BE440 BRAND MANAGEMENT ASSESSMENT COURSEWORK Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain. Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension. By Mr. Olan Kaewwichit
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the companies into its respective segments based on the product/service offerings. * Using the Scorecard Method, the following parameters along with its assigned weights are evaluated and scored based on the data given in the case and the computed data in the appendix A. Evaluation Parameters | Weights (%) | Strength of the Entrepreneur and Management team. | 0-30 | Size of the Opportunity | 0-25 | Strength of the Product and Intellectual Property | 0-15 | Competitive Environment
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of operations management i.e. product design and managing quality as detailed in McDonalds’ Hot Coffee Case. Products design: Among thousands of competitors on the increasingly saturate fast-food market, it is product strategy that mainly contributes to the competitive ability of a company like McDonalds. The core of product strategy is product development system. Therefore, it is reasonable to say: “The product development system may well determine not only product success but also the firm’s failure”
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Market Segmentation * Introduced by Smith (1956) * Heterogeneous group of customers can be grouped into homogeneous clusters each requiring different marketing mix to meet their wants and needs. * Is to bridge the gap between diverse customer needs and limited company resources, by encouraging distinct marketing offerings to be developed to suit the requirements of different customer segments Segmentation Assumptions: * Consumers differ from one another in some respect which could
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Rally Round the Trade Name 1) Explain whether or not the fact that Gabby’s surname is Rally gives her the right to use it any way she wishes. I believe that Gabby has the right to use her surname “Rally” in her pizza business because it’s a different business and is not harming the Rally motor business As long as it’s a different type of business, then Gabby can use the last name “Rally.” Now, if Gabby wants to open up an auto business, she cannot use Rally as the name of the business because
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Generic Competitive Advantage May 2, 2012 The Generic Competitive Strategies can be used as a business tool which helps strategists understand how the position of a company within its industry can be directly related to the strategy it employs. The strategy employed can then be analyzed to understand where a company's competitive advantage lies, with a view to maintaining it. Porter (1985). In the early 1980s the most widely read books on competitive analysis were written by Michael Porter.
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focusing on the manufacturing and processing of dairy products. Specially, in December 2003, our company was formally converted into a joint stock company and changed its name to Vietnam Dairy Products Joint Stock Company to reflect its change in status. We are the leading producer of dairy products in Vietnam based on sales volume and revenue. Our products range from core dairy products such as liquid and powdered milk, to value-added dairy products such as condensed milk, drinking and spoon yoghurt
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business since 1958. Concentrating on manufacturing quality dairy products, Gay Lea processes approximately 15% of Ontario’s milk. They are the link between Ontario dairy farmers and consumers across Canada. Gay Lea has made many innovations in their key products, which are: ■ butter ■ cottage cheese ■ sour cream ■ whipped cream ■ Lacteeze (lactose-free milk) ■ cheese Gay Lea does not sell its products directly to consumers. Their customers are: ■ retail food
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the customers’ response to the product or its marketing. b) Las Vegas has positioned its brand in target customers minds through: Brand positioning: by associating its name with a desirable benefit and experience to its customers (being naughtier). Brand name: when the name Vegas get mentioned it means ‘’ sin city ‘’ , luxury vacation and wholesome entertainment to its customers. Brand development: Product Category Existing: Line Extention
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