To develop a Sub Brand concept proposal - Essay Example

an apple flavored sub brand of toothpaste for kids between 8 and 12 years of age. Already Colgate has two flavored varieties of toothpaste for the kids of this transition age group. They are the 2in1 Strawberry Flavored Toothpaste and the 2in1 Watermelon Flavored Toothpaste. Against this backdrop a third flavored toothpaste for the same age group can be regarded as a risk though. However it must be noted here that current market demand trends support such a third alternative for this age group rather than the other two age groups, i.e. 2 to 4 year olds and the 5 to 7 year olds.

Thus this writer takes the position that a sub brand of 2in1apple flavored toothpaste for kids of the transition age group between 8 and 12. While the strategic analysis would follow mainly Aaker’s (2004) market management and planning model there would be a substantial amount of literature cited from various sources in support of the sub brand being proposed. Thus the outcomes of this paper would be determined by the degree of strategic analysis concerning the market, product, customer, price, cost, competition and brand loyalty-equity paradigms.

The following outline of the strategic preparation for new product launches is what is followed at the Colgate and therefore has all the essential elements of marketing strategies for new products and brands. Segmenting the market according to customer base is perhaps very important at the very beginning of the design and planning process of a new brand. Branding concept requires Colgate marketing team to identify the particular market segment which is being targeted with the new brand (www.encyclopedia.com). The 2in1 apple flavored toothpaste for kids in the age group between 8 and 12 years of age could be expected to succeed at the initial launch with a reasonably well targeted marketing and advertising campaign.

This market segment