Blue spa is launching a new brand focused on skin care and fitness apparel products. They will implement a product line branding strategy, marketing similar but distinct products under the Blue spa brand name. This allows them to leverage economies of scale in marketing while differentiating products for various market segments. Their strategy involves developing high quality skin care and apparel lines, establishing a retail presence, and expanding distribution through spas, retailers, and e-commerce over 5 years. They aim to position Blue spa as a quality brand and reach profitability in the third year.
24. Multiple product strategyMarketing strategy <br />For the Skin care segmentation strategy and penetration in the market, that will guide to the competitive approach of the company to race against the other players in the market, Spa products are for the elite customer class but the company can utilize the products for average scale users for the mass scale usages.<br />For the apparel range the apparel market is full of competition thus. And the future ventures and the product range they are about to launch are already available. Rather it would be beneficial for the Bluspa to cater the product line to High and middle income group to make up the brand name. so that the image of the company doesn’t reflect the uniformity of the <br />Brand equity in detail-<br /> Skin Apparel<br />Bluespa<br />Overall positioningOf both the product line in uniform way <br />Transferable-Line categorization helps Continuous Product improvement in both lines<br />Communication strategy<br />Working independently<br /> For both line <br /> <br />Adaptability will increase with line distinctionLikeable –products are innovative in both lines <br /> d<br /> <br />BY<br />Pratik Negi<br />ISBE SS (09-11)<br />Roll number-- 27<br />