MG412 Principles of Marketing: Elemis Brand Extension Analysis

This report examines the brand extension strategy of Elemis, a luxury British skincare brand. The focus is on their new concealer product, designed to reduce dark spots and skin imperfections. The report details the product's features, target market (women aged 18-35), and the brand's product development growth strategy. It highlights key trends and PESTLE factors influencing the brand extension. The report also includes a comparative analysis, visual image of the product and emphasizes the use of natural ingredients and recyclable packaging. The report concludes with references to relevant academic sources.

PRINCIPLES OF MARKETING

Background of chosen brand
 Elemis is one of the most Luxury British skin care brand manufactures and
formulated their products in UK.
 Company beloved procollegen range was long term favourite of this brand
with beauty Buffs alike.

Brand values
 Elemis advertise their products by choosing the best advertisement plan.
 WWW.elemis.com Is the website of organization where a lot of information about
their
goods available for consumers.

Brief explanation of new product with
growth strategy brand is adopting for
 Face Concealer is new product of Elemis brand which is quite different and effective
than other products.
 Product development is growth strategy company used for their new product.

Target market for new brand extension
 Elemis want to extend their brand with the help of manufacturing new product, that
is
concealer consist the feature of dark sport reduction.
 For this product, they specially target women between age of 18 to 35 because most
female are facing issues in their skin.
 Dark circle and pimple spot hinder the natural beauty of women.

Key trends and PESTLE problems that
influence brand extension idea

CONT.

Comparative analysis of brand extension

Visual image of brand extension
 Elemis want to produce new product that is concealer for female, it helps to reduce dark
spot,
pigmentation and other face issues without harm because it made up with natural ingredients
which prevent skin from sun damage, ageing symptoms and brighten skin tone.
 After using this concealer there is no need to use foundation or any other product to hide
uneven
skin tone.
 Product is packed in plastic bottle with recyclable paper label that is easy to recycle.

REFERENCES
 Evangeline, S.J. and Ragel, V.R., 2016. The role of consumer perceived fit in brand
extension acceptability. IUP Journal of Brand Management. 13(1). p.57.
 Hayran, C. and Gürhan-Canli, Z., 2016. Brand extensions. The Routledge Companion to
Contemporary Brand Management. pp.136-152.
 Rothwell, E and et.al., 2019. Secondary research uses of residual newborn screening dried
bloodspots: a scoping review. Genetics in Medicine. 21(7). pp.1469-1475.

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