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The product dimension
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Behind many great brand extensions there is of course a great product Although clever marketing can persuade people to try a new product or service once, if the product or service does not deliver then repurchase and loyalty are unlikely to follow There are two main performance issues to consider with extensions, as described by Professor Kevin Lane Keller (6) The rst is having a point of parity against the basic performance needs of the new segment or market The second is a point of difference , which is the new bene t that the brand is bringing to the party
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Points of parity
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Delivering against the basic needs in a new market is often overlooked in the rush for differentiation Nivea waited many years before stretching from skin care into deodorants, as it had to nd a way of delivering a skin-friendly product that would be really effective at odour protection Without this point of parity, the extension was doomed to be a niche product, not an everyday one
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Points of difference
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Assuming that a new product has the basics right, clearly it needs to offer a point of difference to have a decent chance of success It is at this hurdle that many new launches fall, as they fail to bring anything new to the party Timotei was a highly successful shampoo in Europe during the 1980s Extending the gentle, mild, natural bene t into skin care seemed a logical move However, the product experience lacked differentiation versus competitors such as Body Shop and Pure and Simple (7) The extension was a failure, despite heavy marketing support for advertising, promotion and point of sale There are several ways of delivering a point of difference, also discussed in 3: Be unique: Bertolli spreads deliver vitality and longevity as they are made with olive oil Overcommit: Gillette has consistently overdelivered on the core bene t of close shaving by investing hundreds of millions of dollars to develop truly superior shavers Add a twist: the round shape of Tetley s tea bags was more comfortable to use and tted more easily into the bottom of the tea cup, helping increase share from 14 per cent in 1989 to 17 per cent in 1995
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The packaging dimension
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Design is an incredibly rich source of differentiation, as it lives with the consumer throughout the life of the product, versus the more ephemeral nature of communication The design
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STEP FIVE: DELIVERY
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Improving product appeal
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Enhancing product experience
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Reinforcing brand imagery
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Enhancing product delivery
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Figure 66: Packaging as a differentiator
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Ariel packshot reproduced by permission of Procter & Gamble; Fruit Shoot packshot reproduced by permission of Britvic Soft Drinks Ltd; Gold Blend packshot reproduced by permission of Nestle UK Ltd; Mentadent packshot reproduced by permission of Unilever HPC, NA
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dimension can help product delivery and improve product appeal, enhancing the product experience and reinforcing brand imagery (Figure 66)
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Helping product delivery
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Packaging can be used to help in delivering the product to offer extra bene ts In the USA Mentadent used innovative dual chamber packaging to combine baking soda and peroxide
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BRAND STRETCH
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to deliver a tooth-whitening toothpaste product Previously, these two ingredients had to be combined by a dentist or specialist, owing to a potentially hazardous chemical reaction if the process was not done properly This innovative product helped parent company Unilever double its share of the US toothpaste market in two years and go from being number ve to number three in the market
Improving product appeal
Packaging can make a huge difference to trial by enhancing the appearance of the product on the shelf Sales of Ariel s new Liquitabs rocketed when they were repackaged in a transparent plastic box This showed off the attractive little plastic pillows of green liquid, encouraging people to buy An additional bonus is that the box can be reused around the kitchen as a handy container