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Table of Contents
1. Title:.............................................................................................................................................4
1.0 Background of the Study...........................................................................................................4
1.1 Background of the Organization................................................................................................5
1.2 Rational of the Study.................................................................................................................5
1.3 Business Research Questions....................................................................................................6
1.4 Research objective.....................................................................................................................6
2.0 Literature Review......................................................................................................................7
2.1 Brand..........................................................................................................................................7
2.2 Brand Extension and Types of Brand Extension.......................................................................7
2.3 The Reasons of Brand Extension...............................................................................................8
2.4 Brand Extension in Personal Care products..............................................................................8
2.5 Factors that Determines the success of Brand Extension strategy............................................8
2.5.1 Branding Campaign............................................................................................................9
2.5.2 Branding to Change Customer Attitude..............................................................................9
2.5.3 Media Planning...................................................................................................................9
2.5.4 Brand Development and Brand Management...................................................................10
2.5.5 Public Relation and Brand Extension...............................................................................10
3.0 Research Methodology............................................................................................................10
3.1 Design of Research..................................................................................................................11
3.2 Philosophy of Research...........................................................................................................11
3.2.1 Justification of Positivism Philosophy..............................................................................11
3.3 Research Approach..................................................................................................................11
3.3.1 Justification of Deduction Approach................................................................................12
3.4 Methods of Research...............................................................................................................12
1. Title:
Effectiveness of Brand Extension in Personal Care Product: A Case Study on Dove of
Unilever.
public relation to engage stakeholders (Bottomley and Stephen, 2001). Innovation of Branding
campaign is another important parameter in this regard. The study will evaluate the brand
extension strategy of Dove through examining through different factors mentioned just above to
justify brand extension strategy in Personal care product category.
what is the brand extension strategy of FMCG company in personal care products
What are the factors that affect brand extension strategy of an established brand in case of
Unilever
What is the statistical observations of effect of components of brand extension in
positioning product in consumer brand
2.1 Brand
Brand can be defined as name, tern, sign, symbol or design, or a combination of them intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of other sellers (AMA, 2011).
There are two types of brand extension mostly used in branding strategy. The following graph is
elucidating such types of brand extension.
of the organization (Clarke, 1997). Dove posted a filming featuring dove in YouTube for which
Unilever did not spend a penny literally.
relevant to bring a concrete conclusion. Deductive approach depends on earlier conceptual and
theoretical structure, which is supported by quantitative data (Steinar, 2007).
Number
100
3
103
percentage analysis.
Regression Analysis: Regression analysis is used in research arena mainly to calculate
the dependency of dependent variable with independent variables. It incorporates
different statistical test such as P value, t-test to assess the influence of the relation in
terms of statistical consideration. The regression equation of this study will be as below
3.9 Limitation
The main limitation of the research is the period allocated for conducting the study. Another
important limitation is the inability to remove the biasness of the responses due to subjective
nature of the data. Another limitation is the dimension factors related in brand extension in
addition to mentioned factors, which might produce incomplete conclusion.
Week 1
Week 2-4
Week 5-8
Week 9-11
Week 12
Development and
Outline of the Thesis
Survey Conduct
Data mining and
Filtering
Introduction
Literature Review
Research Methodology
Data Analysis
Submitting First Draft
Submitting Second
Draft
Proof Reading and
Error Checking
Final Submission
5.0 Conclusion
It is observed that brand extension strategy in personal care products is more prevalent and
effective than any other products. This research study is intended to explore the effectiveness of
brand extension strategy of Dove brand of Unilever. The researcher believes that the study will
produce valuable insight in such evaluation that will be useful for both the executives and
academicians. It will also create opportunity for further research in this field of the study.
References
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