Dove Brand Extension Strategy: MG412 Marketing Principles

This report provides an overview of Dove's brand extension strategy, specifically focusing on the launch of its baby care products. It examines Dove's market share, growth strategies utilizing Ansoff's Grid, target market identification, and a PESTLE analysis to understand the external factors affecting the company. The report includes a comparative analysis with Johnson & Johnson, highlighting points of difference in market share and customer segmentation. It also details the unique features of Dove's baby care products, such as the two-in-one baby wash and shampoo. The conclusion emphasizes the importance of market segmentation and marketing strategies for establishing a strong product image. References to relevant academic articles are included to support the analysis. Desklib provides access to this and other solved assignments for students.

MG412-CW2-REPORT
EXPLAINING THE NEW
BRAND EXTENTION

TABLE OF CONTENTS
INTRODUCTION
MARKET SHARE OF DOVE COMPANY
GROWTH STRATEGY
 TARGET MARKET OF THE COMPANY
PESTLE ISSUES FACED BY THE COMPANY
COMPARATIVE ANALYSIS
DOVE BABY CARE PRODUCTS
CONCLUSION
REFERENCES


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

MARKET SHARE OF DOVE COMPANY
 . The market share of the company is 11.54%.
 Dove is now the largest premium brand for Hindustan Unilever with Rs 400 crore in sales

CONTINUE...
 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.
 . Brand extension is when the company uses its brand name while introducing new product in the
market
 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

GROWTH STRATEGY
 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
 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

TARGET MARKET OF DOVE BABY CARE
 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 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 has used the selective targeting strategy by targeting
the segments of the customer that is new parents
 . The company's new product baby dove is related with the overall
brand positioning of the company

PESTLE ISSUES FACED BY THE COMPANY
 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
 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

COMPARATIVE ANALYSIS
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.

DOVE BABY CARE PRODUCTS
 There are various different products in baby care industry.
 The items are available in many styles, sizes and every product has its own
distinguishing feature
 The dove baby care provides two in one baby wash and shampoo which makes it
different form their competitors.

CONCLUSION
 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.
 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

REFERENCES
 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.