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Epgp bm brand_extensions_ppt

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Rajendra Inani
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BRAND EXTENSIONS Participants Mandeepak Singh Nitin Fernandes Rajendra Inani Vijay Anand Rajendran Strategic Brand Management – Prof Ashish Sadh
[object Object],[object Object],[object Object],12-
New Product Planning ,[object Object],[object Object],12-
What is a Brand Extension? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Brand Extensions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Brand Extensions? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do consumers evaluate? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How much to extend? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Moving Down ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Moving Up ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Risks in Extension ,[object Object],[object Object],[object Object],[object Object]
Extensions in Portfolio ,[object Object],[object Object],[object Object],[object Object]
Key Questions ,[object Object],[object Object],[object Object],[object Object],[object Object]
LINE EXTENSIONS ,[object Object],[object Object],[object Object],[object Object]
Example ,[object Object],[object Object],[object Object],[object Object],[object Object]
Line Extension strategies Product Sizes Bisleri 1.1 ltr Bisleri 5 ltr Bisleri 1.5 ltr Bisleri 1.2 ltr Bisleri .5 ltr
Colour Etc., Pantene Pink Pantene Black Pantene White Flavours Ingredient Rasna Orange Rasna Mango Rasa Rose , etc Colgate gel Colgate Herbal Colgate Salt etc.,
Form Vim Liquid Vim Powder Vim Bar
Why Line Extensions? ,[object Object],[object Object],[object Object]
Nine prominent reasons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Line Extension Risks ,[object Object],[object Object]
Line Extension Risks… ,[object Object]
Line Extension Risks ,[object Object]
Line Extension Risks… ,[object Object],[object Object]
Line Extension Trap ,[object Object],[object Object],[object Object],[object Object]
Line Extension Trap ,[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND EXTENSIONS ,[object Object],[object Object],[object Object]
EXAMPLE ,[object Object],[object Object],[object Object]
Brand Extension - Example
Brand Extension - Example
Brand Extension - Example
Types of Extensions ,[object Object],[object Object],[object Object],[object Object]
Types of Extensions ,[object Object],[object Object],Colgate Dental Cream Colgate Tooth Brush Gillette Razors Gillette Shave forms Gillette After Shave
Customer Franchise ,[object Object],J & J Baby Talc J & J Baby Oil J & J Baby Cream J & J Baby Shampoo J & J Baby Diapers
Company Expertise ,[object Object],Honda Cars Honda Lawn movers Honda scooters
Brand Distinction ,[object Object],[object Object],[object Object],Hair Oil Shampoo Cream Cooking Oil Baby Soap Baby Oil
Brand Image or Prestige ,[object Object],Steel, Automobile, Heavy Vehicles, Watches, S/W devpt. Training etc .,
Distinctive Taste, Ingredient or Component ,[object Object],Nescafe Coffee Nescafe Chocolate Nescafe Biscuits Nescafe Milk Supplement Nescafe Cold Coffee
Brand Extendibility
Extensions………………. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Exploring the brand involves seeking answers to the following questions……. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strength of Associations - Ponds ,[object Object],Talc Feminine Floral Body care Cream ,[object Object],[object Object],[object Object],[object Object],Nail enamels Lip colours etc Room Freshner, soaps, Fragrance, shampoo, etc Body lotion, Body oil, creams Beauty cream, Conditioning cream, cleansing cream, etc
Making an Extension successful ,[object Object],[object Object],[object Object],[object Object]
 

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