This is the main chapter that uses secondary research method for comparing marketing efforts of deodorant for women product of Dove and Sure. Present study is going to compare Dove and Sure’s target segment and marketing activities. It has generated 1.9 bn revenues in 2005. Sure being a brand of P&G is very popular and came into market in 2005. It is highly competitive brand in market. Dove came into existents in 1957, it has covered 40.5% market share and has raised its revenues by 18% as compared to last year. Sure and Dove are two main brands that are taken into consideration for the present study (Varadarajan, 2020). In the recent competitive environment companies need to make effective marketing strategies so that it can sustain in market for longer duration. Marketing can be defined as efforts of business for promoting brand and raising its awareness in the mind of consumers. This may help in retaining consumers in the brand for longer duration and gaining competitive advantage as well. Study summarizes that pricing strategy of business needed to be made by looking at buying behavior and spending capacity of target audience. These marketing efforts of both these companies support businesses in gaining attention of large audience and improving its market image as well.
Results show that advertisement method is being used by Dove in order to promote its deodorant product whereas social media platform is used by Sure for its promotion. Study is based on secondary research where scholar has considered books and journals for finding marketing strategies of both these companies. Both these companies are offering amazing quality goods and services to wide range of consumers globally. Dove is the popular brand that is owned by Unilever and Sure is owned by P&G. It does not store any personal data.The purpose of conducting this research is to compare marketing strategies of two different brands Dove and Sure. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics". These cookies ensure basic functionalities and security features of the website, anonymously. Necessary cookies are absolutely essential for the website to function properly.
Finally, we look at the key characteristics that define successful marketers. Additionally, we will see that marketing is not only important to individual organizations it also carries both positive and negative influences at a broader societal level. We also will spend a short time on the history of marketing and see how it has evolved from a process centered on simply getting as many people as possible to purchase a product to today’s highly complex efforts designed to build long-term customer relationships.
A dissection of the key terms in the definition will show that marketing’s primary focus is to identify and satisfy customers in a way that helps build a solid and, hopefully, sustained relationship that encourages customers to continue doing business with the marketer. We will see that marketing encompasses a wide array of business decisions that are essential to the success of nearly all organizations.Ĭoverage in this part of the tutorial includes a close examination of the definition of marketing. In the first section of our highly detailed Principles of Marketing Tutorials we lay the groundwork for our study of the field of marketing with a close look at marketing’s key concepts and the important tasks marketers perform.
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