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Assignment on Brand Extension : Dove

Develop a 10 minute group presentation and a 1000 word report on a brand extension, based on thorough research into the current brand and market environment.

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Added on  2020-10-04

Assignment on Brand Extension : Dove

Develop a 10 minute group presentation and a 1000 word report on a brand extension, based on thorough research into the current brand and market environment.

   Added on 2020-10-04

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Brand Extension
Assignment on Brand Extension : Dove_1
Table of ContentsINTRODUCTION...........................................................................................................................1Segmentation, targeting and positioning.....................................................................................1Ansoff's Matrix ...........................................................................................................................1Pestle analysis ............................................................................................................................2CONCLUSION ...............................................................................................................................3REFERENCES................................................................................................................................4
Assignment on Brand Extension : Dove_2
INTRODUCTIONBrand extension is marketing approach in which company promoting goods with welldeveloped image utilise similar brand name in different good category. This report is based onDove. It will explain the segmentation, targeting and positioning, Ansoff's Matrix and PESTLEanalysis of business environment. Segmentation, targeting and positioningSegmentation:Company can determine niche with specific wants, mature markets to discoverconsumers, deliver more focus and effective marketing information through segmentation. In thesegmentation, various sections involves demographics, psychographics, geography, lifestyle andso on. Dove introduce Sun lotion in the market. In order to that, company needs to select age,gender, income etc. Also, they select lifestyle segment in which includes nation, area and rurallocations and climate. TargetingCompany target the 18-25 age group, female for selling the Sun Lotion within the market.Female are more conscious about their skin, so that it is beneficial for company in relation toincrease the sales of new good in the market. Through this, company identify the expectationsand commercial attractiveness in each of segment within the marketplace. PositioningIt includes applying the targeting. Company make efforts to target the more and moreconsumers for creating position within the market as compare to competitors. High positioningaid to increase the sales and brand image in the marketplace. Highly targeted consumers aid tomake positioning in the marketplace. Ansoff's Matrix This matrix is presented growth strategy for company. In this matrix, there are fourcombination which aid to target expected consumers and goods. Four combinations are Market Penetration:In this strategy, company sell existing goods in the existing market for accomplishgrowth and increasing the market share. Product Development:1
Assignment on Brand Extension : Dove_3

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