Posted: January 30th, 2022

Effectiveness of Brand Extension in Personal Care Product: A Case Study on Dove of Unilever

Model is perceived to be in necessary intangible asset for firm which supplies firm a innovative in product market by means of positioning in client thoughts. To leverage on success of brand name, firms go for model extension which is providing completely different new product in the identical model title.
Such model technique is meant to be pursued to save lots of price of launching new model, to reduce threat of brand name failure and to leverage on success of present model. Group who’re in private care product enterprise typically go for such model extension treating model as their assists the place they attempt to leverage on their model fairness by launching new merchandise beneath already established model names (Vanitha et al, 2001). There are numerous elements that outline the effectiveness and success of brand name extension in private care merchandise.
Perceived High quality of Mum or dad Model, the relative significance of match of brand name with client traits and mission of brand name are necessary variable which decide model success (Park, et al, 1991). Past these elements, in case of non-public care model extension, media planning, model growth and model administration and public relation to speak the model are thought of to be influential in evaluating the success of brand name extension.

This analysis work is perused to judge the effectiveness of brand name extension technique in private care merchandise usually and model extension technique of Dove model of Unilever. The report will elaborate whether or not model extension technique of Dove was profitable one contemplating the variable talked about above.
The report is ready based mostly on prospects’ responses collected by means of survey and observations of branding knowledgeable to evaluate such effectiveness. The turnover from merchandise launched beneath model extension technique might be dependent variable that might be evaluated towards Model Marketing campaign, Media Planning, Model Growth and Model Administration, and Public Relation Technique of brand name. The examine might be based mostly on Dove model of Unilever which can define how firm adjustments branding technique with
evolution of Dove model.
1.1 Background of the Group
Unilever’s journey as enterprise group began at 1872 as margarine enterprise. In 1890, the corporate was named as Lever Brothers Restricted. In 1930 Margarine Unie (Netherland) and Lever Brothers Restricted (UK) merged and renamed as Unilever Restricted. Serving 2 billion prospects worldwide, the corporate is attaining annual turnover of €51 billion in 2012 (Unilever, 2013). The corporate sells its merchandise throughout 190 international locations the place rising market now counts for 55% of the enterprise. The corporate have portfolio of 14 money cow model which are producing € 1 billion gross sales worldwide. The corporate employs round 173,000 individuals across the globe (Unilever PLC. 2013a).
The portfolio of classes exhibits that round 35% of income comes from Suvoury, Dressing and unfold, adopted by Private Care which is about 28%, Residence Care which is 18% and meals and beverage section covers 19%. Unilever has a portfolio of 400 manufacturers amongst which some are world largest by way of producing concepts. With an asset base of €46.16 billion, the corporate has working revenue of about €7 billion (Unilever PLC. 2013b).
Dove is a billion model of Unilever which is producing annual income of €2.5 billion a yr in 80 international locations. Dove Model was launched in 1957 as various to cleaning soap to care of dry pores and skin. Since 1980 many product is launched beneath Dove model starting from body-wash, deodorants, physique lotions, facial cleansers, to shampoos and conditioners by means of model extension (Unilever PLC, 2013). Unilever phrases Dove as a model with a objective.
1.2 Rational of the Research
Model is perceived to be crucial issue to place product in shoppers’ thoughts. A model picture has change into a salient useful resource and demanding success elements of competitors which supplies agency aggressive benefit in product market. To leverage on such aggressive edge corporations at occasions takes technique of brand name extension to leverage the success of present model to optimize and rationalized funding in model. However such model extension produced blended end result by way of effectiveness or return on model extension as a result of model match with product launched, performance of brand name and client angle to just accept new product (Kim and Deborah, 2008).
To vary client notion on the bottom of purposeful profit of brand name, group has to reshuffle its branding communication to reposition model in client thoughts which talk a broader view of brand name fairly than purposeful advantages. The effectiveness of such model extension relies on how agency develop model, construct model and plan media to speak the model and preserve public relation to interact stakeholders (Bottomley and Stephen, 2001). Innovation of Branding marketing campaign is one other necessary parameter on this regard. The examine will consider the model extension technique of Dove by means of inspecting by means of various factors talked about simply above to justify model extension technique in Private care product class.
1.three Enterprise Analysis Questions
The next analysis query might be designed to conduct the examine. what’s the model extension technique of FMCG firm in private care merchandise What are the elements that have an effect on model extension technique of a longtime model in case of non-public care merchandise How model marketing campaign, media planning, buyer angle, model growth and administration, public relation reshuffle model extension technique in case of Dove model of Unilever What’s the statistical observations of impact of parts of brand name extension in positioning product in client model
1.Four Analysis goal
Each analysis is performed with success of some targets in thoughts. These targets persuade the researcher to pursue analysis on this area of examine to counterpoint the researcher mental remark. The next are the analysis goal of the examine which motivates the researcher to pursue this analysis. To evaluation model extension technique in private care product
To hint out the explanations that performs key function in growing model extensions technique in private care merchandise To discover the critically success elements that determines the effectiveness of brand name extension technique in private care merchandise To extract out how model marketing campaign, media planning, buyer angle, model growth and administration, public relation performed function in affecting success of brand name extension of Dove model of Unilever To guage the end result of the examine by means of statistical take a look at to validate the findings of the examine on rand extension technique of Dove To recommend applicable and particular suggestions and to supply conclusion together with mentioning the scope of future scope of examine.
2.zero Literature Evaluation
Literature evaluation is essential a part of any credible analysis and it offers the analysis a chance to evaluation related and associated earlier analysis to take educated perception to design his or her examine. The second chapter of the analysis will cowl the literature evaluation associated to title of the analysis. The next sections might be lined by this chapter.
2.1 Model
Model will be outlined as title, tern, signal, image or design, or a mix of them supposed to establish the products and companies of 1 vendor or group of sellers and to distinguish them from these of different sellers (AMA, 2011).
2.2 Model Extension and Forms of Model Extension
Model extension is technique of launching and promoting new product beneath a longtime model title of different present merchandise to steer buyer’s notion with success of present merchandise (Monga and Deborah, 2007). Extension will be described as technique to promote new merchandise with out establishing a brand new model of the corporate (Chen and Liu, 2004).
There are two sorts of model extension principally utilized in branding technique. The next graph is elucidating such sorts of model extension.
2.three The Causes of Model Extension
There are logics why group goes with model extension as a substitute of launching new model for each new product. Probably the most influential arguments are lowering threat and value of launching new merchandise, rising gross sales and revenue of the corporate and having the ability to ask a premium worth (Alokparna and Zeynep, 2012). The opposite purpose consists of enhance model consciousness and perceived model worth of the corporate (Smith and Park, 1992).
2.Four Model Extension in Private Care merchandise
Model extension in private care product is extra prevalent than different varieties of product as a result of homogeneity in product nature and communication of widespread notion to the shoppers. From Unilever to P&G everybody does comply with model extension technique kind of of their private product portfolio (Xie, 2008).
2.5 Elements that Determines the success of Model Extension technique
Varied elements model extension technique of non-public care merchandise. The given case outlined the next elements that had been thought of influential in affecting model extension technique to Dove from cleaning soap to different private care merchandise
2.5.1 Branding Marketing campaign
Branding marketing campaign is essential parameter to vary buyer notion from a narrower standpoint to broader standpoint. Earlier Dove is taken into account a cleaning cream or moisturizing cream (Tom et al, 2012). Every time Unilever supposed to speak Dove as Masterbrand, it reshuffles its campaigning technique to speak Dove model marketing campaign as “Marketing campaign for Actual Magnificence” (Deighton, 2008). The case produced the next dialogue.
2.5.2 Branding to Change Buyer Angle
Profitable model extension technique change buyer angle to the favor of recent product launched beneath established product class. In Dove case, the branding marketing campaign redefines the notion of magnificence to the ladies of the world by saying that each lady possesses actual magnificence, which is merely not outlined by dimension, pores and skin or age.
The model defines magnificence as perform of vanity, feeling superiority about oneself. Such daring step to vary girls angle towards magnificence invitations dialogue and debate, which finally gave the familiarity of recent product beneath Dove model (Deighton, 2008a). The next feedback are from Advertising Director of Dove.
2.5.three Media Planning
Media planning is essential to speak model extension to new launched merchandise. The effectiveness of media planning largely defines how successfully and effectively message will be communicated to the goal prospects (Jack and Roger, 2002).
Uniqueness and value consideration are most influential components in media planning the place firm favors to decide on uncommon media to draw simply prospects’ consideration and least price media to save lots of advertising price of the group (Clarke, 1997). Dove posted a filming that includes dove in YouTube for which Unilever didn’t spend a penny actually.
2.5.Four Model Growth and Model Administration
Model growth is profitable predictor of brand name future. If an revolutionary and compelling model is developed, it’s principally assured that model will emerge as profitable. Every time a model is efficiently positioned in a single product class, it is rather straightforward to increase it to new product (Kumar, 2005). Profitable model growth requires revolutionary model growth workforce, alignment of branding communication with attribute of merchandise in order that they most closely fits one another (Monga and Deborah, 2007). In case of Dove Model, extension model growth was separated from model administration in particular market.
2.5.5 Public Relation and Model Extension
Public relation or PR is rising as very efficient instrument in speaking messages of recent model or model extension to prospects. The latest remark is that influence of commercial is falling and that of PR is rising. PR is simpler on the subject of matter of speaking credibility of brand name, saving of price and muddle (Völckner and Henrik, 2006).
Furthermore, Model friendliness with PR can formulate a compelling communication technique of brand name extension with low price (Tom et al, 2012a). Public relation of Dove was compelling overlaying each optimistic and criticism feedback from main press and advertising commentators which gave the agency nice publicity (Deighton, 2008). New York Occasions talked about about PR success of Dove as beneath
three.zero Analysis Methodology
Analysis methodology might be third chapter of the analysis, which is principally a roadmap of the analysis to the end result, which might be employed with completely different kind of methodology to extract out the perception from the incumbent analysis (Hunter and Leahey, 2008). The analysis methodology part will make use of the next strategies.
three.1 Design of Analysis
Crucial ingredient in analysis methodology is analysis design which might be cornerstone for additional analysis steps to extract out related info from collected knowledge. The analysis design include planning of analysis, dissecting and gathering uncooked knowledge and observations from the important thing stakeholders to construct a harmonious analysis that can fulfill social targets (Brymanand and Bell, 2003). The analysis design is launched with analysis philosophy.
three.2 Philosophy of Analysis
The analysis philosophy is essential ingredient of analysis design the place philosophy concentrates on reasoning of rationality and scientific approaches, regulation of generalization to develop and set up data. This analysis is predicated on positivism philosophy the place transparency of analysis might be ensured by means of utilization of true sense to make replica of data (Hussey and Hussey, 2007).
This philosophy of analysis primarily employs scientific instruments and strategies to purpose data of creativeness extracted from noticed habits (Saunders et al, 2009). The analysis philosophy that stands towards this analysis philosophy is anti-positivism philosophy which prefers individuals judgment on analysis points. Positivism philosophy makes use of statistical instruments which isn’t utilized by anti-positivism philosophy (Remeniyi et al, 2008).
three.2.1 Justification of Positivism Philosophy
The justification for choosing positivism philosophy is that on this philosophy analysis is carried out on by means of goal method to discover the trigger impact relationship between exogenous and indigenous variables (Irving, 2006).
three.three Analysis Method
There are primarily two broad kind of analysis is utilized by the researcher for conducting analysis. These approaches are induction and deduction strategy. This analysis might be based mostly on deduction strategy, which is a prime down analysis strategy concentrating to narrate analysis end result with reasoning fairly than a subjective common assertion. This strategy could be very a lot related to convey a concrete conclusion. Deductive strategy relies on earlier conceptual and theoretical construction, which is supported by quantitative knowledge (Steinar, 2007).
three.three.1 Justification of Deduction Method
The strongest argument of utilizing deduction strategy is that this strategy is predicated on scientific ideas, which ends up in extremely structured and
organized floor for the event of analysis speculation. This strategy can also be related for assortment of analysis knowledge to elucidate the relation and dependency among the many variables to show the speculation (Kumar, 2008).
three.Four Strategies of Analysis
Quantitative and qualitative two analysis strategies might be used on this analysis by means of software of various qualitative and quantitative analysis method.
three.Four.1 Quantitative Strategies
This methodology might be used for gathering major knowledge assortment. Completely different statistical parameters might be used beneath this methodology. The graphical presentation might be employed as instrument of quantitative methodology together with charts to show info extra visibly (Churchill and Iacobucci, 2005).
three.Four.2 Qualitative Analysis
In case of subjective measurement qualitative method might be employed. Model extension and product classes have many dimensions which are qualitative in nature which want subjective analysis. This methodology might be used principally in case of information that are nonnumeric in nature and extra involved with behavioral facet of the respondents.
This analysis has utilized a blended strategy of analysis by incorporating qualitative and quantitative variable. Quantitative one has been utilized to search out the Effectiveness of Model extension in case of Private care merchandise. However, to measure influence of public relation, media planning and model administration qualitative strategy might be used.
three.5 Information Sources
Information might be collected from primarily two sorts of sources, major sources and secondary sources. For major knowledge, inhabitants might be feminine prospects of Unilever in London. Past prospects, model supervisor of Dove at Unilever UK might be requested for an interview, which can also be one other supply of major knowledge. Complete 100 prospects might be surveyed and three managers might be interviewed.
The first knowledge might be involved with assortment of information by means of a questionnaire that can ask about demographic profile of consumers and analysis matter associated questions the place respondent might be requested on predetermined questions (Agresti and Finlay, 2009). The questionnaire will present some statements and provides respondent to place rating based mostly on their opinion. The secondary supply of information might be related articles, books, web site and annual report of Unilever. Applicable referencing might be offered to authenticate the sources of secondary knowledge.
three.5.1 Sampling, Design and Dimension
three.5.2.1 Goal Inhabitants
The goal inhabitants of the analysis is all of the potential respondents related to analysis examine inside some particular parameters (Churchill and Iacobucci, 2005). For the aim of this examine, the inhabitants included feminine customers of Dove model of Unilever UK in London. The demography of the respondent is developed in such a means that prospects from completely different age, ethnicity and revenue stage is chosen.
three.5.2.2 Sampling
Sampling is a method to filter respondent from inhabitants to conduct the examine as cope with complete inhabitants is actually not possible. the influential sampling methodology is chance sampling the place equal probability of every candidate from inhabitants is perhaps chosen. There are different sampling method that might be employed on this analysis examine that are random sampling, systematic sampling, stratified random sampling and so forth (Foss, 2007). Having thought of time and useful resource constraint, comfort sampling method is greatest suited with this examine
three.5.2.three Design of Pattern
Design of pattern refers back to the strategy of collection of pattern items. A self-administered survey might be performed among the many focused pattern and the in particular person with feminine customers of Dove model in London.
three.5.2.Four Pattern dimension
A pattern dimension of 100 is predicted to be collected for this examine. Past them three managers might be requested for interview. Sufficient time might be given to every participant to cut back the error. The questionnaire is designed in easy English to cut back threat of ambiguity. Respondents
Quantity
Feminine customers of Dove model
100
Executives managing Dove Model
three
Complete
103
three.6 Information Evaluation Instruments and Methods
Graph, desk and completely different diagram might be used to show knowledge that might be collected by means of questionnaire. These might be accomplished in major knowledge evaluation. The core a part of the questionnaire might be based mostly on 5-point Likeart Scale. The questionnaire offered to feminine customers of Dove will include close-ended questions and interview questionnaire offered to the managers of Unilever might be open-ended questions. To evaluate the responses C-alpha take a look at might be employed. The next strategies can even be used on this examine.
three.6.1 Utilization of Statistical Instruments for Evaluation
To look at, filter and rework the collected knowledge with analysis goal statistical instruments might be used for reaching conclusion and approving choice making (Panneerselvam, 2004). Information might be analyzed by means of software of hottest statistical instruments utilized in enterprise analysis.
Two distinct questionnaires had been used on this analysis to investigate effectiveness of brand name extension technique of Dove model. The next statistical instruments have been used on this analysis. Graphical Method: the graph might be produced in spreadsheet software program of Microsoft Workplace Excel. Along with era of graphs, excel might be utilized in most quantitative evaluation of the examine.
Pearson Correlation Matrix: Correlation matrix is in actual fact a method to develop relation between dependent and unbiased variables. It primarily noticed how variables are dependent of one another. Scaling Method: Scaling method might be used on this examine in case of subjective analysis of respondents. On this process, weight is assigned in response to rank (Cooper and Schindler, 2008).
Consequence might be offered as proportion by means of rank proportion evaluation. Regression Evaluation: Regression evaluation is utilized in analysis enviornment primarily to calculate the dependency of dependent variable with unbiased variables. It incorporates completely different statistical take a look at reminiscent of P worth, t-test to evaluate the affect of the relation by way of statistical consideration. The regression equation of this examine might be as beneath
The place,
Y= Dependent variable (Dove Model Turnover)
α = Fixed
β1= Coefficients of brand name marketing campaign
X1= Model marketing campaign
β2= Coefficients of buyer notion towards model
X2= Buyer notion towards model
Β3= Coefficients of Model Growth and Administration
X3= Model Growth and Administration
Β4= Coefficient of Media Planning
X4= Media Planning
Β5= Coefficient of Public Relation
X5= Public Relation
e= Error time period
three.7 Moral Consideration
To finish analysis with applicable analysis pointers analysis ethics is essential. Contemplating moral facet of analysis sufficient time is given to the respondent of the examine in order that they’ll depict their true view on analysis questions. Major and secondary knowledge might be used on this examine. Consent from the respondents might be taken and applicable permission can even be ensured for utilization of their given knowledge.
Confidentiality of the responses might be maintained strictly to make sure privateness of their knowledge. The disclosure of respondent identification might be based mostly on their permission the place if they aren’t prepared to reveal identification, their identification is not going to be exhibited. Past that truth, utilization of any secondary knowledge from any supply might be acknowledged with applicable reference. Therefore, the moral facet of analysis might be adopted very strictly on this analysis.
three.Eight Attainable Analysis End result
The analysis is pursued to search out out whether or not model extension technique of non-public care product is efficient by means of analyzing the case of Dove model of Unilever. The incumbent researcher could be very should to discover the affiliation of brand name extension by means of various factors in making success of newly launched merchandise. The analysis will produce how model marketing campaign,
buyer notion in direction of model, model growth and administration, and model, media planning and public relation associates in making model extension efficient in case of Dove model of Unilever.
three.9 Limitation
The principle limitation of the analysis is the interval allotted for conducting the examine. One other necessary limitation is the shortcoming to take away the biasness of the responses as a result of subjective nature of the information. One other limitation is the dimension elements associated in model extension along with talked about elements, which could produce incomplete conclusion.
Four.zero Time Scale of Analysis
The dissertation might be produced by sustaining the next time scale Job to be Executed
Week 1
Week 2-Four
Week 5-Eight
Week 9-11
Week 12
Questionnaire Growth and Define of the Thesis
Survey Conduct
Information mining and Filtering
Introduction
Literature Evaluation
Analysis Methodology
Information Evaluation
Submitting First Draft
Submitting Second Draft
Proof Studying and Error Checking
Closing Submission
5.zero Conclusion
It’s noticed that model extension technique in private care merchandise is extra prevalent and efficient than every other merchandise. This analysis examine is meant to discover the effectiveness of brand name extension technique of Dove model of Unilever. The researcher believes that the examine will produce worthwhile perception in such analysis that might be helpful for each the executives and academicians. It can additionally create alternative for additional analysis on this area of the examine.

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