Scope Case Analysis

Scope Case Analysis
Scope
Case Report
From: Gwen Hearst
To: Managementcc: VP of Product Development VP of Sales VP of Market Research VP of Finance VP of Advertising
Subject: Scope Marketing Strategy
Date: 1/5/1991
The current strategic efforts for the Scope brand are successful, but a competitive threat has brought about concerns as to whether Scope can continue
to be profitable in the marketplace. An emerging segment of prebrush rinse users has created questions as to whether the Scope brand should consider
this segment as a viable target. The Scope brand has consistently focused its efforts on the benefits of great taste and fresh breath, while the ... Show
more content on Helpwriting.net ...
However, this appears somewhat insignificant in comparison because Scope (32%) still holds twice as much market share as Listerine (16%) and
over three times as much market share as Plax (10%). Listermint's share decreased as well as Cepacol, Colgate oral rinse, and other miscellaneous
brands.
The mouthwash market can be segmented into three groups, based on the frequency of use:
1.heavy users: use the product once per day or more and constitute 40% of the market; heavy users most likely want the basic features of a mouthwash
that allow for their basic oral hygiene; their knowledge of the product is not necessarily extensive, but since they use the product so frequently they
want the most benefit for the amount that they are spending on the product and price is probably an important consideration in their purchasing decision.
2.medium users: use the product 2–6 times a week and represent 45% of the market; similar to the heavy users, the medium users use the product
consistently and are seeking the basic benefits of a mouthwash as a part of their hygiene habits; they are concerned with the price of the product since
they buy it relatively frequently, and will most likely purchase a product that provides the most value for their money.
3.light users: use the product less than 1 time a week and make up only 15% of the market; these users make up a comparatively small segment of the

market and do not buy or use the product as frequently as the other segments;
... Get more on HelpWriting.net ...

Essay about CIMA Mountaineering, Inc Case Study
Recommendations:
After closely examining this case, I have decided that it would be in the company's best interest to go forward with the lines extension of the existing
boots for mountaineers and hikers. This option seems to yield a higher return in profits than the other alternative.
Problem Statement
CIMA Mountaineering, Inc. is a company manufacturing in hiking and mountaineering boots for beginner to experience hikers. CIMA sales and profit
had grown steadily within the last several years. However, CIMA growth is beginning to slow down as a result of foreign market and changing
market. The company is under consideration of two marketing proposals, these two marketing proposals will discuss about marketing strategies for ...
Show more content on Helpwriting.net ...
7.Concern with the reaction that retailers will have when they discover that CIMA is selling to the catalog companies, this could create some problems.
Assumptions:
1.Let assume that the "Weekender" segment estimated share of the market is 25 percent and it is growing quite rapidly.
2.Annual cost increase of 3.0 percent and price increases of 4.0 percent beginning in 1998–99.
3.Assume product development and investment occurs in 1996–97.
4.I assume that CIMA will be successful selling in mail order catalog companies.
5.Assume that CIMA can keep their name if they do business with mail order catalog companies.
Analyze Alternatives:
1.The first alternative is to enter the "weekend" segment of the hiking boot market. As I plug and chug the number for the first alternative, I found that
this alternative would not be beneficial to the company. Even though this alternative will increase demand due to its low price strategy but cost for the
WX 450 boot is higher than the price charged to retailers. This alternative will give the company a negative gross margin. Project 1Project 1CostsPrice
YearWX 550WX 450YearWX 550WX 450
1997–98 $697,850$1,045,0751997–98 $730,690$848,355
1998–99 $617,403$924,3091998–99 $652,733$757,606
1999–00 $379,643$568,3371999–00 $405,265$470,358

2000–01 $259,605$391,497

Creating Brand Equity
creating brand equity
Creating brand equity
Marketers build brand quality by creating the right brand knowledge structures with the right consumers.
Building brand equity
3 sets of brand equity drivers.
–Initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols,
–product and service and all accompanying marketing activities and supporting marketing programs – way brand is integrated into supporting
marketing program
–associations indirectly transferred to the brand by linking it to some other entity
Choosing brand elements
Brand elements = trademarkable devices that serve to ID and differentiate a brand (Nike swoosh)
Test of the brand–building ability of elements is ... Show more content on Helpwriting.net ...
Inventory suggests what consumer's current perceptions may be based on. Primarily descriptive exercise.
–brand exploratory – research activity conducted to understand what consumers think and feel about the brand and its corresponding product category
to ID sources of brand equity.
Brand tracking
Tracking studies collect info from consumers on a routine basis over time and provide valuable tactical insights into the short–term effectiveness of
marketing programs and activities.
Audits measure where the brand has been, tracking studies measure where the brand is now and whether marketing programs are having the intended
effects.

Brand valuation – total financial value of the brand.
Managing Brand Equity
Brand reinforcement – equity reinforced by marketing actions that convey meaning of the brand to consumers in terms of: (1) what products the brand
represents; what core benefits it supplies, what needs it satisfies and (2) how the brand makes those products superior and which strong, favorable, and
unique brand associations should exist in the minds of consumers. Reinforcing requires marketing innovation and relevance. Must recognize tradeoffs
between fortifying brand and reinforcing its meaning and attempting to leverage or borrow from existing brand equity to reap some financial benefit.
Revitalization – 2 approaches:
–expand the depth and/or breadth of brand awareness by improving consumer recall and recognition of the

Brand Extension Strategy Essay
When launching a new product, it is better to pursue a brand extension strategy, than to develop a new brand
Brand extension is a brand strategy which using the existing brand name to develop a new product or enter into a different product category market or
industry. The new brand can be called as a "sub–brand", and the original brand is referred as a "parent brand". There are basically two different types
of brand extensions. The first one is "line extension", which means to launch a new product which is under the same product category as the parent
brand. It usually involves more flavours or different sizes. For example, Coca–cola and Coca–cherry–cola. The other type is "category extensions"
which means to launch a product in a ... Show more content on Helpwriting.net ...
Brand Extensions can increase the establishment of the new product by guarantees of its quality, getting consumers awareness and recognition. As
consumers used to remember the positive things about the parent brand, at the same time negative things will not transferred to the sub brand. So it
would reduce the risk to the first–time buyer. Moreover, if the company uses this brand extension correctly, it can not only increase the profit of the
company, but can also improve both the sub brand and parent brand images and bring new customers into brand franchise and increase market coverage.
In conclusion, it is true that when launching a new product, it is better to pursue a brand extension strategy, than to develop a new brand. Brand
extension is more likely to be succeeding as it provides many advantages which describes above and also many researches found that it is easier for
company to use brand extension rather than creating a new brand.
Reference list
Books :
пЃ®Aaker, D.A, (1991), Managing Brand Equity, The Free Press, New York
пЃ®Kevin Lane Keller, (2003), Strategic Brand Management , 2nd edition, Hamilton, USA
пЃ®Graham Hankinson, Philippa Cowking, (1997), Branding in Action, McGraw–Hill Book Company Europe, UK
пЃ®Geoffrey Randall, (1997), Branding, London
пЃ®Jean–Noel Kapfere, (2004), The New Strategic Brand Management, 3rd edition, Scotprint, UK
пЃ®Nicholas Ind, (1997),The corporate brand, Macmillan Press Ltd, UK
пЃ®Millifan & Smith, (2002),

Kellogs Internet Marketing
Kellogs Internet Marketing
Kellogg's strategy was to produce a web site provided specific product line and brand information to interested consumers. The page displays particular
product descriptions, nutrition information, and recipes. Provided as well are company contacts allowing direct consumer response. Corporation facts
and financial statements are also available. The overall goal of these sites are to reinforce the brand images portrayed by the companies' other
advertisements, such as, television commercials, radio spots and print advertisement. Kellogg's does this by posting additional information about its
products. New products are promoted in this site to entice those familiar with the Kellogg's name into trying new line ... Show more content on
Helpwriting.net ...
Loyal customers also are exposed to the company's Web address because it is generally printed on the product labels. This almost forces the
habitual buyer to memorize it. The enormity of the Web may lead consumers to become lost or may make finding the site itself difficult. Also not all
buyers have access to computers or may be computer illiterate. The Web is a useful tool for keeping old consumers loyal and up to date in regards to
their favorite brands. Web pages provide a cost effective means to distribute additional product information. Consumers go to the web site seeking the
company's message. It offers a means of direct consumer feedback by encouraging buyers to e–mail their opinion of the brands. It can also be used as a
research tool by counting the number of "hits" there are for a particular products web page. This recording my reflect consumer interest in the product.
Web masters may find difficulty in making accessibility and navigation simple enough for all users. Exactly what message and information should be
posted and consumer awareness of the web site itself may also prove to be obstacles to be overcome by sight producers.
Bibliography
Reprot based on information found at the following web sites: Kelloggs.com Kraft.com

What Is The Anatomy Of Buzz?
Strategic Brand Management
Final Study Guide
Entire Book, but focus on Chpt 8–15
Reading: The Anatomy of Buzz– How to Create Word of Marketing– (Has taken significance due to 3 reasons: noise, information overload,
skepticism–don't believe message from companies and connectivity–internet). Takes a network approach. The importance of Buzz depends on the 1.
Nature of your product (paperclips vs. movies) 2. The people that you're trying to reach (younger people are more influenced by peers) 3. Your
Customer's connectivity 4. Your marketing strategy (if you have a contract, buzz is less important) 1. Buzz is an invisible network–You will never
really see how buzz moves from person to person. You just need to understand that people... Show more content on Helpwriting.net ...
Brand Portfolio: maximize coverage and minimize overlap
Enhance Brand Equity Over Time– Brand Reinforcement, Brand Revitalization
Establish Brand Equity over Market Segments– Identify Differences in Consumer Behavior, Adjust Branding Programs
Brand Positioning
(Why is it better, how it is different, the solution to the buyer's problem, its unique selling proposition)
The Process 1. Target Audience (be very focused to have more brand resonance)(D,B,P,G) and must be sizable, identifiable, accessible, responsive. 2.
Competitive Frame of Reference (how do customers relate to you and others)–direct competitors indirect competitors, perceived competitors 3.
Benefits–(rational– features–often with tech products/emotional–connection Apple IPod)–POD must be feasible, communicable, sustainable, relevant,
distinctive, believable– is desired by target consumer, company can deliver on promise POP 4. Brand Values
– abstract brand associations 5. Brand
Personality–5 Factors sincerity, excitement, competence, sophistication, ruggedness 6. Brand Essence/Mantra– McDonalds: Food,

The Law of Line Extension
The Law of Line Extension
Definition
The Law of Line Extension has been created with the belief that a company should not overextend themselves to the point that they want to encompass
an entire market of many different products at the cost of losing their market share.
Many companies are able to rise to the top of their market to become first in class for their product. There are times when a product or the company
that has created and established a first in class product begins to achieve a steady market share. At this point in time, many companies have decided
to take advantage of their success and expand their existing product line to enhance a new market. One example would be for Coke to begin selling a
new flavor of their ... Show more content on Helpwriting.net ...
(Anzalone, 2013).
Each new line extension needs to have a strategic plan for distribution and sales. Companies must remember that just because they have created a new
product does not guarantee that all stores will be inclined to carry this product. There may be fifty types of the same product but store shelves have
only been allotted for a possible twenty. Line extensions do not always increase the category demand, and the profits gained from line extensions are
normally short–lived. Quelch and Kenny (1994) states " Line extension proliferation spreads sales across more items, reducing retailers' average
turnover rate, and putting previously profitable SKUs at risk".
Another risk of line extensions is cannibalizing your existing products. Companies should be aware of this risk and take precautions to avoid
cannibalizing their existing successful product.
Minimalizing the Risks
Anzalone (2013) states that you can reduce the risk of failure of a line extension failing by accurate cost accounting, "allocating resources to popular
products, research consumer behavior, coordinate marketing efforts, work with channel partners, and foster a climate in which product–line deletions
are supported".
Creating different sales strategies is important to the life of a brand or product. Sampling of a product can be an excellent way of marketing not only
the new product, but

What Are Some Reasons For Contracting A Product Line?
1) What are some reasons a firm might determine it should expand a product line? What are some reasons for contracting a product line? Why do
many firms have a product mix strategy? A product line consist of a specific product introduced in order to suit a specific target market. When a firm
decides to extend a product, it's essentially introducing different models, or modified products. An example that can demonstrate a product line
extension would be an IPod. The IPod came in so many different types; Gen 1, Gen 2, Gen 3, Nano, etc.. All these stayed within the same line, and
maintained a specific target market, but also kept extending. When a company identifies that the product is not very successful/profitable in the market,
contracting may be the best option. Contracting a product line simply means to compress, or to terminate a specific products availability in the market.
Perhaps, a company may decide to diversify their products lines, and introduce a variety of new products, this is known as a product mixt strategy.
Here a firm doesn't rely on one product profitability, but in exchange they expand their market, and increase their potential profit. 3) Explain the product
life cycle concept. What are the stages of the product life cycle? The product life cycle concept derives from the phases through which a product
undergoes, from its introduction, to its growth in the market, to the maturity it attains in that market, to the very last stage of declination. The

Armani Blair Hair Collection ( Abhc ) Essay
Armani Blair Hair Collection (ABHC) is a company that was started after the founder Armani saw the need for convenient hair styles on the Howard
University campus. Armani has always had a passion for beauty specifically hair, however during her matriculation at Howard she saw the need for
wigs. ABHC specializes in 100% virgin single donor hair extensions, lace closures, frontals, and luxury wig design. Armani believes in making
women feel beautiful through the specialized nature of her products. She also emphasizes hair as an expression of self art. According to Ebony.com
"with the emergence of the "natural hair movement" (which has contributed to a 26% decline in relaxer sales)" as a result women begin to use weave
extensions as a way to protect their natural hair. Figure 1 shows the increase in the demand of wigs and extensions over the last few years. Also
celebrities help to market the glamour of wearing extensions and wigs.
ABHC is a currently an e–commerce business, and its sales are made through the website 50% of the time and the other 50% are in person. Customers
can go on to the website to design the elements of their custom wig, choose different hair textures, colors, and lengths. This feature offers customers a
unique feature. ABHC website is currently provided through a host site "Wix" which provides the company many services such as data analytics and
payment services.
Armani foresees huge growth within her company in the next 5 years. Currently the

The Impact Of Internet On Strategy : Digital And Marketing...
3 Impact of the Internet on Strategy
Digital and marketing concept focuses on the referrals that are the fastest, easiest, and most effective way to get the ideal clients .The core concept of
marketing begins with the customer the 1st step is to maximize production by using three ways to increase revenue and these are increasing the
number of clients, increase the number of transactions and increase the frequency of transactions. The second step is the Geometric Growth for
instance if a business gets a 10% increase in clients from 10 different sources that helps with 100% client growth. Step 3 is Borrow Successes .The
core marketing and brand concepts are:
I.Needs: which is a state of deprivation of some basic satisfaction.
II.Wants: are desire for specific satisfiers to fulfil the needs.
III.Demand: are wants of specific products that are backed by ability and willingness to buy them.
IV.Value: is about the differences between customer benefits that derives from the costs of the benefits.
V.Competition
VI.Markets
VII.Marketing channels
VIII.Supply Chain
IX.Marketing environment
Customer satisfaction is important which means good and services that are not good or met will result in low customer value and it doesn 't even
matter whether the prices are low or not.
The core concepts focuses on the exchange and transactions in how many ways customers can get what they want. There are four ways to get what
they want and these are: self–production, coercion, begging,

Non Bleach Brand Extension
Brand extensions afford many companies the ability to introduce new products backed by a brands affluence, quality, or popularity. This greatly
reduces launch costs, as new brand launches can reach astronomical costs. Ultimately, once a strong customer loyalty is established with one particular
brand, consumers tend to purchase these new products as well (Kotler & Keller, 2016, pg. 325). In determining whether or not a brand extension will be
successful, corporations and marketing strategists must attempt to build strong correlations between the existing brand and/or product line. A strong
pairing or high–fit brand extension immediately associates a new line or extension with currently held views of consumers. The more dissimilar a new
product ... Show more content on Helpwriting.net ...
Care must be taken no to confuse markets and customers with the addition of new products. The higher–fitting a product is to current market offerings
the easier it is for consumers to buy into the product. If studies determine a weaker association, companies must focus on advertising efforts to inform
and education consumer markets if they have any hope of successfully promoting brand extension.
References
Kim, J., & Yoon, H. J. (2013). Association Ambiguity in Brand Extension. Journal of Advertising, 358
–370.
Kotler, P., & Keller, K. (2016). Marketing Managment, 15th Edition. Upper Saddle River: Pearson Education, Inc.
Robertson, J. (1992). Building Brand Equity at the Clorox Company. Planning Review,

Gopro Line Extension
Solid foundations have been laid in the emergence of your entity and relationships are expanding your awareness throughout. The efforts will all
become useless if we are left stagnant in our maturity. Our goal now is to extend the life of the business and continue our relevance. Many companies
are eager to promote line extension, but it has received some negative backlash from statistics that show it may intentionally hurt sales. Line extension
is often seen as being innovative since they are adding new products or services in which they think will only expand the horizon of their brand. Some
precautions are to be noted with extending to various other offerings. People tend to be less accepting of companies who produce a plethora of items
that have little to no relation to the other. An extreme example of this would be a company... Show more content on Helpwriting.net ...
Loosing focus can take us from any stage of the life cycle directly into decline. If you are afraid the business might be derailing from its initial focus,
look back on what differentiated you from your competitors. Often, the unique qualities that are possessed intrinsically relates to the successfulness of
the entity. Additionally there is an alternative to finding focus, which is owning your industries category. When the defining word of your organization
is heard, consumers should envision your brand. The word is distinct when it is simple and easy to remember. Video recording company GoPro,
manufactures compact recording devices that target travelers and photographers. The epicenter of GoPro is adventure, and it is echoed through new
products, advertising and vision. Before establishing your chosen word, we must remember not to choose a previously owned word. Trying to utilize a
word that has successfully been promoted by another company only reiterates the initial founder. The rule reinstates the importance of differentiation
once

Designing A Product Components Parts And Functionality...
Introduction
Product teardown refers to the processes of dissembling a functioning product, for instance, an electronic products such as a computer, an extension
cables or a television among others to identify the components and parts it is made of, the component and system functionality, and the cost information
of each parts. The teardown results are documented and such information is vital to designers of the product because it enables them to improve or
correct faults in their products. Companies carry out product teardown to compare competitor's product component parts and functionality with their
own product in order to improve on their product or cut down the cost of their production. For the learning purposes, teardown is carried ... Show more
content on Helpwriting.net ...
The pictures show the above named parts. The 5–grounded outlets (sockets) are used for connecting electric appliances with non–transformer plugs that
are slim and therefore able to fit in small spaces while 1– spaced grounded outlet used for transformer plugs that occupy larger space.
The 2.5ft 14/3 AWGpower cord
Extension cord is another name for power cord. The cord for this extension is 2.5 feet long and it white in color. The thickness of the cords defers
depending on the amount of current/voltage to be supplied. This cord is 2 inches thick which enough to supply 14/3 Ampere. The cord is designed
for light jobs and to be used for indoor connection. One end of the cord has a plug used to connect the extension onto socket of main power supply
and the other end connected to a Power Strip. The plug used in this extension has three legs for easy insertion into the main power source (sockets) the
cable coating is made of plastic to protect the user from electric shock.
Power strip
This is the block on one end of the extension cord and has a number of sockets, which for this case are six. Five sockets are closely set with one
widely spaced. It is also important to note that the sockets (grounded outlets) are similar in all aspects and they are arranged in a line. The power
strip has the power indicator and one single switch to put power on/off. The power strip casing is made of plastic – a material that is a poor conductor
of electricity to

Propose a New Positioning Strategy for Acl Product
New market positioning for a new product
Introduction
ACL Clean has been a successful product in the Hampshire and the company expanded into the Essex region Market. However sales were low and
public awareness was lacking. The company was using the majority of its funds on the products line extension and little on advertisement and
product placement. This is the key factor in the poor sales in Essex because the public isn't aware of ACL Clean and its benefits. In order to make
ACL Clean a more successful and well known product, funds used for the product line extension need to be diverted to advertising in order implement
a new positioning strategy in the Essex market. The best way to implement a new positioning strategy would be ... Show more content on
Helpwriting.net ...
Mainly people out of school, beginning a career or becoming more established, and are able to make a major purchase like a cleaning equipment and
want one that will last them for as long as possible. Promoting ACL clean as the product that will achieve this will increase product awareness, create
brand loyalty, and ultimately increase sales. However, as many first–time buyers have been using other cleaning equipment or have used other products
related to car care, introducing ACL clean as a premium product will be a daunting task because there is already an established brand loyalty to other
products, even though they are not as good as ACL clean. With establishment of the original ACL clean product in the market the opportunities of the
line extensions are limitless.
A great way to promote ACL clean in the Essex market would be through public relations. A great strategy would be to sponsor an event such as a
cleaning equipment show in Essex region.
Alternative 2
Another effective means of marketing ACL clean to the Essex Region as a great product with quality safety benefits would be through alliance with
healthcare companies and local authorities.
Alternative 3
Advertising is the most obvious and effective choice to place ACL clean in the consumers mind, just as it has in the Hampshire. Through TV
commercials, magazine ads, and banners on web pages, the name and product information relation to ACL clean would be widely visible. Since

Marketing Analysis : Marketing Industry
Introduction
In the marketing industry it's always smart to take advantage of opportunities to gain more customers while at the same time looking for weaknesses
amongst their competitors. These are the building blocks on which corporations strive to survive and flourish. Once a company has produced a
flagship product they gain name recognition along with customer loyalty and a strong following, which usually has a deep connection to the
company's product. This connection is so immersed into a product they provide free advertisement via word of mouth, social media or the wearing of
logos on their clothing. Companies are always looking for ways to extend their products longevity. As a consumer becomes more attached to a
particular product ... Show more content on Helpwriting.net ...
This is how a well established product is use to introduce a different style of the original product while maintaining the consistency of the base product
line.
Literature Review
Definitions
To ensure we are talking about the same concepts, let's go over a few definitions that are common in marketing and must be understood for us to
proceed with this discussion. A percentage of total sales volume in a market captured by a brand, product, or company is called Market Share (Market
share).
Multiproduct branding strategy whereby a firm markets one or more new products under an already established and well known brand name. The
objective is to serve different customer needs or market segments while taking advantage of the widespread name recognition of the original brand.
For example, maker of a popular perfume may introduce shampoos, bath soaps, body powders, etc., under the perfume 's name. Line extension is
encouraged by some marketing experts and frowned upon by others. Also called brand extension (Line extension, 2013).
Brand extension is the practice of using a well–known brand name to promote new products or services in unrelated fields also called brand stretching
(Brand extension, 2012). A company 's core product or service which is most recognizable by the public and embodies the expertise, values and
product line of the business. For example, athletic shoes are the flagship brand for Nike though the company makes other

What Are Croc's Core Competencies?
My fellow students and I were asked to answer four questions related to the Stanford Graduate School of Business Case: GS–57. The Case title
"CROCS (A): REVOLUTIONIZING AN INDUSTRY'S SUPPLY CHAIN MODEL FOR COMPETITIVE ADVANTAGE" presents how the Crocs
Company changed the footwear industry. The following is the questions and answers relative to this assignment.
1.What are Croc's core competencies?
Investopedia defines core competencies as "the main strengths or strategic advantages of a business." Furthermore Investopedia describes core
competencies as "the combination of pooled knowledge and technical capacities allowing a business to be competitive in the marketplace."
(Investopedia 2014). Considering these definitions, the following are Croc's core competencies:
owning the proprietary inexpensive resin "croslite", giving crocs their unique properties including unmatched comfort;
vertically integrated compounding, manufacturing, warehousing and distribution;
ability to partner with universities, Disney, etc.;
global high–growth business model;
global brand recognition, presence and strength;
brand extensions;
flexible, retailer focused supply chain system enabling Crocs to support a boarder retail base than competitors;
global planning capabilities and ability to assess or forecast global demand;
global production capacity;
and innovation.
2.How should Crocs exploit these competencies in the future? Make a clear analysis of options,

Brand Audit Examples
A framework for brand revitalization through an upscale line extension
Shantini Munthree and Geoff Bick
University of the Witwatersrand, Wits, South Africa, and
Russell Abratt
Nova Southeastern University, Fort Lauderdale, Florida, USA and University of the Witwatersrand, Johannesburg, South Africa
Abstract
Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present
guidelines for management when considering an upscale line extension.
Design/methodology/approach – A qualitative research technique was used in this study. It involved case study research in the beverage industry, where
11 senior marketers were interviewed in depth.
Findings – ... Show more content on Helpwriting.net ...
Two strategies to revitalise a brand are:
1 to reposition the brand; and
2 to introduce line extensions that follow business and market shifts (either downscale value segments or upscale premium segments) (Aaker, 1997;
Blasberg and
Vishwanath, 2003).
The current issue and full text archive of this journal is available at www.emeraldinsight.com/1061–0421.htm Journal of Product & Brand Management
15/3 (2006) 157–167 q Emerald Group Publishing Limited [ISSN 1061–0421]
[DOI 10.1108/10610420610668595]
157
Extending a brand
There are three types of relationships between a core brand and its line extension (Aaker, 1997). One scenario is when the core brand acts as an
endorser of the line extension (Aaker,
1997). An example here is Mentadent P Herbal as the dominant line extension that is endorsed by Mentadent P, the core brand. In the second scenario,
the core brand and line extension are co–drivers that exert equal influence on the consumer, such as VW Passat or VW Golf. In the third scenario the
core brand is a driver, and the line extension acts as the descriptor – "a word or phrase that tells the consumers that the company is offering a slight
variation to the product they have come to know" (Aaker, 1997 p. 138). An example here is "Coke" as the core brand and "Vanilla" as the descriptor in

Coke Vanilla.
Upscale brand extensions
A study by Silverstein and Fiske

Three Possible New Products Or New Product Line Extensions
A) List three possible new products or new product–line extensions.
1) Titleist Pro V1 extra padded, slip resistant socks 2) Titleist Pro V1 t–shirt 3) Titleist Pro V1 golf grips
B) Why did you think of these products?
1)
I thought of the Titleist Pro V1 extra padded, slip resistant socks because golfers normally wear socks that are a little higher than the shoe. On the
rims of the socks that wraps around the ankle we would have Titleist Pro V1 in big letters to promote the Titleist Pro V1 brand. Also, there is
usually nothing worse than a sock slipping off in a shoe to only find a big blister later, so having the sock be extra padded and slip resistant is likely to
ensure comfort and blister free feet.
2)
I thought of Titleist ... Show more content on Helpwriting.net ...
I believe that the Titleist Pro V1 extra padded, slip resistant socks will have the best chance of succeeding in themarket compared to the other products
I've listed above.
Question # 2:
A) Please respond to each of these considerations for the one chosen new product of your Product Group:
1) Will it be simple to produce, using existing manufacturing systems? Titleist Pro V1 extra padded, slip resistant socks will be fairly simple to
produce using existing manufacturing systems since Titleist already makes embroidered golf towels. Therefore, making a few tweaks like changing
the towels fabric to the socks fabric to make and embroider the rims of the socks likely wont alter the current manufacturing systems greatly. This
will likely help keep the costs to make the Titleist Pro V1 extra padded, slip resistant socks low since the same machinery can be used. 2) What is
the "Selling Proposition"? The selling proposition for this product will be "Titleist Pro V1 extra padded, slip resistant socks, designed to protect you
even in harsh conditions". It's likely that whoever reads this selling proposition will feel confident the socks will benefit their well–being. The selling
proposition could also help the Titleist Pro V1 brand be seen as caring since the socks are made to help the consumers.

3) Does it have a different target market from your established products? Titleist Pro V1 extra

Avon, A Health, Beauty Product, And Beauty
Aside from, a health and beauty product, Avon also manufactures jewelry. Their products range from bracelets to earrings, and necklaces to watches.
Each products can differ in the material used, colors, and sizes. The jewelry does also differ in the occasion they are aimed at being worn for. For
example, some statement pieces, worn for more evening and formal events, differ from the simple designs of other products that would be worn on a
daily basis.
Avon, for the many decades they have operated in the health and beauty industry, have been well known for their good quality, low cost products aimed
at females. However, the brand is not that well recognised for their male products. In particular, the mens apparel product line is unpopular. ... Show
However, the necklace does face fierce competition against similar product by brands such as Stella & dot, which are very well known for their high
quality statement pieces who are already accountable for a substantial share of the market, meaning Avon's necklace sits with a low relative market
share.
The company has been serving women their health and beauty essentials for generations, so it comes as no surprise that the market and consumers
have their favorite and 'go to' products. One classic example of such a product is the 'Wash–Off Waterproof Mascara'. This product has been around for
a very long time and is one of the critics favorite choice. This product can therefore be considered a cash cow on the Boston Consulting Matrix, as it
has gained substantial market share over the years, however has relatively low market growth now, given the long establishment of the product with its
consumers.
Finally, a product that Avon can rely on as a money earner with high relative market share and high market growth is the 'Moisture Therapy Intensive
Healing & Repair Extra Strength Cream'. This 'star' product, as identified on the Boston Consulting Matrix, is relatively new to the product but has
already seen a great response, through hundreds of positive reviews and high sales.

Case Study Of Purina
establishment of high brand loyalty by Purina is illustrated through the strong current and rising trend with generic and classic products, allowing
Purina to price them higher. To exploit sales further through increased awareness, Purina can expand on above–the line promotion through social media
to target the demographic of 20–30 years of age who show interest in pet food and have little knowledge. The unpopularity of Felix Wet Cat in the past
was due to its high prices. Nevertheless, the reintroduction of the product at a lower and psychological pricing strategies have augmented the trend.
Nevertheless, the decreasing trend of Supercoat Dry Dog Premium and and Pro Plan Dry Cat Super Premium demonstrate customer acknowledging ...
Show more content on Helpwriting.net ...
8.7 Part of the extended marketing mix, Purina should improve its 'people' and 'processes' through training programmes improve their skills to assist in
the contribution of better after–sales care. Improve its physical evidence through the implementation of recreation activities to keep employees satisfied.
9 Recommendations 9.1 Regarding the product mix several strategies can improve Purina's revenue. Dogs (Supercoat Wet Dog and Supercoat Wet
Dog) should be be persisted by Purina through extension life cycle strategies, increase of promotions as well as the implementation of physiological
pricing. Purina should divert spending on Question marks (Felix Wet Cat and Friskies Dry Cat Premium) which can be potential cash cows and stars.
Star and Cash cows (Pro Plan Dry Dog Super Premium and Supercoat Dry Dog Premium) must be taken developed further through
9.2 Purina should increase the channelling of its products to the new and exponentially growing Aldi and Costco to offer their product to a wide range
of customers, increasing sales revenue.
9.3 Accessories Sale levels can be further

What Makes A Company Global?
1.If you were to take your company global, which 3 countries would be your first targets, and why? What products fit with those countries' segments of
customers?
If I was an owner of a company it would most likely be a company that is associated with the game of golf. Golf is a sport that I love to play and I
know a lot about the game. The first country that I would pick to penetrate the market of sporting goods in would be Scotland. Scotland is known to be
the home of golf. Scotland has the most golf courses in the top 100 than any other country in the world. This is where golf originated and the history
has carried on through generations. The popularity of the sport and the history of the game being from Scotland would make it almost ... Show more
England's market is very similar to the one in the United States with young professionals taking over the game, such as Rory McIlroy. Growing in
popularity and so much history in the country makes the market very valuable. England holds one of the oldest golf courses in the world known as St.
Andrew's Course or "The old course".
The products that would fit these countries and fit these market segments would be enhancement in clubs and more stylish apparel. Tradition, golf
has the stereotype of professional players wearing slacks and collard shirts for every tournament. While in the official rules players must wear
slacks and collared shirts, nowhere in the rules does it state the color schemes that may be used. One player that has pushed the limits with their
apparel is Rickie Fowler. Rickie is known to wear bright orange pants with an orange shirt to match his orange shoes and orange flat bill. The youth
of the sport that are falling in love with the game are leaning towards more vibrant apparel colors and like to get away from the traditional white,
black, and red. The advancement of technology will also make the business need to constantly be researching golf equipment to enhance the ability to
hit longer drives and more accurate shots. The business will be very successful in these countries with providing quality golf equipment and also
having a more modern style in golf clothing products.
2.Make a list of three of your most favorite brands. What would be a

LT N G N G B P . 6 E Q U I 0 M A A A1 /I 9 9 R A N D 5
– 1 0 T Y
PEKKA TUOMINEN
ABSTRACT
The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose, we first
analyse the concept of brand equity; second, we provide a comprehensive framework for managing brand equity; and finally, we distinguish different
ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial
concept, as a financial intangible asset, as a relationship concept or as a customer–based concept from the perspective of the individual consumer. The
main asset dimensions of brand ... Show more content on Helpwriting.net ...
Private label brands mean that retailers have greater control over the supplier, since private labels have become more powerful. (Bradley 1995,
529–535; Burton – Lichtenstein – Netemeyer – Garretson 1998, 293–306; Hankinson – Cowking 1993, 106–119; Keegan – Moriarty – Duncan 1995,
326; Kotler 1994, 448–451) A successful brand is an identifiable product (consumer or industrial), service, person or
66
place, augmented in such a way that the buyer or user perceives relevant and unique added values, which match their needs closely. If a brand
provides good service over many years of regular use, it acquires added values of familiarity and proven reliability. The added values can come for
example, from experience of using the brand, e.g., familiarity, reliability, risk
MANAGING BRAND EQUITY
reduction and character; from the kind of people who use the brand, e.g., rich and snobbish, young and glamorous; from a belief that the brand is
effective, e.g., promised satisfaction and delivered uniform and consistent quality; from the appearance of the brand, which is one of the prime
functions of packaging; and from a manufacturer's name and reputation. (Bradley 1995, 517–519; de Chernatony – McDonald 1992, 18–19; Doyle
1998, 169–170; Jones 1986, 30–31) Consumers' feelings about themselves are often reflected in their brand choices and the particular associations
embedded for them in brand personalities. One way to

Brand Portfolio Strategy Analysis Of Olay Canada
Below is the brand portfolio strategy analysis of Olay Canada, which includes Olay brand naming policy and a recommendation to launch a brand
extension into a new category. Olay is one of the world's most valuable beauty brand.
Olay's portfolio strategy Olay started with the product logo of "Oil of Olay" back in 1952 with the "Pink Beauty Fluid". The brand has since then
introduced a number of collections such as Prox, Regenerist, Fresh Effects etc. It rebranded itself as "Olay" back in the 90s and now the brand
purpose of Olay can be inferred as "Harness the power of innovation to treat the root cause of skin concerns with quality products to be your best
beautiful ." Brand Identity helps establish a relationship with the customer, ... Show more content on Helpwriting.net ...
However, the overarching theme remains the same as they target skin care to help you look younger.
These products also form part of different collections that provide a unique benefit to its users, and they overlap within these product categories, these
include Prox, Regenerist, Total Effects, Fresh Effects, Complete and Classics. They are shown in Appendix A3 and form part of the brand portfolio.
For example, ProX which is intended for tackling root causes of aging has products in Cleansers, Moisturizer and Treatment. Likewise, most of their
collections overlap in products with different categories. Another relationship, particularly for the Body product category, is the scent in the product.
For instance, the Orchid scent is available in Bar Soap, Body Lotion and Body wash. Similarly, there are other scents available in these subcategories.
The portfolio graphics in Appendix B explain Olay's visual representation across four different products. In general the Olay brand is visible in the
graphics, however, its collection of ProX appears to have a bigger visual representation in its packaging. The colors, layout, and typeface are specific
and vary for each product collection/brand.
The portfolio role for Olay from a P&G perspective can be described as a cash cow. As Olay is a market leader in the skin care product category and
has consistently held a similar market share. However, the category is getting more competitive and Olay's positioning

Proctor and Gamble Scope Case Essay
Proctor and Gamble Scope Case Analysis 1) What significant changes have occurred in the Canadian mouthwash market in the past three years? The
mouthwash market had grown on an average increase of 3% per year for 12 years. Then in 1987, with the introduction of new flavors it shot up 26%,
and after that it continued at a steady increase of 5% per year. Originally, Listerine was the market leader. It positioned itself as a germ killing
mouthwash that eliminated bad breath. Scope was introduced in 1967 as a green, mint–tasting mouthwash that was mouth refreshing and provided bad
breath protection. Scope branded itself not only protection to bad breath, but also that it tasted better than the other mouthwashes available.
Competitors of Scope... Show more content on Helpwriting.net ...
In food stores, Scope held a 42% market share, whereas in drugstores, it only held a 27$ market share. This is significant because drugstores are
where 65% of mouthwash sales come from, and only 25% of sales come from food stores. Scope is priced slightly below average at food stores
and 16% below average at drugstores. Listerine and Listermint are priced above average at food stores and slightly below average at drugstores.
Overall, Scope has a strong presence in the market for mouthwash. It has the leading market share in the Canadian market. Consumers that purchase
Scope do so because it is better tasting than other mouthwashes that prevent bad breath. Scope excels in food stores, but has room to increase sales
in drugstores because that is where most mouthwash purchases occur. With the introduction of Plax, Scope's market share could potentially be
threatened. The market is shifting towards health related benefits of mouthwash and not just fresh breath and good taste. 3) What are the pros and
cons of the options available for Scope? A) Do nothing: One option available for Scope is to remain status quo. Scope is already the leading market
shareholder in mouthwash in the Canadian market. The cost of Scope is below market averages and is already perceived as a quality product. Two of
the most important reasons for consumers to buy a mouthwash include to get rid of bad breath and that it

Is Noosa Finest Yoghurt?
The product that I am choosing to write about is noosaВ® finest yoghurt. I am somewhat familiar with yogurt, but noosaВ® brand is new to me. I have
never purchased this product, nor I have I ever witnessed anyone talking about it or eating it. In a recent Business Communications class assignment,
we were assigned to watch a funny YouTubevideo of a poorly planned conference call– this commercial was a 16 second clip preceding the main
YouTube feature (Shake Your Yummy Maker
– noosa raspberry yoghurt, n.d.). I would usually skip past most YouTube commercials as soon as they
allow, but several things about this particular advertisement caught my attention. First, it was very visually appealing. The colors of raspberry red and
the cream colored background were bright and welcoming.
Second, the music accompanying the commercial was very catchy. The center of the screen was the lid of the most common size Noosa container;
the lid was rotating like a record like a 1970's disc jockey would spin a record at a disco. The commercial continued in this disco party theme with
confetti falling and the raspberries and spoons 'dancing' to the tune. The name of the tune, "Shake your yummy maker" is reminiscent of the name of
a blues song recorded by Elmore James in 1961, "Shake Your Money Maker." The songs both are upbeat and energetic, however that is where the
similarities end. The commercial also features a spoon slowly skimming the top of the yogurt, almost in a provocatively,

Concept Of Brand Management : Building A Successful Brand
This essay is written based on knowledge of brand management. Building a successful brand cannot without people's attention; generating awareness,
communicating brand values and building customer loyalty, and these demands need to take a long time to achieve. Thus, it is an extremely
challenging marketing task(Fahy, J. and Jobber, D. 2012). In the other words, if a company want to be successful, it have to build a successfulbrand
equity and created its brand identity, and expand its brand in the market.
In the past few years, the grown of fast fashion is one of the biggest threat of luxury fashion brand. Fast fashion retailers express the least fashion trend
from Fashion Week, then put these trendy elements into their products with a ... Show more content on Helpwriting.net ...
and Shaw, D. 2009). D&G as a sub brand of Dolce&Gabbana, it did gain young customers, but it was closed in 2011, because D&G caused
unbalance between its parent brand and itself. D&G was more popular than Dolce&Gabbana, and it also earned more profit than its parent brand. The
leading position of Dolce&Gabbana was confused by diffusion brand. Thus, to position the diffusion line in the correct place is not easy. Conversely,
Prada is much better to deal with its diffusion line Miu Miu.
The more specific discussion with relevant literature of how luxury brand manage its brand extension by launch diffusion line, as well as building brand
equity and brand identity will be demonstrated in the following context. Moreover, these knowledge will be analysized with the choose brand Prada
and its diffusion line MiuMiu.
2.0 Literature Review
According to Fernie, Lawire and Hallsworth(1997), a diffusion brand is defined as a step– down line extension of an existing luxury brand. The
launching of diffusion line always capitalize on the equity of the established parent brand. Chen and Liu( 2004) believe that the brand equity of parent
brand can help the extension diffusion line enter the new market quickly, and a brand extension can also produce possible reciprocal effects that
enhance the equity of the parent brand. Every luxury brand is building its brand equity and brand identity for a long time, when the name of this brand
is familiar by people which

Case Study Horlicks
Have you ever wondered why when you fall sick, or for any member of your house a medication is prescribed, there is definitely a big colorful
bottle brought along. The bottle or the pack reads "Horlicks". The bottle is purchased and in return, what you get is pack of assurance or what many
call a jar of long sown trust. Welcome to the world of marketing and customer–based brand equity.
So where did the journey of trust start and what did is the product like?
Horlicks is a malted hot milk drink and it is was launched in India as part of the British Army that used it as a dietary supplement. Initially, the product
was primarily used in eastern and southern India. Since then, the brand has grown to become one of leading health food drinks across ... Show more
In such cases, brand extension is a very feasible scenario where in both the parent and child product enjoy a symbiotic relationship.
Key take away from the Horlicks case marketing managers can be:
Brand extension works only when there is a strong association of the new product with parent product. Foodles was an unhealthy product and
Horlicks was a symbol of health. The relationship was simple and brand association was a bad choice in this case.
Horlicks was consumed with milk and that association cannot be removed. This could be a clear hint as to why nutri bars and biscuits failed in India.
Whereas, biscuits when used only for the purpose of taste, have been successful for other brands such as Britannia. In short, do not shift from your core
value and dilute the customer based brand equity.
Too many variants only dilute the consumer's decision making ability. Horlicks has even ventured into variants like Horlicks Gold. Indian consumer is
a very price sensitive consumer and the reasoning for consumers to pay more doesn't seem justified when plain Horlicks has been the parent and most
trusted brand.

New Heritage Doll
New Heritage Doll Company Capital Budgeting Analysis The New Heritage Doll Company is a company that makes dolls for children between the
ages 3 – 12 years. The company has revenues of 245 million USD and an operating profit of 24 million USD. The company has three major divisions
– The Retailing division, the Licensing division and the Production division. The head of the production division has to choose between two capital
intensive projects that have been presented to her – the "Make My Doll Clothing Extension" (MMDCE henceforth) and the "Design Your Own Doll"
(DYOD henceforth). This paper will try and analyze some of the issues that may need to be taken into account by the division head before she chooses
a project for final... Show more content on Helpwriting.net ...
In deciding which product to approve, the production head could use historical data pertaining to customer buying habits to see if their buying
habits change when a new product line is launched. Therefore, choosing MMDCE from a strategic stand point seems to be a better option. Issue
3: NPV Analysis Since DYOD is a brand new product line for the company, the inherent risks involved in its successful launch are higher than
MMDCE, since it is merely an extension of an existing line of products. Therefore, in order to do an NPV analysis, the division head could use a
discount rate of 8.4% for the MMDCE and 9% for the DYOD product lines respectively. An NPV analysis suggests that investment in the MMDCE
product line is a more profitable proposition compared to the DYOD product line since the NPV of the DYOD product line is negative (–2,434,000).
Since we reject projects with negative NPVs, MMDCE seems to be an obvious choice. The following table below shows the analysis for NPV: For
MMDCE EBIT EBIT*(1–t) Dep Capex A/R Inventory A/P WC FCFF NPV 2010 2011 2012 2013 2014 2015 2016 (1,250) 583 994 1,277 1,392 1,503
1,623 (750) 350 596 766 835 902 974 0 152 152 152 152 164 178 1,470 952 152 152 334 361 389 0 729.4931507 1112.0718 1363.1471 1472.1982
1589.9708 1717.1718 0 359.661 500.121 396.008 426.724 460.858 497.724 0 330.118 496.601 605.884 653.308 705.575

Adidas Brand Audit essat
ADIDAS BRAND AUDIT Eleonora Popova Nertila Asani Reita Hackaj Tomas Krajcovic TABLE OF CONTENTS adidas Background
.............................................................................................................. 2 Industry Background
............................................................................................................ 2 Consumer
analysis............................................................................................................... 2 Brand Inventory
................................................................................................................... 3 Brand elements... Show more content on Helpwriting.net ...
The name is easy to remember for the consumers, you can recall ability and you don't confuse it with any other brand. Logo The three mark stripes
is without doubt the quintessential adidas symbol. It was created by the founder Adolf Dassler and first used on footwear in 1949. In 1972 they
launched the trefoil symbol which is representing the adidas Originals line today. The present corporate logo was introduced in 1996 and consists of
three bars and the name adidas written in smallcap. The three bars represent a mountain and stand for future challenges of the consumer. The
consumer should have the impression that with wearing adidas every goal can be achieved and he/ she can get over every challenge. The adidas logo
is recognizable for every consumer, bright, sporty and easy to remember. It differentiates adidas from any other brand in their competing frame. Slogan
The slogan of adidas "Impossible is Nothing" stimulates the sportiness and enthusiasm in the minds of consumers. The slogan is very apt with the
product it is into and the message and perception it wants to make. It evokes the impression that with

Building Customer Value: Question and Answer
Chapter 8 Product, Services, and Branding Strategies: Building Customer Value
1) We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
D) product
2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in
the ownership of anything.
B) Services
3) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
A) market offering
4) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer... Show more
A) specialty products
B) social marketing
C) shopping products
D) consumer products
E) responsibility marketing
Answer: B
Diff: 2Page Ref: 229
AACSB: Ethical Reasoning
Skill: Concept
Objective: 8–1
21) Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such
as quality, features, and style and design.
A) private brands
B) product attributes

C) consumer products
D) product mixes
E) marketing tools
Answer: B
AACSB: Communication
Skill: Concept
Objective: 8–2
22) ________ is one of the marketer 's major positioning tools because it has a direct impact on product or service performance; it is therefore closely
linked to customer value and satisfaction.
A) Packaging
B) Product quality
C) Total quality management
D) Specialty product marketing
E) Positioning
Answer: B
AACSB: Communication
Skill: Concept
Objective: 8–2
23) ________ is an approach in which all the company 's people are involved in constantly improving the products, services, and business processes.
A) Product quality
B) Brand equity
C) Total

Procter & Gamble Inc. Scope Mkt750
MKT 750 FINAL TERM EXAMINATION ANSWERS PROCTER & GAMBLE INC. SCOPE: CASE STUDY ON PAGES 251– 262 PREPARED
BY: xxxxxxxxxx STUDENT ID: xxxxxxxxxx GROUP: xxxxxxxxx PREPARED FOR: ASSOC. PROF. DR FAIZAH ABD RAHIM This case is about
P&G Inc., which is one of the most successful consumer goods companies in the world. The P&G community consists of nearly 98,000 people
working in almost 80 countries worldwide. What began as a small, family–operated Soap and Candle Company now provides products and services of
superior quality and value to consumers in 140 countries. Scope was introduced in 1967 by Procter & Gamble, which is one of the most successful
companies in the world. P&G philosophy is to provide superior quality and value... Show more content on Helpwriting.net ...
Scope a green, mint–testing mouthwash, was positioned as a great–testing and mouth– refreshing brand that provided bad–breath protection. It was the
first brand that offered both effective protection against bad breath and a better taste than other mouthwashes. Protect & Gamble, Inc also launching a
line extension because they believed it's will maximize profitability of the Scope's brand. They also lowering its prices on Scope for attract the
consumer to buy Scope's product. The uncertainties are consumer perception of the brand images. Non–users currently don't buy mouthwash because
they don't believe they get bad breath and they believe that brushing their teeth is adequate. The product innovation from other competitors is one of
the challenges for Protect & Gamble, Inc like Listerine and Plax. Beside that the influence of the environmental factor such as now consumer more
like use gums and mint for refreshing their breath. STEP 3: CONSIDER THE RELEVANT INFORMATIONS SWOT ANALYSIS Scope's
Strengths Proctor and Gamble is one of the most successful consumer goods companies in the world Proctor and Gamble known to provide products
that fulfill consumer needs at superior quality and value Leader in Canadian market with 33 percent market share and market expanding Sales have
been increasing for P & G in recent years. Although, the increase in net earnings by $1.3 billion, from $0.3 billion to $1.6 billion, between 1987

The Theory System Of The Term ' Self Extended '
1. Introduction This article will firstly generalize the concept and the theory system of the term 'self extended'. Then how it influence the
consumers would be analyzed by comparing behavior learning theory, motivation and involvement, together with value, attitude and personality.
Finally, 4 advertisement representing 4 levels would be given. 2. Concept of Extended Self Briefly speaking, the concept of 'extended self' is the
relationship between possession and sense of self. According to the opinions of Tuan(1980), 'our fragile sense of self needs support, and this we
get by having and possessing thing because, to a large degree, we are what we have and possess' , people would commonly have the tendency to
expand their sense of self to what they have, as these things are innate parts of their bodies. Such theory may be the most important and fundamental
part to the consumer behavior researches and details of its structure are as followed. In the first section of the journal, Belk proves that possessions
are important to sense of self by offering various evidences. First of all, the limited research of possessions in self–perception shows that possessions
follow body part and mind in their centrality to self . In terms of the concept 'extended self', possessions include not only external objects and
personal possessions but also persons, places, group possessions as well as body parts and vital organ. According to McClelland(1951), those objects
could be seen as

Zenith Computer Terminals
Positioning: The Battle For Your Mind by Al Ries and Jack Trout
Review
An insightful look into the challenge of positioning your product in the prospect's mind.
Chapter List
Chapter 1. What Positioning Is All About
Many people misunderstand the role of communication in business and politics today. In our over communicated society, very little communication
actually takes place. Rather, a company must create a "position" in the prospect's mind. A position that takes into consideration not only a company's
own strengths and weaknesses, but those of its competitors as well.
Chapter 2. The Assault on the Mind
There are just too many companies, too many products, too much marketing noise. The per–capita consumption of advertising in ... Show more content
on Helpwriting.net ...
Tylenol, for example, repositioned aspirin.
Chapter 9. The Power of the Name
The most important marketing decision you can make is what to name the product. The name alone has enormous power in an over communicated
society.
Chapter 10. The No–Name Trap
Companies with long, complex names have tried to shorten them by using initials. This strategy seldom works.
Chapter 11. The Free–Ride Trap
Can a second product get a free ride on the advertising coattails of a well–known brand? In the case of products like LifeSavers gum, the answer is no.
Chapter 12. The Line–Extension Trap
Line extension has become the marketing sickness of the past decade. Why it seldom works.
Chapter 13. When Line Extension Can Work
There are cases, however, of successful line extension (GE, for example.) A discussion of when to use the house name and when to use a new name.
Chapter 14. Positioning a Company: Xerox
Xerox owns the copier position. But as Xerox moves into the office automation field, how should the company be positioned?
Chapter 15. Positioning a Country: Belgium
The answer to the problems of a national airline like Sabena Belgium World Airlines is to position the country, not the airline.

Chapter 16. Positioning an Island: Jamaica
"Sand and surf" has become a visual clichГ© for all Caribbean islands. How do you establish a unique position for one of them?
Chapter 17.

Brand Extension Essay
EVALUATING THE VARIOUS FACTORS EFFECTING BRAND EXTENSION IN FMCG
Abstract
Purpose: Brand extension refers to the use of recognized brand names for introducing new offerings . In a typical brand extension situation, an
established brand name is applied to a new product in a category either related or unrelated, in order to take advantage of the equity of the core brand
name. The present study is based on two highest selling FMCG companies in India i.e. Hindustan Unilever & ITC. Indian Tobacco Company
Limited "ITC" is rated among world's most reputable companies by Forbes magazine and among India's most valuable companies by Business
Today. It ranks among India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times.
The Company has a diversified presence in FMCG. Hindustan Unilever Limited ("HUL" or "Company") is a Fast Moving Consumer Goods (FMCG)
company. HUL has a diversified presence, It has 35 different brands in 20 different categories... Show more content on Helpwriting.net ...
Hypotheses
H1 The higher the perceived reputations of the parent brand, the more favourable should be evaluations of the brand extensions.
H2 The higher the perceived risk associated with the extension category, the more positive will be evaluations of the brand extensions.
H3 The higher consumers' innovativeness, the more positive should be the evaluations of extended brands.
H4 The lesser the price of the new product , the more positive will be the evaluation of Brand Extension.
DATA ANALYSIS
Table 1.1
Final

Weave Extensions
Weave Expansion
Opportunity
Sitting at my desk, I turn to a popular R&B station. On the air is the host talking to the owner of a wig shop. The owner is describing different types
of popular weaves worn by African American women. Weaves are extensions women use to lengthen or add volume to their ownhair. The majority of
the human and synthetic weaves are long, straight, and curly. The owner continues to describe how many women exert confidence women while
wearing them. As a woman, I don't disagree; there is nothing more powerful than a woman who feels beautiful. However, as an African American
woman, I know the trend is natural hair. Natural hair is hairs which has not been permed or straighten –like the weaves described earlier. The ... Show
The owner goes back to where it started with a familiar host. The host has a loyal following as a loyal following as well. So after the new product is
introduced, the host asks all followers to go to the owner's website and 'shut it down'.
On the Internet, the owner is advertising the new product lines on a business website and social media sites. Utilizing the Internet as a marketing tool,
allows the business to measure results, extract data from big data, make better decisions from qualitative and real data results and build relationships
with customers. The business can monitor website, answer customer questions, and give advice in real time. The wig shop owner can post instructional
videos to help customers put in their own weave and train salon employees. The owner can also build a community website for customers to tell others
about their own experiences with the new product.
For existing customers, the owner decides to include one other marketing tool –digital marketing via text to loyal customers about the new product as
well. The text will include a discount code to use on a business website.
Shipping to customers will include charges for: standard (5–7 days), express (1–2 days), and overnight. Shipping is included in the co–manufacturer's
contractual agreement depicting discounts as long as the owner uses them to help produce and ship new product. These savings are passed on to the

Chapter Nine
Chapter 9: Creating Brand Equity
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price b. promotion c. a great product or
service d. a great slogan e. a brand concept
Answer: cPage: 260Difficulty: Easy
2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring
consumer brand knowledge b. Identifying and establishing brand positioning c. Planning and implementing brand marketing d. Measuring and
interpreting brand performance e. Growing and sustaining brand value
Answer: aPage: 260Difficulty: Hard ... Show more content on Helpwriting.net ...
Strong brands possess all of the following marketing advantages EXCEPT ________. a. greater loyalty b. larger margins c. guaranteed profits d.
improved perceptions of product performance e. more elastic consumer response to price decreases
Answer: cPage: 241Difficulty: MediumAACSB: Reflective Thinking
13. ________ is what drives the differences that manifest themselves in brand equity. a. Brand image b. Consumer income c. Consumer purchasing
power d. Consumer knowledge e. Brand perception
Answer: dPage: 242Difficulty: MediumAACSB: Reflective Thinking
14. When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________. a. a
brand promise b. a brand mission c. brand equity d. a brand position e. a brand concept
Answer: aPage: 242Difficulty: HardAACSB: Analytic Skills
15. There are five key components–or pillars–of brand equity. Which of those components or pillars measures the breadth of a brand's appeal? a.
Differentiation b. Relevance c. Esteem d. Knowledge e. Value

Answer: bPage: 243Difficulty: Hard
16. Three pillars that point to the brand's future value, rather than just reflecting its past, are differentiation, energy, and relevance. Differentiation,
energy, and relevance combine to determine what is called brand ________. a. position b. image c. depth

B250F TMA2 final
LEE SHAU KEE SCHOOL OF
BUSINESS AND ADMINISTRATION
MKT B250F
Introduction To Marketing
Assignment 2 (Group Project)
Name & Student No.:
1. Chiu Chun Hin 11097806
2. Ng Yuen Kei 11110570
3. Louie Wai Hang 11053188
4. Li Ka Man 11081950
Tutorial Group No.:
T09
Date:
2/12/2013
Submitted to:
Ms Crystal Chan

Total Mark: /100
Content
1. Introduction P. 3
2. Product Strategies P.4–P.6
3. Pricing Strategies P.7–P.10
4. Coordination of the strategies P.11–P.12
5. Action plan ... Show more content on Helpwriting.net ...
The new products will modify the ingredients consisted in the snacks into more healthy snacks. Kee Wah will put less sugar and use other health oil
to replace tallow. This low sugar and low fat modified products would contain 10 pieces per package. Hopefully these new product can help Kee Wah
Bakery to establish an innovative and fashionable image to the young customers.
In addition, people also concern on the convenience of eating the snacks, a new idea about the size of snacks has come up. Some Chinese snacks
are relatively large in size, it cause some inconvenience to the customer and it is easily make the clothes dirty. A bite size can solve this problem.
The size of cookies and egg rolls should be about coin size and finger size so that consumers can finish one mini pastry in one to two bites.
Fragments of snacks fall out would be reduced and leave less mess to clean up. Based on this bite size, 20 pieces per package is recommended.
Therefore, this new favors and package can attract the teenagers and health–oriented customers.
1.3. New Product line strategy–Lunar New Year Gift Set
Apart from healthy eating, most of the customers are concerning the environment protection. They will put more focus on the quality of life, so they
also prefer green lifestyle. Wastage of over packed moon cakes has raise up customers' awareness and now they are seeking for a green new year. A
new product line on the Lunar New Year products will be added. This new products

Business
Patrick Davis
Red Bull
11/1/2012
Executive Summary Red Bull makes a premium energy drink for students, drivers, clubbers, business people, and athletes around the world to revitalize
their bodies and minds.
Problem:
Red Bull, the leader in the energy drink sector of the soft drinks market, has seen its market share drop from 75% in 1998 to 47% in 2005. For the
first time in the young energy drink sector, competitors have developed a legitimate share of the market: Hansen Natural's Monster with an18% share
and Rock Star with a 16% share. What actions need to be taken in order for Red Bull to solidify its market leader position?
Answer:
Red Bull should create a line extension offering either a diet drink to appeal to the recent ... Show more content on Helpwriting.net ...
This has created a loyal, cultesque following. * Product can be associated with the lifestyles of so many different types of people, making it seem
more versatile. Red Bull users range anywhere from cliff divers and race car drivers to students and party goers.
Weaknesses: * Red Bull is a one trick pony. Red Bull's future lies within an 8.3 ounce silver can that has had a single design and flavor since its
inception. * Current pricing strategy is at least 10% above its competitors; despite offering a product that is 2/3 or even 1/2 of the size of its
competitors' products. * Red Bull has not invested into much traditional marketing which has made it more difficult to quantifiably measure the
effectiveness of what they have done. * Product is somewhat controversial as far as its health benefits and effects as it was banned in Denmark,
Norway, Sweden and France. In addition, Canada had banned the product but has since lifted the ban and put warning labels on the product concerning
overconsumption. * Oversaturation of the market has taken away the feeling of exclusivity surrounding the product.
Opportunities:
* Energy drink sector is rapidly growing, somewhere between 58–73%. * Increasingly health conscious consumer is creating a new segment of energy
drinks. * Consumers are looking for more variety in the

Private Label In Consumer Durables: Croma Retail Chain
Private Label in Consumer Durables: Croma Retail Chain (Secondary Research)
Croma in the consumer electronics chain of the Tata group. It was lauched in 2006 and was expected to compete against national brands and the
private label of the store to account for 202–5 percent of the total revenue. In Croma, the private label products are imported from Hong Kong, Shanghai
through partnership with Woolworths whose stake in the JV was bought by TATA group last year.
By 2014, private label was not able to contribute much to the total revenue and form around 6–7% of the total sales. Croma has around 105–106 stores
now in India. Over INR 200 crores in revenue comes from the pivate label portfolio. The portfolio includes tablets, mobile phones, split ... Show more
Results of the customer Response to the factors impacting preference of national brands over private labels Source: Research Paper: Factor Influencing
purchase of private label– Dr Prashant Rastogi
The national brands are considered much more credible and high in quality as compared to private label brands. Features too play a critical role in
deciding the brand. Customers are less prone to go for private labels unless the similar product is available for a considerably lower price.
Results of the customer response for factors considered for preference of Croma's private label over national brands Source: Research Paper: Factor
Influencing purchase of private label– Dr Prashant Rastogi
The customers who prefer the private label over the national brand give more importance to factors like prices, important features which differentiate
them from the national brands, good after sales services and positive image of the outlet.
Conclusion
What private labels do to promote sales in the consumer durables?
1)Focus on the value for money and the quality of the

Scope Case Analysis

Recommended

Recommended

More Related Content

Similar to Scope Case Analysis

Similar to Scope Case Analysis (13)

More from Rachel Walters

More from Rachel Walters (20)

Recently uploaded

Recently uploaded (20)

Scope Case Analysis