Analysis of Marketing Strategies for a New Toothpaste Brand Report

This report analyzes marketing strategies for a new toothpaste brand, focusing on product development and brand extension. It examines the current market share, sales trends, and the impact of digital technologies and e-commerce. The report discusses the brand's values, including a focus on dental hygiene and new product development for children, and proposes an Ansoff matrix strategy for product development, particularly the launch of herbal and children's toothpaste. Key trends such as the COVID-19 pandemic and the importance of online marketing are also considered. The report covers brand extension, packaging design, and logo considerations. Finally, it concludes by emphasizing the importance of strategic frameworks like PESTLE analysis and the Ansoff matrix to align with market conditions, supported by references to academic sources.

Principles of Marketing

It is very crucial to develop a detail overview of the way
different Marketing aspects are posing a impact on the brand
expansion techniques. The present report is based on
developing a detailed overview of the techniques that will be
used by Sure toothpaste
Introduction

Background of chosen brand:
The present market share of sure toothpaste is not that high as it is a new brand that is willing
to expand their present sales.
Trend in sales: There is a new trend focusing o use of digital technologies and e commerce
mediums to enhance the sales of products. With covid pandemic there is requirement that
people are increasing their focus on online shopping as compared to brick and motor
stores.

Coverage of existing brand values:
The main brand values of sure toothpaste:
 Continuously change according to customer expectations
 Focus on dental hygiene and dental plaque
 delivers active ingredients of fluoride and gums to prevent tooth decay
 New product development for new target segment that is children

Growth strategy of the brand:
According to the application of ans off matrix the most feasible strategy that can be used by Suer
toothpaste in present changing situation is the strategy of product development strategy in which
there is main emphasis on launching of a new product range but the market is existing such as sure
toothpaste is launching herbal toothpaste for the existing adult segment of their target market and the
new customer segment that is children in order to enhance their present profitability ratio.

 New products is launching of a new herbal range of toothpaste for customers so that there can be
no use of chemicals in order to deal with the situation of increasing dental problems of people.
 Further there will be launching of new sweet taste toothpaste for children who are the new target
segment of sure toothpaste.
New products:

Key trends and pestle issues:
The present key trends that will be affecting sure toothpaste is the covid pandemic that has lead to
people willing to purchase products through online medium.
So there has to be launching of products on e commerce sites before launching it on different
physical outlets.
Brand extension for new market sector:Brand extension is a powerful way to develop the brand by
unlocking of the potential of business. In present case of use toothpaste there is use of brand
extension technique for enhancing the present profitability ratio.

Brand name
Brand name: brand name of sure toothpaste will be used for
extension of new product developments.
Packaging design: the packaging design for new range of
customers will be in attractive colours of purple, pink,
blue and green with according to different fruit flavours
so that the attractive packaging can help in attracting the
target customers.

Continue
Logo: Logo of Sure toothpaste will be denoting a blue coloured tooth structure that will representing
the cleanliness and prevention of tooth decay for the customers. As compared to other competitors
there is need for sure toothpaste to focus on use of their established brand image for the existing
product range to expand their market share.

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 targeting the same market there is need to make a detailed evaluation
of the existing target market by use of various 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.
Conclusion

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.
References

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