Brand Extension Strategy for Dove Toothpaste

Principles of Marketing

Table of content
Introduction
Existing brand value
New product and growth strategy
Target market for the existing brand
PESTLE Analysis
Comparative analysis
Visual image of brand extension
Conclusion
References

Introduction
For this presentation Dove brand of Unilever company is taking into consideration. It is a personal care
brand which is owned by Unilever Originated in the United States. It was introduce in 1957 and its product
are sold in more than 150 countries for both man, women and children’s. Dove logo is a silhouette profile
of the brand’s namesake bird. Unilever will launch various products under this brand name such as
antiperspirants body washes, beauty bars, moisturizers, hair care, and facial care products and so on. In
context of selected brand, in the United States Dove is the leading brand in the liquid shop segment and
enjoying an 11.2% share in market. It will cover a wide global market area. It was analysis that Dove real
beauty campaign will increase the sales of product and dove bar will become the number one preferred
shop brand in the U.S. Company will now introduce a new product which is toothpaste under the brand
name of Dove.

Existing brand value
Brand value- it refers to the sales or replacement value of a brand. It will help an organisation in creating a
marketing and awareness plan that resonates with their audiences. The economic value of brand will be
calculated by determine the price differences between company offerings and generic offerings. It will also
analysis by multiplying the price difference by the number of unit sold. In context of selected brand they
will create an emotional connection with consumers, and enhance the loyalty of their customers. In
relevance of selected company, they will conduct a dove real beauty campaign. This campaign will assist
them in enhancing their brand value by increasing their customer’s loyalty. The brand value of dove is
approximately five billion U.S dollars. In context of selected company brand value will be achieved
through accuracy, attention to details, consistency, excellence, expertise and precision.