Unilever and P&G are worldwide well known personal product marketers and own hundreds of brands. Why they develop so many brands?
Take P&G hair products for example, includes brands like Head & Shoulders, Rejoice, Pantene, Herbal Essences, Gillette, and Wella with each brand promotes one specific and unique feature.
Just as different people want to drink different beverages because of different reasons at different times in different places. People want to use hair product with different features under different circumstances. Thus, P&G develops different hair products to fulfill people’s various needs to gain the most market share.
With one brand and one unique feature, P&G successfully wins consumers with different needs. For example, Head & Shoulders is famous for its anti-dandruff feature. Through its market campaign and advertising, people have linked the brand Head & Shoulders with an image of anti-dandruff in their mind. Anytime, they need anti-dandruff, there is a very greater chance, they will choose to buy Head & Shoulders.
Also, owning multiple brands under one category, P&G avoids lots of competition. Whether consumers buy Pantene, Wella, or Head &Shoulders, P&G’s sale figure rises.
Their multi brand strategy (Multi Brand Strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under Different Brand names. In most of the cases, these products are competing ones and are marketed under the Brand Names which are completely unrelated) enables P&G to reache the largest amount of consumers.