Most preferred marketing tools in current business world, which assists a company to launch a new product under the existing brand name

1. Company Name: Home Of Dissertations
Website: https://www.dissertationhomework.com
Contact Number: +44 7842798340
Brand Extension of Dove (Case Study)
CONNECT NOW

2. Brand Extension of Dove

3. Introduction
Brand extension :
⦿ Most preferred marketing tools in current business world, which
assists a company to launch a new product under the existing
brand name
Aim of the presentation
⦿ Discuss the brand extension of Dove, the American personal care
brand that owned by Unilever.
⦿ Discuss how the marketers of Dove is going to conduct different
marketing tools such as STP analysis, PESTEL analysis, brand value
analysis, determining market size and market value analysis to
promote as well as establish the new brand.

4. Background of Dove
⦿ Dove is American personal care company
⦿ Owned by Unilever originated in US
⦿ Founded in 1955 in US with a vision of providing high quality personal care products to customers
⦿ Products: Shampoo, conditioner, facewash, bodywash, soap, moisturising cream, hair acre, deodorants,
beauty bars and vegetable oils.
⦿ Countries in which dove products are manufactured: Australia, Bangladesh, Brazil, India, Germany, China,
Egypt, Netherlands, Poland, Philippines, Turkey, Ireland, Israel and Thailand
Overview of new brand: Dove toothpaste:
⦿ Dove is going to promote and extend the new brand Dove toothpaste in US market
⦿ Dove intends to get the response of this new brand first from in its home market as they marketers are aware
of current marketed, customers preferences changing social trend and buying behaviour of US customers.

5. Existing brand values of Dove
:
⦿ Dove is trustworthy and famous brand
⦿ Provide convenient service to its customer since the times it had
been established
⦿ Marketers of this company come up with innovative products
that improve brand image
⦿ Positive brand image in the mind of its customers with providing
high quality products
⦿ Marketers of the company believe in continuous improvement in
product development process
⦿ Come up with new features and benefits of products that meet
ever changing customer demands

6. Background of new brand
extension
The selection of brand name:
Dove toothpaste
Background:
⦿ Dove toothpaste is personal care brand of Dove
⦿ It will sell toothpaste of different quantities such as
75 mg, 125 mg and 175 mg.
⦿ The price of each quantity is going to be set as
per market demand and industry norms
⦿ Both men and women are targeted for this brand
This brand name is expected to be appreciated by
customers

7. Target market of Dove Toothpaste
(STP analysis)
Segmentation:
Demographic segmentation:
⦿ Age: the targeted age group selected by
marketers of Dove for brand extension od
Dove toothpaste is people of 18-45 years
⦿ Gender: Both men and women are targeted
⦿ Income: Middle- and higher-income people
who can afford the toothpaste
Psychographic segmentation:
⦿ Marketers intend to make positive brand
image in the mind of its customers with
providing huge quality products
Targeting:
⦿ People belonging to age group 18-45 and
middle- and higher-income level are
targeted customers of Dove toothpaste
⦿ Urban areas, metropolitan, areas, cities in the
US are selected for promoting and selling
toothpaste
Positioning:
Here marketers of Dove are going to use cost-
plus pricing strategy to grab good marketing
position for new brand, Dove toothpaste

8. Target market of new market for
brand extension product
New market analysis:
⦿ Dove is going to conduct the PESTEL analysis to understand influence of macro environmental
factors on new brand , Dove toothpaste.
Political:
⦿ US has strong and stable democratic set up
⦿ Beneficial and useful legal framework
⦿ Well-organised policy making framework
Economic:
⦿ High GDP in US market
⦿ Largest economy in the world
Social:
⦿ More ageing population that can make labour shorter
⦿ Strong and highly organised health care and education system
⦿ Liberal mindset of society people
Technological
⦿ US is the global leader for technology and science
⦿ Technologies change the ways business operated here
⦿ Application of technologies in installing new application program, operating system, software and
website designing
Environmental:
⦿ Environmental legislation can pose economic burden on marketers of Dove as they need to adopt
eco-friendly system and waste reduction process
Legal:
Unbiased and stable legal system

9. Competitive analysis
⦿ Competitive analysis is highly preferred in current business world
⦿ marketers collect database about their rivals in interactional and domestic market (Chiu
et al. 2017)
⦿ Through using the process, marketers of Dove will be able to gather proper information
on potentiality and market approaches of rivals in US and overseas market.
⦿ It will assist the new brand, Dove toothpaste to have strong competitive advantage
The brand, Dove toothpaste has competitive threats from following competitors
⦿ Colgate:
⦿ Popular American personal care brand. It operates almost in 200 countries. One
of the most potential and trustworthy brands in world
⦿ Sensodyne:
⦿ Popular UK based brand, owned by GlaxoSmithKline that sells mouthwash and
toothpaste. The worldwide availability and popularity thus brand can pose strong
competition toward Dove toothpaste
⦿ Crest:
⦿ This is famous brand that sells toothpaste and hygiene products. Its low cost and
high quality are reasons behind its popularity in middle class community.
⦿ Aqua fresh:
⦿ It is popular and trustworthy oral care brand that has strong customer base.
⦿

10. Design of new brand
Here the marketers of Dove toothpaste of going
to use Kapferer’s Brand Identity Prism to design
the brand:
Physique:
• Existing products of Dove such as
sewing machines are high quality
and modern products that are able
to meet customer demands
Personality:
• The brand Dove provides
convenience and trustworthy service
• Promote uniqueness and ethics of its
brand
Relationship:
• Dove has successfully established
trustworthy and healthy relationship
with stakeholders and customers
Reflection:
• The brand reflects youth
empowerment and women
empowerment through providing
employment to them
Culture:
Supportive and positive organisational
culture
Self-image:
Dove has strong and positive social
image.

11. Ansoff matrix (Growth strategy)
Growth strategy: (Ansoff Matrix)
⦿ Market development strategy
⦿ Market penetration strategy
⦿ Product development strategy
⦿ Diversification
⦿ Market development strategy:
⦿ Here the marketers of Dove will focus on
improving quality and service existing
products in new market, for example the
marketeers will begin to explore the
oversees market such as China, Japan and
UK, to promote the brand image
⦿
⦿ Market penetration:
⦿ Here marketers of Dove would focus on
improving the quality of existing products
such as various types of sewing machines in
existing market (US market)

12. Ansoff matrix (Growth strategy)
⦿ Product development:
⦿ Marketers focus on promoting
products of the new brand, Dove
toothpaste. The products are
toothpaste and mouth freshers.
⦿
⦿ Diversification strategy:
⦿ Horizontal: here marketers of Dove
would use new technologies to
promote brand images of Dove
toothpaste
⦿ Conglomerate
⦿ Here marketers would make
effectives strategic planning to
promote new brand, Dove
toothpaste in new market
⦿

13. Conclusion:
⦿ Brand positioning is important process of
establishing new product under the existing
brand name
⦿ Brand extension, assists a company to expand
its business in home and overseas market
⦿ Brand extension is associated with many
techniques and marketing tools such as STP
analysis, PESTEL analysis, brand positioning,
market segmentation and market analysis

14. Reference list
⦿ Ahn, J., Park, J.K. and Hyun, H., 2018. Luxury product to service brand extension and
brand equity transfer. Journal of Retailing and Consumer Services, 42, pp.22-28.
⦿ Childs, M., 2017. Brand extension feedback effects: What do we know and where should
we go?. Journal of Product & Brand Management.
⦿ Chiu, C.M., Huang, H.Y., Weng, Y.C. and Chieh-Fan Chen, M.D., 2017. The roles of
customer-brand relationships and brand equity in brand extension acceptance. Journal
of Electronic Commerce Research, 18(2), pp.155-176.
⦿ del Barrio-García, S. and Prados-Peña, M.B., 2019. Do brand authenticity and brand
credibility facilitate brand equity? The case of heritage destination brand extension.
Journal of Destination Marketing & Management, 13, pp.10-23.
⦿ Ferguson, G., Lau, K.C. and Phau, I., 2016. Brand personality as a direct cause of brand
extension success: does self-monitoring matter?. Journal of Consumer Marketing.
⦿ Kim, K. and Park, J., 2019. Cultural influences on brand extension judgments: Opposing
effects of thinking style and regulatory focus. International Journal of Research in
Marketing, 36(1), pp.137-150.
⦿ Shokri, M. and Alavi, A., 2019. The Relationship Between Consumer-Brand Identification
and Brand Extension. Journal of Relationship Marketing, 18(2), pp.124-145.
⦿ Zheng, X., Baskin, E. and Dhar, R., 2019. By-Brand or By-Category? The Effect of Display
Format on Brand Extension Evaluation. Journal of Retailing, 95(3), pp.76-85.
⦿

16. Contact us now
Website : https://www.dissertationhomework.com
Contact Number : +44 7842798340
THANK YOU !!
CONNECT NOW