University Assignment: Dove Brand Extension Report - Marketing

This report analyzes Dove's brand extension strategy, focusing on the launch of a new hair conditioning product. It begins with an introduction to brand extension, followed by the methodology used, which includes qualitative and quantitative studies, and secondary research. The report examines Dove's existing brand values, utilizing the Kepferer brand identity prism to analyze its physique, personality, culture, relationships, self-image, and reflection. It describes the target market segmentation, targeting, and positioning strategies. A PESTEL analysis assesses the political, economic, social, technological, environmental, and legal factors influencing the new market. The Ansoff matrix is applied to evaluate market penetration, product development, market development, and diversification strategies. The report explains the new product, Dove, and analyzes the competitive landscape, highlighting key competitors in the retail sector. The conclusion summarizes the brand extension strategy and its potential impact on the target market. The report includes a list of relevant references.

Brand Extension Report

Table of content
 INTRODUCTION
 Methodology
 Findings
Kepferer brand identity prism
Description of target market
Analysis of new market
Explanation and Competition
CONCLUSION
REFERENCES

INTRODUCTION
 Brand extension is defined as entering into the new market segment.
 In this strategic choice company enter the new market segment that is already not
associated with the business scale of company.
 This report is based on Dove Brand in respect to its brand extension policies.
 Henceforth, report will emphasis over the existing brand and brand value of company.
 Target market will also precisely describe in this project.
 New market will be analysed with the support of reasonable and suitable tools.
 Furthermore presentation will describe about the new products and also about the
level of competition company required to face.

Methodology
 This entire report will use the methodology such as qualitative study,
quantitative study, secondary research and other such factors that can
support in delivering the right form of information in context to the brand
extension.
 Precise market research will entertain in this project to achieve the research
objectives.

Findings
Existing brand and brand value
 Brand values are defined as the beliefs and ideologies of the brand.
 Dove contains a diversified culture which allow the company to make a specific
presence in the associated market.
 The brand value contain innovation, continuous improvement and change
management over a constant basis that support the company in severing its operations
in all various sector.
 Company is aiming to introduce itself under the new market segment that also
required leadership of company to be more vibrant so that overall objectives behind
the brand extension can meet by company.

Kepferer brand identity prism
Physique
Dove company carry the diversified structure which has improved the overall physique or the capacity of
company to entertain business functions.
The diversification in the organisation structure make the brand more capable to deliver the business objectives.
Personality
Company has a personality that allow it to expand the products in different segment. Due to the high brand
value company get to access of this feature of brand extension.
Culture
Company's culture is diversified which make the brand more reliable. Company is planning to extend its brand
by offering new product call as Dove.
Progressive culture of company allow it to innovate in products and approach customers of different product
segment by introducing the new product.
Relationship
Company share the strong relationship with the employees. IN case of brand extension relationship between
management and employees play huge role in channelizing smooth business operations.
Self image
Company has a strong image which make it more capable to approach customers for Dove.
Reflection
The organisation practice is the reflection of loyalty and trust of customers.

Description of target market
Segmentation
 Company will use demographic segmentation strategy to launch of its new product.
 This would allow the organisation to approach based on the age group, gender, income
background and all this associated segmenting tool.
Targeting
 Company will target to all age group people irrespective of the specific gender of the
customers.
 The target customers of company will be the young school and college going students.
Positioning
 Company will use social media, digital promotions, holding, supply chain management system
to position the product in the market.

Analysis of new market
PESTEL Analysis
Political factor
Government policies also support the companies top expand into new market segment.
Political situation also stable in United Kingdom which also allow company to form long term strategies and policies
to achieve success for the new brand Dove.
Economic factor
Per capita income and buying power of the customers will also a driving key towards the success of new product.
Company is keeping the prices affordable for all income background people.
Social factor
People become vary keen to open up new product. This is a new brand which requires support of the original
customers of company.
The customer's loyalty is massive that will also support the company in delivering the objectives behind the brand
extension.
Technological factor
Technological development of the new brand will allow it to achieve the success against the brand extension plan of
company.
Company will also get to use social media, digital mediums to sale and customer serve purpose in the new market.
Environment factor
This new brand is environment friendly. Company is also engaged in various corporate social responsibilities that
further improve the capacity of company to meet its sales targets.
Legal factor
Company has already cope up with all different laws to achieve the success against the brad extension policy.

Ansoff grid
Market penetration
In this strategic aspect company try to focus more over increasing sales in the existing
market.
Strategies like discount, sail and other such policies are adopted under this strategic aspect.
Product development
IN this company try to introduce new product in the existing dealing market.
Company required to invest in the product development strategy and campaign under this
strategic direction.
Market development
This strategy allow company to enter in new market with the existing product portfolio of
company.
Diversification
This strategic tool involve company to launch new product in new market segment.
Company is utilising the product development strategy under the brand extension strategy.

Explanation and Competition
Explanation of new product
The new product call as Dove will be helpful for the hair conditioning.
Company is trying to approach the fashion retail sector to take competitive advantages.
This new product would support the organisation to attract new customers along with sustaining the existing
customer base of company.
Competition
Retail sector is among the major growing sector at a global level.
The immense growth and product requirements of the sector make it the most competitive sector part of
business environment.
Company will receive the aggressive level of competition from other companies like Sunsilk, Patentee and
many such companies.

CONCLUSION
Company is extending its brand by introducing Dive in market.
It will cater to the all types of economic background people.
Company will approach to students and young peoples at a
global level to sell this product.

REFERENCES
Hermawan, D., Gunawan, T. and Li, Z., 2020. CUSTOMER EXPERIENCE OF MULTI-SERVICE
PLATFORM: THE MEDIATING ROLE BETWEEN BRAND EXTENSION STRATEGY AND BRAND
IMAGE. Dinasti International Journal of Management Science. 2(1). pp.149-161.
JAVED, S., salamun RASHIDIN, M. and Wang, J. I. A. N., 2018. What really matters? A triumph of brand
extension: Evidence from Engro Corporation. Journal of Politics Economy and Management. 1(2). pp.1-16.
Lee, J. and Widdows, R., 2020. Brand Extension Management: Analysis of Industry Trends. Journal of
Economics and Business. 3(2).
Peter, S. I. and Ragel, V. R., 2018. Factors Affecting Purchase and Recommendation Willingness Towards
Brand Extension. IUP Journal of Brand Management. 15(3). pp.49-68.
Shan, C., Yu, M. and Xue, K., 2017. Effects of metaphor advertising on brand extension evaluation: Construal
level as mediator. Social Behavior and Personality: an international journal. 45(6). pp.967-985.