MG412: Dove Baby Care - A Brand Extension Marketing Report

This report examines Dove's brand extension into the baby care market, analyzing the company's strategy for launching "Dove Baby Care Products." It covers market segmentation, targeting, and positioning, with a focus on new mothers active on digital platforms. The report utilizes qualitative research methods and the Kapferer Brand Identity model to assess brand values and market planning. External factors, including political, economic, social, technological, and legal influences are considered, alongside a competitive analysis with Johnson & Johnson. Ansoff's Grid is used to evaluate growth strategies, specifically market development. The report concludes that adherence to government guidelines, market trends, and strategic market segmentation are crucial for successful product diversification and brand image building.

MG412 -CW2 - REPORT
EXPLAINING THE NEW
BRAND EXTENTION

Executive Summary
The report has identified about the brand extension of its products in the market. The market
share of the company has identified regarding the launching of its new range of the Dove
company that is Baby care company. The market segmentation, targeting and positioning of the
company has been defined, external factors that can affect the launching of the new product and
also its position among the competitors in the market.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
This report covers the introduction about the new product launched by the Dove that
“Dove baby care products ” covering the brand values, growth strategy of the product using
Ansoff 's Grid and its brand extension in the new market. The market share of the company is
11.54%. The study also covers the market planning process of the new product and its
competitors in the new market.
MAIN BODY
Qualitative research method is used for the purpose of analysing the data related to the brand.
 Brand is defined as the marketing concept that enable an individual to determine the
company's product as many people get confused with the brands' logo, designs etc. They
are normally considered as the identification markers to increase the brand image of the
company in the market place. Many company seek protection of their brands by obtaining
trademarks as they are considered as valuable assets of the company. Brand extension is
when the company uses its brand name while introducing new product in the market. For
example Dove company already has soap and also wants to launch its new product Dove
baby care products which adds different features sensitive and rich moisture(Beig, and
Nika, 2019). The Kapferer Brand Identity model is very popular and widely used model
in the marketing world. The prism identifies the six aspects of the identification of the
brand that is physique which highlights the physical characteristics such as logo, colour
palette. The new product of the Dove baby care soap has unique colour which is designed
and be differentiated from the normal dove soaps, personality, culture, self-image,
reflection and relationship. This model helps to connect with the brand management and
helps the manager to look at the brand from different perspective.
 The target audience of the new range of Baby Dove products launched by the company
which includes the baby soaps, lotions, baby shampoo etc. The focus of the Dove
company is the new mothers and future mothers active on the digital platforms and
social media(Pontes, 2018). The new range of baby products is basically for the children
and is the great move to present new category of products but it can constitute a
competitive strategy which is basically designed to take advantage from the other firms in
the baby care products in the market. The Dove Company has defined its market

segments of their customers which lays focus on the women, baby and men are the
classification of their customers. The company is focused on the customers from middle
class customers(Tahmasebifard, 2018). The target market only concentrates on the
individual segments. The company has used the selective targeting strategy by targeting
the segments of the customer that is new parents. The Dove company has been positioned
as the skin enrichment and a moisturizing brand. The company's new product baby dove
is related with the overall brand positioning of the company.
 If a company wants to expand its brand in the new market or existing market various
external political, economical, social technological and legal factors can influence the
new product in the market. The revenue and profitability of the Dove company are
affected by various government policies and impact the consumer buying habits and also
on the economy(Boiral,et.al, 2018). Introducing any range of products by the company
has to comply to the policies of the government in order to survive. Economic factors
also affects as the economic crisis in the country can change the buying capacity of the
consumers. Technological factors can be an advantage for the company if the company is
planning to launch its new products in the market as the brand name of the product is
already known to the customers through the investments done by the company using
digital platforms.
Market penetration in the Ansoff is the strategy which is used by the company to
increases its market share in the present industry. Market development strategy efforts
they should make by the company to create the new market for the current brand(Yang,
et.al, 2020). Product development enable the company to add more features to its
current product or introducing new products in the market.
The Dove company adopted market development strategy for establishing new products
in the existing market that is Baby care products which is designed basically for the
babies such as soaps, baby wash, lotion, baby wipes etc.
 After analysing the Tauber's brand extension model the company, the company
introduced a new product range that is Dove baby care range specifically designed for the
new born babies(Dey, P.K., 2021.). The Dove Company already has other range of the
products for men and women and the company is launching its new range for the babies.
The packaging of the Dove's product is unique and the bar comes in a paper box. The

baby care products are designed which can be easily differentiated from the adults
products of the Dove company. For every baby product the Dove has given priority to
blue, white and pink for packaging. The purpose behind the company is to increase its
market area and also to diversify its products in the market.
 Difference between Dove baby care and Johnson&Johnson baby care products
Point of difference Dove company Johnson&Johnson company
Market share
Customer segment
Market segmentation
The market share if the dove
company is approximately
11.54%
Dove focuses on the women of
all the age groups above 18
years of age and is planning to
launch baby care products and
extend its market.
The market segmentation
process involves the market
into various units according to
the needs and behaviour of the
individual.
The market share of the
company is 2.91%
The company targets the
household, home care products
, health care products and also
personal care products.
It also focuses on the various
market groups according to the
needs of the customers in the
market.

CONCLUSION
From the above report it can be concluded that if the company wants to diversify and
establish new products in the existing market it has to follow the government guidelines and also
follow the recent trends in the market which can affect its operations. The company should focus
on the market segmentation for launching its new product and establish various marketing
strategies for building the product image in the market.

REFERENCES
Books and journals
Beig, F.A. and Nika, F.A., 2019. Brand experience and brand equity. Vision.23(4). pp.410-417.
Pontes, N.G., 2018. The effect of product line endpoint prices on vertical extensions. European
Journal of Marketing.
Tahmasebifard, H., 2018. The role of competitive intelligence and its sub-types on achieving
market performance. Cogent Business & Management.5(1). p.1540073.
Boiral,et.al, 2018. Corporate biodiversity management through certifiable standards. Business
Strategy and the Environment.27(3). pp.389-402.
Yang, et.al, 2020. Everlane: a ‘radically transparent’fashion company disrupting the industry.
International expansion strategy.
Dey, P.K., 2021. Inventory Management System (Doctoral dissertation, Brac University).
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