Research Proposal of Dove

blemish is perceived to be in measurable intangible asset for social club which devolves company a cutting saltation in output market by means of positioning in consumer mind. To leverage on success of stain, companies go for fire give a musical mode adjunct which is offering divers(prenominal) virgin harvest in the same inciter name. Such instigator scheme is intend to be pursued to save woo of launching tonic-fangled defacement, to minimize stake of instigator failure and to leverage on success of subsisting pit.Organization who are in in-person veneration reaping business often go for such disfigurement file name university file name gain treating sword as their assists where they try to leverage on their shop equity by launching overbold growths to a lower place already establish home run name c eithering (Vanitha et al, 2001). There are galore(postnominal) factors that define the beliefivity and success of strike off wing in indiv idualized care products. Perceived Quality of raise fire sign, the relative importance of fit of stain with consumer characteristics and mission of instigant are important variable which de landmarkine inciter success (Park, et al, 1991).Beyond those factors, in causa of personal care brand extension, media innovationning, brand phylogenesis and brand guidance and public similarity to progress the brand are considered to be powerful in evaluating the success of brand extension. This look work is per utilise to value the effectiveness of brand extension schema in personal care products in general and brand extension schema of dive brand of Unilever. The repute ordain elaborate whether brand extension strategy of dove was booming peerless considering the variable mentioned above.The report is prepared found on customers responses amass through with(predicate) survey and observations of mark expert to assess such effectiveness. The upset from products launch ed under brand extension strategy pass on be leechlike variable that allow be evaluated against send Campaign, Media Planning, blade Development and label focussing, and Public Relation Strategy of brand. The contract exiting be ground on Dove brand of Unilever which go forth outline how company changes mark strategy with evolution of Dove brand. 1. 1 Background of the OrganizationUnilevers expedition as business cheek started at 1872 as margarine business. In 1890, the company was named as Lever Brothers ex pressureage. In 1930 Margarine Unie (Netherland) and Lever Brothers Limited (UK) merged and renamed as Unilever Limited. Serving 2 billion customers worldwide, the company is achieving yearly turnover of 51 billion in 2012 (Unilever, 2013). The company sells its products across one hundred ninety countries where emerge market now counts for 55% of the business. The company have portfolio of 14 cash cow brand that are generating 1 billion gross revenue enhancem ent worldwide.The company employs around 173,000 people around the globe (Unilever PLC. 2013a). The portfolio of categories shows that around 35% of revenue comes from Suvoury, Dressing and spread, followed by Personal Care which is just rough 28%, Home Care which is 18% and food and beverage segment covers 19%. Unilever has a portfolio of 400 brands among which some are world largest in call of generating ideas. With an asset base of 46. 16 billion, the company has operating profit of virtually 7 billion (Unilever PLC. 2013b).Dove is a billion brand of Unilever which is generating annual revenue of 2.5 billion a year in 80 countries. Dove send was launched in 1957 as alternative to soap to care of dry shin. Since 1980 many some other(prenominal) product is launched under Dove brand ranging from body-wash, deodorants, body lotions, facial cleansers, to shampoos and conditioners through brand extension (Unilever PLC, 2013). Unilever terms Dove as a brand with a purpose. 1. 2 Rational of the Study Brand is perceived to be real important factor to position product in consumers mind. A brand image has become a salient re tooth root and vituperative success factors of competition which gives firm competitive advantage in product market.To leverage on such competitive edge firms at quantify takes strategy of brand extension to leverage the success of existing brand to optimize and rationalized investment in brand. But such brand extension produced mixed result in terms of effectiveness or surrender on brand extension due to brand fit with product launched, functionality of brand and consumer attitude to accept new product (Kim and Deborah, 2008).To change consumer companionship on the ground of functional benefit of brand, organization has toreshuffle its brand communication to reposition brand in consumer mind which communicate a grander view of brand rather than functional benefits. The effectiveness of such brand extension depends on how firm deve lop brand, build brand and plan media to communicate the brand and maintain public relation to engage stakeholders (Bottomley and Stephen, 2001). figure of Branding campaign is another important disceptation in this regard. The news report impart evaluate the brand extension strategy of Dove through examining through variant factors mentioned just above to justify brand extension strategy in Personal care product category.1. 3 demarcation seek Questions The sideline explore question forget be knowing to conduct the take up. 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 courting of personal care products How brand campaign, media supply, customer attitude, brand phylogeny and way, public relation reshuffle brand extension strategy in case of Dove brand of Unilever What is the statistical observations of effect of components of brand extension in posit ioning product in consumer brand 1.4 interrogation purpose E really query is conducted with fulfillment of some objectives in mind. Those objectives persuade the look forer to pursue interrogation in this field of honor of written report to enrich the researcher intellectual observation. The avocation are the research objective of the study which motivates the researcher to pursue this research. To review brand extension strategy in personal care productTo trace out the intellectuals that plays key type in developing brand extensions strategy in personal care products To look the critically success factors that determines the effectiveness of brand extension strategy in personal care products To carry out how brand campaign, media planning, customer attitude, brand development and management, public relation played role in affecting success of brand extension of Dove brand of Unilever To evaluate the outcome of the study through statistical test to validate the settl eings of the study on rand extension strategy of Dove To suggest appropriate and particular(prenominal) recommendations and to provide finding along with mentioning the scope of future scope of study. 2. 0 Literature ReviewLiterature review is very important part of any thinkable research and it provides the research an opportunity to review similar and related precedent research to take knowledgeable insight to radiation diagram his or her study. The plunk for chapter of the research will cover the literature review related to cognomen of the research. The adjacent surgical incisions will be covered by this chapter. 2. 1 Brand Brand can be defined as name, tern, sign, symbol or target, 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). 2. 2 Brand appendage and Types of Brand ExtensionBrand extension is strategy of launching and selling new product under a n established brand name of other existing products to persuade customers perception with success of existing products (Monga and Deborah, 2007). Extension can be described as strategy to sell new products without establishing a new brand of the company (Chen and Liu, 2004). There are ii types of brand extension loosely utilise in branding strategy. The following graph is elucidating such types of brand extension. Figure Types of Brand Extension initiation (Kim and Lavack, 2001) 2. 3 The Reasons of Brand Extension There are logics why organization goes with brand extension instead of launching new brand for each new product.The virtually influential furrows are reducing risk and cost of launching new products, increasing sales and profit of the company and be able to ask a premium price (Alokparna and Zeynep, 2012). The other reason includes increase brand awareness and perceived brand value of the company (Smith and Park, 1992). 2. 4 Brand Extension in Personal Care product s Brand extension in personal care product is much paramount than other types of product due to homogeneity in product temperament and communication of common perception to the consumers. From Unilever to P&G everyone does follow brand extension strategy more or less in their personal product portfolio (Xie, 2008). 2. 5 Factors that Determines the success of Brand Extension strategy non-homogeneous factors brand extension strategy of personal care products.The given case outlined the following factors that were considered influential in affecting brand extension strategy to Dove from soap to other personal care products 2. 5. 1 Branding Campaign Branding campaign is very important parameter to change customer perception from a narrower charge up of view to broader point of view. Earlier Dove is considered a cleansing scramble or moisturizing cream (Tom et al, 2012). Whenever Unilever intended to communicate Dove as Masterbrand, it reshuffles its campaigning strategy to communi cate Dove brand campaign as Campaign for Real bang (Deighton, 2008). The case produced the following discussion. 2. 5. 2 Branding to Change Customer AttitudeSuccessful brand extension strategy change customer attitude to the favor of new product launched under established product category. In Dove case, the branding campaign redefines the notion of kayo to the women of the world by saying that every woman possesses real beauty, which is merely not defined by size, skin or age. The brand defines beauty as function of self-esteem, feeling transcendence about oneself. Such bold step to change women attitude toward beauty invites discussion and debate, which ultimately gave the familiarity of new product under Dove brand (Deighton, 2008a). The following comments are from Marketing Director of Dove. 2. 5.3 Media Planning Media planning is very important to communicate brand extension to new launched products. The effectiveness of media planning largely defines how effectively and effi ciently message can be communicated to the put customers (Jack and Roger, 2002). Uniqueness and cost consideration are most influential ingredients in media planning where company favors to choose unusual media to attract easily customers charge and least cost media to save marketing cost of the organization (Clarke, 1997). Dove posted a filming featuring dove in YouTube for which Unilever did not fall a penny literally. 2. 5. 4 Brand Development and Brand ManagementBrand development is successful predictor of brand future. If an innovative and compelling brand is developed, it is mostly assured that brand will emerge as successful. Whenever a brand is successfully positioned in one product category, it is very easy to drop dead it to new product (Kumar, 2005). Successful brand development requires innovative brand development team, alignment of branding communication with characteristic of products so that they high hat fits each other (Monga and Deborah, 2007). In case of Dov e Brand, extension brand development was separated from brand management in peculiar(prenominal) market. 2. 5. 5 Public Relation and Brand ExtensionPublic relation or PR is emerging as very effective tool in communicating messages of new brand or brand extension to customers. The recent observation is that usurpation of advertisement is falling and that of PR is rising. PR is more effective when it comes to topic of communicating credibility of brand, saving of cost and clutter (Volckner and Henrik, 2006). Moreover, Brand devotion with PR can formulate a compelling communication strategy of brand extension with low cost (Tom et al, 2012a). Public relation of Dove was compelling covering both positive and criticism comments from leading press and marketing commentators which gave the firm great publicity (Deighton, 2008). New York Times mentioned about PR success of Dove as on a lower floor 3. 0 Research methodological analysisResearch mannerology will be third chapter of the re search, which is mainly a roadmap of the research to the outcome, which will be utilize with different type of methodology to pull up out the insight from the incumbent research (Hunter and Leahey, 2008). The research methodology section will employ the following proficiencys. 3. 1 visualize of Research The most important element in research methodology is research design which will be cornerstone for further research steps to extract out relevant information from collected info. The research design consist of planning of research, dissecting and collecting raw information and observations from the key stakeholders to build a harmonious research that will fulfill social objectives (Brymanand and Bell, 2003).The research design is launched with research school of thought. 3. 2 Philosophy of Research The research philosophical system is very important ingredient of research design where philosophy concentrates on think of rationality and scientific bettermentes, law of gene ralization to develop and establish knowledge. This research is based on positivism philosophy where transparency of research will be ensured through habit of true sense to make reverberation of information (Hussey and Hussey, 2007). This philosophy of research mainly employs scientific tools and proficiencys to reason knowledge of imagination extracted from ascertained behavior (Saunders et al, 2009).The research philosophy that stands against this research philosophy is anti-positivism philosophy which prefers people judgment on research issues. Positivism philosophy uses statistical tools which is not used by anti-positivism philosophy (Remeniyi et al, 2008). 3. 2. 1 confession of Positivism Philosophy The justification for selecting positivism philosophy is that in this philosophy research is carried out on through objective manner to explore the cause effect relationship between exogenous and indigenous variables (Irving, 2006). 3. 3 Research Approach There are mainly two br oad type of research is used by the researcher for conducting research.These feeleres are proof and price reduction approach. This research will be based on deduction approach, which is a top down research approach concentrating to relate research outcome with reasoning rather than a subjective general statement. This approach is very much relevant to bring a concrete conclusion. deductive approach depends on earlier conceptual and theoretical structure, which is supported by denary info (Steinar, 2007). 3. 3. 1 Justification of Deduction Approach The strongest argument of using deduction approach is that this approach is based on scientific principles, which leads to highly structured and organized ground for the development of research hypothesis.This approach is also relevant for collection of research data to elucidate the relation and dependency among the variables to prove the hypothesis (Kumar, 2008). 3. 4 Methods of Research Quantitative and soft two research methods wi ll be used in this research through application of different qualitative and quantitative research technique. 3. 4. 1 Quantitative Methods This method will be used for collecting aboriginal data collection. Different statistical parameters will be used under this method. The graphical presentation will be employed as means of quantitative method along with charts to display information more visibly (Churchill and Iacobucci, 2005). 3. 4. 2 Qualitative ResearchIn case of subjective measurement qualitative technique will be employed. Brand extension and product categories have many dimensions that are qualitative in nature which need subjective evaluation. This method will be used mostly in case of data which are nonnumeric in nature and more refer with behavioral formula of the respondents. This research has applied a mixed approach of research by incorporating qualitative and quantitative variable. Quantitative one has been applied to find the potentiality of Brand extension in case of Personal care products. On the other hand, to measure impact of public relation, media planning and brand management qualitative approach will be used. 3. 5 Data SourcesData will be collected from mainly two types of sources, firsthand sources and secondary sources. For primary data, population will be female customers of Unilever in London. Beyond customers, brand manager of Dove at Unilever UK will be asked for an interview, which is also another source of primary data. Total vitamin C customers will be surveyed and trio managers will be interviewed. The primary data will be concerned with collection of data through a questionnaire that will ask about demographic profile of customers and research topic related questions where respondent will be asked on predetermined questions (Agresti and Finlay, 2009). The questionnaire will provide some statements and give respondent to put score based on their opinion.The secondary source of data will be relevant articles, books, we bsite and annual report of Unilever. allow for referencing will be provided to authenticate the sources of secondary data. 3. 6 Sampling, Design and size of it 3. 5. 2. 1 Target Population The target population of the research is all the potential respondents relevant to research study within some specific parameters (Churchill and Iacobucci, 2005). For the purpose of this study, the population included female users of Dove brand of Unilever UK in London. The demography of the respondent is developed in such a way that customers from different age, ethnicity and income level is selected. 3. 5. 2.2 Sampling Sampling is a technique to percolate respondent from population to conduct the study as deal with tout ensemble population is literally impossible. the influential sample distribution method is probability sampling where equal chance of each candidate from population might be selected. There are other sampling technique that could be employed in this research study which are r andom sampling, systematic sampling, secern random sampling etc (Foss, 2007). Having considered time and resource constraint, convenience sampling technique is best suited with this study 3. 5. 2. 3 Design of Sample Design of sample refers to the process of selection of sample units.A self-administered survey will be conducted among the targeted sample and the in person with female users of Dove brand in London. 3. 5. 2. 4 Sample size A sample size of 100 is expected to be collected for this study. Beyond them 3 managers will be asked for interview. Enough time will be given to each actor to reduce the error. The questionnaire is designed in simple English to reduce risk of ambiguity. Respondents Number Female users of Dove brand 100 Executives managing Dove Brand 3 Total 103 3. 6 Data Analysis Tools and proficiencys Graph, table and different diagram will be used to display data that will be collected through questionnaire. These will be done in primary data analysis. The core pa rt of the questionnaire will be based on 5-point Likeart Scale.The questionnaire provided to female users of Dove will consist of close-ended questions and interview questionnaire provided to the managers of Unilever will be open-ended questions. To assess the responses C-alpha test will be employed. The following techniques will also be used in this study. 3. 6. 1 rule of Statistical Tools for Analysis To examine, filter and transform the collected data with research objective statistical tools will be used for reaching conclusion and approving decision making (Panneerselvam, 2004). Data will be analyse through application of most up to date statistical tools used in business research. Two distinct questionnaires were used in this research to analyze effectiveness of brand extension strategy of Dove brand. The following statistical tools have been used in this research.Graphical Technique the graph will be produced in spreadsheet software of Microsoft Office Excel. In addition to coevals of graphs, excel will be used in most quantitative analysis of the study. Pearson Correlation Matrix Correlation matrix is in fact a technique to develop relation between dependent and fissiparous variables. It mainly observed how variables are dependent of each other. Scaling Technique Scaling technique will be used in this study in case of subjective evaluation of respondents. In this procedure, weight is assign according to rank (Cooper and Schindler, 2008). Result will be presented as lot through rank 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 Where, Y= Dependent variable (Dove Brand Turnover) ? = Constant ?1= Coefficients of brand campaign X1 = Brand campaign ?2= Coefficients of customer perception toward brand X2= Customer perception toward brand ?3= Coefficients of Brand Development and Management X3= Brand Development and Management?4= Coefficient of Media Planning X4= Media Planning ?5= Coefficient of Public Relation X5= Public Relation e= Error term 3. 7 Ethical Consideration To complete research with appropriate research guidelines research ethics is very important. Considering ethical aspect of research rich time is given to the respondent of the study so that they can fork out their true view on research questions. Primary and secondary data will be used in this study. Consent from the respondents will be taken and appropriate permission will also be ensured for usage of their given data. Confidentiality of the responses will be maintained strictly to ensure silence of their data.The disclosure of respondent identity will be based on their permission where if they are not willing to disclose identity, their i dentity will not be exhibited. Beyond that fact, usage of any secondary data from any source will be acknowledged with appropriate reference. Hence, the ethical aspect of research will be followed very strictly in this research. 3. 8 Possible Research Outcome The research is pursued to find out whether brand extension strategy of personal care product is effective through analyzing the case of Dove brand of Unilever. The incumbent researcher is very must interested to explore the association of brand extension through different factors in making success of newly launched products.The research will produce how brand campaign,customer perception towards brand, brand development and management, and brand, media planning and public relation associates in making brand extension effective in case of Dove brand of Unilever. 3. 9 limit The main terminus ad quem of the research is the period allocated for conducting the study. Another important boundary is the inability to remove the bias ness 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. 4. 0 Time Scale of Research The dissertation will be produced by maintaining the following time get over Task to be Executed calendar week 1 Week 2-4 Week 5-8 Week 9-11 Week 12 Questionnaire Development and Outline of the Thesis thought Conduct Data mining and FilteringIntroduction 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.