Brand Extension of Dove: A Marketing Management Report

Principles of Marketing

Content
 Introduction
 Methodology
 Findings
 Existing brand and brand values
 Description of the target market
 Analysis of new market
 Explanation of new product
 Competition
 Conclusion
 References

Introduction
Marketing management is the planning for new
product development, its promotion methods and
sales. It helps a brand who wants to extend its
products. Brand extension is the introduction of a
new product or a product category to the existing
brand. Dove is the chosen brand for this report. It is
an American personal care brand which is owned
by a British multinational company Unilever.

Methodology
There are two types of research methodology such as
primary and secondary method. For doing this project, the
secondary method is taken into consideration. This helped us
in writing the correct and updated information from the
sources such as journal articles, academic books and other
suitable areas.