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Line Extension & Brand Extension Analysis

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Select either a line extension or brand extension that was introduced in the past few years. Put the new product name in the subject line. Show and discuss the 'flagship' brand and the new product. Provide a brief IMC analysis. Is this added product consistent with other products in the brand's selection of products? Or, is this product confusing and lacking in IMC consistency? Providing graphic comparisons to prove your view about the brand's IMC would be helpful.

Also, make some estimates of consumer wants/needs for the new product. In your estimation is this new product going to be a success? Why or why not? Please do not select the brand that you used in the prior week.

NOTE: Traditional consumer products work best for this weekly discussion, but brands bought by government agencies (i.e., Industrial Products) can also work. If you elect to feature an industrial product, make sure it is sold as a unique brand rather than being identified only by a corporate name -- this discussion seeks to analyze a brand, not a corporation.

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Solution Summary

The Solution discusses an example line extension.

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https://brandmarketingblog.com/articles/good-branding/line-extension-examples/
https://www.cosmeticsdesign-europe.com/Article/2021/04/15/Colgate-patents-cannabinoid-CBD-oral-care-toothpaste-and-mouthwash-for-antibacterial-anti-inflammatory-properties
https://courses.lumenlearning.com/boundless-marketing/chapter/integrated-marketing-communications/
https://courses.lumenlearning.com/boundless-marketing/chapter/integrated-marketing-communications/
https://www.cosmeticsdesign-europe.com/Article/2021/03/10/Colgate-Palmolive-drives-design-led-innovation-strategy-targeting-oraceuticals-skin-microbiome-and-sustainability

Put the new product name in the subject line. Show and discuss the 'flagship' brand and the new product. Provide a brief IMC analysis. Is this added product consistent with other products in the brand's selection of products? Or, is this product confusing and lacking in IMC consistency?

The new product that will be discussed in this summary is Colgates' new toothpaste line, which is called "Colgate: Calming Clean with Hemp Seed Oil. This product is a huge departure from the flagship brand as Colgate is a world known company that promotes oral health with typical oral health products such as mouthwash and other products. The reason that this is not consistent with other products sold by Colgate ...

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  • BS, Sam Houston State University, 1903 University Avenue, Huntsville, Tx 77340
  • MS, Prairie View A&M University
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