Background of the Brand Fairy is a British brand of washing detergent which is widely popular across United Kingdom and the brand is owned by the American company Procter & Gamble. The brand is also popular in many other countries all over the world such as Australia and Egypt and over the years, has become a trademark of washing-up liquid. In the year 2016, the sales of the company increased to £319.3m and it captured a market share equivalent to 30%.
Existing Brand Values
New Product and Growth Strategy Brand extension strategy for Fairy has been to offer a charcoal based toothpaste which offers a complete dental care and protection to its customers including tooth whitening and protection and also protection from sensitivity issues. The product will be named Fairy Charcoal Toothpaste.
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Target Market The target market for the new brand extension will be people aged between 18- 45 years irrespective of the gender and primarily those customer segments who are facing problem of sensitivity and tooth whitening and protection.
Key Trends & PESTLE Issues It can be argued that the last few years have witnessed a change in consumption behaviour with people preferring products of high quality and better health care. With the rise in disposable income of the people, products of high quality are now being preferred by the consumers.
Competitor’s Analysis Some of the major competitors of the suggested brand extension which exist in the new market are brands such as Colgate, Sensodyne, Aquafresh, Oral-B and Curapox.
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