MG412 Principles of Marketing: Pentane Brand Extension Report 2020

This report analyzes the marketing principles applied to a brand extension for Pentane, a cosmetics and personal care company. It begins with an introduction to Pentane, its market share, and the objective of the report: to examine marketing strategies for a new shampoo, Pentene SSS. Th...Read More

Principle of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Methodology...............................................................................................................................3
Brand Value................................................................................................................................3
STP..............................................................................................................................................4
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
Marketing principles can be defined as the policies of the marketing. In this report
Pentane is taken as an organization. The Pentane was established in the year 1945. The market
share of the company is approximately around 8 % and the company cover's the global market of
cosmetics and personal care. The company has witnessed increasing trend in sales figures in the
recent past years. This report is to aim about all the brief description regarding marketing STP
techniques. All the research that is crucial for the marketing purpose is reported in this report.
MAIN BODY
Methodology
Primary Research: Primary research brief the researcher to gather exploratory information or
this can also be specifies as the specific information regarding the market. Exploratory research
address the specific issue and guide the company to make the better decisions (Martin and
Murphy, 2017). Exploratory research involves different interviews and the analysis related
aspects of such interviews. Specific researcher can be more precisely specifies as the problem
solving approach. All the problems addressed through Exploratory research is deeply analysed
and concluded through specific research. The data arranged with the help of Primary research is
well diversified to address all the related issues.
Brand Value.
Brand: Pentane is a well-known brand in the cosmetics and skin care industry. The company
was established in the year 1945 and is growing rapidly over the year with increasing market
share every year. Cosmetics and skin care is a very competitive sector and that increasing sales
of the company at a consistent basis is a good example of improving brand image of the
company.
Brand Extension: Brand extension can be more precisely explained as the market extension for
the company's business to generate more profits from the company's operations. The company
enter into a new potential market with the good strategies of brand extension. Pentene is
developing a new Shampoo named as Pentene SSS (Smooth, Silky and Shiny). This a new
product company is going to develop in order to extend its brand.
Academic Model: Jean-Noel Kepferer has introduced the academic model for the extension of
the brand. This model is call as Brand Identity Prism.

Brand Identity Prism: Brand Identity Prism is comprises with various factors that is separated
in physical facet, brand personality, brand culture, brand relationship, customer reflection and
customer self-image (Chaffey and Smith,2017). These all factors help the company in building
brand image for new product of the company. This is a very precise model that explains all the
potential techniques to build the proper brand image of new product.
Target Market: Target market can be expressed as the potential place for the company's
business. Based on the segmentation and targeting process the company analyse its target
market. Target market for new product can be more precisely define as the potential place for
company's sale and profitability.
STP
Pentane is planning to launch its new product Pentene SSS for all the shampoo users and
the STP process can be expressed in a following way.
Segmentation: Segmentation is a process in which company identify its potential customer base.
Segmentation is a very crucial process for the market success of the new product because all the
potential consumer base for the new product gets identified in this process (Rowles, 2017). As
far as marketing strategies company make as per the segmentation process as the company gets
the complete description about all the target consumer's for the new product.
Targeting: Targeting is a process in which Pentane management will make all the strategies to
target all its potential consumer base for the new product. Targeting is a crucial part of the whole
STP process because this process provides the shape to all the marketing operations of the
company related to the Pentene SSS.
Positioning: Based on all outcomes of segmentation and targeting process a marketing team of
Pentane will create a suitable strategy to position its new product within the market. The
positioning strategy will be Smooth, Silky and Shiny hair to the customers who want such types
of hair. Positioning can be more precisely describe as the outcome of both the previous processes
such as segmentation and targeting.
PESTLE Analysis
Political Factor: Political factor in the PESTLE Analysis focus on all the political aspects
related to the new product launch. The marketing team of Pantene will take all the policies of the
government as a part of marketing strategies.

Economical Factor: The economic condition of the UK allows the company to launch this new
product as the economy of UK allows all the new products to create a potential market and
generate profits out of the business.
Social Factor: This new product is more like a natural product because it produces from all the
natural resources (Godey and et.al.,2016). People in UK are very much aware about the
environment friendly products and this product will bring a huge acceptance in the UK market.
Technological Factor: The marketing team of the Pantene will utilise all the marketing channels
of the UK that can bring the best result for the success of then new product launch of Pantene.
Legal Factor: The management of the Pantene has made the best strategies as per all the laws
and also the company has taken care all the rules and regulation of the UK Government in
making strategies.
Environmental Factor: This product line is a environment friendly and it will create a potential
market with the great acceptance from the people of UK in the market.
New product Brief: Pantene is planning to launch a new shampoo with all the natural
ingredients involve in the making process (Cox, 2016). The company will position its new
product after brief analysis under STP that will generate the most profitable result for the
company.
Competition: Competition for the new product is huge in UK market. The company has other
competitors in the market with the same product lines. Personal care is one of the most
competitive segment.
CONCLUSION
This report concluded about the research in marketing and how research contributed in
the success of the brand. This report concluded briefly about the brand value and its related
aspects in the organization. This report also conclude about the target market for the company
product launch. This report also conclude about the STP process. All the impact of PESTLE
analysis has concluded in this report.

REFRENCES
Books and Journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Cox, G.W., 2016. Marketing sovereign promises: Monopoly brokerage and the growth of the
English state. Cambridge University Press.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Martin, K.D. and Murphy, P.E., 2017. The role of data privacy in marketing. Journal of the
Academy of Marketing Science, 45(2), pp.135-155.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.