Dettol Brand is strongly positioned in the market as “The best killing germs antiseptic”. It is market leader and it has strong credibility and trust‚ it’s a top of mind in its category and it has two value propositions: functional (protection for germs and killing wounds) and emotional (love and care from a mother taking care of her child). This emotional campaign was supported with a strong advertising campaign where a mother is shown reading a letter from her son who is in a boarding school
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Brand extension success factors Problem definition and objectives In a highly competitive environment‚ organizations are convinced that the launch of new products in order to stratify the need of consumers can lead to an increase the success of a company. The strategy of launching new products can be successful but it remains some risks. Indeed‚ the launching from 30 to 35 % of new products has failed. Because of some factors like the high level of advertisement costs and the increasing competition
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Beauty Soap (Lux‚ Capri‚ Dove etc.) Anti Bacterial Soap (Lifebuoy‚ Safeguard‚ Dettol) The share of Anti bacterial soaps is 49% This segment has a value of Rs 8.3 billion It has a annual volume turnover of 33700 tones Antibacterial Soap Market is increasing by 7% The overall soap market is growing by 10% To capitalize on brand equity of Dettol‚ it should position its brand extensions well and Increase innovations. It could very well use its image & equity of safety
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5 – 1 0 T Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial
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KAPLAN UNIVERSITY ------------------------------------------------- BRAND EXTENSION MARKETING PLAN Jennifer L. Scott GB 530: Marketing Management December 4‚ 2012 Brand Extension Marketing Plan for Snyder’s-Lance Inc. 1. Executive Summary The following marketing plan forms the basis for the introduction of an innovative new product by Snyder’s-Lance Inc. This analysis allows me to outline the best strategies to follow for the achievement of the company’s strategic goals. “Pretzel
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is evolving rapidly. It is a parable that now Indian retail industry requires lots more of fashion. The organized retailing is developing at rapid speed. It is agreeable to all that fashion is a vital part of both the retail industry as well as the brands. Fashion has led the retail industry boom and it has sustained its dominance in malls‚ markets and stores. With radically changing fashion and retail industry‚ the Indian consumers are facing considerable transformation. With an increase income levels
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Running Head: Unit 6 Assignment 1 Brand Extension Market Plan – Unit 6 Hershey’s Sugar – Free Strawberry Syrup with Calcium Kaplan University
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Running head: Brand Extension Marketing Plan 1.0 Executive Summary The Recipe Modifier is Lakelands most recent innovation that has great potential to generate revenue for Lakeland‚ “the home of creative kitchenware.” Lakeland products have developed strong demand and this will be the driving force behind this particular product. Lakeland was initially a kitchenware provider but has extended its brand to offer a wide range of products that fulfill consumers entertaining‚ storage‚ cleaning
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| Kaplan University | Graduate School of Business and Management | Brand Extension Marketing Plan | | Thomas N. Bailey | GB530 | 5/31/2011 | Solid State Drive by Western Digital Corporation 1.0 Executive Summary Western Digital Corporation (WDC) is the second largest computer hard disk drive (HDD) and solid state drive (SSD) manufacturer in the world for internal‚ external‚ portable and shared storage applications. WDC also pursues opportunities in the many new roles for digital
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Dettol Soap Introduction Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. The traditional liquid product is a light yellow colour‚ but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes
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