Principles of Marketing Report: Pentane Brand Extension Analysis

This report provides a comprehensive analysis of Pentane's marketing strategies, focusing on the launch of a new shampoo product, 'Pentene SSS'. It begins with an introduction to marketing principles and an overview of Pentane, including its market share and recent sales trends. The report outlines the methodology, including primary research and brand value analysis. It then delves into brand extension, using Jean-Noel Kapferer's Brand Identity Prism model to build the brand image. A detailed STP (Segmentation, Targeting, Positioning) analysis is presented, outlining the target market and marketing strategies. The report also includes a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors influencing the product launch. Finally, the report concludes with a summary of the research, brand value, target market, STP process, and PESTLE analysis, along with a list of references.

Principle of Marketing

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.

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.
 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

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.

Con..
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 Kapferer has introduced the academic model for the extension of the brand.
 This model is call as Brand Identity Prism.

Con..
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.
 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.

Con..
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. 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.

Con..
 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.

Con..
 Social Factor:
 This new product is more like a natural product because it produces from all the
natural resources.
 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.

Con..
 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.
.