Saturday, September 19, 2009

Brand extensions at a glance

I recently came to know that Nirma has entered into a new category and as such, has introduced Nirma salt. I was flabbergasted to see Nirma entering in to this entirely new category.

When a company wants to extend its products or categories, it may go for line extension, multibrands, brand extension and new brands. In the respective context, Nirma must have followed a strategy of introducing an entirely new brand rather than having the same brand name for an entirely unrelated category like salt.

Nirma has a huge brand equity in the detergents category and as such, product extension or multibrands would have been a good strategy, had it maneuvered in the detergents category only. Nirma has followed the brand extension strategy wherein it has extended its category as well as brand. Well, I am really not sure how well is this gonna work. I think that Nirma should have introduced an entirely new brand to enter a new category like salt or condiments.

Brand extension generally works when consumers tend to generalize the stimuli, that is, people relate the quality of a brand to all the brands from the same stable. On contrary, consumers tend to differentiate the stimuli when the categories are entirely unrelated as in case of Nirma.

I think P&G has been really smart in have multibrands and new brands for brand development. It is into a lot of categories like personal care, home care, grooming and many more. As such, multibrands is feasible for product extensions and new brands for category extensions. Nirma is known for its presence in the detergents category and not in the category of edible products. As such, consumers would not generalize the brand equity of Nirma in these two unrelated categories.

Let us wait and watch how Nirma fares in the highly commoditized category of salt.

14 comments:

Vishwas Krishna said...

To buy Nirma salt, one might have to put some extra effort after knowing that they deal in detergents! Therein lies the challenge for them. I think, they have gambled by retaining the same brand for salt. Look at Tata or Reliance, where the same brand is retained for all their products! Even Wipro does the same thing! If Nirma succeeds with this project, I think, then they may venture into other products too.

Unknown said...
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Unknown said...

I think in one way lavika is right that consumers might tend to differentiate the stimuli when category is quite different.

But if we give a thought about possible options. Then in my opinion the challenge for the success of this new category wouldn't be any less for any option because of different reasons.

OPTION-1:- (Current Strategy of Nirma)
Now the challenge is to generate same stimuli for this category as well.

OPTION:-2
If they would have used a different brand itself (so called multi brands strategy) then the challenge was that people always take time to accept/appreciate new brands.

So, I guess there are pros and cons of each strategy

Lavika said...

Well, when we talk about stimulus-response theory, marketers cannot really do a lot. It is the marketing communication that serves as the stimuli and consumers response can be measured in terms of purchase, which in turn is a function of brand equity built over years.

If you say that marketers can generate stimuli, sure in one sense, but it is better said than done.

Ankit Chaudhary said...

umm nice observation!

i dont understand from where do u get all this info....like nirma launching this salt or about that mineral water design thing?

nyways gud observations and a good style of putting up ur views as well :-)

and @piyush: whr r u frm? whr did u do ur MBA frm? i am also seeking to get into one!

Unknown said...
This comment has been removed by the author.
Unknown said...

Lavika, First of all Thanks for such a comprehensive explanation.
When I talked about marketers generating the stimuli, I meant that marketing and the brand building done by marketers doing it. Thats the way it works. Marketers can't do anything over night off course.

We in fact are holding different ends of same chord :).

@Ankit: Two suggestions for you :
1. This is not a appropriate place to discuss about HUM TUM :P
2. You could have asked a better question :- Are you an MBA? :). How can you be so sure about I am MBA ? ;).

I didn't say any YES/NO ;)

Lavika said...

Guys,

I again request the same thing and that is, please do not use my blog to denigrate anybody.

Let the scope of discussion be restricted to marketing only.

Regards,
Lavika.

Unknown said...

Sorry :). I don't want to do but I get tempted when people ask/say these kind of stuff.

SUNIL KUMAR said...

hi.., r u on vocations..no posting since long.....

Lavika said...

I am not on vacation (wish I could be on one). It's just that I am held up with work. I will start blogging soon.

SUNIL KUMAR said...

ok., come back soon, i follow only your blog to know the market updates..

thanks
sunil

SUNIL KUMAR said...

hello., madam.. What happend., no posting since long..
i've been telling my freinds to follow your blog.. but..
anyways come bact soon
best regards

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