Principles of Marketing: Dove Brand Extension Strategy Analysis

This report analyzes Dove's brand extension strategy, focusing on the introduction of Dove toothpaste. It employs Kapferer's Brand Identity Model to understand the brand's core values and how they translate to a new product. The report also uses Ansoff's Matrix to evaluate market and product strategies, assessing the risks and opportunities associated with introducing a new product in an existing market. Key trends and comparative analysis are considered to provide a comprehensive understanding of Dove's brand extension approach, supported by relevant references.

CW2 –
PRINCIPLES
OF
MARKETING
BRAND EXTENSION
ACTIVITY
NAME OF STUDENTS:
GROUP:
LECTURER:

BRAND PRESENTATION
In this report considering the dove company which is
American based company deals in self care products like soap
and more It was founded in 1957 , USA. The consider brand is
well recognised in the global market it covers the huge market
share in the segment. that To analyse the brand extension
process and method there is a model being used which is
described below.

KAPFERER’S
BRAND
IDENTITY
MODEL
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
 physique
 personality
 culture
 relationship
 self image
 Reflection

THE NEW PRODUCT: BRAND
EXTENSION
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).

ANSOFF’S MATRIX
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.
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.
It is exploring new market with the same
product. It is to expand the business
demographically or geographically
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.
Existing Products New
Products
Existing Markets New Markets

KEY TRENDS

COMPARATIVE ANALYSIS

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.