Marketing Strategy and Brand Extension for Fairy Charcoal Toothpaste

This report analyzes the marketing strategy for Fairy Charcoal Toothpaste, a brand extension of the Fairy brand owned by Procter & Gamble. The report explores the target market, which includes individuals aged 18-45, focusing on those seeking tooth whitening and sensitivity protection. It also conducts a competitor analysis, identifying key players like Colgate, Sensodyne, and Oral-B. The report highlights the importance of high-quality products in the current market and discusses the brand extension strategy, including the product's features. The report also includes an analysis of the brand's values and potential growth strategies, and the PESTLE analysis of the market.

Principles of Marketing
(TASK 1)

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.

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.

Brand Extension
Brand Name – FAIRY CHARCOAL TOOTHPASTE

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