2. WHY DO RANGANATHAN HAVE A DILEMMA WHILE HIS BOSS
DOESN’T HAVE ANY? WHAT IS THE DILEMMA?
Ranganathan, the VP, Marketing,plans to launch e new product (i.e. an Anti-Infection
SOAP) under the extension of the existing brand, “GLOW” (which is their flagship
brand.
Glow – Beauty and complexion care
Ranganathan’s point- Manu’s point
•Demand gap in anti infection Would hit the image of the
soap parent brand
•So it’s a huge oppurtunity
•The sales may double over a
period
Market not conducive to launch a
new brand
3. DO YOU AGREE RANGANATHAN’S DECISION OF LAUNCHING THE NEW
PRODUCT AS GLOW EXTENSION? WHY OR WHY NOT? WHAT IS YOUR
SUGGESTION?
• No we do not agree with ranganathan’s decision to launch a new soap
under the same brand.
• This is because if one decides to leverage a brand name the core message
should remain same as that of the parent brand
• Here the core message is ‘Glow takes care of your beauty and complexion’
• But the new soap being launched gives the message “ we fight infection’
which does not convey the same message as the parent
• If at all they launch it they should target the sports women, who work in field
or teenagers affected with acne and all and convey the message that new
GLOW takes care of beauty and complexion by keeping germs away
4. IF A COMPANY WANTS TO LAUNCH A NEW PRODUCT AS A
MULTIBRAND? HOW WILL YOU HELP TO OVERCOME THE
CONSTRAINTS?
• MULTIBRANDING STRATEGY can help the company in establishing an
entire different image for its brand and can help to extend the hold on the
market by tageting new segments with the existing products.
• Using Multi branding we can try to cater to a different segments of
customers without losing the existing customers.
• So here, the new brand can include a change in packing, the color, a
resonating name with the image that the brand is trying to portray and also
with the target customers
5. IF THE COMPANY HAS TO LAUNCH A NEW PRODUCT AS A LINE
EXTENSION, HOW DO YOU MINIMIZE/ELIMINATE GLOW BRAND
ELUSION?
• If at all they launch it they should target the sports women, who work in field
or teenagers affected with acne and all and convey the message that new
GLOW takes care of beauty and complexion by keeping germs away
