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Brand Extension Product Appeals New Target

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Vishal Wadekar
Vishal Wadekar
FormationBusinessTechnologie
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Brand Extension “ A new product or service that is related to an existing brand, but that offers a different benefit and/or appeals to a different target segment”. ,[object Object],[object Object],[object Object],[object Object]
Scope of the Presentation ,[object Object],[object Object],[object Object],[object Object]
New Products and Brand Extensions
Ansoff’s Growth Share Matrix Product Development Diversification New Markets Current Markets Current Products New Products Market Penetration Market Development
New Product – Branding Decisions ,[object Object],[object Object],[object Object]
Brand Extensions ,[object Object],[object Object],[object Object],[object Object]
Types of Brand Extensions
Line Extensions ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
http://www.britsuperstore.com/acatalog/Fairy.html
Category Extensions ,[object Object]
E.g.: Swiss Army Watch Search on this ??????????????????????
Success of Extensions ,[object Object],[object Object],[object Object],[object Object]
Strategies for Category Extensions - Tauber ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategies for Category Extensions - Tauber ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages of Extensions
Reasons for Failure of New Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disadvantages of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Consumers Evaluate Extension
Managerial Assumptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Essential Assumptions for Extensions ,[object Object],[object Object],[object Object],[object Object]
Factors Influencing the Success of Extensions ,[object Object],[object Object],[object Object]
Factors Influencing the Success of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Factors Influencing the Success of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You!

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Brand Extension Product Appeals New Target