Ranganathan, VP of Marketing, plans to launch a new anti-infection soap under their existing Glow brand, which focuses on beauty and complexion care. Manu argues against this, saying it could damage Glow's image. They suggest either targeting sports/outdoor audiences by positioning the soap as preventing germs from affecting beauty, or launching it under a new multi-brand strategy with its own distinct packaging, name and image to target new segments without affecting existing customers.

1. BRAND STRATEGIES
SUBMITTED BY-
Archit Garg
Geet sawhney
Mohit sharma
Sidharth Kumar

2. 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 Would hit the image of the
infection 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.  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.  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 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