Dove vs. Sure
Marketi ng mix analysis
, Executive summary
The current report aimed at comparing the use of marketing mix elements by two direct rivals –
Dove and Sure, focusing on their deo products for women. The research was based entirely on the
use of secondary sources and their in-depth assessment. It has been identified that both companies
use similar distribution channels strategy and target marketing approach, but slightly differ in terms
of pricing, promotion and product portfolio. The report can be used as a foundation for future, more
detailed analysis of marketing mix of both brands and other rivals.
Marketi ng mix analysis
, Executive summary
The current report aimed at comparing the use of marketing mix elements by two direct rivals –
Dove and Sure, focusing on their deo products for women. The research was based entirely on the
use of secondary sources and their in-depth assessment. It has been identified that both companies
use similar distribution channels strategy and target marketing approach, but slightly differ in terms
of pricing, promotion and product portfolio. The report can be used as a foundation for future, more
detailed analysis of marketing mix of both brands and other rivals.
