Dove and Manchester United †the Effectiveness of the Marketing Concepts and Principals Essay

I have been asked to produce a clear set of notes to go with my presentation of Dove and Manchester United fully comparing the effectiveness of the marketing concepts and principals. First of all I am going to start comparing the similarities of the aims of the two businesses. This is that Manchester United wants to become the best football club on and off the pitch. Dove has a similar aim which is trying to grow its brand of the real beauty campaign for women. This will be effective for both branding companies as they will become one of the top sellers when it comes to future high standards. Promotion Same- Manchester United and Dove communicate the promotion of their product by using the media like for e.g. TV. This leads to attracting more of the public households. Another technique used to promote their product is by In-Store displays, this leads to attracting customers as well as communicating where the item is going to be sold at. They both also promote on their websites this leads to more information on that product as well as other products of their brand being available. Different- The communication through TV can be different as Manchester United have their own channel called â€Å"MUTV†, whereas, Dove only provide a 5 minute advertisement on their product. The two different methods that Manchester united use are the pitch and the players themselves this is because a football club is part of leisure/ hobbies. This leads to fans seeing more of the product. Dove uses magazines to promote their Pro-Age product as this leads to attracting more females as this product is part of a real women campaign who are aged over 40. Effectiveness- Dove is effective in reaching its target market as they communicate the product using many ways of the media as they know that every household has at least one modern technology item so the message will definitely reach the target market. Place Same- Both Dove and Manchester united sell their products/services in the high streets because they know most of the public shop there. This leads to customers not having to travel long distances for the items they require. This is the only same technique both Dove and Manchester united use to sell their products. Dove- supermarkets- Boots, Super drugs, etc. Manchester united- Nike, JD, JJB, etc. Different- Manchester united sells a huge amount of its products portfolio through its website because it is faster for orders to be made and paid for. The website also allows fans to require information of the products sold and another reason it is appropriate is because the public (fans) know that the goods they have bought are original not copies. Dove does not recommend this method because it would refer for a large postal charge as depended on the weight of the product/s. Effectiveness- Dove’s choice of place to sell the product is very effective because it is in the high street where the local public go, so this leads to people not having to travel further than there high street to buy the product so they are what tend to be happy customers. This also would be recommended to other females so the brand gains more profit and this leads to having to manufacture and sell more of that product. Manchester united has chosen an effective place which is via their website. It is effective because this way customers get a wider range of items to choose from and buy. So this leads to selling more merchandise as people will want to buy more of their products e.g. if a person wanted to buy a mug and saw a larger variety of products then they will end up buying a lot more like for example buying an extra t-shirt and an extra mouse mat to go with their computer. Price Same- Dove’s pricing strategy for the Pro-Age product would be from  £2-15 depending entirely on the manufacturing size of the product like for example 15ml/ 30ml. They understand that the product is aimed at households with real women of all ages over 40 and all different ethnicity’s/ backgrounds. This also would depend on the same products pricing but of a different brand like for example Nivea, this would lead to competitors prices dropping to match or under-cutting the other brands so that the competition increases between all the leading brands. Manchester united, however, have to base their product pricing at a fixed rate with the competitors club/ business because fans will not be happy and will end up in an argument. The pricing depends on the individual name and number on the back of the t-shirt like for example Ronaldo- number 7 would be at the highest fixed rate as he is the best player for Manchester united. The prices vary from  £46-57 after that. Appropriate- Dove’s pricing is appropriate as it is used as a daily product so spending  £2-15 for a product is reasonable in this case. Manchester united’s pricing is also appropriate as they are popular to their fans especially and they have set their aim of becoming the best football club on and off the pitch so this would lead to gaining more profit. Product Type- Dove manufactures their products for beauty range of women. These are not just a limited type of women; these are women of all shapes and sizes, ethnicity and age over 40. The beauty products of Dove are required for every household as it is a leading brand product but it is also a product that helps allow women to pamper themselves and look after their skin. Manchester united, on the other hand, manufactures and sells their products to fans of the football club as this method shows the players and other fans supporting competitors that Manchester united has got a large supporting fan base showing wisdom to their team. This leads to helping Manchester united to achieve their aim of becoming the best football club on and off the pitch. Range- The range of products from Dove varies around the 100 real women beauty campaign. This is because they are focusing on achieving their aim which is to grow its brand in the real beauty campaign. Whereas, Manchester united set out a larger variety of products because they want to keep ahead of the competitiveness by producing a lot more products but keeping a fixed rate on prices, this leads to fans expecting more products being purchased into the market and spending more money this helps Manchester united increasing the percentage of profits. Compare- Both Manchester united and Dove want to be a successful brand focusing on their target market. They produce and manufacture a whole range of products developing their ideas to make them suitable for the target market. The only difference is that the target market for each individual brand are different towards one another as Dove target women over 40 and Manchester united target both boy/men and girls/women who are into football as part of either leisure time or as a hobby. Effectiveness- Dove is effective in producing the appropriate product range and type as they know exactly who their target market is. This helps them develop their ideas because the testing of the product helps the brand understand if their product is suitable for these women in the public or if it actually needs to be developed meeting the customer’s needs and wants from the product. Manchester united is effective in producing the correct range and type of products as well because they know who their target market is but the difference between Manchester united and Dove is that Manchester united has a fan base with all ages and also it targets men as well as women. I am now going to go onto comparing how Manchester united and Dove apply to the 4 principals of marketing to their products effectively. Then I going to go onto which of the two businesses has applied to the marketing principals effectively. Manchester united- for this I am going to give you an example of either a product/ service. So I have decided that my example will be of a service which is accommodating events like for example weddings, birthdays, etc. 1. The first one is â€Å"the understanding of the needs and wants of the consumer†. Manchester United would do this by communicating with the customer between the date that they came to see the accommodation and the date they want to use the accommodation for their event so in between that time they have to look after the customers wants and needs like for example the customer wants a wedding and the colour theme is white and pink so they have to give feedback to each other if there are any problems and if everything is going according to plan. 2. The second one would be â€Å"keeping ahead of competition†. They would do this by providing their accommodation at a cheaper price that others or by simply providing more quantity for the same price. Like for example if the price was for a particular amount of people say for example 350 then for the same price they can allow 420 people to come so that their reputation becomes higher than other accommodations 3. The third principle of marketing for the business would be the effective communication with consumers. This means that Manchester United as â€Å"Old Trafford would have to contact the customers who are locating their event at the accommodation informing them of any problems and also informing the customers if their needs and wants are being responded to. 4. The final principle for Manchester United â€Å"Old Trafford† would be the need of Utilising new technology for the customers and the employees at Manchester United. This would lead to all work being completed faster and if there are any changes to be made for the event then the whole description does not need to be re-written.