Piyush Sagar proposes strategies for pioneering ventures and brand extensions. Some key advantages of brand extensions are that they can facilitate new product acceptance, improve brand image, and reduce risks for customers. They can also increase promotional efficiency and reduce marketing costs. However, brand extensions can also dilute the parent brand if they counter consumer expectations, fail, cannibalize existing sales, or diminish the brand identity. The presentation discusses using brand-product growth matrices and diversification strategies, and leveraging leadership, advertisements, and social media.

1. SUBMITTED BY:
PIYUSH SAGAR
PGP01012
IIM SIRMAUR

7. STRATEGY
•Get into Categories
where consumer
needs are not well
met and do
different things to
satisfy consumers

8. PIONEERING VENTURES

10. BRAND EXTENSIONS

11. Brand Extension Advantages
Facilitate new product acceptance :
• Improve brand image
• Reduce risk perceived by customers
• Increase the probability of gaining
distribution and trials
• Increase the efficiency of promotional
expenditures
• Reduce cost of introductory and follow up
marketing programs
• Avoid cost of developing a new brand
• Allow for packaging an labelling efficiencies
• Permit consumer variety seeking
Provide feedback benefits to parent brand
:
Clarify brand meaning
Enhance the parent brand image
Bring new customers into the brand
franchise and increase market coverage
Revitalize the brand
Permit subsequent extensions

12. Brand Extension Disadvantages
• Can counter or frustrate consumers
• Can fail and hurt parent brand image
• Can succeed but cannibalize sales of parent brand
• Can succeed but diminish identification with any one category
• Can succeed but hurt the image of the parent brand
• Can dilute the brand meaning
• Can cause the company to forgo the chance to develop a new brand.

13. BRAND-PRODUCT & ANSOFF’S
GROWTH MATRIX

14. DIVERSIFICATION STRAEGY:

16. LEADERSHIP

17. ADVRTISEMENTS

18. ADVRTISEMENTS

19. SOCIAL MEDIA

21. DISCLAIMER
• This presentation has been created by Piyush Sagar during the PGP Brand
Management course taught by Prof. Sameer Mathur at IIM Sirmaur.