Brand Extension Marketing Plan - Research Paper Example

Brand Extension Marketing Plan Positioning The target market segments for the Al-Mara Crème and Soap include ladies living within the vicinity of Lavington Green Village and households within the same area. The women in the area belong to the high class segment which involves luxury living. Their taste is that of using products that make them feel good and that which reflects their high status in society. Al-Mara Crème and Soap has a sweet smell that makes users feel good about themselves.

They get the confidence to interact with other people because they stay fresh throughout the day. The most distinguishing feature for our product is that it will make users feel good and stay fresh throughout the day. Basically, our products will be able to make users stay fresh for a longer duration compared to competing products. Marketing Mix Product: Al-Mara Crème and Soap is generally a product of good quality. Clean-So offers different ranges of products under the brand name Al-Mara Crème and Soap but all the products are based on the idea of offering gentle care to customers.

The company is committed to conducting rigorous research on new and improved products. In this case, the company aims at maintaining top quality in its products. The differentiating factor is that Clean-So products offer gentle care to its customers. Price: Clean-So products are of very high quality but are offered at very low prices compared to our competitors. We will offer more for less to the extent that some of our products will be half the price of competing products because we are aiming at attracting new customers.

Al-Mara Crème and Soap is the perfect choice for ladies they can afford the brand that offers good quality at affordable prices. We will also offer price discounts with the aim of attracting new customers and retaining them in the long run since the discounts will reduce the overall prices. However, prices will be determined by the level of the cost of production. Place: Distribution will be dependent on outside firms because of the high costs involved in establishing our own distribution centers.

Al-Mara Crème and Soap will virtually be everywhere including supermarkets, discount pharmacies, and high-status retailers within the vicinity of Lavington Green Village. This aims at penetrating almost 80 percent of the target market and making it convenient for customers to access the new product. The distribution strategy is that Al-Mara Crème and Soap is easily available to its target market. Promotion: The targeted geographical market is Lavington Green Village and this requires that were use a personalized approach to promoting our product.

In this case, we will use billboards at strategic points within the estate so that a large number of the target customers can learn about our new product. The promotional material will portray an image of health and genuineness. We will asses the effectiveness of the promotional strategy using the number of sales. Marketing Research We will mainly be involved in primary marketing research with a combination of secondary research. Primary research aims at identifying our existing customers, potential customers, and the competition that we will be facing in the market for cosmetics.

Secondary research will provide information such as trade associations and government reports on the general cosmetic market. Information from the two types of resources is vital in the decision making process because it is very comprehensive. Evaluation of the research information will involve an assessment of the accuracy of the decisions made and response from the market. For instance, positive feedback will indicate that the company identified the real needs of the market. Clean-So will conduct the research on its own because it is relatively cheap.

However, as the business will be growing it will be important to use an outside firm because of the complexities of the research requirements during that time. ReferencesBerry, T., & Wilson, D. (2001). On Target: the book on marketing plans: How to develop and implement a successful marketing plan (3rd ed.). Eugene: Palo Alto Software. Kotler., & Keller, (2012). Marketing management. Upper Saddle River: Prentice HallStapleton, J., & Thomas, M. J. (1998). How to prepare a marketing plan: A guide to reaching the consumer market (5th ed.). Aldershot, Hampshire: Gower. Wong, K. K. (2010). Approved marketing plans for new products and services. S.l.

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