MG412: Dove Brand Extension Marketing Strategy & Analysis

This report provides an analysis of a brand extension strategy for Dove, a personal care brand, focusing on the introduction of a new hair oil product line. It covers the existing brand values, supported by visual examples from advertising campaigns, and details the proposed growth strategy utilizing t...Read More

Principles of Marketing

TABLE OF CONTENT
 INTRODUCTION
 MAIN BODY
 BACKGROUND
 COVERAGE OF THE EXISTING BRAND VALUES SUPPORTED WITH
UTILIZATION OF VISUAL EXAMPLES
 DESCRIPTION OF NEW PRODUCTS AND WITH GROWTH STRATEGY
APPLY AND USES BY BRAND
 DETERMINATION OF THE PROPOSED TARGET MARKET FOR THE
NEW BRAND EXTENSION
 CONCLUSION
 REFERENCES

INTRODUCTION
 Principles of marketing refers to includes activities which
useful or beneficial for product promotional aspect,
analysis of customer demands and influence business
activities for revenue generate with application of
multiple applications.
 Marketing activity play major role when business decide
to involve and develop new products for business
efficiency development and for customer needs
satisfaction .
 Dove is all above personal care service distributor
industry in multiple countries.

MAIN BODY
Background
MAIN BODY
Background
Its essential to evaluate and determine
activities of company and their
performance for new practices
involvement in business because without
effective considering of existing
organization performance its not easier to
determine that which product and service
engagement in useful and provide
benefits. Dove industry has captured
successful and effective position in
personal care product in various countries
because of its quality and brand position. It
covers 24% market share in personal care
services.

COVERAGE OF THE EXISTING BRAND VALUES SUPPORTED WITH UTILIZATION OF VISUAL EXAMPLES
 Brand value: It determines that which essential
product services provide this company and specific
massage to influence people attraction towards with
the business product.
 Dove industry brand manager and advertising
experts, team members consider that they mainly use
and provide product massage throughout women
empowerment, self confident and individual skin
colour has different and they do have to love their
own skin colour don’t consider to change .

CONTINUE..
 Advertising campaigns
 This company firstly consider promoting their brand
with television advertising approach because most
of the people watching shows on it and from the
attractive advertising people get influence by and
they knowing about product and services.
 Promotion and effective market is only develop
when company consider to involve effective
practices of marketing and Dove brand consider that
they mainly uses television advertising approach
because its best and most sustainable approach for
distribution of overall products and brand
information to audience with effective massage.

DESCRIPTION OF NEW PRODUCTS AND WITH
GROWTH STRATEGY APPLY AND USES BY
BRAND
 From the identification of customer requirement
throughout the application of market research its easier
to develop changes and added some new things on
business because its useful for product selling activity.
 Consideration of this aspect Dove brand industry
management members also decide to engage new
product which has power to influence customer
attraction and on its mainly develop by market
research and customer feedback identification and
collection.

CONTINUE..
Ansoff matrix for growth
development strategy in business
 Market penetration:
 Addition of effective approaches for
increasing in selling activity in existing
market for survives in competitive industry
is all above refers to marketing penetration.
 Dove brand has effective and quality of
name which is useful and it easily attract
audience attraction.

DETERMINATION OF THE PROPOSED TARGET
MARKET FOR THE NEW BRAND EXTENSION

 Primary research: One of the most effective
technique for customer review identification,
audience perspective evaluation and many more.
Perfect and effective utilization of this term defiantly
gives effective information for long term growth
dvelopmeenet in business.
 Survey and research with questionnaire research
method
 Application of target market research or
product development requires research approach.
Because it has potential to provide suitable and
sustainable information from customer or target
audience that new product has capability and people
require this product or not. Confirmation from
audience reviews provides better idea about new
decision-making.

Key trends and PESTEL issues that have influenced your
choice of brand extension idea.
 Pestle analysis model helps to examine the external
factors of the environment such as political, social,
economic, technology, environmental and legal. Here,
describing the pestle issues that have influenced the
dove brand extension.
 Political: The first factor determines the concept of
political term which includes the tax, tariffs and other
government policies which is required to be followed.
 Looking at the Dove Company, they can obtain the
political issues such as government may bring new
taxation activities from which the organization has to
change and manage their entire revenue generating
system of an organization.

Cont..<
 Economy: The second factor defines the concept
of economical factors which includes the growth,
unemployment, interest, exchange, wages and
rates, minimum wages and hours.
 As per the context of Dove company, this factor
influences the Dove as if a rise of inflation rate of
economy will definitely affect the product and
service of an organization.
 Along with this, it also put the impact on the
purchasing power and results in the demand for
economy models.
 Social : The third factor is demonstrating the
social term which involves the cultural norms,
health, population growth, career attitudes and
such more.

Cont..<
Technology : This factor includes the IT
technologies, IOT which is internet of things and
deep learning activities.
Technological factor will help and support the Dove
organization to improve their growth and
development by utilizing the IT technologies and
internet.
Legal : Legal factor contains the legislation, policies
and laws, import/export and taxations things.
These factor are used to maintain and balance the
discipline in the and out of the company which will
make a stable growth.

Cont..<
Environmental : Looking at environmental issues
of a dove organization, it contains the concern
regarding the surroundings such as disposal
laws, environmental protection laws and energy
consumption. The Dove organization can obtain
the impact when the organization will not focus
on the surroundings and harm the natural
environment which will cause them a hug loss of
consumer as well from the government
authorities. For example: Dove is a company
which provides the female body soap majorly.
The production of soap does not include any
material which harms the environment.

Marketing mix
 In the comparative analysis, here performing the
marketing mix strategy of Dove hair oil and L’Oreal Paris
which is key competition in the new market sector.
 Price: The pricing strategy describes the cost which an
individual has to pay in exchange for any product and
services. Dove company utilizes the pricing strategy
where they keep the prices down or affordable so that a
consumer will buy and purchase the goods according to
their financial comfort zone but on other side, L’Oreal
company puts the prices of their products at high which
makes them look expensive and royal to attract the
consumers at a higher scale.
 Place: Place plays a vital role in the development of the
organization or brand. The Dove Company uses the
place strategy as they provide their goods and items at
different places such as offline and online modes.

Cont..<
Product: The product term defines the quality of a material
and item which an organization is providing to their potential
consumers. Product plays a vital role in the development of
organization or a company.
Looking at Dove product strategy then, it utilizes the key
components such as vegetable oil, synthetic surfactants, and
moisturizing creams.
Promotion: The promotion strategy will describe the ways of
promoting the brand and product.
The Dove Company applies the social media platform to
advertise their products and brands from which they can
approach the consumer. It has been already known that,
today in the rapid growing world, the social media is also
developing in the definite manner from which the
organizations are obtaining the maximum profit.

Cont..<
In general, it has already known that when a company extends its brand
they decide the different and unique concepts and decision for utilization to
help a human creature. The Dove organization wants to extend their hair oil
product in the market which can drive the development and growth of a
company. The company named their product differently and keeps the name
as Daughter hair oil which defines the concept where it elaborates the hair
condition and objectives. The dove company also has required selecting the
accurate design of their packaging. They decided to provide the hair oil at a
spherical shape container covering with a jute cloth bag which is actually
determining the unique strategy of packaging. Providing the jute bag as a
packaging will also maintain the improvement as an effective environment
sustainability and harming the surroundings by utilizing the plastics waste.
Looking at the logo factor, the company will apply the creation as the
symbol where a mother is massaging the daughter hair. The Dove brand is a
part of Unilever Company which provides various material and items but in
this report, the brand extension of hair oil has been discussed in the
effective way. This hair oil brand is distinct from the current other brands
whether at price or product strategy, it is the different item which has to be
launched.

Conclusion
In this report, it has been concluded that an organization named DOVE
wants to extend their brands by launching the hair oil product at the
market.
It includes the different areas and theories and focuses in the target
market to expand the business. Along with this, it also includes the data
such as market share and trends.
 With the help of pestle analysis the organization has met to understand
the issues regarding the pestle which can affect the development of the
organization in the market.
 After that, the brief is describing the competitive analysis with the
identified brand in the market which can give a competitive challenge and
how a dove company can overcome these activities.
At last, a visual image has been performed of the mentioned brand about
its name, logo and packaging strategy. In conclusion, it has been founded
that a company required different strategies and information to understand
when they wanted and planning to expand their business by launching any
new product and service.

REFERENCES
 Book and journal
 Townsend, J., and et.al., 2020. Contraceptive technologies
for global health: ethically getting to safe, effective and
acceptable options for women and men. Drug delivery and
translational research. 10(2). pp.299-303.
 Mulder‐Nijkamp, M., 2020. Bridging the gap between
design and behavioral research:(Re) searching the optimum
design strategy for brands and new product
innovations. Creativity and Innovation Management. 29.
pp.11-26.
 Engler, D., Cattani, G. and Porac, J., 2020. Studying the
incubation of a new product market through realized and
alternative histories. Strategy Science. 5(3). pp.160-192.