Principles of Marketing: Analysis of Dove Toothpaste Brand Extension

This report analyzes the current value of the Dove brand and potential target market for the brand extension (Dove Toothpaste) using principles of marketing. It also explains the new product, analyzes the new market and trends, and compares it with competing brands.

MG412 PRINCIPLES OF
MARKETING

EXECUTIVE SUMMARY
Principles of marketing assist various businesses in their formation of various approaches
related to prices, place, promotion and product. For expanding the business in new field as of
dove toothpaste these principles have helped in deciding for pricing, promotion of the dove
toothpaste. The aim of this report is to analyze the current value of the dove brand and also
analyze the potential target market for the brand extension (dove toothpaste).

TABLE OF CONTENTS
INTRODUCTION.........................................................................................................................4
MAIN BODY..................................................................................................................................4
Existing brand value of the firm..................................................................................................4
Presenting the new products with the growth strategy................................................................5
Identification of the target market................................................................................................5
Analyzing the new market and trends..........................................................................................5
Explanation of the New Product..................................................................................................6
Analyzing the brand extension which would be different from the competing brands...............7
CONCLUSION..............................................................................................................................7
REFERENCES..............................................................................................................................9
APPENDIX....................................................................................................................................10

INTRODUCTION
Principles of marketing are generally used by various brands and firms for building
various strategies and approaches related to promotion, prices, place and products. This report
will discuss details about the dove company. Which is expanding its business by launching new
products in the line of toothpastes. This report will analyze the certain value of the dove
company. Also it will identify the target market and the pestle analysis of the company for
identifying the new market with trends. Lastly explaining the new product, and doing
comparative analysis of the company.
METHODLOGY
This research is being carried out by using observational research also by using the secondary
data sources.
MAIN BODY
Existing brand value of the firm
Brand generally refers to as the enterprise which helps in indenting the name of the
company to an individual. The company Dove is the brand which is owned by uniliver. Mainly
manufacturing the products of the sop among various countries around the world. Its products
are generally ranging from its soap, lotions, moisturizers, hair cares products and also the face
care products. The company market share of the products is ranging with the 3.4 percent, and
stores having a share with the 11.5 percent in the total markets. The company is operating with
the financial operations ranging from 500 crore brand. Currently the market segments of the
company are the females and those women’s who are preferring to use the quality of products for
skin. The concept of brand extension is basically being defined as when the company as dove
will be using the name of the brand in order to launch the new product and new categories of
products. this will help in reaching various consumers of dove which are loyal to the brand
image (The dove difference, real beauty, a compelling social mission, 2022). The model of
branding Kapferer’s Brand Identity Prism) uses the six main features to create the arising brand
image in the market mainly the
Physique: Generally, examines the basic characteristics of the dove products mainly the
of products, its functions, designs of the dove products.
Personality: As the personality explains the company character as the dove brand name
is a yellow love bird also with the bright logo with the word dove on every product the dove
company manufactures.

Culture: Mainly the culture of the dove brand is for featuring women, the company
never uses models.
Relationship: This emphasizes on the relations with consumers, the dove relations with
consumers are very good it supports hair interest by listening their needs, concerns as t is the
self-esteem based company.
Reflection: Dove products is targeting mainly with the age of 8 to 35. also the company
is creating the brand image and advertising by using the target demographics.
Self-image: The dove company self-image, this generally promotes the positive image
promoting the products traditional beauty standards.
Presenting the new products with the growth strategy
The new product of dove as a dove toothpaste will be choosing its growth stagey made of
using the various ways. As for instance the company will be introducing the product at the low
competitive pricing stagey in order to sustain in the competitive environment as of toothpaste.
But the products being produced in gel form toothpaste will be highly chargeable after growth at
niche pricing from the consumers (Caliskan, A., 2019). Also the product will be containing
antibacterial property, with zinc and aqua, glycerin, Tatar control, water, and mainly in the form
of sodium fluoride which will help in fighting the bacteria and germs from mouth also prevents
bad smell from mouth. Also for initial growth, targeting the audiences of various age group
mainly between the
For promotion of new dove toothpaste product by advertising daily in the newspapers
also on televisions, starting advertisements campaigns, using popular media and consumers for
promoting its products mainly the local consumers for advertising the brand of dove toothpaste.
Also by giving samples with the newspapers in the beginning containing smallest tube of dove
toothpaste (Firmansyah, 2019). will help in building the brand image and will give recognitions
of the new toothpaste brand.
Identification of the target market
The target market of the dove toothpaste will be including all age group of people.
Mainly for the dove toothpaste the target market will be mass of population. Mainly targeting
these individual who are looking for strong, germ free and smell free mouth also which mainly
protects from cavity and decaying of tooth. Market segmenting is basically divided into the
various regions, populations and various channels of distribution as of direct sales, manufacturers
also from retailers will be adopted for selling the product (Tolstikova, 2020). as the product is
generally based for whitening the teeth and cavity protectioning also freshening the mouth from
bad smell.
Analyzing the new market and trends
The pestle analysis will help in determining various factors affecting the dove toothpaste
brand before entering into market.as there are various political factors concerning the
government regulations, trade regulations, taxes imposed on products. also certain laws relating
to the use of chemicals in dove toothpaste. Also the various economic, social factors will affect
the products and their prices as of the GDP rates, currency values, unemployment level, and the

less money with consumer will affect the demand for the new products as this will provide the
low purchasing and consumption capacity with the consumers (Premec and Guzovski, 2021).
Also the company should recognize the current technical changes as of innovation and the
market trends and the consumer demand must be analyses before expansion and introducing the
new product as dove tooth paste. Further the health and safety laws, environmental packing must
be adopted which must be recycled must not cause pollution, for protecting the consumer health
must be considered before designing as a new product
By using the Ansoff’s Grid helps in marketing the product mainly generates growth with
the Product development as this emphasize on introducing new product to existing market. This
marketing stagey being adopted by dove will help the company in making various stages related
to the expansions of the toothpaste products and will helps in providing various solutions to
target the market and creates brand image for the new product which is being launched in the
existing market (Lim and Zhang, 2021). So this will help dove company in creating toothpaste
for teeth whitening, with the cavity protection, prevents mouth smelling, also herbal. Which is
being greatly demanded by consumers who are more cavity and whitening conscious.
Explanation of the New Product
Dove toothpaste: Making of the product will be containing antibacterial property, with
zinc and aqua, glycerin, Tatar control, water, and mainly in the form of sodium fluoride which
will help in fighting the bacteria and germs from mouth also prevents bad smell from mouth.
Product packaging: The packaging of the new product dove toothpaste will be in tube, which
can be squeeze comfortably. This is generally of round shape and the cap of the tube will also in
round shape made up of plastic in the oval shape. Also the packaging of the toothpaste of dove
will be done with all those material which can be easily recycled and reusable for the further
processing.
Product promotion: the product will be promoted on various television, in newspapers, also in
magazines, local newspapers, and by advertising on tv with non-models (Li, Larimo and
Leonidou, 2021).
Brand positioning: The brand positioning of the new dove toothpaste will be done by
emphasizing more on logo with the dove blue brand name with toothpaste name and symbolling
with whitening teeth and germ protection by using cloves. And mainly using femininity as dove
is using in the existing products for positioning in the consumer’s mind.
Brand name will be DOVE TOOTHPASTE emphasizing whiteness, cavity protection and gives
freshness by protecting mouth from bad smell. Also the product pricing strategy will be medium
level starts from 70 rs for 75 ml.

Analyzing the brand extension which would be different from the competing brands
Dove toothpaste Sensodyne
 Product: product is being designed by
targeting all the groups and mass
population.
 Price: pricing of the dove tooth paste is
comparatively low as for entering as a
new product in market with 70 rs for 75
ml.
 Place: The product will be distributed
among various demographics, at all the
local shops, in supermarkets, rural and
in urban area.
 Promotion for the new toothpaste of
dove will be using social media
websites, also televisions, newspapers.
as for instance in initial phase
providing various tubes of dove
toothpaste as samples with the
newspapers for promoting product and
establishing brand image in the name of
toothpaste as dove products which will
attract consumers.
 Mainly the product is made for
consumers with sensitive teeth and
having sensations.
 Pricing strategy of sensodyne is
generally high as compared to new
dove toothpaste. The company targets
the upper class for attracting premium
customers. for 75 ml it is 105 for fresh
mint product for targeting sensitive
teeth persons specifically.
 Mainly available in urban areas, with
premium prices.
 Promotion strategy used by the
company is mainly by the campaigns
and providing the free checkup for
sensations, which attract customers.

CONCLUSION
Form the above report it can be concluded that Principles of marketing are very important
for promoting various brands and firms which helps in building various strategies and
approaches related to promotions and growth of business. by expanding the product in the
market with the brand name of dove as a toothpaste. will help the company in gaining
competitive advantage and also aids growing the business in the toothpaste sector. This will also
generate profits and revenues for the whole company.

REFERENCES
Books and Journals
Caliskan, A., 2019. Applying the right relationship marketing strategy through big five
personality traits. Journal of Relationship Marketing. 18(3). pp.196-215.
Firmansyah, M. A., 2019. THE EFFECT OF ADVERTISING AND PRODUCT QUALITY ON
PURCHASING MOTIVATION OF CONSUMER ON SHAMPOO PRODUCT IN
SURABAYA. Media Mahardhika. 18(1). pp.39-45.
Li, F., Larimo, J. and Leonidou, L. C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Lim, J.S. and Zhang, J., 2021. The impact of message appraisals of Dove’s Campaign for Real
Beauty on information seeking and electronic word-of-mouth intentions of US female
consumers. Telematics and Informatics. 61. p.101594.
Premec, I. R. and Guzovski, M., 2021. Marketing strategies and their impact on brand strenght-
cases of three companies. Zbornik sveučilišta Libertas. 6(6). pp.19-27.
Tolstikova, N., 2020. Dove in Russia: The role of culture in advertising success. In Marketing
Management (pp. 59-71).
Online
The dove difference, real beauty, a compelling social mission. 2022.[Online]. Available
Through<https://www.unilever.com/brands/beauty-personal-care/dove/ >

APPENDIX
The pricing data: As the pricing of the dove toothpaste is decided for selling the pack of 75 ml is
70 rs. Also the research for promotion and product based on the dove toothpaste is being done
from the secondary sources for designing the product with optimum packaging, pricing and
adequate materials.