Dove Brand Extension Strategy: A Comprehensive Marketing Report

This report examines Dove's brand extension strategy, focusing on the potential introduction of Dove-flavored toothpaste. It outlines the methodology used for evaluation, emphasizing secondary research to understand brand extension and value. The report details the potential target market through STP analysis, providing insights into segmentation, targeting, and positioning. Furthermore, it explores growth strategies, including market penetration, development, product development, and diversification using the Ansoff model. A PESTLE analysis identifies external factors influencing the strategy, and a comparison with competitors like Sensodyne and Marvis is included. The report concludes that a well-defined marketing strategy is essential for effective business expansion and increasing market competitiveness, goodwill, and income.

Brand Extension

Table of Contents
• Introduction
• Methodology
• Current values of the brand being extended
• Existing brand values, campaign and sponsorship of the company
• Growth strategy of the brand
• Potential target market of the brand extension
• PESTLE analysis
• Comparison with other competitors.
• Conclusion
• References

Introduction
Merchandising is the methods which is
utilised in the concern and business with the
aim of raising the enterprise in the selected
segment or internationally. In this report is
based on the dove company which is
American based company business in self
care products like soap and more (Yilmazel,
and Özer,, 2021.).

Methodology
For evaluating the theory here is two modes
which is primary and secondary. In this report
utilising the secondary way of illumination the
report.

brand extension and value. Or the academic
brand model
variety is the label for the enterprise which is
calculate in deluxe of the individual. When the
manufacture is presented by the big range of
persons then the ware is measured in goods.
Brand expansion is the method of the enlarge
the creation and offers of the trade in the present
place or in the other place with the aim of
globalisation.

Potential target market of new brand
In this part STP analysis in extent of dove goods
will be described.
STP study the industry usage this tools to
determination the market place situation and
helps in how the merchandising must be
completed. More elaborated in below .
• Segmentation
• Targeting
• Positioning

Growth strategy
It is a structure that allow to determine growth chances for the industry to
enchancement in long run. It assist management, senior subordinates and sellers to
create a planning for the upcoming growth.
Market Penetration
Market Development:
Product Development
Diversification

Key trends or Pestle factor
This division of report considers the Pestle analysis
and ansoff model that are described in below.
Pestle analysis
It is the model that assists in determining the external
sources that can be possibility and covers the finding
of the uncertainity.
• Political
• Economic
• Social
• Technological
• Legal
• Environment

Extension of new product
As dove is well known brand in the global country all the now they are
planning to expand their business in the new product as they deal in personal care
goods so they are introducing their new product dove flavoured toothpaste in
two flavours one is mint flavour and second one is herbal flavour. They are
promoting it through digital sources and by providing a sample with their products
so that the users can try it and they are taking a reviews as feedbacks

Comparison with competitor
The most likely company of toothpaste in UK are sensodyne and Marvis
toothpaste these are the industry which can be the high and top rivals for the
company.
1.sensodyne – the company offers the paste which gives the relaxation to
the sensitivity in the teeth. As well it gives the freshness and relief while
eating cold ice creams or hot foods.
2. Marvis - The brand missions to freshen the breath and lighten the
morning programme with the scrumptious series of extraordinary product.

Conclusion
It is concluded from above PPT that the marketing strategy is important in the
business as it makes the business more effective and competitive in the market
place . as the report is about to expansion of the business in global market with the
aim of increasing the goodwill and income of the trade. All the business have to
make a plan proper plan before expanding a industry. In report the explanation
of pestle and ansoff model to understand the external factors.

References
• Gheibi, M., and et., al., 2018. Controlling air pollution in a city: A perspective
from SOAR‐PESTLE analysis. Integrated environmental assessment and
management, 14(4), pp.480-488.
• Khajezadeh, M.,and et., al., 2019. Application of Neural Network in Portfolio
Product Companies: Integration of Boston Consulting Group Matrix and Ansoff
Matrix. International Journal of Economics and Management Engineering, 13(6),
pp.809-813.
• Shah, S.A., and et., al., 2019. Halal marketing: a marketing strategy
perspective. Journal of Islamic Marketing.