Principles of Marketing: Brand Extension, Target Market, PESTLE Analysis, Ansoff Matrix, Brand Identity Prism

Principles of
Marketing
Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3

Existing brand and brand values..............................................................................................................3
Description of target market....................................................................................................................4
PESTLE Analysis....................................................................................................................................5
Ansoff matrix of Colgate.........................................................................................................................5
Tauber brand extension options...............................................................................................................6
CONCLUSION...........................................................................................................................................6
REFERENCES............................................................................................................................................7

INTRODUCTION
The term principles of marketing depend upon various marketing ideas which is used to
effective marketing strategy (Anabestani and Tolabi Nejad, 2019). The principle of marketing
strategy is making some decisions to fall various categories such as product, price, place and
promotion. Selected chosen brand is Colgate is an American brand which is used for hygiene
products which are named as toothpaste, dental floss and many more and it was manufactured by
1873. In this report, various topics are covered such as PESTLE Analysis, Ansoff matrix, STP
and model of Kapferer brand identity prism.
MAIN BODY
Existing brand and brand values
The term brand extension is used when firm are should be established new brand names
for their new product or services strategy. This latest brand product strategy is different from
well identified original product and it helps to increase their brand positioning and brand equity
to existing famous market.
Kapferer Brand Identity Prism model:
Physique: This aspect represent that there is some qualities that will be seen by consumer
in nay product that’s why they should purchase this product. It includes, size, shape, taste, color
and many more other symbols are considered (Beirman, 2020). For Colgate, it is important that
they should create a brand physique which will be recognized by consumers as well as unique
enough too different from other brands.
Personality: This model of phrase consist of character which makes up their personality
which is fashionable and adventurous product, the way brand establishes communicate through
customers in every marketing campaign. In case of Colgate, firm needs to be think of specific
person who have use of Colgate brand that how person react, talk and what attitudes they would
embrace.