Utilizing the closeness of consumers with the Pepsodent brand

Oct 13, 2025 by wbrum.org 136 views

Sensitivity Analysis of Consumer Response to Brand Extensification (Brand Extension) on Pepsodent Brand Toothbrush in USU Putri Dormitory

Introduction

In today's competitive market, companies are constantly seeking ways to expand their brand and increase their market share. One popular strategy is brand extension, where a company extends its existing brand to a new product or service. However, this strategy can be risky, as consumers may not respond positively to the new product. In this study, we investigated the sensitivity of consumer responses to brand extensification (brand extension) on Pepsodent toothbrushes in the USU women's dormitory.

Background

Pepsodent is a well-known brand of toothpaste that has been around for decades. However, in recent years, the company has decided to extend its brand to toothbrushes. This move has sparked interest among consumers, but also raises questions about how consumers will respond to the new product. In this study, we aimed to investigate the sensitivity of consumer responses to the extensification of Pepsodent brands from toothpaste to toothbrush.

Methodology

We conducted a survey among students in the USU women's dormitory to gather data on their responses to Pepsodent toothbrushes. The survey consisted of a series of questions that measured the respondents' awareness, knowledge, preferences, tendencies of beliefs, and purchases of Pepsodent toothbrushes. We used a hierarchical model to analyze the data and determine the sensitivity of consumer responses to the extensification of Pepsodent brands.

Results

The results of the study showed that consumers in the USU women's dormitory are highly sensitive to the extensification of Pepsodent brands from toothpaste to toothbrush. The response strength of Pepsodent toothbrushes was higher than that of Pepsodent toothpaste, indicating that consumers are more positive towards the new product. The changes in response and stimuli strength also indicated a positive value, showing that the extensification of the brand from toothpaste to toothbrush is received positively by consumers.

Discussion

The results of the study have several implications for Pepsodent and other companies that are considering brand extension. Firstly, the study shows that consumers are highly sensitive to changes in a brand's product line. This suggests that companies should carefully consider the potential impact of brand extension on their existing brand equity. Secondly, the study highlights the importance of understanding consumer preferences and behaviors when launching a new product. By understanding what drives consumer responses, companies can develop effective marketing strategies that appeal to their target audience.

Conclusion

In conclusion, the study found that consumers in the USU women's dormitory are highly sensitive to the extensification of Pepsodent brands from toothpaste to toothbrush. The results of the study have several implications for Pepsodent and other companies that are considering brand extension. By understanding consumer responses to brand extensification, companies can develop effective marketing strategies that appeal to their target audience and increase their market share.

Recommendation

Based on the results of the study, we recommend the following strategies for Pepsodent:

Utilizing the closeness of consumers with the Pepsodent brand: Pepsodent can take advantage of consumer trust in toothpaste to introduce pepsodent toothbrushes more easily.
Emphasizes the advantages of pepsodent toothbrushes: Pepsodent can do promotions that wipe the advantages of pepsodent toothbrushes, such as material quality, ergonomic design, and its benefits for dental health.
Utilizing social media and digital campaigns: Pepsodent can use social media and digital campaigns to reach young consumers in the USU women's dormitory and spread information about pepsodent toothbrushes.

By implementing these strategies, Pepsodent can take advantage of the positive response from consumers in the USU women's dormitory and increase its market share.

Limitation

This study has several limitations. Firstly, the study was conducted among students in the USU women's dormitory, which may not be representative of the broader population. Secondly, the study used a hierarchical model to analyze the data, which may not capture the complexity of consumer responses to brand extensification. Future studies should aim to address these limitations and provide a more comprehensive understanding of consumer responses to brand extensification.

Future Research

Future research should aim to investigate the following:

The impact of brand extension on consumer loyalty: How does brand extension affect consumer loyalty to the existing brand?
The role of social media in brand extension: How can social media be used to promote brand extension and increase consumer engagement?
The effect of brand extension on consumer behavior: How does brand extension affect consumer behavior, such as purchasing decisions and word-of-mouth recommendations?

By addressing these research questions, companies can gain a deeper understanding of consumer responses to brand extensification and develop effective marketing strategies that appeal to their target audience.
Frequently Asked Questions (FAQs) about Sensitivity Analysis of Consumer Response to Brand Extensification (Brand Extension) on Pepsodent Brand Toothbrush in USU Putri Dormitory

Q: What is brand extensification (brand extension)?

A: Brand extensification, also known as brand extension, is a marketing strategy where a company extends its existing brand to a new product or service. In this study, we investigated the sensitivity of consumer responses to the extensification of Pepsodent brands from toothpaste to toothbrush.

Q: Why is brand extensification important?

A: Brand extensification is important because it allows companies to increase their market share and revenue by introducing new products or services under their existing brand. However, it can also be risky if consumers do not respond positively to the new product.

Q: What are the benefits of brand extensification?

A: The benefits of brand extensification include:

Increased market share and revenue
Improved brand recognition and awareness
Enhanced customer loyalty
Increased brand equity

Q: What are the challenges of brand extensification?

A: The challenges of brand extensification include:

Risk of consumer rejection
Difficulty in maintaining brand consistency
Increased competition
Higher marketing costs

Q: How can companies measure the success of brand extensification?

A: Companies can measure the success of brand extensification by tracking key performance indicators (KPIs) such as:

Sales revenue
Market share
Customer satisfaction
Brand awareness and recognition

Q: What are the implications of this study for Pepsodent and other companies?

A: The study has several implications for Pepsodent and other companies that are considering brand extension. Firstly, the study shows that consumers are highly sensitive to changes in a brand's product line. This suggests that companies should carefully consider the potential impact of brand extension on their existing brand equity. Secondly, the study highlights the importance of understanding consumer preferences and behaviors when launching a new product.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study was conducted among students in the USU women's dormitory, which may not be representative of the broader population. Secondly, the study used a hierarchical model to analyze the data, which may not capture the complexity of consumer responses to brand extensification.

Q: What are the future research directions for this study?

A: Future research should aim to investigate the following:

The impact of brand extension on consumer loyalty
The role of social media in brand extension
The effect of brand extension on consumer behavior

Q: What are the practical implications of this study for marketing managers?

A: The study has several practical implications for marketing managers. Firstly, the study suggests that marketing managers should carefully consider the potential impact of brand extension on their existing brand equity. Secondly, the study highlights the importance of understanding consumer preferences and behaviors when launching a new product.

Q: What are the theoretical implications of this study for marketing theory?

A: The study has several theoretical implications for marketing theory. Firstly, the study suggests that marketing theory should take into account the complexity of consumer responses to brand extensification. Secondly, the study highlights the importance of understanding consumer preferences and behaviors when launching a new product.

Q: What are the policy implications of this study for policymakers?

A: The study has several policy implications for policymakers. Firstly, the study suggests that policymakers should consider the potential impact of brand extension on consumer behavior and market competition. Secondly, the study highlights the importance of understanding consumer preferences and behaviors when launching new products or services.