BA4-663: Global Brand Marketing Retro Marketing Assignment Retro Marketing Leverage your brand’s history to strengthen your bond with consumers and your position in the marketplace. Consider Retro Marketing if you…Have a brand with an established heyday.Have a slogan or jingle that will trigger consumers’ memories of happier times.Have a once- popular brand that might appeal to a contemporary audience.Want to position a new brand based on consumers’ pre-existing emotional touch points.Want to connect with a particular audience’s (i.e. Baby Boomers or “80s lovers) fond memories of days gone by. Two Examples of Retro Marketing Cracker Jack and Hawaiian Punch Cracker Jack Hawaiian Punch What Brand Would be a Good Fit for Retro Marketing? Assignment Instructions:Select a brand that would be a good fit How long has the brand existed? Does the brand have a slogan or jingle? Would the brand appeal to a contemporary audience? What are the pre-existing emotional touch points?Want audience will it connect with? Provide a link to the brand 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 dishe ...

1. BA4-663: Global Brand Marketing
Retro Marketing Assignment
Retro Marketing
Leverage your brand’s history to strengthen your bond with
consumers and your position in the marketplace.
Consider Retro Marketing if you…Have a brand with an
established heyday.Have a slogan or jingle that will trigger
consumers’ memories of happier times.Have a once- popular
brand that might appeal to a contemporary audience.Want to
position a new brand based on consumers’ pre-existing
emotional touch points.Want to connect with a particular
audience’s (i.e. Baby Boomers or “80s lovers) fond memories of
days gone by.
Two Examples of Retro Marketing
Cracker Jack
and
Hawaiian Punch

2. Cracker Jack
Hawaiian Punch
What Brand Would be a Good Fit for Retro Marketing?
Assignment Instructions:Select a brand that would be a good fit
How long has the brand existed? Does the brand have a slogan
or jingle? Would the brand appeal to a contemporary audience?
What are the pre-existing emotional touch points?Want
audience will it connect with? Provide a link to the brand
2011

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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:

9. 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

10. 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
Pampers and Huggies: Brand Extensions 4
Running head: PAMPERS AND HUGGIES: BRAND
EXTENSIONS

11. Pampers and Huggies:
Brand Extensions
Kelsey Student
Global Brand Marketing
Pampers and Huggies: Brand Extensions
Huggies and Pampers are the two largest competing brands in
the diaper market. Other brands consist of Luvs, store brands,
Seventh Generation, gDiapers, cloth diapers, and others.
Consumer opinions and preferences vary amongst the many
brands, but the majority of opinions and preferences are
between the largest competitors Huggies and Pampers. During a
recent survey (Appendix A) of ten consumers, some consumers
believe Huggies are better, while others favor Pampers. The
differences in opinions and preferences are similar between the
two brands that dominate the market. Therefore, these two
master brands hold many expansion opportunities within
product categories for babies.
Huggies a product of Kimberly-Clark has a well-recognized
name amongst consumers. When consumers hear the name
Huggies, the majority thinks wipes along with diapers and
quality. A couple of consumers even think fashionable when
he/she hears the name Huggies due to its Jeans Diapers.
Consumers believe Huggies prevents leaks and absorbs well if
one has a boy versus a girl. In addition, three out of ten
consumers believe friends would approve of him/her using
Huggies, as friends perceive Huggies as a premium brand.
Consumers hold some of these same beliefs with the Pampers
brand.

12. Pampers are a product of Proctor and Gamble, which is also a
well-recognized brand name amongst consumers. When
consumers hear the name Pampers, the majority thinks diapers
along with wipes and quality. Seven out of the ten consumers
perceive Pampers to be the market leader. Stating he/she tried
Huggies but felt it did not absorb as well as Pampers nor was it
as innovative. For example, one consumer commented on how
the Pampers Swaddlers contain a little notch at the top to go
around the umbilical cord, which is fantastic and prevents
parents from having to roll the top of the diaper down to keep it
away from the belly button on newborns.
However, many consumers stated the brand of choice depends
on if a parent has a boy or a girl. For example, a consumer with
a boy preferred Huggies whereas consumers with a girl
preferred Pampers some said the opposite, which means it
depends on each individual parent’s preference. Regardless of
boy or girl after reviewing the results, it appears the majority of
consumers think wipes upon hearing Huggies and diapers upon
hearing Pampers. There are additional differences.
For example, the majority perceive Pampers to be the market
leader and hold more quality over Huggies. The reason for
Pampers to be the market leader as previously mentioned is its
ability to absorb better while preventing leaks. This difference
is important as it assists in preventing diaper rash and clothes
changes due to leaks, which are important to consumers.
However, Huggies is more fashionable and produces better
wipes. This is important as being able to clean the bottom of a
baby also assists in the prevention of rashes. Moreover, a
higher quality wipe means consumers will use less wipes per
package, making each package last longer. This philosophy is
the same with diapers, a diaper that absorbs better while
preventing leaks means diapers can last longer. It appears
consumers prefer Pampers when it comes to diapers and

13. Huggies when it comes to wipes, but when it comes to
extending the brand names into other categories, consumers
remained equal with both names and category extensions.
Consumers remained in agreement that neither Pampers nor
Huggies should extend itself into furniture (1 rating across the
board), strollers (2 rating across the board), or baby monitors (3
rating by 9 out of 10 consumers polled). None of the consumers
polled could see Huggies or Pampers releasing furniture,
strollers, or baby monitors as it would be weird. For example,
some consumers said Pampers and Huggies are diapers and
wipes not furniture and that he/she would not buy it if these
companies were to release a line of furniture, because it would
probably not be of good quality. Consumers remained in
agreement that he/she could see Huggies or Pampers extending
its names into potty chairs/training seats and diaper bags along
with shampoo/body wash/lotion. For example, consumers
believed potty chairs/training seats would go well with the
brand names, as it is the next step after diapers. Other
consumers felt shampoo/body wash/lotion would make sense as
wipes are used for cleaning so why not introduce additional
hygiene products.
Considering the amount of competition between Huggies and
Pampers and consumers beliefs that one is better than the other
depending on the gender and some thinking wipes upon hearing
Huggies and diapers upon hearing Pampers both brands should
consider line extensions.
Huggies and Pampers should explore a line of potty
chairs/training seats and shampoo/body wash/lotion as
consumers according to the survey (Appendix A) could see
these brand names on such product lines. These line extensions
would be natural since products such as potty chairs/training
seats and shampoo/body wash/lotion are similar to diapers and
wipes as each assists with hygiene. Huggies and Pampers

14. should avoid furniture, strollers, and baby monitors as
consumers favored those the least. Lastly, upon considering
expansion both brands should seek quality and innovation, as
consumers perceive these items in addition to diapers and wipes
among other items.
Appendix A
Huggies and Pampers
Brand Extension Survey
What do you think when you hear the name Huggies? (Pick only
3)
Quality
Likable
Other________________
Innovative
Market Leader
Socially Responsible
Social Approval
Diapers
Wipes

15. What do you think when you hear the name Pampers? (Pick only
3)
Quality
Likable
Other________________
Innovative
Market Leader
Socially Responsible
Social Approval
Diapers
Wipes
On a scale of 0 (definitely would not expect Huggies to sell it)
to 10 (definitely would expect Huggies to sell it) rank the
proposed extensions for Huggies: Use each number only once
Scale Rating
Proposed Extension

16. ____
Shampoo/Body Wash/Lotion
____
Pacifiers
____
Bibs/Onesies
____
Bath Toys/Tubs
____
Teething Rings
____
Baby Monitors
____
Potty Chairs/Training Seats

17. ____
Diaper Bags
____
Furniture
____
Strollers
On a scale of 0 (definitely would not expect Pampers to sell it)
to 10 (definitely would expect Pampers to sell it) rank the
proposed extensions for Pampers: Use each number only once
Scale Rating
Proposed Extension
____
Shampoo/Body Wash/Lotion
____
Pacifiers
____

18. Bibs/Onesies
____
Bath Toys/Tubs
____
Teething Rings
____
Baby Monitors
____
Potty Chairs/Training Seats
____
Diaper Bags
____
Furniture
____

19. Strollers
Assignment 9.2
1. Pick a brand extension. Use the models presented in the
chapter to evaluate its ability to achieve its own equity as well
as contribute the equity of a parent brand. If you were the
manager of that brand, what would you do differently?
2. Do you think a brand like Xerox will be able to transform its
product meaning? What are the arguments for or against?
3. Complete the Retro Marketing Assignment in this week’s
folder.