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Brand Extension By Dr. Sanjit Kumar Dash
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HLL (lifebuoy)

Originally a carbolic soap promising to wash

away dirt, germs, & bacteria for health has

evolved from being a 150 gm pink bar into a

complete portfolio.

Line Extension

Lifebuoy (150gm. 125gm 75gm)Lifebuoy Family (75 gm)

Lifebuoy Gold (75gm. 125gm)

Lifebuoy Plus (150gm.100gm.50gm)

Brand Extension

LifebuoyLiquid (Dispenser)250 ml.

LifebuoyLiquid (Refill) 250ml.

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Size Color Flavor

Ingredient Form

Line Extension Strategy.

Bislerri

1.1ltr/.5ltr./1.2ltr/

1.5ltr/ 5ltr

Sunslik 

Pink/Black/yellow/

Orange

Rasna

Orange/ Mango/Rose/ Lime

Colgate

CDC/ Herbal/

Total

Vim

Bar/ liquid/Powder.

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Brand Extension ( In to different category )

Cold Cream/ Toilet Soap/ Shampoo/ Talk/

Face Wash

TV/ Fridge/ PC/ Microwaves/ AC/

Washing Machine.

Park Avenue

Shirts/ Shaving Cream/ Belts/

Perfumes.

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Brand Extension ( Amul¶s Way )

Butter

Ice Cream

Chocolate/Confectionery

Infant Milk Substitute

Curd

Liquid Fresh Milk 

Dairy Whitener

Cheese

Cottage Cheese (Paneer)

Pizza

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Why Brand Extension?

Cost of new launches.

Promo efficiency

Consumer Benefit

Feedback Effects

Returns

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Types of extension

Amul Milk Amul

Condensed milk 

Real JuiceReal

Juice Concentrate

Product Form

Colgate dental

Cream

Gillette

Shave Foam

Gillette

After ShaveGillette

Razors

Companion

Product

Colgate Tooth

brush

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Types of extension«

Customer

Franchise

J&JBaby Shampoo

J&J

Baby Talk  J&JBaby Oil J&JBaby Diapers

Company

expertise

Honda

Cars

Honda

Gensets

Honda

scooters

Honda

Lawnmowers

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Types of extension«.

Brand

Distinction

Parachute

CoconutExpertise

Parachute

Hair oil

Parachute

Shampoo ParachuteCream ParachuteCooking oil

Hypothetical

Brand Image

Or

Prestige

Cartier

Jewelers

Cartier

watches

Cartier

PursesCartier

Pens

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Distinctive

Taste, Ingredient,

Components

Nescafe

Coffee

Nescafe

Chocolate

Nescafe

Biscuit

Nescafe

Milk Supplement

Nescafe

Cold coffee

bottled

Types of extension«

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Brand Extension Opportunity Evaluation�What is a brands awareness level?

�Recall & recognition level?

�Attribute association with the brand

�Brand¶s personality association

�Symbols associated with the brand?

�Brand¶s user association?

�Brand¶s philosophy

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Brand Extension Advantages

Facilitates new product acceptanceImprove brand image

Reduce risk perceived by customer

Distribution& trial Facilitated.

Efficiency of promo expenses.

Cost reduction for intro & follow up marketing program.

Avoid cost of developing a new brand.

Allow for packing & labeling Efficiency.

Benefit for Parent brand.

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Brand Extension disadvantages

Confuse or frustrate consumer.Can encounter retail resistance.

If fails hurts parent brand image.

Cannibalize sales of parent brand.

May diminish identification with any category.

Success may hurt the image of the parent brand.

Can dilute brand meaning.

Company may think about new brand.


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