DEVANSHU NAMAN

FORE SCHOOL OF MANAGEMENT

291019
PPT on ‘BRAND-Extension Strategy’
Product- Brand Extension Strategy in (Print Version) Measure
Brand-Equity

NEW Additional-Brand Diversification Leverage from

Measure the
Buisness core
potential Risk
competencies
BRAND

Brand-Extension
Existing Line-Extension
(Health & Hygiene sector)
(Outlook)
Invest in Create a Brand
Existing New Marketing Extension
Health Research strategy
Awarenes
s PRODUCTS
Make the
brand
Extension in a
logical Fit
Changing Cause for
Landscape Expansion
of Health product- Opportunity
-sector
Extension
Brand –Extension
strategy For better
probability of success
HOT-Topic in
Present and
Future
scenario
One Lucky winner Each individual can attend online seminar
can get featured in happening 4 times a year by health Expert or Yoga
Magazine and Few Online Seminar to Guru by Filling details and they will receive
be conducted by
winners will get health expert on password to attend so in this way we can collect
zoom/Microsoft
Prizes/Goodies Teams Database of customer
Monthly Articles Written
competition under from Verified
It will help the user to get Extra
“Health Gyan” for doctors and information about the article and
adding Extra value Nutritionist
QR Code on Each
contacts of doctors/Nutritionist to
page to read online reach out for their issue. Here both
about articles and outlook Magazine and doctors
consult the
Particular Health collaborate for revenue generation
expert and profit of theirs respectively.
Improved Quality
Yoga and Ayurveda
paper with More
Awareness
visual content and
through dedicated
try to be more
page
crisp

More Updates and

article on effect of
Technology in
health -sector
AS Millennials and Gen ‘Z’ has
got less retention time so it is
better to convey the message in
crisp and appealing manner
using attractive and appealing
visuals
SEGMENTATION
• Demographic:- (35 to 65 yrs), 3lpa<Annual Income< 10lpa
• Behavioral :-Who likes to spend on printed Reading material
• Psychographic:- Healthy lifestyle people, Health conscious
• Geographic:- Railway station , Hospital areas, Airports, stationary shop
areas, Government offices buildings like Court premises etc.

TARGETING
• Health conscious people or the person who has already faced some
complication of health
• Working people

POSITIONING
• Authentic, reliable and most recent suggestion on health issues
Price of the products and the pricing
startegy

Penetration Marketing
Strategy To capture the
New market

AS competitor in the Market is taking a price in the Range of

Rs(100-150) /Month……we will try to pitch our product in the range
of Rs(75-100 )/month
 ADVERTISING Personal-selling
(Instagram, Youtube , facebook, TV and -Email-Marketing
OTT collaboration)
-Personalized calling
-collab with popular starts on these
platform -Personal Value addition by collaborating
them with doctors

Promotional
Mix
Sales-Promotion
-Short term promotional activity like coupons of
cult-fit gym for 1 day
-flat 20% off on eve of Christmas or New year
-Coupon of domino’s or QSR restaurant
-Book Fair tickets
-Movie Ticket to Luck winner
Publicity/HR
-Events in mall
-Events On Railway station
-Free Online seminar on Health issues
-Goodies distribution along with Magazine
Pamphlet
-Social media contest
 ADVERTISING-STRATEGY

Social –Media Marketing

-Fitness creator
-Popular creator

Consumer Leave for

office
Bill-Boards Advertisment Bill-Boards, social-
Email-Marketing -Gyms, Yoga center, Media
Office areas Consumer eating
Consumer Buy Street
Thinking to improve food/unhealthy food
health
Consumer At home
TV ads eating Unhealthy
food
TV-ads Magazine in private
On Astha channel, News firm/Hospitals offices or
channel, sports channel Racks

Consumer-Journey
 Language

AS it’s Evident that people prefer Newspaper over Magazine to Gain

News so Magazine and offline Magazine or Print Magazine is not
going well with Mileenials.
Response Frequency (n=3183)
Slow internet speed 37%
Heavy content 30% Why people don’t want to read Materials online
Lot of advertisements 38% but as We can see people are trying to accept
Popup advertisement 70% and companies will improve their features so
digital media is already surpassed print media in
various forms sections
• As the stats say they prefer • Market itself
digital over print pushing the digital
trend more as well
as consumer

Easy –
More Gen ‘z’ Advertisment More focus On digital-
and Millenial and Market
push Media

Easy acess to
consumer
More
Data on
creativity
consumer
data
• Publisher can be more • Magazine can be
creative and reach bigger more personalized
audience as per consumer
needs and wants