CASE STUDY

BRAND STRATEGIES

SUBMITTED BY-

Archit GargGeet sawhneyMohit sharma

Sidharth Kumar

WHY DO RANGANATHAN HAVE A DILEMMA WHILE HIS BOSS DOESN’T HAVE ANY? WHAT IS THE DILEMMA?

Ranganathan, the VP, Marketing,plans to launch e new product (i.e. an Anti-Infection SOAP) under the extension of the existing brand, “GLOW” (which is their flagship brand.

Glow – Beauty and complexion care

Ranganathan’s point- Manu’s point

•Demand gap in anti infection soap

Would hit the image of the parent brand

•So it’s a huge oppurtunity

•The sales may double over a period

Market not conducive to launch a new brand

DO YOU AGREE RANGANATHAN’S DECISION OF LAUNCHING THE NEW PRODUCT AS GLOW EXTENSION? WHY OR WHY NOT? WHAT IS YOUR SUGGESTION?

• No we do not agree with ranganathan’s decision to launch a new soap under the same brand.

• This is because if one decides to leverage a brand name the core message should remain same as that of the parent brand

• Here the core message is ‘Glow takes care of your beauty and complexion’• But the new soap being launched gives the message “ we fight infection’

which does not convey the same message as the parent

• If at all they launch it they should target the sports women, who work in field or teenagers affected with acne and all and convey the message that new GLOW takes care of beauty and complexion by keeping germs away

IF A COMPANY WANTS TO LAUNCH A NEW PRODUCT AS A MULTIBRAND? HOW WILL YOU HELP TO OVERCOME THE CONSTRAINTS?

• MULTIBRANDING STRATEGY can help the company in establishing an entire different image for its brand and can help to extend the hold on the market by tageting new segments with the existing products.

• Using Multi branding we can try to cater to a different segments of customers without losing the existing customers.

• So here, the new brand can include a change in packing, the color, a resonating name with the image that the brand is trying to portray and also with the target customers

IF THE COMPANY HAS TO LAUNCH A NEW PRODUCT AS A LINE EXTENSION, HOW DO YOU MINIMIZE/ELIMINATE GLOW BRAND ELUSION?

• If at all they launch it they should target the sports women, who work in field or teenagers affected with acne and all and convey the message that new GLOW takes care of beauty and complexion by keeping germs away