University Marketing Report: Dove Brand Extension Analysis, MG412

This report provides a comprehensive analysis of a brand extension strategy, focusing on Dove, a brand owned by Unilever. The report explores the application of marketing principles, specifically examining brand value, brand extension, and target market analysis. It utilizes secondary data to analyze the brand's potential expansion into the chocolate biscuit market. The methodology includes an analysis of brand identity using Kapferer's Brand Identity Prism, STP analysis for the target market, and the Ansoff matrix for new market analysis. Furthermore, the report details the proposed new product launch, including product packaging, brand positioning, and competitive analysis, concluding with the implications of the brand extension.

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

Introduction
The term principles of marketing is defined as the process of using various creative
marketing ideas in order to implement effective marketing strategy, it includes the principles on
the basis of which the marketing or promotional strategies are implemented effectively. For this
report Dove which is brand of Unilever is taken into consideration and Dove brand is planning to
extend though the launch of Dove Chocolate Biscuit. The Dove Company is a well established
personal care brand owned by Unilever introduced in 1957 offering its services world widely.
This report highlights the detailed analysis of the brand and brand extension also the analysis of
the target market and new market is also highlighted in this report. In addition to this detailed
explanation of new product is also highlighted.
Main Body
Methodology
This report is carried out using the secondary data which leads to analysing the concept of
brand extension and various strategies and concepts needs to be considered for proper brand
extension. Various concepts related to the report is highlighted below:
Findings
Existing brands and brand value
Brand and Brand Value: The term brand is define the process of giving name to a product or
services making it easy for the customers to find it. Brand allows consumers to easily find a
particular product, company (Aggarwal and Singh, 2019). However the brand value is the worth
of a particular brand in the marketplace or it can be the monetary value of a brand in the
marketplace. For example the brand value of the Dove is the “Real you is beautiful”.
Brand extension: The term brand extension is defined as the process under which the company
expand or introduces new product into the market under its own brand name in order to increase
their customer’s base. This marketing strategy allows business organisation to enhance their
brand equity.
Kapferer’s Brand Identity Prism: The kapferer’s Brand Identity Prism is an essential
marketing model which helps in business organisation to develop effective and strong brand
identities which enables in showcasing the core values (Ahmad, 2018). This model includes
mainly six elements as discussed below:
1

Physical: The first element refers to the physical characteristics of the brand which are tangible
in nature. In context to Dove, it refers to the logo, shape, and other physical assets of the
company.
Brand personality: It includes the face or the personality that represent your brand in
front of target audience. In context to the chosen company, the brand personality of the dove is
represented as being transparent, natural, confidence. Company mainly focus on these traits
personality in their ads.
Culture: The culture is the internal environment which describes the origin of the brand,
culture plays an important role in brand identity. The positive culture at the workplace lead to the
brand identity of the dove.
Relationship: It reflects the relationship between the brand it its customers, Dove has
strong and positive relationship with its customers as company promotes natural and confident
personality.
Customer’s reflection: it includes identifying who your customers will be. Selected
company focus on the females between 18 to 35 age who values natural products
Customers self image: This include how customers visuals, and represent their ideal self, this
will help company to cater their customers more effectively (Akın and Okumuş, 2020).
Description of the target market
For the extension of new product it is essential to understand the target market, and ion
context to the chosen company, in order to do so the STP analysis is taken into consideration as
highlighted below:
STP analysis: It helps company to target right market and selecting the right segment also
creating position. In context to the Dove Chocolate Biscuit the STP is highlighted below:
Segmentation: This includes dividing the large market into small segment, the chosen
company will divided its segment on the basis of demographic and psychographic.
Targeting: The company is planning to target all the age group and both genders as well
as children’s.
Positioning: It includes making consumers aware of brand using various promotional tools
and creating a position of brand in their minds. Chosen company will focus on social media
marketing to attract customers (Nurhayati and Hendar, H 2019).
Analysis of new market
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To analyse the new market the Ansoff matrix is taken into consideration as highlighted
below:
Ansoff matrix: It is one of the essential marketing strategy used in order to plan effective
strategy for the growth (Farrell, 2020). In context to the Dove Chocolate Biscuit the effective
strategy that can be used by the Dove brand to grow is highlighted below:
Market penetration: under this strategy the main focus of the company is to introduce
their products into the existing market to increase sale.
Market development: Under this strategy the company focus on entering new market
with existing products, this allows business to expand their market size.
Product development: Another strategy is product development, it includes introducing
new product into existing market to enhance productivity.
Diversification: The last one includes introduction of new product into the entirely new
market.
From the above analysis, in respect to Dove Chocolate Biscuit, dove brand will follow
the product development strategy where the new product introduced by the brand into the
existing market, because of company well established brand name this strategy can be smoothly
carried out leading to enhancing company’s productivity and profitability.
Explanation of new product
Tauber’s Brand extension options: This is one of commonly used option given by Tauber in
1988 it mainly includes seven essential strategies to analyse the extension case like product with
parent brand’s importance, same product with varying price and quality and so on. it is classified
into two parts as product related association and non-product related association. In context to
the chosen company which is brand of Unilever (Fauzi and Suryani, 2019). The company will
use strategy where there is shift in the product form. Company will introduce the Dove
Chocolate Biscuit under the same brand name as DOVE.
Product packaging: The packaging of the product will include the logo of dove on it and
will use attractive packaging allowing customers to easily find the product.
Brand name: The new product is launched under the brand name of the Dove only as Dove
Chocolate Biscuit.
3

Brand Positioning: in order to make consumers aware of the product and create strong
position in their mind company will mainly focus on social media marketing which allows
to directly interact with the customers (Fillis and Telford, 2020).
Competition
There are number of competitors present in the market, brand faces huge competitions
from various brands like Olay natural white, Lux, Nivea. So in case of brand new product
Dove Chocolate Biscuit will also face competition as various brands are selling the same
products (Kumar and Kaushal, S2019). In order to deal with this the competitors analysis
can be taken into consideration according to which company can formulate its strategy to
deal with the competition and gain competitive advantage as highlighted below:
Competitive
forces
Rivalry in
industry
Threat of
new
entrants
Bargaining
power of
suppliers
Bargaining
power of
buyers
Threat of
substitute
Forces High Medium Low High High
Conclusion
From the above report it can be concluded that brand extension allow business organisation
to attract large number of customers which leads to increase their customers base. This report
helps in analysing the detailed analysis of brand extension of the company and also the analysis
of target market for the brand. In addition to this analysis of new market using Ansoff’ s grid
along with the explanation of new product is also highlighted in this report.
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References
Books and Journals
Aggarwal, V. and Singh, V.K., 2019. Cause-related marketing and start-ups: moderating role of
cause involvement. Journal of Global Responsibility.
Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a renewed
perspective. Journal of Islamic Marketing.
Akın, M.S. and Okumuş, A., 2020. Shaping the consumers’ attitudes towards Halal food
products in Turkey [1]. Journal of Islamic Marketing.
Farrell, C., 2020. Do international marketing simulations provide an authentic assessment of
learning? A student perspective. The International Journal of Management
Education, 18(1), p.100362.
Fauzi, A.A. and Suryani, T., 2019. Measuring the effects of service quality by using CARTER
model towards customer satisfaction, trust and loyalty in Indonesian Islamic
banking. Journal of Islamic Marketing.
Fillis, I. and Telford, N. eds., 2020. Handbook of Entrepreneurship and Marketing. Edward Elgar
Publishing.
Kumar, R. and Kaushal, S.K., 2019. A study of factors affecting consumer behaviour towards
electronic durable goods. Indian Journal of Marketing, 49(7), pp.35-48.
Nurhayati, T. and Hendar, H., 2019. Personal intrinsic religiosity and product knowledge on
halal product purchase intention: Role of halal product awareness. Journal of Islamic
Marketing.
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