University Brand Extension Report: Principles of Marketing (MG412)

This report provides a detailed analysis of a proposed brand extension for Dove, a well-known personal care brand owned by Unilever. The report begins with an introduction and background on Dove, including market share, market size, and sales trends. It then outlines the existing brand values and explores potential growth strategies using the Ansoff matrix, considering market penetration, product development, market development, and diversification. The report identifies the target market for the new brand extension using STP (Segmentation, Targeting, Positioning) analysis, focusing on geographic aspects and the preferences of women aged 18-35 who value natural and healthy products. Furthermore, it examines the PESTEL issues influencing the brand extension, including political, economic, and social factors. A comparative analysis of the suggested brand extension is presented, highlighting its distinctiveness from competitors. The report concludes by emphasizing the importance of branding and provides references to support the analysis.

Principles of Marketing

Table of Content
 Introduction
 Background and market size
 Logo
 Existing brand values
 growth strategy of the brand
 Identification of the proposed target market
 PESTEL issues that have influenced
 A comparative analysis
 How brand extension will be distinct from competing products
 Conclusion

Background on the chosen brand include
useful data such as market share, market size
and trends in sales.
Dove is famous for personal care brand which is owned by Unilever in
U.S. The brand is gaining 60% of market share as size is large.

Logo

Existing brand values supported with use of
visual examples.
Dove is well known brand that develop the brand value by using advertisement,
campaigns, and websites by updating the information that helps to increase sales.

Explanation of the new product with
reference to what growth strategy the brand is
adopting
Ansoff growth matrix: This depicts as strategic planning and tool, mainly uses
by top executives for the purpose of growing their business by formulating
effective planning. The management is responsible to analyze the financial
position and develop their business effectively.

Cont..
Market penetration: This can be opt by Dove for growing their business by selling
their existing products in existing market.
Product development: The relation of strategy with bringing new products and
services in competitive market which increases performance and profitability. In thus,
management conduct the market research and bring changes in their products which
are demanding by customers that can help to attracts large number of customers and
attain the profitability.

Cont..
Market development: For growing business Dove is need to enter in to new
market with existing products, in case of selecting this strategy.
Diversification: This is related to new market and new products which can
help to attracts the large number of customers and attain profitability. This is
risky strategy which can be adopted by Dove by entering in to new market by
introducing new products and services.

Identification of the proposed target market
for the new brand extension
For identifying propose target market in relation to new brand extension STP
is uses that are as defined:
Segmentation: The brand is focusing on geographic aspects where it enters
in to new market and grab the customer's attention which increases sales and
profitability.
The target market for Dove is mainly women, ages 18 to 35, who knows
value of natural and healthy products.
Higher position in competitive environment is maintaining by selected brand
as it analysis the needs and offer kind of beauty care products.

PESTEL issues that have influenced your
choice of brand extension idea.
In the business environment Dove is analyzing the different factors which
influences the business activities that are defined below:
Political: The tax policy which is formulated by government is stable that
supports selected brand to increase their sales and performance.
Economical: Increasing population and employment rate of individuals can
impacts positively on selected brand as customers can buy more products.
Social: The selected brand is understanding demand of their customers in
relation to beauty care and launch new products that impacts positively by
increasing sales.

Comparative analysis of suggested brand
For brand extension selected brand (Dove) can enter in to new
market where customers are demanding new products and
services that can help to attracts number of customers.

How brand extension will be distinct
from competing products.
Dove is popular brand in personal and beauty care where it is working towards
making beauty a great source of confidence. This brand is distinct from
competitors as management of such organization conduct the market research,
get feedback from customers, and bring the changes in their products and
services that can help to increase sales and profitability.