S/M/191. Master's Dissertation. The Case Study of Dove Shampoo and Conditioner Brand of Unilever: Marketing Strategies of Hair Care Product in Premium Segment Focusing on Attitude toward Extension in the UK

This research focuses on the attitude and perception of Dove targeted customers toward brand extension to hair care segment market. The research collects data by using primary research Ï focus group interview. The paper analyses the opinion of consumers about brand extension. Discover the suitable promotional tools to reach the consumers when companies operating brand extension strategy. Study the effects of brands extension to the existing brands. Find the factors that influence consumers to build positive and negative perception toward brand extension. The study investigates the perception and attitude of consumers toward brand extension strategy. It examines the marketing mix of Dove Shampoo/Conditioner Brand. It studies the marketing plan and the product development of Dove brand (moving from skin care to hair care). It also explores the market poisoning of Dove Shampoo/Conditioner Brand.