A product line extension is the use of an established product’s brand name for a new item in the same product category. Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors‚ forms‚ colors‚ added ingredients‚ package sizes. This is as opposed to brand extension which is a new product in a totally different product category.Line extension occurs when the company lengthens its product line beyond its current range
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Abstract Line extensions occur when a company introduces additional items with changes in flavors‚ sizes‚ and different ingredients in the same product category under the same name brand. Line extensions are a way to increase market share by introducing additional items in the same category from the already reputable brand name. The paper examines the target populations‚ the purpose for seeking line extensions‚ the appropriate timing of launching a brand extension‚ and the success and failures of
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a. Expand and innovate their product lines b. Increase market share and increase loyal customers II. Statement of the Problem * Operational issues such as high labor cost‚ high inventory and longer lead times. * Acquisition of Reebok (third largest)by Adidas (second largest) * New Balance don’t use athletes to advertise their products III. SWOT * Strengths c. Strong brand name and quality product. d. Loyal customers
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Matt Junk January 16‚ 2015 Nike’s Brand Extensions Stephen Grothe‚ Instructor Consumer Behavior Upper Iowa University Introduction Brand extension is defined as “the practice of using a well-known brand name to promote new products or services in unrelated fields” (Collins English Dictionary‚ 2015). Nike was once a startup company that only manufactured and distributed shoes after Phil Knight founded the company in 1964. Since Nike was founded in 1964‚ their brand has extended from
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1.0 SECTION A 1.1 PRODUCT INFORMATION Original Brand Name of Product: Billabong International Product Class: Surf Brand Description: Created by two avid surfers‚ Billabong is a brand designed by surfers‚ for surfers. In 1973‚ Billabong offered little more than a small range of surf wear: mainly surfboards and board shorts. But today‚ Billabong is a brand that encompasses the Australian surf culture by offering products that cater not only for the surfer inside many of us‚ but for fashion and
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Sharper. •Sixth most-trusted brand in Indi Brand Evolution •Initially imported from Britain. •Growth through innovation •First mover advantage. •It came as a solution to Indian market as a health drink. •Customer made brand due to the product Brand identity of Horlicks will be clearly defined once the following questions are answered: 1. What is the Horlicks particular vision and aim? 2. What makes it different? 3. What need is the brand fulfilling? 4. What is its permanent
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strategies for Kraft. This case was developed for use in undergraduate and graduate strategic management courses. The case may also be utilized in graduate marketing policies courses to discuss marketing strategies of product line extensions versus development of new product lines. Case Synopsis Kraft Foods was the second largest food and beverage manufacturer in the world in 2004‚ but growth had stalled. In October 2004‚ Kraft posted a fifth consecutive quarterly profit decline. Kraft CEO
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brand awareness by customer (potential customer) Since ideal is fresh to the market‚ there is no doubt that we encounter low brand awareness by customer. It may take a few years to build up our brand equity and gain customers awareness of our product. High price Ideal offers techno luggage bag‚ which consist of portable charger‚ dryer‚ and alarm system. These features require high production cost‚ thus‚ causing the price of our luggage bag sky high. The price of luggage bag will be one
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Everyone has certain brands of different products that they have some sort of loyalty towards. This is brand/product that a consumer buys over and over again or a certain one that they will only buy for reasons of knowing they will get the same features‚ quality‚ taste‚ and/or benefits each time (Armstrong & Kotler. 2007). For me‚ one of these is Country Time Lemonade. Country Time Lemonade is a powered drink mix produced by Kraft Foods (Kraft Foods. n.d.). For as long as I can remember it
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New Product Introduction TruEarth was founded in 1993 in St. Louis Missouri‚ by Gareth DeRosa‚ a young entrepreneur. The company was one of the first companies to focus on whole grain products. It provides high quality gourmet pastas‚ sauces and meals. In the third quarter of 2006‚ the company had launched a fresh whole grain pasta meal kit sold through supermarkets. It was the most successful product launch in the company history. The company is now considering the product line extension by introducing
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