Brand Extension: A Case Study of Dove Toothpaste

This report analyzes the importance of brand extension and how it can improve brand image and performance. Using Dove's extension into toothpaste as a case study, the report uses qualitative research methods to analyze the market and competition. Findings show that investing in high-quality, low-cost toothpaste can benefit Dove's business.

Presentation

EXECUTIVE SUMMARY
The purpose of a report is to increase in-depth knowledge of marketing and brand
extension. For that, qualitative research method used in which interview conducted to the
manager of Dove where it has been reflected that company has a string image and investing
into toothpaste as a brand extension will be beneficial for a business. The summary of the
report is such that Dove will get benefit in order to invest into toothpaste with high quality
and low rates.

TABLE OF CONTENTS
EXECUTIVE SUMMARY........................................................................................................2
INTRODUCTION......................................................................................................................2
Methodology..........................................................................................................................2
Findings..................................................................................................................................2
CONCLUSION..........................................................................................................................5
REFERENCES...........................................................................................................................6
APPPENDIX..............................................................................................................................7
Interview................................................................................................................................7

INTRODUCTION
The aim of the report is to determine the importance of brand extension and this in
turn help to improve the brand image and performance. The report is based upon Dove who
wants to extend its brand by introducing toothpaste in the market. Also, the market share of
Dove is 3.5% and it might be lead by 11.54%. Currently the market size of the company is
approx. 5.1 billion and the sales of the product is 51 million and around 10.1 million women
use the same to every week.
Methodology
The methodology for the chosen report is qualitative in which theories and facts used
related to Dove. Both primary and secondary data collection methods has been used in which
interview as a primary source used whereas relevant books, articles used under secondary
source.
Findings
Brand and brand values
According to Ahn, Park and Hyun (2018) brand refers to business and marketing
concept which help to determine particular company and it is an intangible which cannot be
touched. However, del Barrio-García and Prados-Peña (2019) investigated that the concept of
brand extension is refers to when a company uses its established brand name on a new
product and nee category. Similarly, the chosen brand is also extended its brand by offering
Dove toothpaste. By using Kapferer’s Brand Identity Prism, it has been identified that there
are different element used by the firm to extend the brand.
 Physique: It is deal with physical characteristic of a brand that help to let customer
attracted towards a brand.
 Personality: It is how brand communicate with outside of world through designing
and its copyrights. Like Dove uses mom’s view to let the brand communicate about
product.
 Culture: The culture of company help employees to provide innovative product to
attract customers.
 Relationship: It is a relationship shared between brand and customer and what they
think towards a brand to buy the product. That is why, Dove says that if the skin is not
moisturize then the amount will be refunded (DENG and MESSINGER, 2021).

 Reflection: Dove reflect the brand by using effective people irrespective of age,
weight and race and this in turn reflect the brand image.
 Self-image: It has a brand image and that is why, help to improve the marketing to
attract customer.
Description of target market
Through interview, it has been analyzed that for brand extension, the company uses
demographic segmentation in which male and females are targeted and also, all age group
people targeted. Further, it uses differentiated targeting strategy that help to provide different
product to their customers and attracted towards it. The positioning of the brand extension is
such that it help to attract new customer through innovative product.
Analysis of new market
Pestle analysis
 Political: UK has a stable political economy and that is why, the new product will
survive easily and attract the range of customers as well. The tax rate of a company
also does not affected if it increases. Economic: It is deal with economic performance of a country and due to low inflation
rate customer are also buy the product that cause positive impact over business. Social: The perception of people changes with changing market need. Similarly,
Dove new product is all about to meet the need of customer and offer at reasonable
price as well (Lithopoulos and et.al., 2021). Technology: It is all about offering new product in market by using advance
technology and that is why, it offers through online mode so that customer are
attracted at global level. Legal: It is all about complying with laws and legislation so that company can run at
smooth manner. This include employment act and equal opportunity act. Environmental: Company ensure to comply with sustainability act through its
packaging material.
Ansoff growth:
There are four quadrant of a company and among all, product development is used
because Dove offers new product in the existing market and this in turn help to improve the

brand image (Ma, Wang and Da, 2021). This also help to meet the customer need and brand
extension always help a business to grab new opportunity and strengthen the brand image as
well.
Explanation of new product
The company has extended the brand by using Tauber’s Brand Extension Options in which it
uses innovative product packaging and the choice of a brand name is Dove itself. Also, the
brand positioning of a company entails that it offers range of product with a good quality of
products without compromising the brand image and quality. That is why, it attracts the
customers towards it.
Competition
Particulars Dove Toothpaste Colgate
Product The company offer toothpaste which
help to attract the customer because it
is extended its product line (Yuen and
et.al., 2021)
It offer range of variety of
toothpaste product as per the
customer need
Price It uses skimming pricing style that
help to attract the customer because it
offers low cost product that can be
afford by range of customers.
It uses penetration pricing style
that help to offer high quality
product at high cost.
Place It is established in different location
and also offer product online and that
is why, can say that it deal at global
level.
It is established in Australia,
India, UK etc. The company is
deal online and that is why, it has
a brand image at globally.
Promotion It uses modern and traditional form of
promotion style which include TV ad,
newspaper and digital marketing.
Colgate offer the product by
including TV ads, social media
marketing and influencer that help
to attract the customer (Zhang and

et.al., 2020).
CONCLUSION
By summing up above it has been concluded that brand extension is the best way that
help to improve the brand image. Also, it can be stated that through PESTLE analysis,
extending a brand in market will help to attract the range of customers. Further, it uses
product development under Ansoff growth vector matrix that help to extend the product at
existing location. There is a strong competition faced by the company and that is why, it
helps to attract the brand image.

REFERENCES
Books and Journals
Ahn, J., Park, J. K. and Hyun, H., 2018. Luxury product to service brand extension and brand
equity transfer. Journal of Retailing and Consumer Services. 42. pp.22-28.
del Barrio-García, S. and Prados-Peña, M.B., 2019. Do brand authenticity and brand
credibility facilitate brand equity? The case of heritage destination brand
extension. Journal of Destination Marketing & Management. 13. pp.10-23.
DENG, Q. C. and MESSINGER, P. R., 2021. Dimensions of brand-extension
fit. International Journal of Research in Marketing.’
Lithopoulos, A. and et.al., 2021. Exploring determinants of brand extension attitude to
promote optimal levels of movement among children and youth. Journal of Social
Marketing.
Ma, Q., Wang, M. and Da, Q., 2021. The effects of brand familiarity and product category in
brand extension: An ERP study. Neuroscience Research. 169. pp.48-56.
Yuen, T.W. and et.al., 2021. Can dissimilarity in product category be an opportunity for
cross-gender brand extension?. Journal of Business Research. 135. pp.348-357.
Zhang, Y. and et.al., 2020. When distraction may be a good thing: The role of distraction in
low‐fit brand extension evaluation. Psychology & Marketing. 37(4). pp.604-621.

APPPENDIX
Interview
Q1: Are you satisfy with the new brand extension product offered by Dove?
Q2: Do you think the product will be cause benefit to company?
Q3: Does any other model should be comply by Dove to reflect the brand extension?