Importance of Brand Extension: A Case Study of Dove Chocolate Biscuit

MG412 Principles of
Marketing

Executive Summary
The Principles of marketing plays a very essential role in the business organisation in effective
promotions or marketing of goods and services through implementation of essential marketing
strategy. In order to grow and survive it becomes very essential for the company to effective use
principles of marketing. This report is initiated to understand the importance of brand extension
by the brand. In order to carry out this report mainly secondary data is used. Dove which is brand
of Unilever is taken into consideration, the brand is extending through the launch of Dove
Chocolate Biscuit. This report highlights the detailed analysis of brand value and brand extension
and target market is highlighted also the analysis of new market for the brand and description of
new product launched by the company is also highlighted.

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Methodology...........................................................................................................................1
Findings..................................................................................................................................1
Conclusion.......................................................................................................................................4
References........................................................................................................................................5