Brand Extension Strategies for Sure Toothpaste

This report analyzes the brand extension strategies that can be used by Sure Toothpaste for launching new products. It includes a PESTLE analysis and ANSOFF matrix to determine the most effective strategy. The target market, competitive scenario, and competitor strategies are also discussed.

Principles of
Marketing

Executive summary:
Marketing mix is a very effective technique that can used by the organisation for the
purpose of formulating strategies by considering different aspects that is related to a product or a
services. Presently there is analysis of the different tactics that can be formulated by considering
some aspects of marketing mix by Sure toothpaste. For this the most effective strategy in terms
of promotion is to use digital marketing strategy for the purpose of their brand extension in the
target market segments.

Table of Contents
INTRODUCTION...........................................................................................................................3
Methodology:...................................................................................................................................3
Findings:..........................................................................................................................................3
PESTLE Analysis:...........................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
It is very crucial to develop a detail overview of the way different Marketing aspects are
posing a impact on the brand expansion techniques (Mothersbaugh, HawkinI and Kleiser, 2019).
The present report is based on developing a detailed overview of the techniques that will be used
by Sure toothpaste (Katsikeas, Leonidou and Zeriti, 2019). There is analysis of different ways
that can be used by sure toothpaste for the purpose of launching new products that includes
PESTEL analysis, Ans of matrix in order to successfully launch the new product range.
Aim:
“To develop a overview of the different brand extension strategies” A case study analysis on
Sure toothpaste.
Objectives:
 To analyse strategies for brand extension of sure toothpaste
 Launching of new herbal product range and sweet taste toothpaste for new target segment
of customers that is children between age group of 4-8 years.
Methodology:
There is application of secondary research in the present research work where there is use of
existing online and journal literature sources for the purpose of reaching to relevant conclusions.

(Source: The Brand Identity Prism and how it works, 2018)
Existing brand values: It includes the key elements of kapferes model that includes the
elements that are mentioned below:
Physique: It is the element that includes the visual cues of a toothpaste the container in which
and different clouds is made attractive for sure toothpaste to attract their customers. It only
constitutes about the physical attributes of a product and does not includes its internal features.
Personality: It is the element that is evaluating the traits of a brand it includes the specific wiring
tone, colours and attitude. Sure toothpaste comes in green, blue and white colour containers. It is
basically about the way a product looks for its customers whether it is appealing enough and
how has been the packaging done to attract customer.
Culture: It is the set values of the brand. Sure toothpaste is based on value of providing a clean,
refreshing experience to its users (What is The Kapferer Brand Identity Prism?, 2018).
Relationship: Sure is focussing on building of trust based relationship by ensuring all the claims
made by this brand are timely met (Palmatier, and Crecelius, 2019).
Self-image: It is reflecting the way brands are using their self image as a advantage to
incorporate their identity by associating to the brand, Sure toothpaste is using a campaign to
ensure that people are influenced by transformation from using this toothpaste (Kingsnorth,
2019).

Reflection: It is the customers ideas of themselves refers to how sure toothpaste portrays itself to
their customers by creating a desired impression of this toothpaste as a source of best experience.
Above mentioned are the different aspect of the kapferes model that has to be considered for the
purpose of launching new products in the target market.
Description of the target market: The target market of sure toothpaste is based on achievement
of higher market share by targetting all age groups (Sanaei and Sobhani, 2018). The main
market is segmented base don age that is children and adults. In this for children there is focus on
launching of some new flavours.
The target market is based on the behavioural segmentation where it is decided based on the
similar characteristics that are shared by people belonging to that segment. In present case the
new herbal toothpaste that is planned to be launched comprises of the people having preferences
for no chemical associated ingredients. It will include the people from all age groups and there is
no predefined age criteria.
PESTLE Analysis:
Political factors: Sure toothpaste will be affected by regulation of drug prices, administration
policies of government on healthcare and pharma.
Economic factors: There has been as shift towards healthcare costs that is resulting into dealing
with the changing economic conditions.
Social factors: With the growing population across world and changes in preferences of people
there is a shift towards more herbal range of products. Sure toothpaste will be launching a
complete new range of herbal flavoured toothpaste.
Technological factors: The use of artificial intelligence and internet for promotion of brand will
be used by Sure toothpaste to promote the brand (Shah, Azhar and Bhutto, , 2019). There will be
a campaign that will lead to engagement of customers.
Legal factors: Sure toothpaste have to focus on different legal laws such as related to managing
of intellectual property rights before expansion of their new product range (Ibrahim and
Harrison, 2020).
Environmental: Sure toothpastes has used less of plastic and more of biodegradable material for
tunes manufacturing so that there is contribution towards sustainable development.

Ans off matrix:
It is based on four strategies that are mentioned below:
Market penetration: In this strategy there is focus one enhancing sales of existing product and
the market is also existing.
Product development: The main focus of this strategy is to introduce the new products in the
existing markets. In this strategy there is new product introduction in the existing market. Sure
toothpaste is using the launching of new product range of herbal toothpaste and sweet taste
toothpaste (Jaworski, , 2018).
Market development: In this strategy of ans off matrix there is new market that is selected for
existing markets.
Diversification: In this particular strategy there is focus on entering in the new market with
Revisiting international marketing strategy in a digital era and launching of some new product
range. For Sure toothpaste there is mainly focus on launching of new products new market
segments that is children that was earlier not a target market (Baxi, BPanda and Karani, 2016).
The diversification strategy of Sure toothpaste will also be affected by the present
changing scenario of external environment because of Brexit referendum. As there is higher
uncertainty because of the present situation of COVID impact that is leading to a situation where
it is becoming difficult for the retail products to successfully adapt according to the changing
requirements of the external market. The preferences of customers are changing very fast they
have developed more focus to only purchase necessity products and not lay emphasis on the
luxury commodities.
Tauber’s Brand Extension Options:
Edward M. Tauber has used the leverage to launch a new product in different category.
Such as for Sure toothpaste there is launching of strategic brand extension, where there is
objective to diversify in a new growth Strategy (Chiang, 2018). Such as Sure toothpaste is
focussing on launching of a new herbal range of products and new sweet flavours for children.
Brand positioning strategies:
Suer toothpaste will be focusing on determination of the present position of the brand. After that
there will be determination of direct competitors that include sensodyne as the biggest
competitor. There will be analysis of strategies of competitors and comparison of the present
positioning of the brand with identification of unique idea.

Competitive scenario: Sure toothpaste will be facing a scenario of higher competition from
existing big brands that includes sensodyne, pepsodent, oral dabour, gleem, listerine, pental
products, harm and hammer (Caliskan, 2019). All these brand already includes a new range of
sweet taste toothpaste for kids market segment. Hence, there will be a scenario of high
competition.
Competitor strategy:
Different competitors of Sure toothpaste are mentioned below who are having their own
competitive strategy as mentioned below:
Procter & Gamble The major competitive strategy of this
toothpaste brand is that they are focussing on
distinct foaming action for cleaning the gum
line and remineralising of enamel for stronger
teeth.
Colgate Palmolive They are having a tag line they they make easy
to choose variances that is according t9o any
age, goal and oral condition.
GlaxosmithKline PLC There is a customer experience for sensitive
teeth's, flue, joint pain, colds.
Line corporation They are having a mediated toothpaste that
performs preventive dentistry essentials that is
reducing bacterial growth, removing of plaque
and fluoride retention.
CONCLUSION
It can be summarized from above discussed aspects that there is requirement of some
effective strategies to be aimed by brands for the purpose of launching their new product range.
In situations of targetting the same market there is need to make a detailed evaluation of the
existing target market by use of variolous frameworks such as PESTLE analysis, Ans off matrix
that leads to to focus on outcomes of the most appropriate strategy according to present market
conditions.

REFERENCES
Books and Journals
Katsikeas, C., Leonidou, L. and Zeriti, A., 2019. Revisiting international marketing strategy in a
digital era. International Marketing Review.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a marketing strategy
perspective. Journal of Islamic Marketing.
Chiang, W.Y., 2018. Applying data mining for online CRM marketing strategy. British Food
Journal.
Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. Ams
Review, 9(1-2), pp.5-26.
Sanaei, M.R. and Sobhani, F.M., 2018. Information technology and e-business marketing
strategy. Information Technology and Management, 19(3), pp.185-196.
Ibrahim, E.B. and Harrison, T., 2020. The impact of internal, external, and competitor factors on
marketing strategy performance. Journal of Strategic Marketing, 28(7), pp.639-658.
Jaworski, B.J., 2018. Commentary: advancing marketing strategy in the marketing discipline and
beyond. Journal of Marketing Management, 34(1-2), pp.63-70.
Baxi, B., Panda, R. and Karani, A., 2016. Community Marketing: an effective Marketing
Strategy. Romanian Journal of Marketing, (3).
Caliskan, A., 2019. Applying the right relationship marketing strategy through big five
personality traits. Journal of Relationship Marketing, 18(3), pp.196-215.
Online:
What is The Kapferer Brand Identity Prism?, 2018 [online], Available
through<https://woven.agency/blog/what-is-the-brand-identity-prism/>
The Brand Identity Prism and how it works, 2018[online], Available
through<https://howbrandsarebuilt.com/blog/2018/12/21/the-brand-identity-prism-and-
how-it-works/>