FNM ASSESMENT 7-13

Q.1. If ‘Dove’ (Skin & hair care brand) was to enter a new market segment for makeup &
cosmetics for women in India. What expansion strategy would you recommend and why?

Ans:- Marketing strategy –

Promotional strategy in marketing mix of dove (which is already stable their position in market).

Marketing framework should be 4ps – (Product, Price, Place, Promotion).

Why I should recommend 4ps:-

1). Product strategy:-

1. Dove provides high quality products categories of products as skin care. Washing hair
care etc. Dove product is better than other products as comparison.
2). Pricing strategy:-

It uses positive pricing as this is a highly competitive segment. Dove product were initially premium
priced however due to low demand dove reduced price. But the quality of dove is better and price is
also slightly higher than the products.

3). Place and Distribution:-

Dove products are available in supermarkets, general store, and chemists and whole sellers. Its
parent company is Hindustan Unilever. Dove products can be bought from these portals as well.

Online platform has helped the products to reach to each and every households and now a days
dove present almost every house in India.

4). Promotion strategy:-

Promotional strategy in marketing mix – young specially for women to a talk to all ages people and
motives is all colours are equally beautiful.

Q.2. If ‘Dove’ (Skin & hair care brand) was to enter a new market segment for makeup &
cosmetics for women in India. What pricing strategy would you recommend and why?

Ans:- Pricing strategy od ‘Dove’ :-

Dove uses competitive pricing as this is a highly competitive segment. Dove products were initially
premium price however due to low demand dove reduced the price. The products are priced slightly
higher than competitors. But due to high quality and unique features of moisture and softer demand
is high. The brand ensures maintains its high product quality and packaging which justifies its price,
people who are loyal to the brand continue to purchase the brand for its obviously qualifies. Thus,
the pricing strategy in the marketing mix mostly is governed by the competition prices because of
the several number of competitor products available.

Q.3. What positioning strategy would you discuss for a new product launched by ‘Patanjali
Toothpaste’?

Ans:- Positioning strategy of ‘Patanjali Toothpaste’:-

* Natural products available at affordable prices.

* Swadeshi make (Make in India)

* Its customers range hail from all age and regions.

In popular market leader of toothpaste is Colgate which helds more than half of share through its
varies brands. And now after launched ‘Patanjali Toothpaste’ its emerged as 4 th largest toothpaste
company in India with various new products –

Dant kanti Red, Dant kanti fresh active gel and Dant kanti aloevera.

Target – Patanjali is successfully targeting and competing with colgate, nestle etc.

Strategy – It offers healthy products to all group of people.

Prakritika Aashirvad – It’s the slogan of Patanjali dant kanti toothpaste . Due to the slogan and
different use of natural ingredients In toothpaste, Patanjali covered half of the Indian toothpaste.

Q.4. Discuss with an example under what circumstances would a ‘Co-Branding’ alliance fail?

Ans:- Co-branding may fail when the two products have different market and entirely different.

If there is difference in visions and missions of the two companies, then also composite branding
may fail.

Co-branding may affect partner brands in adverse manner.

Alliance failed in Co-branding

Ex:- Kendall Jenner and Peps:- A few years ago, a major brand partnership that failed was between
Kendall Jenner in a commercial where she offers a soda to a policeman at a protest.

The reason this partnership was failed because audiences thought the two brands were
making light of serious, social and civil rights issues.

Essentially, this commercial was perceived as being done in poor taste and didn’t showcase
social consciousness.