Brand Extension of Dove: Product Diversification Strategy

BRAND EXTENSION OF

INTRODUCTION
• Dove is a brand owned by Unilever limited which primarily deals in
toiletries . The brand was introduced in the United Kingdom in the year
1955 .
• The products of Dove are manufactured in many countries such as
Indonesia, Japan, Pakistan, Australia , Argentina ,Poland , Turkey and many
others. The products of the company are sold in almost 80 different
countries around the world.
• The products of the company include beauty bars, facial care, lotions,
antiperspirants and many others (Dove UK 2019). The products of Dove
are made of vegetable oils, animal fats , surfactants. Since the year 2010,
the company has also launched men’s care products

BRAND EXTENSION
• The brand extension can be defined as using the
existing brand name to introduce new products in the
product category .
• It is a popular brand strategy which helps to enter the
new category of products.
• The strategy of brand extension is advantageous as it
reduced the expenses of new product introduction
and enhances the profitability of the new product.
• It is one of the most influential areas in the marketing
and is directly related with the parent brand .
• Ex- There are various brands which extends itself by
the product diversification . The existing brand works
as a marketing tool for the new brands .

EVOLUTION OF BRAND DOVE
1. 1957- The brand launched in the market for the first time by
Unilever
2. 1970s- The popularity increased as a milder soap
3. 1980s- It started its global rollout
4. 1990s- The famous litmus test started
5. 1994- Expansion in 80 countries
6. 1995-2001- The extension in the product range
7. 2002- The real beauty campaign
8. 2005- The self esteem campaign (Dove UK 2019).