Principles of Marketing: Dove Brand Expansion, Market Analysis Report

This report examines Dove's marketing strategies, focusing on brand extension and value. It employs methodologies like secondary research and the Kapferer’s Brand Identity Prism to understand Dove's brand identity. The report includes an STP analysis to define Dove's segmentation, targeting, and positioning strategies, highlighting its mass market approach and emphasis on mildness and softness. Furthermore, a PESTLE analysis assesses external factors impacting Dove, such as political stability, economic exchange rates, social appeal, technological advancements, legal protections, and environmental consciousness. The Ansoff model is applied to explore growth opportunities like market penetration, market development, product development, and diversification. A comparison with competitors like Sensodyne and Marvis toothpaste is provided before concluding that marketing techniques are vital for understanding market conditions. Desklib provides similar solved assignments for students.

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Methodology...............................................................................................................................1
What is brand extension and value. Or the academic brand model. ..........................................1
Description of the target market. ................................................................................................2
Analysis of the New Market, Including Trends . .......................................................................2
Expansion of new product - .......................................................................................................3
Comparison of the products - .....................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is the technique which is used in the business and organisation with the motive of
growing the business in the target market or globally. In this report considering the dove
company which is American based company deals in self care products like soap and more
(Pervez, 2020). It was founded in 1957 , USA. The report will cover the brand value and the
expansion of the brand with new product moreover it will include the STP analysis in relation of
the brand and pestle analysis. In last the comparison of the brand product.
MAIN BODY
Methodology
For analysing the study here is two methods which is primary and secondary. In this report
using the secondary method of explaining the report (Visconti, and et,. al. , 2021).
What is brand extension and value. Or the academic brand model.
Brand is the tag for the company which is counted in luxurious of the person. When the product
is liked by the huge amount of people then the product is counted in product. Brand extension is
the technique of the extending the product and services of the brand in the existing market or in
the other market with the motive of expansion (Matson, 2018). The consider brand is well
recognised in the global market it covers the huge market share in the segment. that To analyse
the brand expansion process and method there are some techniques which is described below.
Kapferer’s Brand Identity Prism
The brand determination prism operates as a structure that assist in understanding the factors
and how they are related to each other. This helps the institution in building strong brand,
which in return aids in communicating clearly and transparently and give the ease that can be
easily remember and can recognised. It consist a common factors which are
1. physique
2. personality
3. culture
4. relationship
5. self image
6. Reflection
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According to the Kapferer’s strong brands are able of weaving all the factors which are in the
prism into an effective total in regards to (Martin, 2021) create a compact, broad and catchy
brand identity.
The theory assist the brand in analysing the product and the marketing strategy with the help of
those six factors in the relation to each other by considering their position in the market, client
and business.
Description of the target market.
In this section STP analysis in relation of dove product will be explained
STP analysis the company uses this technique to understand the market conditions and assist in
how the marketing should be done. More discussed below .
Segmentation- Under this the brand separtes the consumers on the basis of age, income, sex and
many more. And the brand adapts a demographic and psychographic segmentation for
marketing.
Targeting- The brand targets the all age group people in the market they provides services to
the every age group and all markets it covers a mass market.
Positioning- The brand dove is known for mildness and softness (Yaning, 2021).. They
position themselves as personal beauty care product which provides service in global areas.
Analysis of the New Market, Including Trends .
This section includes the Pestle analysis and ansoff model that are listed below.
Pestle analysis
It is the framework that helps in analysing the external factors that can be opportunity and
covers the detection of the risk.
Political factors – The company must have stable political environment. The policies of the
governance body should be supportive.
Economic factor – The exchange rates of the varied nations are different that effects the
business of the brand. The brand shows the potential growth the product can have In the
marketplace (.Koopman, and et,. al. ., 2019).
Social factor – Dove appeals public to look pretty and beautiful from both inside and outside.
The company majorly focus on women product and the personal well being of the people.
Technological factors - As technology is growing actively, the company follows the new
automation to save the overhead cost and to attract more consumers.
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Legal factor – Dove has its own property rights to protect. Various nations has varied laws and
rules and tax policies the wrong promo or unfair practice can harm the brand image.
Environment factors – The company does not use any substance that can cause the bad impact
on the brand image and the goodwill. The company is constantly works for improvisation of the
atmosphere.
Ansoff model
Ansoff matrix is a framework that enables to identify growth opportunity for the organisation to
grow in long term. It helps executive, senior manager and marketers to build a strategy for the
future growth.
Market Penetration: the product and the market is same , this method emphasize on increasing
the sale. The company follows this function in existing market by improving the product in better
way in order to increase the sale.
Market Development: It is exploring new market with the same product. It is to expand the
business demographically or geographically (Ansoff,and et,. al. , 2019). Dove uses this technique
to expand the business in new market in extent of expand the business and brand value.
Product Development: It refers to introducing and coming up with a new product in an existing
market. The brand adapts this technique to introduce the new product in the existing market to
attract the more customers in the segment.
Diversification: It is basically entering a whole new market with a new product. Dove company
usually follows this technique when they are wish to expand the business this is the risk taking
method for business.
Expansion of new product -
The company uses the taubers model theory to expand the product in the market. The theory
explains the brans expansion practice that include the brand practice the establishment of the
new product quality in the market. The brand dove is introducing the product named dove
toothpaste in the market. The brand is already dealing in body care products (Ansoff, and et,. al.
2018).
Comparison of the products -
The most likely brand of toothpaste in UK are sensodyne and Marvis toothpaste these are the
company which can be the best competitor for the brand.
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1. sensodyne – the company provides the paste which gives the relaxation to the sensitivity
in the teeth.
2. Marvis - The brand aims to freshen the breath and brighten the mornings schedule with
the delicious range of unusual paste.
CONCLUSION
From the above report it is concluded that marketing has various technique that assist the
company in understanding the market conditions. It plays a vast role in the company.
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REFERENCES
Ansoff, and et,. al. 2018. Implanting strategic management. Springer.
Ansoff,and et,. al. , 2019. Strategic Diagnosis. In Implanting Strategic Management (pp. 77-91).
Palgrave Macmillan, Cham.
Koopman, and et,. al. ., 2019. C. elegans as a model for synucleinopathies and other
neurodegenerative diseases: tools and techniques. In Alpha-Synuclein (pp. 93-112).
Humana Press, New York, NY.
Martin, L., 2021. International Business Development in Context—History, Trends and
Realities. In International Business Development (pp. 1-14). Springer Gabler,
Wiesbaden.
Matson, J.S., 2018. Infant mouse model of Vibrio cholerae infection and colonization. In Vibrio
Cholerae (pp. 147-152). Humana Press, New York, NY.
Pervez, M.N., 2020. An Analysis of the Marketing Activities of National Credit And Commerce
(NCC) Bank Limited.
Visconti, and et,. al. , 2021. A functional three‐dimensional microphysiological human model of
myeloma bone disease. Journal of Bone and Mineral Research, 36(10), pp.1914-1930.
Yaning, L., 2021. Stages and methods of marketing analysis of the market: annotation to master's
thesis.
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