Choose a product and write a 5 page summary discussing how you would create a brand extension of that product. Include your rationale for the brand extension.
Headings to include:
Brand (to include a brief background)
Extension idea
Rationale/justification or need for the new idea- include relating the idea back to the company's mission statement
Target market
Marketing/launch strategy (to include pricing and channel strategy)
Ethical considerations
Develop a Marketing Plan
Define the types of marketing research
Analyze potential pricing alternatives.
Define channel strategy
Design a sales management plan.
Full Answer Section
There are a number of reasons why Dove would want to expand its Men+Care line to include a grooming line. First, the men's grooming market is growing rapidly. According to a report by Euromonitor International, the global men's grooming market is expected to reach $80 billion by 2027. Second, Dove is a trusted brand with a strong reputation for quality. This would give the Dove Men+Care grooming line a significant advantage over other brands in the market.
Target market:
The target market for the Dove Men+Care grooming line is men of all ages who are looking for high-quality, effective grooming products. The line would appeal to men who are looking for products that are gentle on their skin and hair, but that also provide superior performance.
Marketing/launch strategy:
The marketing strategy for the Dove Men+Care grooming line would focus on educating consumers about the benefits of the products and building brand awareness. The line would be launched with a major advertising campaign that would highlight the products' gentle and effective formulas. The advertising campaign would be supported by public relations efforts and social media marketing.
Pricing and channel strategy:
The Dove Men+Care grooming line would be priced competitively with other high-quality grooming products on the market. The line would be distributed through a variety of channels, including mass-market retailers, drugstores, and online retailers.
Ethical considerations:
One ethical consideration that Dove would need to address when launching the Dove Men+Care grooming line is the issue of gender stereotypes. Dove is a brand that has long been associated with female beauty and personal care. It is important for Dove to make sure that the marketing for the Dove Men+Care grooming line does not reinforce traditional gender stereotypes.
Another ethical consideration is the use of animals in product testing. Dove is a cruelty-free brand, and it is important for the company to ensure that the Dove Men+Care grooming line is also cruelty-free.
Marketing Plan:
The marketing plan for the Dove Men+Care grooming line would focus on the following objectives:
- Increase brand awareness of the Dove Men+Care grooming line
- Educate consumers about the benefits of the Dove Men+Care grooming line products
- Drive sales of the Dove Men+Care grooming line products
The marketing plan would include the following strategies:
- Advertising campaign: The advertising campaign would focus on educating consumers about the benefits of the Dove Men+Care grooming line products and building brand awareness. The advertising campaign would be aired on television and radio, and it would also be promoted online and in social media.
- Public relations efforts: The public relations efforts would focus on generating positive media coverage for the Dove Men+Care grooming line. Dove would reach out to journalists and bloggers to educate them about the products and to generate interest in the line.
- Social media marketing: The social media marketing efforts would focus on engaging with consumers and building relationships with them. Dove would create social media accounts for the Dove Men+Care grooming line and use these accounts to share information about the products, to run contests and giveaways, and to interact with consumers.
Types of marketing research:
Dove would conduct a variety of marketing research to support the launch of the Dove Men+Care grooming line. This research would include:
- Primary research: Dove would conduct primary research to gather data on the needs and preferences of its target market. This research could be conducted through surveys, focus groups, or one-on-one interviews.
- Secondary research: Dove would also conduct secondary research to gather data on the men's grooming market. This research could be conducted by reviewing industry reports, government data, and other sources of secondary information.
Pricing alternatives:
Dove would consider a variety of pricing alternatives for the Dove Men+Care grooming line. The company could price the products at a premium, at parity with other high-quality grooming products on the market, or at a discount.
Dove would need to consider a number of factors when determining the price of the Dove Men+Care grooming line products. These factors include the target market, the competition, and the cost of goods sold.
Channel strategy:
The Dove Men+Care grooming line would be distributed through a variety of channels, including mass-market retailers, drugstores, and online retailers. Dove would need to work with these retailers to ensure that the products are prominently displayed and that the sales staff is knowledgeable about the products.
Dove would also need to develop a channel strategy for reaching online consumers. This strategy could include selling the products on
Sample Answer
Brand: Dove
Extension idea: Dove Men+Care Grooming Line
Rationale/justification or need for the new idea:
Dove is a brand that has long been associated with female beauty and personal care. However, in recent years, the brand has expanded its reach to include men as well. The Dove Men+Care line of products is designed to meet the unique needs of men's skin and hair.