...NEW PRODUCTS AND BRAND EXTENSIONS To facilitate the discussion, it is useful to establish some terminology. When a firm introduces a new product, it has three main choices as to how to brand it: 1. It can develop a new brand, individually chosen for the new product. 2. It can apply, in some way, one of its existing brands. 3. It can use a combination of a new brand with an existing brand. A brand extension is when a firm uses an established brand name to introduce a new product. When a new brand is combined with an existing brand, the brand extension can also be called a sub-brand. An existing brand that gives birth to a brand extension is referred to as the parent brand. If the parent brand is already associated with multiple products through brand extensions, then it may also be called a family brand. Brand extensions can be broadly classified into two general categories: Line extension: The parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand. A line extension often involves a different flavor or ingredient variety, a different form or size, or a different application for the brand (e.g., Head & Shoulders Dry Scalp shampoo). Category extension: The parent brand is used to enter a different product category from that currently served by the parent brand (e.g.. Swiss Army watches). Most new products are line extensions—typically 80 percent to 90 percent in any one year. Moreover...
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...Because Mitochondrial DNA (mtDNA) is abundantly available in a cell (about 1000 copies per cell) and has the ability to be used for successful DNA testing of degraded DNA, shed hairs and tracing maternal lineage, researchers are aggressively exploring its use over nuclear DNA. However, sequencing of the mtGenome of some individuals can be difficult due to the fact that traditional sequencing methods targets only about 610 base pairs in hypervariable regions 1 & 2 which in some instances a portion of the population in particular Caucasians, share the same or very similar hypervariable regions. In previous studies by Coble et. al., single nucleotide polymorphisms (SNPs) were discovered in the control and coding regions of the mtGenome that can be used to discriminate between samples that have a common HV1/HV2 sequence. To type these SNP sequence, Vallone and his team used the multiplex SNaPshot chemistry assay where allele-specific primer binds to a complimentary SNP template in the presence of fluorescently labeled ddNTps, buffer and polymerase. The primer is extended by one base unit as the fluorescently labeled ddNTps is added to the 3’ end. Additionally, a poly T-tail may be added to the 5’ end of each primer to allow electrophoretic mobility of the extension primers. Vallone used this particular assay because it is a single tube reaction that can be cycled on readily available laboratory instruments such as the ABI 310 and 3100 and it has the ability to genotype multiple SNP’s...
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...Gendered Experiences of Racism Monica Purchase Ashford University EDU 639 Professor Jaime Worthington May 13, 2013Racism is an issue that has been discussed for many years. There various cases and even laws against racial profiling. “Our society, among many others, categorizes people according to both visible and invisible traits, uses such classifications to assign behavioral and cognitive traits to these categories, and then applies policies and practices based on these categories that jeopardize some people and benefit others, (Bode 63). Unfortunately, there is an additional form of racism that is often not discussed or explored much in our society and those are feeling that a particular race or gender places on their own self-image. The saying goes that “beauty is in the eye of the beholder”. When it comes to some young African American women, beauty is the eye of society. Some gage their level of beauty according to what is popular in today’s society. Even though Dr. Kenneth Clarks was conducted in 1939, there were the same results in 2005. Some young African Americans feel that they lighter the skin, the prettier or nicer the person. This is strictly based off of society and what they have been exposed to. A young lady from the study made a statement to the fact that not knowing her heritage or culture make it difficult to define herself and due to the fact that many African American’s are unaware of their specific culture puts them a t a loss and...
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...(2009) 305–313 Contents lists available at ScienceDirect Journal of Business Research Brand extension feedback: The role of advertising ☆ Eva Martínez a,⁎, Teresa Montaner b,1, José M. Pina a,2 a b Departamento de Economía y Dirección de Empresas, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, Zaragoza 50005, Spain Departamento de Economía y Dirección de Empresas, Escuela Universitaria de Estudios Empresariales, María de Luna S/N Edificio Lorenzo Normante, Zaragoza 50018, Spain A R T I C L E I N F O A B S T R A C T Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved. Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising 1. Introduction Launching new products is a business activity...
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...Sample Case Scenarios Via: Harvard Business School Scenario 1: Clean Edge Razor: Splitting Hairs in Product Positioning description After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. The company has already decided to introduce Clean Edge into the men's market where it has a strong presence. Jackson Randall, the product manager for Clean Edge, struggles with how best to position the product for the launch. One strategy is to release Clean Edge as a "niche" product, targeting the high-end market of fastidious groomers looking for superior skin care products. Another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available. Randall meets internal resistance to the mainstream strategy from the product manager for the company's current, but aging, mainstream razor products and he must consider the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge, but for its effect on the entire company. Learning objective: Explore issues associated with strategic product positioning. Review new product development...
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...CASE STUDY GILLETTE Nguyen Thao – 217535 Columbia Southern University 1. Gillette has been successful in convincing the world that more is better regarding number of blades and other features of razor because of the following reasons. First of all, the company not only understands what kind of product men would desire for their needs of grooming, but knows how to market its products to men around the world. The company has implemented breakthroughs for its marketing strategies. Gillette is the first company that created what is called the twin-blade and triple-blade shaving systems. Especially, its six-bladed Fusion has become a brand of billion (Kotler & Keller, 2012). Nowadays, Gillette becomes the leading company in providing razors for men and occupies over 70 percent of the global market, and reaches annual sales of over $7 billion. Second, the company carries out extensive search of consumers, makes innovations regarding product quality, and engages in mass communications. The impressive marketing knowledge and campaigns of the company has helped it be known worldwide. For example, the campaign named “The Best a Man Can Get” launched in 2009 is an extension of its well-recognized campaign. Through this campaign, the company has become sponsor sporting events and created what is called the Gillette Champions. The purpose for designing the campaign is to expand the company’s brand into its...
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...Case Study Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market INTRODUCTION 1. Russian Standard Vodka is a major Russian premium vodka brand. Established in 1992, Roust Inc. is Russia’s largest importer and distributor of spirits and Champagnes. In 1998, Roust launched Russian Standard vodka, which quickly became the highest selling premium vodka in Russia, ahead of established international and local brands such as Stolichnaya, Smirnoff, Finlandia and Absolute. 2. Russian Standard’s success can be attributed to the high quality of the vodka itself, its Innovative and distinctive bottle, to its strong presence in bars, clubs and supermarkets, and to a brand identity that is proud to leverage its Russian heritage while promising world-class standards of quality (hence the name ‘Russian Standard’). Interestingly, and quite unusually, the Russian Standard brand was also used to launch a Commercial Bank focusing on consumer lending which also became a huge success in little time thanks to its financial solidity and aggressive marketing. 3. Encouraged by its rapid success at home, the company is considering whether it should Launch Russian Standard in the biggest premium vodka market in the world - the US – and whether it should adapt its marketing mix or stick with the strategy that has been so successful 4. In Russia, to help make these two decisions, the case provides detailed information on consumer habits and competition in Russia...
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...Introduction “What’s in a name? That which we call a rose by any other word would smell as sweet”, said Shakespeare. What explains McDonald’s, Apple I Pod, Toyota and Harley Davidson, etc., to be among the top 100 brands? Is it their sales revenue? No. Is it their years of existence? No. Is it their global presence? No. If all of these are not indicative of the companies’ entitlement to feature in the global brands’ list, what then explains their inclusion? The answer is Brands. Because these companies are able to create, nurture, and sustain powerful brands and all the above stated inferences are consequences of these untiring efforts. The next question is what’s a brand? A brand is a collection of perception in the minds of the consumers and resides in the minds of the consumers and resides in their minds. It propels them with a very high perceived association value. A brand is not a by product, an ad campaign, a logo, a spokesperson or a slogan. It is a differentiating identity and the most important reason for the employees, investors and customers to associate with the company. It is the firm’s most important asset in the long term. It is also a bond between the customers and the company. A brand assures reliability and quality. Brand owners have a powerful incentive to ensure that each pie is as good as the previous one because that would persuade people to come back for more. Brands are perceptions. The Volvo brand stands for “safety”. The Mercedes Benz brand is associated...
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...MKTG303 Marketing Strategy Analysis and Decisions Assessment Guide Session 1, 2015 Department of Marketing and Management ASSESSMENT OVERVIEW Assessment 1 (A1) Case Study: Individual Assessment (30%) The case facilitates the discussion of marketing problems in real situations. Each student is to individually conduct a case study analysis during the semester. You should read these cases carefully and come to class prepared to provide constructive input as the class works together to address the issues of the case. 1. Practice Cases (Not assessable but required for class discussion) There will be two practice case studies to be prepared before the relevant class and discussed during class. Participation in these cases is important and will greatly assist you in understanding how to prepare the three assessable cases. Practice Case 1: Discussion Week 2- Seminar 4 - Dr Pepper Snapple Group, Inc: Energy Beverages– Kerin & Peterson page 105. Case Questions: 1. How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007? 2. Does your characterisation bode well for a new energy beverage brand introduction generally and for Dr Pepper Snapple Group, in particular? 3. What target consumer market should be chosen for a new energy beverage brand? 4. What product should be introduced and how should it be positioned/differentiated? 5. Through which channel(s) should a new energy beverage brand...
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...UNDERSTANDING RURAL DISTRIBUTION A study about the sales and distribution network in rural India SALES AND DISTRIBUTION 4th October, 2009 Group BH Aseem Rastogi – 32235 Stuti Sinha – 32296 Aditi Uppal – 32301 Pratik Kamble – 32303 Sakshi Arora – 32304 Saurabh Ghosh - 32305 Understanding Rural Distribution 2009 TABLE OF CONTENTS EXECUTIVE SUMMARY 3 4 5 8 INTRODUCTION INTERVIEWS CONDUCTED VISIT TO KIRANA STORES PRODUCT AVAILABILITY AT KIRANA STORES 9 13 14 ROLE OF MEDIA AND OPINION LEADERS CONCLUSION 2 Understanding Rural Distribution 2009 EXECUTIVE SUMMARY: The rural population in India is large and accounts for about 75% of the total population, which accounts for about 700 million people. Rural markets obviously also generate a great part of the country's income. Rural markets are growing more rapidly than urban markets. In fact for many products, the rural market accounts for almost as much as 70% of the national demand. Some of the important features or characteristics of Rural Marketing in India Economy are being listed below OPPORTUNITIES • • • • • • Employment in rural areas is getting better which has increased the disposable income for the average rural household. This leads to demand of products The demand burst in the rural market is also attributed to the fact that it has not been exploited and there is a lot of untapped potential in it These markets are large and also very diverse and therefore the opportunities...
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...Avon Products, Inc. (Avon) is based in New York. The firm engages in the manufacture and marketing of beauty and complimentary products primarily in North America, Latin America, Europe, and Asia Pacific (Yahoo Finance, 2005). Avon's products are classified into three product categories: Beauty, Beauty Plus, and Beyond Beauty. The Beauty category consists of cosmetics, fragrances, skin care, and toiletries; Beauty Plus includes fashion jewelry, watches, apparel, and accessories; and Beyond Beauty comprises home products, gift and decorative products, candles, and toys (Ibid). The company sells and markets its products through a combination of direct selling, marketing by independent Avon representatives, and via its consumer Web site, avon.com. This paper will explore how the company is fairing under the leadership of its current CEO, Andrea Jung. There are two opposing views regarding the company's current and future success. One group feels that the firm has a promising future with Jung at the helm while the other group does not. This paper will analyze the pros and cons uncovered by each team member and discuss which view prevailed in the debate and why. Pros and Cons Pros of Jung and Avon Andrea Jung became president and CEO of Avon in 1999 and has totally revamped the company. Under her leadership, the company has updated its product line, launched new advertising, and created a new image (Fact Monster, 2005). Avon's sales have increased by 30 %, profits 40%, and...
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...It's here. Finally. Kiehl's, the venerable - and extraordinarily popular - Old World apothecary with New World style has arrived with its first free-standing store in Canada, unique, word-of-mouth marketing strategy in tow. The chain's 152-year-old flagship store in New York City is known for having waiting lines of customers. They're drawn by the New York-based retailer's signature look combining a line of approximately 150 custom-manufactured, Kiehl's-branded products, utilitarian packaging, elegant store design and its reputation for great customer service. While the environment at a Kiehl's store is consciously non-solicitous, knowledgeable help is always immediately at hand. "It's a logical step for us," says Kristin Armstrong, VP/GM, Kiehl's Since 1851, of the move to Canada. She adds that the only reason the chain didn't come up sooner was it hadn't yet completed its consumer research. That research indicated Canadians already knew some basic facts about Kiehl's, such as its origins in New York and its reliance on natural ingredients. "When we asked, 'What would you like to see in the future?' almost every single group said that they would love to see a Kiehl's free-standing store. It reassured us that that was the right thing to do." The Canadian store opened in Toronto on June 20. Launching with a splash, Kiehl's sampled at the June 22 MuchMusic Video Awards pre-party where it handed out 500 gift bags. An official launch event on July 16 will feature the presentation...
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...SIT Graduate Institute/SIT Study Abroad DigitalCollections@SIT Independent Study Project (ISP) Collection SIT Study Abroad 10-1-2011 Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman Rebecca Gelles SIT Graduate Institute - Study Abroad, gellesr@carleton.edu Follow this and additional works at: http://digitalcollections.sit.edu/isp_collection Part of the Other Film and Media Studies Commons, Other Languages, Societies, and Cultures Commons, Social Influence and Political Communication Commons, and the Sociology of Culture Commons Recommended Citation Gelles, Rebecca, "Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman" (2011). Independent Study Project (ISP) Collection. Paper 1145. http://digitalcollections.sit.edu/isp_collection/1145 This Unpublished Paper is brought to you for free and open access by the SIT Study Abroad at DigitalCollections@SIT. It has been accepted for inclusion in Independent Study Project (ISP) Collection by an authorized administrator of DigitalCollections@SIT. For more information, please contact digitalcollections@sit.edu. FAIR AND LOVELY: STANDARDS OF BEAUTY, GLOBALIZATION, AND THE MODERN INDIAN WOMAN Rebecca Gelles Academic Director: Tara Dhakal ISP Advisor: Pramada Menon, independent lecturer School for International Training India Sustainable Development and Social Change Program Fall 2011 Gelles 1 Table of Contents Acknowledgements………………………………………………………………………………..2 Abstract……………………………………………………………………………………………2...
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...Effect of brand trust, brand image on customer brand loyalty in FMCG sector at Egypt ABSTRACT: Purpose- The purpose of this research is to identify and study the main factors that Affecting on customer brand loyalty in FMCG sector in Egypt. Design/Methodology/Approach- 26 variables have been explored using literature reviews and exploratory survey of consumers from different income levels, different lifestyle. Data obtained from the reliable sources (e.g. press releases, Science Direct site, Wikipedia) have been used to study the main factors that Affecting on customer brand loyalty in FMCG sector in Egypt. Findings- Based on literature reviews and exploratory surveys, the key determinants impacting consumer’s product...
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...Glossary acetylcholinesterase: It is an enzyme that carries out the process of acetylcholine (a neurotransmitter) break-down at the region between two nerve cells (synaptic cleft) so that the impulse gets transmitted from one neuron to another. achalasia cardia: It is also called as cardiospasm and in this case the neuromuscular failure of oesophageal relaxation especially at the lower end with progressive dilatation of the part of the oesophagus above. actin-myosin crossbridging: It is responsible for the force generation and contraction of skeletal muscle. There are certain myosin-binding sites present on actin which undergoes bonding with myosin forming cross-bridges.it is an important step in skeletal muscle contraction. adenine: It is...
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