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 such
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The Law of Line Extension Definition The Law of Line Extension has been created with the belief that a company should not overextend themselves to the point that they want to encompass an entire market of many different products at the cost of losing their market share. Many companies are able to rise to the top of their market to become first in class for their product. There are times when a product or the company that has created and established a first in class product begins to achieve a
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about ninety percent were introduced as line extensions. About five percent were introduced as brand extensions and only fewer than five percent were introduced with a new brand name. Despite the popular use of line extensions in practice‚ relatively little academic research has focused on consumers’ responses to line extensions. Line extension and brand extension are two different things where it address the marketing of commercial goods where brand extension refers to the recognized product or company
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Coke Bubbler: A Line Extension Business Definition: The Coca-Cola Company "exists to benefit and refresh everyone it touches (The Coca-Cola Company 1‚ p. 1)." To achieve this goal‚ Coke continually brings to market new products that address consumer interests‚ emphasizing both quality of products and emerging nutritional and taste features. To that end‚ Coca-Cola will introduce Coke Bubbler‚ a flavored tea-based beverage containing small "bubbles" or spheres of tapioca- or gelatin-based semi-solid
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it into our main strength. Warranty Ideal luggage bag offers whole life warranty where customers can send in their damage luggage bag to any of our ideal authorize store and get all material and service on us. Besides fire damage and machine failure‚ we practically offers whole life warranty for all type of damage such as broken parts‚ maintenance of the dryer machine‚ electrical parts‚ and even damage done by carelessness of an air crew. Luggage design and quality We produce high quality
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powder through grocery stores and convenience stores. After becoming a top seller‚ in 1977 the Country Time Lemonade introduced yet another addition to its line: pink lemonade (Kraft). For many years these were the only two products to the line of Country Time Lemonade. But as more companies were coming out with more instant drinks‚ the line of Country Time expanded once again. In 1990 the powdered iced tea mix was introduced and added (Kraft). This allowed for Country Time to appeal to more consumers
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7. Legitimacy? 8. What are the signs which make the brand 9. Recognizable? BRAND IDENTITY PRISM [pic] Horlicks Brand Extension • Product line extension without sub-brand • Extension with sub-brand. • Extending the brand to related categories Reasons for successful brand extensio • Fit between parent brand and brand extension. • Parent brand conviction and parent’s brand experience. • Retailer experience. [pic] Why Horlicks is so successful
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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 Deromedi
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countries such as the USA‚ Japan‚ New Zealand and Europe first in line. Today‚ the product range available extends as far as 2200 lines in Australia‚ 1300 lines in the US and many more in over 60 other countries. It is not unusual that the greatest distribution of Billabong products is to coastal destinations. However‚ countries locked by land are given the opportunity to live the Billabong experience with products available on-line and in assorted stores around the world. 1.4 PRICE RANGE Billabong
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