...Kaplan University Graduate School of Business and Management GB530 Marketing Management: Brand Extension Marketing Plan Dr. Blake Escudier July 15, 2012 1.0 Executive Summary The purpose of this marketing plan is to present a new category-brand extension product designed by DeWALT Power Tools and manufactured by Calloway Golf. The new DeWALT IronDrive Pro category line of golf clubs will embody the brand reputations of quality, power, top of the line features, superior technology and durability that have made both DeWALT and Calloway leaders within their perspective industries. This product is a specialty niche set of golf clubs packaged in a branded walking golf bag and also will include club head covers, a club towel, and balls to complete the perfect golfing experience. Consumers who purchase this product will enjoy the industry leading golf technology of Calloway and combined with the industry leading power tool features and benefits provided by DeWALT. The target market for this product consists of males 20-65 years old, college educated, makes an annual salary of $40,000 or more, and purchases high end products. The ideal customer lives all across the United States, but in particular resides in the industry’s largest regions of the Mid-Atlantic, New England, East North Central, South Central, and West North Central regions. The customer will have some knowledge of around the house DIY projects and tools to complete the task. The value...
Words: 6211 - Pages: 25
...Unit 6: Assignment Kaplan University Brand Extension Marketing Plan Project 1.0 Executive Summary Beachbody was created in 1998 by John Congdon and Carl Daikeler. Beachbody produces, markets and sells its home-based fitness and nutrition products through infomercials and its Team Beachbody coaches. While Beachbody offers hundreds of fitness and nutrition products, they didn't have a product that helps underweight people put on weight. Beachbody will roll out a product called Mass Morph as a line extension to their Body Beast line. Body Beast already has a comprehensive line of supplements and a meal plan, but these do not currently contain a weight gainer. The product is a weight gainer that will cater to those looking to gain muscle. One pound is equivalent to 3,500 calories, so adding an additional 500 calories per day to ones diet can help them add a pound of muscle per week. Weight gainers help achieve this by supplementing their current diet with high concentrations of protein, carbohydrates and fat. This product will only contain high-quality ingredients instead of fillers and lots of sugar and additives. This is beneficial to the consumer because if a weight gainer contains these fillers, additives and loads of sugar, the weight they gain will be fat instead of muscle. Mass Morph will be marketed domestically first, because there are a lot of regulations on getting supplements approved globally. Beachbody gets its ingredients from all over the world—often from...
Words: 3893 - Pages: 16
...Brand Extension Marketing Plan for D.Light and the State of Virginia 1.0 Executive Summary Solar Photovoltaic (PV) consumer products are reliable, renewable and pollution-free energy sources that collect energy from the sun. PV systems are utilized within commercial and residential areas and are becoming more affordable for consumers to purchase. Here at D. Light we are offering PV options to consumers that will help lower their electricity cost. D.Light’s D3200 is an off-grid solar photovoltaic system that allows consumers to purchase three different sized systems that will generate more power than needed to do daily chores or run a business. Lowering the cost of electricity for consumers in the Virginia Beach area is our goal; utilizing this brand extension and the marketing mix with various strategies. Operating in the PV industry can bring more investors and create value for the company while providing a return on investment for all stakeholders. Utilizing the research conducted on the targeted area, we will sale and promote our product to the 62% homeowners creating a 30% sales potential from the market. In addition, low operating costs will permit the company to design and sell the most affordable solar-powered products on the market, offer consumer’s energy independence, and create a sustainable energy economy all while remaining true to its vision: transform millions of lives. Utilizing off-grid systems provide numerous benefits for both the customer’s and...
Words: 7996 - Pages: 32
...GB530 Brand Extension Marketing Plan: Guide Introduction Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a cover page and a reference page. For the Brand Extension Marketing Plan assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a marketing plan assignment and 3) you will not use double-spacing but instead you will use this document’s formatting. It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once deposited into the Drop box for grading, Brand Extension Marketing Plan assignments are submitted to Turnitin for a potential plagiarism review, so it continues to be important for you never to use anyone else’s words verbatim. For each of the Brand Extension Marketing Plan assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let me know. All the components of the Marketing...
Words: 2595 - Pages: 11
...SEMESTER 2 MB0046-MARKETING MANAGEMENT Q.1) “Planning is a process of designing the Blueprint for the future”. In this context, explain Marketing Planning in detail. Ans.) Planning is a process of designing the Blueprint for the future because marketing planning is making decisions about what target markets to go after, what objectives to meet, and what programs will achieve those objectives. A good marketing plan is pragmatic, action oriented and specific. To support above statement, we need to explain marketing planning in the following ways: MEANING OF MARKETING PLANNING Marketing planning is deciding what marketing actions to undertake, ehy they are necessary, when and where they will be accomplished, who will be responsible for accomplishing them, and how they will be carried out. Marketing planning consists of an interrelated sequence of analytic and decision making activities. Marketing planning is the process of making a coordinated set of decisions that constitute a marketing strategy for one or more target markets. MARKETING PLANNING PROCESS 1. SITUATION ASSESSMENT: The first step in the marketing planning process is situation assessment. This includes evaluating opportunities and threats in the product-markets of interest to the firm and determining the firm’s strengths and weakness. 2. TARGET MARKET STRATEGY: Step 2 in the planning process provides important guidelines for setting objectives, for formulating marketing program positioning strategy...
Words: 2692 - Pages: 11
...Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers...
Words: 4111 - Pages: 17
...Cafe Coffee Day Executive Summary The primary purpose of this report is to state the marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum...
Words: 4113 - Pages: 17
...BSB 126-‐ Marketing Plan Name :x I. Student number:x Word Count: 1650 Situation analysis An average Australian eats fast food every week and a report has shown that Australians make 51.5 millions visits to have fast food every month (Holroyd, 2011). The Hot Fresh Fries Vending machine provides convenience for consumers as people can easily access to hot chips. A SWOT analysis (appendix 1) has revealed both the potential and weaknesses of this new innovative machine. However, there are some environmental factors that can also affect the business’s operation. Macro environment factors: Demographic forces make up the market segments therefore it is an important factor to a business. It includes age, gender, ethnicity, location, lifestyle and other statistics. Social and cultural factors: The changes in social trends, consumers’ values and beliefs can impact on the demand of a company’s products. For example, there is a growing consumer awareness of healthy eating (IBISWorld, 2015), which could affect The Hot Fresh Fries Company. Micro environment factors: Customers has a huge impact on the business directly as they are the people who purchase the goods. Therefore knowing their needs and wants are critical. The Hot Fresh Fries is a B2C business which means the company needs to market to the consumers. Competitors are those who sell similar products in the market, such as McDonalds and Hungry Jacks. In order for a company...
Words: 2371 - Pages: 10
...Our Understanding of the Problem: Increase the Brand equity of Engage and triple its revenue in two years. New innovative marketing activities, product and category extensions are all fair game Methodology Followed: We have tried to understand the current brand equity of Engage. We firstly tried to look at the marketing activities that can be undertaken to improve Engage’s current brand equity. We conducted primary research through a structured questionnaire and also visited different retail environments where engage was available. Next, we tried to figure out what are the possible product and category extensions. For this we used a product/category extension model. Two things which were kept in mind during the product/category extension selection were: 1) Resonance with the parent brand 2) Business sense of entering into the new product/category. Therefore, we have chosen products that either adds a lot to brand equity/brand visibility or have a huge current market share/aggressive y-o-y growth. Observations and Suggestions: Visits to various General and Modern Trade Stores revealed that there is a lot of scope for improvement in in-store merchandising A new comprehensive Marketing Plan with the following objectives was developed: Improve the brand equity of Engage in the existing large urban markets Build brand equity in smaller cities of India Communicate clearly about Engage variants which people at large are ignorant about Improve presence and visibility on...
Words: 273 - Pages: 2
...Assessment activity 3.1 P1 How marketing techniques are used in two organizations In this assessment I will describe how marketing techniques are used to market products in two organizations. I choose Lexus and Hawk knitwear. Lexus is the luxury vehicle division of Toyota. It was first introduced in 1989 in the United States. It is now sold globally and it is the largest-selling make of premium cars. Lexus Marketing techniques Lexus is one of the largest luxury vehicle division, so they have to keep up their good work. It is very important to develop new cars every 2 years. They need to develop extra tools for the car, that you can buy when you already have a car, or which you can get as a gift when you buy a new car. Diversification is an important thing at Lexus, because they have business clients and private clients. Each client will have another special thing they want and Lexus has to fulfill their expectations. Brand building and positioning Lexus started in 1989, in the United States of America. It all begun with the question; can we create a luxury vehicle to challenge world’s best? Toyota started a top secret project, F1 and when they finished the project, the Lexus LS400 was developed. It was a great success and now, several years later, Lexus is still the best in the luxury vehicle division. Since they start focusing on hybrid cars in 2011, the only became bigger in Europe. They build up a luxurious car brand, which is still known for all the luxury...
Words: 804 - Pages: 4
...Chapter 8 – Developing a brand equity measurement and management system * Indirect approach: assess potential sources of CBBE by identifying and tracking consumers’ brand knowledge. * Direct approach: assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program. * Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable info about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run. * New accountability- return of marketing investment. * Measuring the long-term value of marketing in terms of both its full short term and long-term impact on consumers is crucial for accurately assessing ROI. Brand Audits * Brand audit: a comprehensive examination of a brand to discover its sources of brand equity. Assesses the health of the brand, and suggests ways to improve and leverage its equity. * 2 steps in a brand audit: brand inventory and brand exploratory. * Marketing audit: comprehensive systematic, independent and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. * Brand inventory: provides a current profile of how all the products and services sold by a company are marketed...
Words: 10631 - Pages: 43
...the form of a brand extension for Blue Diamond to extend its reach into the walnut market. This extension would be two fold. The first would be opening up production to support our walnut products. The second would be securing that production in China’s rich walnut market. There is a high demand for walnuts in China, represented by their high import of the nut. The opportunity is prime for brand extension. The market has evolved in such a way that it will be strong enough to secure this move. The strengths come from several factors which are, demographics, history and awareness. The demographics factors are strong and numerous. The infrastructure is there, the people or future workers are there and the consumers are already supporting the product, just without the Blue Diamond stamp on it. History tells us of China’s linage with nuts in general that has proclaimed them as the number one exporter of nuts. An article by William Neuman in the NY times reads, “Last year, China was the top foreign buyer of American walnuts, and in 2007, it became the leading export market for pecans. Altogether, China bought $737 million in tree nuts from the United States last year, up from just $89 million five years earlier, according to the United States Department of Agriculture.” This trend speaks of a plethora of possibilities for Blue Diamond and it does so in the language of opportunity. These factors all tie in to the last and most essential factors for this brand extension. Walnuts have...
Words: 3422 - Pages: 14
...Market Strategy Case Analysis Problem Statement Hawaiian Punch is the leading brand of fruit drink brands in the United States and has a long history of satisfying customers. The Hawaiian Punch brand traces its roots back to the 1930’s when it was developed as tropical-tasting syrup for ice cream and later sold as a drink. The brand has been owned by several different companies over the years and was recently purchased by the Cadbury Schweppes Company from Procter and Gamble Corporation. Hawaiian Punch joined the Dr. Pepper-Seven UP Inc. bottling network, which is the third largest carbonated soft drink bottler in the United States. This allowed the brand to be distributed in the soft drink aisle of the supermarket. The brand is unique in that it is sold in two different sections of the supermarket: the juice aisle as well as the carbonated soft drink aisle. Kate Hoedebeck, Director of Marketing at Cadbury Schweppes American Beverages, has been assigned to the Hawaiian Punch Brand. She and her team, who are new to the Hawaiian Punch brand, must develop a marketing plan for the upcoming year. The team must review and determine what the marketing plan will be for the coming year that will enable the company to increase Hawaiian Punch brand sales, continue the brand margins, and maintain the high brand equity that Hawaiian Punch has(Kerin & Peterson, 2013). Market Analysis The current marketing and position strategies showed some struggles with flavors and sizes of the product...
Words: 1815 - Pages: 8
...AB1501 MARKETING INDIVIDUAL ASSIGNMENT WRITE-UP ARTICLE: “ONLINE BRANDS SET OFF ON NEW MARKETING JOURNEY” TO DR KRISHNA UDAYASANKAR BY ONG SHI XIAN GARY U1110552E TUTORIAL GROUP 6 I, ong shi xian gary (u1110552e), declare that the work which I am submitting is original and that I have made proper referencing and citations (where appropriate and required). _________________________________ 8 NOVEMBER 2011 WRITE-UP ON ARTICLE: “ONLINE BRANDS SET OFF ON NEW MARKETING JOURNEY” BY MICHAEL BARNETT (15 SEPTEMBER 2011) 1. Article Summary The article describes and looks into the benefits of the growing trend in which online brands use offline, traditional marketing promotion strategies and brand extension to increase awareness and open up business opportunities for themselves. Some, like Rovio and Mind Candy, have even gone as far as to create and market physical products such as soft toys and magazines related to their online services (Online games, namely Angry Birds and Moshi Monsters, respectively). (Barnett M., 2011) 2. Relation to Marketing Concepts This article relates strongly to the marketing concept of service intangibility, which strongly affects online companies due to the lack of a physical presence of their services. It also relates strongly to brand extension, the concept of creating new product categories under the existing brand name, tying in with the concept of new product development. Overall, this article relates the strongest to differentiation...
Words: 955 - Pages: 4
...luxury brand that promotes values such as heritage, tradition and family that appeal to even most affluent customers (Patek Philippe SA, 2014). The report has examined the sources of Patek Philippe brand equity using Aaker's brand equity model. Afterwards, an international branding strategy has been developed, examining the possibilities and size of the luxury market in China. Marketing strategy elements such as targeting, positioning and marketing P's are discussed in the following sections of the report. Given that Patek Philippe will be entering a new market in China the possibility of a brand extension development is considered. Lastly, an annual control plan for Patek Philippe brand is introduced for measurement, control and monitoring purposes. Aaker’s Brand Equity Model The brand is described as ''a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors'' (American Marketing Association, 2014 and Aaker et al. 1991). Therefore brands are useful means of signaling the level of quality, cost, value and risks involved in buying the product or services. Consumer - based brand equity identifies the response of consumers that have interacted with the brand in the past (Kotler & Keller, 2009). The report examined the branding strategy of Patek Philippe luxury watch company and identified the sources of brand equity using Aaker's Brand Equity...
Words: 4283 - Pages: 18
