Brand Extension Report for MG412 Principles of Marketing Module

This report presents a brand extension strategy for Head & Shoulders, focusing on the potential launch of a herbal anti-dandruff shampoo. It begins with an introduction to brand extension, followed by background information on Head & Shoulders and its existing brand value. The report proposes a new product, identifies the target market using STP analysis, and provides a rationale for the extension. It also addresses potential threats and concludes with an assessment of the brand extension's prospects. The report incorporates primary, secondary, and competitive research to support its findings, and provides references to relevant academic sources. The report also highlights the importance of considering environmental and legal factors in the UK market.