Brand Extension Report

This report discusses successful brand strategy for Dove toothpaste through brand extension. It includes market analysis, target market, new product description, and competition. The report also explains the Ansoff matrix and Kapferer's brand identity prism. The research methodology is secondary research, and the report includes references for further reading.

Brand Extension Report

Executive summary
The aim of the report is to derive successful brand strategy that is brought forth with respect to
an observation and research that can also highlight market share market size and the trends that
are incorporated into sales. Report explains about the models that are pertaining in marketing
world with aspects that are into brand identity

Table of Contents
INTRODUCTION...........................................................................................................................4
METHODOLOGY..........................................................................................................................4
FINDINGS.......................................................................................................................................4
Existing brand and Brand Values................................................................................................4
Description of the Target Market................................................................................................5
Analysis of the New Market, Including Trends...........................................................................5
An Explanation of the New Product............................................................................................6
Competition.................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Brand extension is regarded to be one of the probable entities that is in regard to an organisation
that is aiming for a proper establishment regarding the product category. The report will aim for
successful brand strategy that is brought forth with respect to an observation and research that
can also highlight market share market size and the trends that are incorporated into sales. The
brand extension model that is adopted in this regard is Dove toothpaste (Kim, 2020). This is not
to be one of the models that are pertaining in marketing world with aspects that are into brand
identity. The aspects are determined and are also brought forth with a variable personification
and descriptive mechanism that is brought forth in the findings.
METHODOLOGY
The research that is oriented in this regard is secondary research where there is certain data that
is collected which is obviously taken from the records of organisations. How far this brand
extension model is being able to occupy a place in the market orientation of the organisation if
brought forth in this regard. Exploratory research that is oriented with investigations and a
growth trajectory that is in regard to organisations is included in this particular research (Mogaji,
2021). The qualitative as well as quantitative analysis both are embedded and is brought forth
with respect to numerical and practical analysis that is picturised into automatic orientation while
defining the prospect of brand extension.
FINDINGS
Existing brand and Brand Values
Brand is defined as one of the identity that is brought forward with respect to organisation. It will
also stand as a recognition and is also important in order to make sure that the activities that are
oriented with organisation like that of marketing and advertising are particularly carry
forwarded. A brand will feature the required products on to the company portal and people can
easily identify the onset of companies evolution. Brand extension on the other hand is known to
be one of the product that is brought forth with respect to the existing product and it is also
define to be a separate category. This brand extension is required in order to make sure that the
product would eventually develop as another embodiment and that is required for the
organisation in order to bring in the newness in every product (Lithopoulos and et.al, 2021).
Kapferers' brand identity prism: this particular model of branding will help to identify and
visualise the six aspects that are into brand identity which will also give a unit personification for

the entire brand management. These 6 aspects include physique, personality, culture, self- image,
reflection and relationship. The six aspects are drawn carefully with respect to the Dove
toothpaste to make sure that the brand extension is eventually personified with respect to the
segmentation and the target.
Description of the Target Market
Since the product that is into brand extension is a toothpaste then the target market selection is as
important as any other segment with respect to the organisation. It is mostly targeted over
different demographics because toothpaste is often used by many people around. The selective
specialisation will often deal with different segments that will obviously attract the appropriate
group and this can also be used in terms of bringing about the demographics. The ones that are
usually targeted include the elder people, kids and adults and based on their type and the
sensitivity of the tooth the processes will again be classified (Moorthy, 2018).
Analysis of the New Market, Including Trends
Pestle analysis is known to be the tool that will bring about factors like that of political economic
social technological legal and environmental factors that are the external factors which often
affect the organisation.
Political: the political factors would often deal with the political stability that is incorporated
with respect to the country. There is an integrity that is maintained by politicians and therefore
based on the change in government the law will differ and that would eventually impact the
organisational embodiment. Dove will have to deal with high-level taxation is also one of the de
motivating factor that is affecting the organisation (Le Tan, 2019).
Economic factors: Dove brand incorporates means to deal with the current GDP growth rate with
respect to the country would eventually impact the expected value and profitability that is
oriented with its extension.
Social factors: various personifications of population and target population would eventually
deal with a rise or fall in the brand extension and obviously a marketing strategy would lift up
the required prospect.
Technological factors: the technological factors in this would eventually deal with the innovation
that are brought forth with respect to making a product digitalised and making it available for
people around.

Environmental factors: the fact that the product is not included in bringing about a global
warming criterion and also dealing with the carbon emissions such that it will not damage the
environmental policies.
Legal factors: by incorporating the legal framework as well as the institutional discrimination
laws the brand extension would eventually deal with the factors like that of gender, age,
disability, ethnicity and employee identity.
Ansoff matrix
Market penetration: this can be achieved with respect to the sales touch points that are into
dealing with the product. The organisation can move ahead in terms of dealing with customer
network that will bring about a good penetration to the product (Malik).
Market development: in this regard since the product extension is a toothpaste therefore it is
necessary for its to deal with the complementary strategies that will uplift marketing channels
and current product distribution.
Product development: the product development would eventually deal with the existing market
race as well as the development strategies like that of marketing campaigns and initial
advertisements that are necessary for it to get incorporated into the market.
Diversification: the opportunities that are in regard to the product would completely deal with
vertical integration channel and that would eventually bring forth a diversification that can make
people identify the productivity of business.
The one that is suitable in this regard is product development since it has reached a niche in the
product extension and therefore it will have to focus on the aspect of development.

An Explanation of the New Product
The new product without toothpaste would bring forth the a combination of Herbs as well as a
healthy teeth style that is enriched with eucalyptus and tea tree oil. It has also got natural Herbs
that will help to provide a proper care to the teeth and it can be used by different demographics.
By deriving all the benefits, the brand can stand as a unique entity by incorporating the oral care
that is necessary and the hygiene that will have to be beneficial (Malik). Dove is one of the
leading brands that is obviously operating with respect to different products like that of creams
Hair Care shampoos and many other and this product extension would eventually left the
organisation to a very next level. The product comes with the finest tetra packaging that will let
the users get attracted with its finest quality. The brand name would suggest the medicinal care
that will help people to get to understand the aspect of what they are intervening.

Competition
There is a huge competition in the market with respect to various brands like that of Colgate
Sensodyne and many other brands that are obviously operating. Dove toothpaste would
eventually go through different purposes and it will also deal with the marketing race with the
brands that are currently operating. For this it will have to develop a unique strategy for it to
stand as a unique entity in the predominant market raise.
Dove Colgate
Products There are a lot more product
categories like creams, hair
sprays, body products etc
It mainly deals with unique
toothpaste brand.
Price Cost is moderate to high based
on the quantity
The cost is moderate to low
Purpose Provide refreshing sensation
by enhancing tooth building
capacity
Act as an anti-bacterial agent
CONCLUSION
The report concludes upon identifying the aspects of brand as well as its Extension and with
respect to different competitor research analysis. Research that is brought forth with respect to
additional components are being described in this report by adopting to a new brand extension
with respect to the toothpaste. The different factors like that of existing brand values description
of target market analysis of New Market including the Trends along with an explanation towards
new product and competitive atmosphere are all discussed in this report. The brand extension
would obviously be a successful entity in this regard because it is a valuable brand which has
attained a good name and fame and this will also be beneficial for tooth care that is initiated by
the company.

REFERENCES
Books and journals
Kim, 2020. The influence of color on brand extension: Mediation role of processing style.
Japanese Psychological Research. 62(4). pp.268-278.
Le Tan, 2019. Factors Affecting Brand Image: The Case of Pepsodent in Da Nang, Vietnam. IUP
Journal of Brand Management. 16(2).
Lithopoulos and et.al, 2021. Exploring determinants of brand extension attitude to promote
optimal levels of movement among children and youth. Journal of Social Marketing.
Malik, CUSTOMER EVALUATION OF BRAND EXTENSIONS. GLOBAL JOURNAL OF
BUSINESS MANAGEMENT, p.104.
Mogaji, 2021. Brand Extension. In Brand Management (pp. 181-205). Palgrave Macmillan,
Cham.
Moorthy, 2018. 3. Brand Extension Strategy: An Integrative Framework. In Flux (pp. 52-69).
University of Toronto Press.
Online
Brand extension, 2017: [Online]. Available through: < Brand Extension - Meaning, Advantages
and Disadvantages (managementstudyguide.com) >
Ansoff matrix image: [Online]. Available through:< https://i0.wp.com/4.bp.blogspot.com/-
p1PsjuIIJg4/TxryBDOwwGI/AAAAAAAABVU/4bfgWIVTICQ/s1600/ans.png>
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