This report examines the brand extension strategy of Dove, a personal care brand owned by Unilever. It utilizes secondary research methods to analyze the brand's expansion into new product categories. The report explores key elements of brand identity using Kapferer's Brand Identity Prism, followed by an analysis of the target market, including segmentation, target audience, and positioning. Furthermore, it incorporates a PESTEL analysis to assess the external environment, and applies Ansoff's growth matrix to evaluate market development, penetration, diversification, and product development strategies. The report details the characteristics of a new product, a “Dove – vitamin-e jasmine bathing bar”, including its physical attributes, fragrance, packaging, and price. The report concludes with a discussion of the marketing strategies, including promotion and campaign initiatives, and their impact on growth and revenue, providing insights into the brand's market expansion and strategic marketing approaches.
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