Planning product strategy
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This document discusses product line stretching and brand extension strategies. It provides examples of each strategy's success and failure. Product line stretching involves adding new products within an existing product range that have additional or different features. Converse is given as an example of success, gradually adding new styles over decades to target broader audiences while maintaining the brand. Croc's failure is analyzed, with mistakes including over-saturating the market, undermining exclusivity, and trying to target all consumers. Brand extension involves using an established brand name in a new product category. Ralph Lauren extended its Polo brand successfully to home goods. In contrast, BIC's extension to women's pantyhose caused confusion as the products lacked
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20496299 Brand Extension
There are several ways for a firm to grow, including market penetration, market development, product development, and diversification strategies. Brand and line extensions allow firms to leverage existing brand equity by applying the brand name to new products. Brand extensions involve using an existing brand name for a product in a different category, while line extensions use the brand name for new products targeting new market segments within an existing category. Extensions can reduce risks and costs while enhancing brand image, but may also cannibalize parent brand sales or damage the brand image if not executed properly. The extendibility of a brand depends on factors like the brand's level of product differentiation, philosophy, area of expertise, and formula.
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P&G owns several shampoo brands that each target different market segments and have their own unique promises. Brand extensions allow companies to leverage existing brand equity to enter new categories more economically than developing new brands. However, extensions risk failing if they do not fit well with the core brand or add new value. When considering extensions, companies must evaluate fit with the brand, ability to add value, and potential to enhance brand equity through new associations.
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This document discusses brand extension, which is using an established brand name to launch a new product in a different category. It provides examples of successful and unsuccessful brand extensions. Specifically:
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Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Introducing & naming products & brand extensions chapter 12 by Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
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Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (15th May 2014)
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Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Introducing & naming products & brand extensions chapter 12 by Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (15th May 2014)
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Brand Extension of Unilever
The document discusses brand extension strategies used by Unilever. It defines brand extension as using an existing brand name to enter a new product category. Some key points:
1. Brand extension is a popular strategy that reduces new product costs and increases success probability by leveraging parent brand equity.
2. The brand extension process involves decisions around the parent brand, positioning, development, name selection, and sponsorship/advertising for the new product.
3. Successful extensions depend on maintaining a strong perceived fit between the parent brand and new product, while failures can dilute the parent brand image.
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this ppt is related with branding decision which involve brand name selection, brand positioning and brand extension and various types of brand extension
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Brand crises can negatively impact brand equity by weakening brand awareness, brand image, and brand loyalty. A crisis may cause an immediate loss of 60% of sales volume and market share for high equity brands. Crises stemming from product quality issues can generate negative brand associations. For high reputation brands, a medium-sized crisis poses a threat to the entire product category. Competitors may take advantage of a brand crisis through more aggressive marketing. To regain equity, brands must come clean, address misinformation, and focus on communication, reputation restoration, and leveraging competitive advantages through marketing.
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In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
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Introducing & naming products & brand extensions chapter 12 by Leroy J. Ebert
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Bobs
SKECHERS' BOBS brand aims to promote its charitable mission and affordable yet stylish shoes through an integrated marketing campaign. The campaign will utilize outdoor, television, print magazine, music festival, campus event, and social media advertising. Specifically, it will use billboards, digital displays, transit ads, television spots on networks like ABC and MTV, magazine placements in Lucky and Seventeen, sponsorships and promotional activities at music festivals and on college campuses, and social media like Facebook, Pinterest, Pandora and Spotify ads. The goal is to spread awareness of BOBS' work giving shoes to children in need, encourage customer involvement in the charitable mission, and promote the brand's products to hip millennial women.
Body of knowledge matrix important guidelines· Each knowledge a.docx
Body of knowledge matrix important guidelines:
· Each knowledge area is associated with logistics and supply chain management. For example, sustainability can have different meanings in different areas of research, whereas logistics network or supply chain refers to environmental impact, waste costs, etc. (for an artifact on inventory management, the student can insert X in the operational and/ or tactical columns and should submit a document/ artifact to support that.
· Minimum of 10 artifacts and 15 summaries (each summary associated with a unique cell in the body of knowledge matrix)
· An artifact can be assigned to more one knowledge as long as it can be justify: a separate summary for each knowledge area association will be required. For example, an artifact on collaborative supply chains that also includes discussion on inventory management can be assigned to both collaborative supply chain management and inventory management.
· An artifact should be directly related to the knowledge area. For example, an artifact on collaborative supply chains, which may have a mention of inventory management but doesn’t include detailed discussion on inventory management, is not applicable for inventory management.
Each artifact summary utilizes the following grading criteria:
· Quality and depth of content
· Organization of the report
· Overall format, i.e., typed, use of page numbers, title page, table of contents, appropriate labels on figures and tables, etc.
· Correct grammar and evidence of proofing, i.e., no spelling errors.
· Variety and documentation of references used. Format for citations and references must follow APA guidelines.
INTRODUCTION TO MARKETING (MKT333)
Converse Case Study
Converse dominated the basketball court for more than 40 years. The first U.S. Olympic basketball team wore them, Dr. J made them famous in the NBA. Punk rocker Joey Ramone made them standard issue for cult musicians. Today, a broad range of consumers, from the nerdiest of high school students to A-list celebrities, claim them as their own. What are they? Converse All Starts – more specifically, the famous Chuck Taylor All Stars known throughout the world as Cons, Connies, Convics, Verses, Chuckers, Chuckies, Chucks, to name a few.
The “cool quotient” of the iconic Converse brand is unquestionable. How has the brand maintained its status decade after decade? The answer is: by doing nothing. This may seem an oversimplification but the folks who run Converse brand understand that in order to provide a meaningful customer experience, you have to just stand back and leave customers alone!
Converse was founded in 1908 and introduced the canvas high-top sneaker in 1917. From the 1930s through the 1960s the Converse All Stars were the shoes to wear, even though they only came in the basic black and white until 1969. At that time, about 80% of all basketball players wore Converse.
The sneaker market began to explode in the 1970s and 1980s. Athletic shoe ...
International business final project on Burberry
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
9fms pp10
The document summarizes key concepts relating to product mix strategies and the product life cycle. It defines product mix and product line, and discusses major product mix strategies such as positioning, expansion, alteration, contraction, and trading up/down. It then explains the stages of the product life cycle - introduction, growth, maturity, decline - and the strategic implications of each stage. Finally, it discusses planned obsolescence and fashion adoption processes.
Brand Collaboration: Chuck X SL
Proposed a brand collaboration between Saint Laurent and Converse to create a mod luxury shoe for upscale fashion markets.
Nike(Ravish Roshan,9968009808),mayur vihar/3
Nike was founded in 1964 as Blue Ribbon Sports by Phil Knight and Bill Bowerman to import and sell athletic shoes. It was renamed Nike in 1971 and went public in 1980. Today Nike is the largest seller of athletic footwear and apparel worldwide, with over $21 billion in revenue. It has strong brand recognition and focuses on innovation through research and development. However, Nike relies heavily on footwear sales and faces challenges from competitors and issues with working conditions in some factories.
Coach
Coach was established in 1941 and became known for high-quality leather handbags and accessories. In the 1990s, Coach lost some popularity as other brands offered more trendy products while Coach remained classic. In 1996, Reed Krakoff was hired as creative director and sought to modernize Coach's image by updating designs while maintaining the brand's quality and classic American style. Krakoff's changes helped revive Coach's popularity and financial success.
Levi's retail
Levi Strauss & Co is a privately held clothing company known for its Levi's brand of jeans. Founded in the 1870s, it produces jeans, casual wear, and accessories that are sold worldwide through various retail formats including department stores and over 2,000 branded retail stores. The company has a global workforce of over 11,000 and owns brands like Levi's, Dockers, and Signature. It sees future growth opportunities through new product categories, expanding retail presence, and organic growth in existing markets like India's premium denim segment.
Levis strauss & co mm project
Levi Strauss & Co. is a global apparel company known for its jeans. It has three major brands - Levi's, Dockers, and Levi Strauss Signature. Levi's jeans have been an iconic American brand since the 1870s. Dockers pioneered khakis and business casual wear. Signature provides affordable fashion. The company uses a multi-pronged marketing approach including product variety across brands/styles, competitive pricing, global distribution channels, and promotional activities like advertising, sales teams, and philanthropic initiatives.
Rockstar Jeans
1) The document discusses the launch of a new jeans brand called Rockstar Jeans by students Parv Sharma and Manan Singla. It includes details on the history of jeans, major jeans brands, and the marketing strategy and business plan for Rockstar Jeans.
2) The marketing strategy discusses the target audience as people of all ages who want to express their inner rockstar. The business plan outlines the production process, distribution channel, and promotional activities like print, radio, and TV advertising.
3) Rockstar Jeans aims to position itself as a high-quality yet affordable brand for mass appeal by maintaining low prices, offering refunds, and using quality materials in its jeans.
Brand and Branding Strategy.pptx
The document discusses brands and branding strategies. It defines a brand as a name, symbol or design that identifies a seller's goods and differentiates them from competitors. Brands can convey six levels of meaning to consumers. When creating a brand identity, decisions must be made regarding the brand name, logo, colors, tagline and symbols. Consumer experiences shape brand perceptions more than advertising. Branding strategies discussed include line extensions, brand extensions, multiple brands under one name, new brands, co-branding, and umbrella brands. Functional and experiential brands are types that rely on product attributes or creating experiences, respectively.
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Body of knowledge matrix important guidelines· Each knowledge a.docx
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Women in business ppt
This document discusses the history and current state of women in business in Germany and Russia. It outlines the challenges women have faced over time in gaining rights and access to business opportunities. Some key points include:
- Women's rights have expanded since the 19th century with things like the right to vote being adopted in some places in the late 1800s.
- Today in Germany, conservative attitudes still exist where the roles of women are seen as family focused rather than having a career. Quotas have been adopted to increase women in leadership.
- In Russia, the current situation and laws regarding women in business are not described in detail.
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What is the_product_positioning
This document discusses positive and negative product positioning strategies. It defines product positioning as the image a product creates in customers' minds compared to competitors' products. Criteria for successful positioning include clarity, consistency, credibility, and competitiveness. McDonald's is used as an example of positive positioning, targeting families and different demographics through strategies like Happy Meals and McCafe. The document lists five best positioning strategies and provides an example of a bad strategy where Volvo incorrectly positioned a car as a sports car without changing the product.
Use of art in advertising
The document discusses the use of art in advertising. It notes that art can be successfully used in advertising if done professionally and prudently. It provides reasons for using art such as improving brand recognition and the positive psychological impact. However, it also notes problems like unpredictability and offending audiences. The document concludes that while art in advertising can boost recognition if done ethically, there are risks to consider.
Theories of the firm 2
The document summarizes several theories of the firm, including:
1. Transaction cost theory explains why firms exist to minimize costs of exchanging resources internally and externally. Costs arise when transferring products between stages.
2. Agency theory describes the relationship between a principal delegating work to an agent, and how conflicts can arise from differing interests.
3. Growth theory examines how firms grow through internal expansion or external mergers and acquisitions, and the conflict between managers and shareholders.
4. Knowledge-based theory views knowledge as the most important resource for firms, and emphasizes organizational learning and knowledge sharing strategies.
The firm and_international_business_environment
This document discusses international business and the internationalization of firms. It identifies three key factors that have stimulated increased internationalization: improved communications, transportation infrastructure, and market homogenization. The major internationalization strategies discussed are exporting, international franchising, licensing, alliances, and foreign direct investment. Export contracts like FOB, FAS, and GIF are also examined. Single markets and trading blocs like the EU, NAFTA, and WTO/GATT are covered. The conclusion emphasizes that understanding international business environment requires greater research.
The firm and_information
The document discusses various topics related to information in business organizations, including types of information, information flow, decision making, gathering and presenting information, and information forms. It identifies two main types of information - external and internal information. External information comes from outside the organization and has a high level of uncertainty, while internal information is gathered within the organization and has a lower level of uncertainty. The document also examines how information flows both vertically between different management levels, and horizontally between departments and managers. It notes that information flows support material flows and connect them to decision makers. Finally, the document explores different ways of gathering and presenting information, such as through reports, statistics, files and graphical forms like pie charts, bar graphs and histograms.
Successful & unsuccessful positioning strategies
This document discusses successful and unsuccessful branding strategies. Successful strategies include being different from competitors, focusing on a niche, and ensuring relevance to customer needs. The strongest brands simplify their positioning into a short, memorable phrase like "overnight" for FedEx or "safety" for Volvo. Pringles positioned itself as stackable chips opposed to greasy, broken competitors. Unsuccessful examples include green ketchup that lost consumer interest, bottled water for pets that was a niche product, and Pepsi AM as a breakfast cola that didn't taste good hot. Products like Orbitz drinks with floating gel balls and Reddi-Bacon that leaked grease into toasters also failed to catch on.
Soft drinks (mr)
The document outlines a study conducted to determine the most popular soft drinks in Moscow and the reasons for their popularity. The researchers defined their goals and target audience. Secondary data analysis found that while young consumers are less concerned with health impacts of soft drinks, experts warn of obesity, tooth decay, and other health issues linked to excessive consumption. Primary research involved interviews with consumers and an industry expert, and surveys that found taste and color are main criteria for choice, with Coca-Cola being the most favored brand. However, many consumers do not consider health impacts or read nutritional labels. In conclusion, while taste drives soft drink popularity, widespread advertising and availability, low prices, and caffeine content are also contributing factors.
Social media marketing
The document discusses social media marketing strategies and case studies. It provides examples of how Ford, PepsiCo, and Levi Strauss successfully used social media to increase brand awareness, sales, and store traffic. Marketers are advised to use social media to engage consumers at each stage of the purchasing process. The document also summarizes case studies of how Lay's held a Facebook contest for new chip flavors and how Heineken ran a creative Instagram photo contest to promote the US Open tennis tournament. Both campaigns engaged many users and increased sales or followers.
Small business
The document discusses small firms, defining them as businesses that fall below certain criteria for annual turnover, employees, or assets that varies by country. It provides examples of common small business types like convenience stores, shops, restaurants, and online businesses. The document also outlines the EU classification for small firms and competitive advantages like flexibility, quality service, and independence, as well as potential weaknesses like less ability to achieve economies of scale. Finally, it provides steps for opening a small business and an example of financial projections for a small business' first two years.
Sampling
This document discusses different types of sampling methods and how to calculate standard errors. There are two main types of sampling - random and non-random. Random sampling includes simple random sampling, systematic sampling, stratified sampling, and cluster sampling. Standard errors are used to measure the accuracy of sample results in estimating population parameters and account for sampling variability. The standard error of a sample mean or proportion can be calculated using formulas that incorporate factors like sample size, population size, and variance.
Safeguarding your business
This document discusses ways for businesses to protect themselves from internal and external threats. Internal threats include dishonest employees, shareholders, and managers. External threats include competitors, consumers acting in extreme ways, mergers and acquisitions, corporate raids, and regulatory authorities. The document defines different types of corporate raids and provides tips to complicate raid activity such as regularly checking registration documents and maintaining clear ownership. It also discusses patents, non-disclosure agreements, technological problems businesses may face and ways to address them, and differences between joint-stock companies and limited liability companies.
Russian blue chips (1)
This document discusses Russian blue chip companies, including their formation, development, problems, and prospects. Blue chip companies are large, well-established companies with a history of stable profits. In Russia, blue chips include major companies like Sberbank, Lukoil, and UES. While blue chips are generally considered safe investments, problems can include not all large companies being high-quality and the risk that any company could face difficulties. However, Russian blue chips are prospects for growth as the economy modernizes and major companies have often increased in value over several years.
Risk:return ratio of an investment portfolio
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.
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• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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【业务选择办理准则】
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
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Design Thinking Framework
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Planning product strategy
- 1. PLANNING PRODUCT STRATEGY MARKETING MANAGEMENT Prof: Ivashkova N.I.
- 2. PRODUCT LINE STRETCHING -is increasing the number of products within an existing product range with similar products that have additional or different features 3 kinds: Upward Stretching Downward Stretching Two way Stretching
- 3. PRODUCT LINE STRETCHING (EXAMPLE OF SUCCESS) Target Market: Intro: Originally target sports players basketball 1940’s emerged in pop culture Growth: Target “youth” female and male Musicians, artists, film stars Maturity/Decline/Remarketing: All ages, all sizes Pass through generations Converse “lifestyle” Product Planning: Innovation- new style basketball shoe 40s- boots and war gear for soldiers, football, running 50s- work boots 60s- blue heel patch, higher rubber, wrestling 70s- skateboarding, ski boots, heel patch change, smaller toe, longer tongue 80s- basketball shoe redone, funky colors to match the times, thinner laces, bigger toe 90s- shorter, flat laces Today- new materials, simpler logos Product line stretching doubled sales Converse's higher end shoes: new segments and target different types of customers
- 4. PRODUCT LINE STRETCHING (EXAMPLE OF FAILURE) 2006- a wave of success Strategy to diversify the line and acquire new business Sales dropped Millions of dollars debt and huge surplus of shoes Mistakes of CROCS: 1. Flooded market with the product+ new styles = undermine brand’s specialness and exclusiveness 2. Buying up others companies (Teva and Fury Hockey) = destroyed power of brand 3. Trying to focus on all consumer targets Jibbits
- 5. BRAND EXTENSION Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity.
- 6. BRAND EXTENSION (EXAMPLE OF SUCCESS) Polo Ralph Lauren Recently reported annual revenue of $1.47 billion and profits of $120 million. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess.
- 7. BRAND EXTENSION (EXAMPLE OF FAILURE) BIC Company known for its disposable pens, its disposable razors, and its disposable cigarette lighters. They created a line of women’s disposable pantyhose: • Production and distribution problems • No link between the products • Consumers were totally confused
- 8. THANK YOU FOR ATTENTION! ANY QUESTIONS?