Brand extension
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Product line stretching and brand extension involve introducing new products under an established brand name in order to leverage brand recognition and equity. This allows companies to expand their product ranges from higher to lower end offerings. Examples show both successful extensions, like Danone milk products and Baltika Beer adding various types, and failures when new products did not meet consumer expectations, such as Crystal Pepsi and McDonald's Arch Deluxe hamburger. Effective brand extension grows brand awareness while ineffective ones can damage the brand's reputation.
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This thesis aims to create optimal investment portfolios tailored to investors' different risk tolerances and return requirements. It will investigate portfolio construction theory, explore portfolio crafting techniques, define an investment policy, and assess risk and return using techniques like modern portfolio theory, CAPM, value at risk, backtesting and stress testing. Optimal portfolios will be created with the highest possible returns under a given level of risk, or the lowest risk given a return threshold. The results will suggest which portfolios are most suitable for different investor risk profiles.
Relationship between government and the firm
This document outlines a group presentation on the relationships between government and firms. It discusses the economic functions of government in a market economy, the main reasons for government intervention, and methods of intervention including administrative and economic methods. Specific examples of intervention are provided, such as the negative consequences of five-year plans in the Soviet Union which led to deficits, low living standards, and restrictions on market mechanisms. The presentation concludes with a question and answer section.
Product management
This document provides an overview of product management. It defines product management as dealing with planning, forecasting, and marketing a product throughout its lifecycle. The role of a product manager is to define, develop, deploy, and maintain products that provide more value than competitors, help build a sustainable advantage, and deliver business benefits. Product managers are involved in product marketing, which includes lifecycle considerations, positioning, and promotions. They are also involved in product development through testing, requirements, and roadmaps. Good product managers deliver customer-loved products by using logic, insight, and creativity to guide collaboration across the business and stakeholders.
Product line stretching
The document discusses product line stretching and brand extension. Product line stretching involves introducing new products into an existing product line to produce more products across different ranges. This can increase sales, access new markets, attract new customers, improve competitiveness, and enhance reputation. Brand extension uses an existing brand name on a new product in a different category by leveraging the brand's customer base and loyalty. For brand extension to succeed, there must be a logical association between the original product and new product. Examples provided show how Colgate toothbrushes were a successful brand extension but Colgate kitchen entrees failed because it broke consumer associations with the brand.
Privacy policy
This document discusses the importance of protecting confidential information and preventing information leaks. It notes that information rules the modern world and high competition means security is crucial. Information leaks can cause major problems for a company like competitors gaining an advantage, damage to reputation, and even bankruptcy. Examples given of information leaks include incidents at Educational Credit Management Corp and Netflix. The document then provides guidance on drafting an effective nondisclosure agreement to prevent information leaks, including defining the scope of confidential information, terms of the agreement, appropriate signatories, and handling any required third party disclosures.
Pricing strategy
This document discusses various pricing strategies and factors that influence pricing policies. It begins by defining pricing as the process of determining the amount received for a product based on factors like costs, competition, and demand. It then outlines different pricing objectives and influences on pricing policies, including consumers, government, manufacturers, and competitors. The document primarily focuses on various pricing strategies such as cost-based pricing, customer-based pricing, competitor-based pricing, product-based pricing, and new product pricing. It provides examples of pricing methods within each category like penetration pricing, premium pricing, odd pricing, product bundling, and more.
Pricing strategies
Pricing strategies aim to maximize profitability through various approaches. Geographical pricing considers location-based factors like zones or freight. Discounts target factors like quantity, timeliness of payment, or trade-ins. Promotional pricing uses temporary tactics like loss leaders, rebates or psychological odd-even pricing. New products may use market-skimming pricing for high demand innovative goods. Discriminatory pricing modifies prices for different customers, products or locations.
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Brand extension
- 1. Product Line Stretching Introducing new products into a product line; the use of an established product’s brand name for a new item in the same product category. This means that company produce more products in different ranges; from higher end to lower end products.
- 2. J7 Juice • J7 means Seven Juices in 1992 • Within 8 years brand stretched by 3 times – 9 juices+11 nectars
- 3. Baltika Beer • Beer appeared in 1993 as «Baltika Original» • Added: «№ 1 Special», «№ 2 Extra» и «№ 3 Blonde», and «Original» became № 4 • Now: 13 types of beer+4 types of beer coctails+snacks
- 5. Green Coke • Healthy lifestyle trend • New version - «Coca-Cola Life» • Positions as healthy alternative • Green label instead of red • If green = life, then red=death
- 6. Crystal Pepsi • Crystal Pepsi — without caffeine • Healthy alternative • Consumers got used to the color of classic Pepsi • failure
- 7. Lay’s Frito-Lay WOW! • Fat-free chips – too good to be truth • Fat was substituted by very harmful staff called “Olestra” • Digestive problems
- 8. McDonald’s Аrch deluxe • The Arch Deluxe was a signature hamburger sold by McDonald's in 1996 • marketed specifically to adults • The Arch Deluxe was a quarter pound of beef, on a split-top potato flour sesame seed bun topped with a circular piece of peppered bacon, leaf lettuce, tomato, American cheese, onions, ketchup, and a "secret" mustard and mayonnaise sauce • one of the most expensive flops of all time
- 9. Brand extension • Brand extension involves the use of a brand name established in one product class as a vehicle to enter another product class.
- 10. Brand extension by Lady Gaga
- 12. Brand extension by Apple in 1986
- 13. Creative brand extension by Apple in 1986
- 15. Brand extension by Camel
- 17. Brand extension by Harley Davidson
- 18. Brand extension by Harley Davidson
- 20. Successful brand extension by Caterpillar