Principles of Marketing - Colgate Brand Extension Analysis Report

This report provides a comprehensive analysis of Colgate's brand extension strategy, focusing on the introduction of new Colgate toothbrushes. The report begins with an executive summary and an introduction to the principles of marketing, emphasizing the importance of marketing strategies. It d...Read More

Principles Of
Marketing

EXECUTIVE SUMMARY
This report covers new brand strategy in Colgate which demonstrates how brand
strategies are formulated by analyzing marketing environment and their surroundings. New
products are Colgate toothbrushes which have a diversified strategy would be used for their
target market for both male and female. Economic crisis are there for brand extension marketing
environment which should be favorable and the main competitors is Pepsodent and close up.
Table of Contents

EXECUTIVE SUMMARY.........................................................................................................................2
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Methodology...........................................................................................................................................3
Findings...................................................................................................................................................3
Existing brand and brand value...............................................................................................................3
Description of target market....................................................................................................................4
Analysis of new market through PESTLE and Ansoff matrix.................................................................5
Explanation of new product.....................................................................................................................6
Competition.............................................................................................................................................6
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................7

INTRODUCTION
Principle of marketing which is depend upon their marketing strategies and various
marketing ideas, thoughts which should be used for strategy of marketing (Bush, Bell and
Middlewood, 2019). For this assessment selected brand is Colgate is an American principally
used brand which is used for oral hygiene product which is named as toothbrush, toothpaste,
dental floss and many more. This report covers various topics which are named as existing brand
and brand value through Kapferer model, explanation about new product, Ansoff matrix,
description of target market, PESTLE analysis and competitors of this brand.
MAIN BODY
Methodology
To prepare this report, it is a very crucial data related from secondary sources like
website, press release, newspaper and many more. These data should be collected by marketing
strategies model which is used for scholars and more data depends upon the consumer behavior
for their develop the strong brand extension.
Findings
Existing brand and brand value
Brand defines that a product through idea, thoughts related to any product which has to
be unique for customers. The brand extension is a strategy which is used for firm to new product
which is different from other competitors and it is to be original product which helps to increase
the brand equity and their positioning of their previous market brand.
Kapferer Brand Identity Prism model:
Physique: It should be represented that there is some qualities or determinants which will
be seen by consumer to their new product (Charlton and Cornwell, 2019). It must be include
their size, quality, brand, shape, taste, design and many more symbols. In case of Colgate, it is

more significant that they should produce a brand physique so that will be easier to recognize
their customers as compared to other brands.
Personality: It should be determine that personality depends upon fashionable and
adventurous product like how they communicate with their customers for their marketing
campaign. With relation to Colgate, organization needs to think a particular person and make
their product according to their expectations needs and wants.
Culture: Sometimes culture represent what brand stands for value moral ethics and
behavior and what type of customers should inspire their value of the brand only to their
messages or feedbacks (Hariyanti and Wirapraja, 2018).
Relationship: It should be shows that how they can build or maintain their relationship
with their customers according to their produce whether customers are happy or not towards their
brand. Various customers of Colgate are easier to attract more and more customers towards their
brand and firm.
Reflection: It shows that about characteristics of product like how they can perceive by
consumer and it is useful for organization so it gives a various target customers
Self image: This shows how audience are recognize their brand according to their
expectations are self perspectives and understand their relationship with their other aspects of
brand.
Description of target market
It would be more effective form target UK market only which should be a large size
market and growing rapidly. Colgate is targeted middle class and lower class families’ through
advertisements which they focus on toothpaste of family theme. The target audiences of Colgate
which should be described demographic and psychographic segmentations.
Positioning: It should be considered which is used for high quality product as a premium
price of rivals which is used as a sensitive Pro relief is a best effective product in Colgate brand
as compare to other brand of toothpaste (Lees-Marshment, 2019)

Analysis of new market through PESTLE and Ansoff matrix
Political: With relation to Colgate, it should affect sales and revenue of organization
which is quite diverse and it should also be affected of taxations expansion and development and
heavy taxation reach to their profit maximization.
Economic: These factors considered that they which affect businesses through GDP and
inflation rate which will be impacted of Colgate and currency exchange which will impact of
productivity.
Social: This will be related to society like customers who operates moral, values,
behavior as which have to understand their target market.
Technological: These factors represent that how technology should be changes in any
product in a very short period of time and updated a new changes for product to analyze affect
their market situation (Quesenberry, 2020).
Legal: This type of factor represent that they should be set of own rules and policies
which should be implemented government to protect new ideas new innovations of this firm.
Environmental They should conserve economic conditions of environment,
surroundings which may be affect their previous product.
Ansoff matrix:
Ansoff matrix should be determined that four strategies which are named as market
penetration, market development, product development and diversification. Colgate would be
using their diversification strategy because always they are creating a new product of their
market and product should be increased their risk in this strategy (Charlton and Cornwell, 2019).

Explanation of new product
According to Tauber brand extension model, brand should be extended according to him
who are named as new product, flanker brand, line extension and franchise extension. This
product are completely developed a new product flanker brand also establish new category of
brand line extension also an existing brand should be introduced for established category
(Hariyanti and Wirapraja, 2018). Colgate use franchise extension because they would introduce
a new product strategy is related to any brand name could be Colgate tooth brushes company
should also extend their brand to bring their new different flavor of their toothpaste for their
product market. New product is Colgate toothbrushes and it is for both male and female.
Competition
Colgate Pepsodent Close up
Colgate is a brand which is
American multinational
products firm.
Pepsodent is a toothpaste
brand which is based in
American by Unilever in
1942.
It is a brand which launched in
1967 by Unilever.
Selling tooth brushes product
is new experienced for
customers
Established player in market
and re known of toothbrushes
brand.
It should established brand
with strong loyal customer

CONCLUSION
As per above information, it has been understood that principles of marketing strategy are
also helpful for marketing decisions through product, price, place and promotion. This report
considered brand name, competitors, new product, target market and existing brand value.

REFERENCES
Books and Journals
Bush, T., Bell, L. and Middlewood, D. eds., 2019. Principles of educational leadership &
management. Sage.
Charlton, A. B. and Cornwell, T. B., 2019. Authenticity in horizontal marketing partnerships: A
better measure of brand compatibility. Journal of Business Research. 100. pp.279-298.
Hariyanti, N. T. and Wirapraja, A., 2018. Pengaruh Influencer Marketing Sebagai Strategi
Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Eksekutif. 15(1). pp.133-146.
Lees-Marshment, J., 2019. Introduction to political marketing. In Political Marketing (pp. 1-16).
Routledge.
Quesenberry, K. A., 2020. Social media strategy: Marketing, advertising, and public relations in
the consumer revolution. Rowman & Littlefield Publishers.