Global Brand Marketing Paper

2011

Global Brand Marketing Kathie Krawczyk

BRAND EXTENSIONS – CASCADE & ELECTRASOL Spring 2011 Session

Global Brand Marketing | Introduction 2

Introduction

The purpose of this report is to compare two competing brands that do

not have other brand extensions. For this report, Cascade and Electrasol are

the chosen competing brands. This report contains findings and analysis

from a consumer poll regarding the brand value and other products

customers would purchase.

Consumer Poll Results

10 consumers were polled regarding Cascade and Electrasol

dishwasher soap. All of the results can be found on Appendix A. 9 of the 10

consumers that were polled used Cascade versus Electrasol which is line with

the market share. However, the brand selected was not as important as the

possible product extensions that customers would like to see developed and

to see if the brand name would be relevant to the purchase of these product

extensions.

The majority of those polled listed dishwashing liquid soap and laundry

detergent as their choice of other products made under either the Cascade

or Electrasol brand name. Also popular were multi-purpose cleaner and

window cleaner. With the success of each brand in the dishwasher

detergent category, these brand extensions make sense. The majority of

those polled also indicated that they believe the same quality of the new

Global Brand Marketing | Product Extensions 3

products would exist as with the original dishwasher detergent product and

they would recommend the product to the friends and family.

Product Extensions

All of the product extension suggestions remained in the household

cleanser category. Both Cascade and Electrasol have built good brand value

and brand recognition in offering a high quality product, in this case, that

cleans and sanitizes dishes in the dishwasher. With this kind of brand

recognition, it makes sense that loyal customers would also purchase other

products made by the same brand. The consumers that were polled seem to

believe that other kitchen cleaners should be developed and if developed,

they would purchase them because of the brand name. There were only two

product extensions mentioned that were outside the kitchen but still in the

cleaner category. Those were grill cleaner and bathroom cleaner.

So the question is why hasn’t Cascade or Electrasol made any other

products other than a dishwasher detergent? Taking a closer look at all of

the brands offered by each parent brand may help answer this question.

Proctor and Gamble distributes Cascade and Reckitt Benckiser distributes

Electrasol. Both parent brands offer many other household products

especially in the cleanser category.

Since Cascade was the most popular, Proctor and Gamble’s individual

brands will be analyzed. The majority of those polled stated that they would

Global Brand Marketing | Product Extensions 4

like to see a dishwashing liquid soap or laundry detergent made under the

Cascade brand. However, Proctor and Gamble already distributes those

types of products; Dawn and Joy dishwashing soaps and Tide, Bold, Ariel,

Cheer, Dreft, Era and Gain laundry detergents (Brands). Almost all of the

Proctor and Gamble’s brand extensions are individual brands – brands that

only offer one product or a version of product. For example, Tide is offered

in various scents, consistencies, and package sizes but they are all still

laundry detergents. Positioning Cascade as a family brand would be

contrary to their current business model. Another disadvantage of

producing a product extension is sales cannibalization between the brands

already in those categories.

The possible brand extensions that would be the most successful, in

my opinion, would be a product for cleaning and sanitizing dishwashers and

a specialty brand for cleaning outdoor grills. Currently, Proctor and Gamble

does not have any other brands for these two products eliminating the

effects of cannibalizing sales. The dishwasher cleanser and sanitizer would

tie closely to the existing product and customers would believe that this

product would be as good as the original. The grill cleaner maybe more of

stretch for the brand but if positioned as part of a trusted brand family like

Cascade, customers would make the connection because both are cleaning

products.

Global Brand Marketing | <References 5

References

Brands. (n.d.). Retrieved May 13, 2011, from Proctor and Gamble:

www.pg.com

Appendix A

Questions

Do you currently use one of the

following dishwasher soaps?

Cascade: 8 - yes,

1 sometimes Electrasol: 1 - yes

What other products under the Cascade

or Electrasol brand name would you like

to see offered?

Why would you purchase othe products

made by Cascade or Electrasol. Circle all

that apply:

A. I believe the same quality

would exist in the new products

as the original 6

B. I like to buy brands I trust 5

C. These products are always

priced better than others 1

D. I only buy the cheapest or

brands that are on sale. 4

E. I would not buy any other

products made by Cascade or

Electrasol. 0

Would you recommend either Cascade

or Electrasol brand products to your

friends and family? 5-yes, 1-no, 4-maybe

Window cleaner, degreaser, dishwashing liquid soap,

multi-purpose cleaner, grill cleaner, kichen cleaner,

laundry detergent, spot remover, hand cleaner,

Cascade vs Electrasol Consumer Poll