Principles of Marketing MG412: A New Dove Brand Extension Strategy

This report examines the principles of marketing through the lens of a Dove brand extension, specifically the introduction of Dove toothpaste. It begins with an overview of Dove's existing brand and its values, utilizing Kapferer's Brand Identity Prism to assess its market position and brand equity. The report identifies Dove's target market and then analyzes a new market for the proposed toothpaste product using PESTEL analysis and Ansoff's matrix, considering political, economic, social, technological, environmental, and legal factors, as well as market penetration, development, product development, and diversification strategies. The report also addresses the competitive landscape, identifying key competitors like Colgate and Aqua Fresh, and concludes with recommendations for pricing strategies, such as penetration pricing followed by competitive pricing, to ensure successful market entry and growth. The website Desklib provides similar past papers and solved assignments for students.