successful business. Not only do they need to think about the products/services they will offer and how it will appeal to the audience they are targeting, but they also need to think about the 4p’s (Product, Price, Promotion and Place) which is the crucial base of having a good marketing campaign. The aim of this report is to see whether Sure or Dove has a better effectiveness in their application of the 4p’s. Also this report will mainly be focused on Sure and Doves women product range (compressed).
Sure was founded in 1908 and is an Unveiler brand, their name was Rexona before the product gradually moved to the UK from Australia through Finland to become Sure. Since Sure became a brand in the UK it has been undisputedly successful and has conquered international markets worldwide in countries such as Mexico, Germany, Brazil and Argentina.
Dove was introduced in 1957 by Unveiler and is a personal hygiene brand, Dove have also become an international brand in this short space of time that they have been a company, countries from Argentina to Pakistan is where Doves products are manufactured.
Sure mainly target males and females from the age of 12+ whilst Dove mainly target women but just recently males that are at the same age. This is the age that puberty starts and changes happen to the human body as they surpass this age (e.g. hair starting to grow = more sweat). This is where Sure and Dove come in, as sure want to always encourage males and females to do more because sure are reliable enough to manufacture products that will take care of any sweat outbursts/residues after exercise, whilst Dove mainly want to keep women feeling fresh and beautiful even after a hard day’s work. As Sure started targeting women because of their increase in practical activities over the years with products like Sure compressed, Dove also took advantage of the gap in the male hygiene market which they had never done and released Dove men care armpit roll on and anti perspirant. Research shows that individuals in the UK had less disposable income after tax in the first 3 months of the year since 2003, although the fall was only by 1% this means less disposable income for Sure and Dove from the UK as they both have such generalised target markets appealing towards all middle/working class men and women in the UK.
Market segmentation is when companies divide larger markets into smaller ones so that consumers can be reached more effectively with their products. These markets are usually divided according to the general characteristics of people and their lifestyles. For example, Sure and Dove with their compressed ranges for women have used psychographic segmentation as they know that everybody can do their bit to improve the environment so why can’t internationally established companies? Sure and Dove’s answer to this was decreasing the size of their deodorant cans from 150ml to 75ml which if 1 million which could save enough aluminium to make 20,500 bikes if 1 million women turned to