Extension of Dove Brand: Critical Analysis of Competitive Strategies and Marketing Overview

Principles of Marketing

EXECUTIVE SUMMARY
This project evaluates the extension of a product idea covering various aspects of choices and
strategies. It involves critical analysis of competitive strategies and marketing overview. It
explains various business tools which helps in analysis of market scenario and facilitates
smart choices.

Table of contents
 Introduction
 Current trends of brand
 Growth strategy for new extension
 Selection of Target market
 Pestle analysis
 Comparative analysis
 Visual image
 Conclusion
 References

Introduction
 This report discuss an extension idea of a existing brand i.e. dove and evaluate
the marketing scenario for the newly invented product.
 Dove is a America based brand owned by the British multinational consumer
goods company Unilever.
 Dove sold its products in more than 150 countries and fulfil beauty oriented
requirements of female all over the world.
 The following report contains evaluation of a new product launched by dove,
dove organic face serum.