MKT531 - Product management and strategy

NAME STUDENT ID

SITI AISHAH BINTI MOHD FOAD 2011914227

NOR ASYIKIN BINTI RAMLEE 2011529855

NUR AZEERA BINTI ISMAIL 2011502559

MUHAMAD AMIRUL AIZAT BIN MOHD. SAHID 2012816236

Branding Strategy

LINE EXTENSIONS

BRAND EXTENSIONS

MULTI-BRAND NEW BRAND

Existing New

New

Existing

Product Category

Brand Name

1) Line Extensions

• 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 and package size.

Definition

To serve different customer needs or market segments while taking advantage of the widespread name recognition of the original brand.

Objective

Product examples

2) Brands Extensions

Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category

Definition

It is a new product.

It should use a well known brand.

The brand should have leverage with customers of the new category.

Components of brands extensions

Product Examples

3) Multi-Brands

To introduce new a new brand name in the existing or same product

May create confusions because they do not know from which brand the product is originated.

Advantages : a) To gain more shelf spaceb) To offer more brands

Petron rebrands Esso/Mobil stations in Malaysia August last year, ExxonMobil, owner of Esso

and Mobil brands agreed to sell its interest in three businesses operating in the Malaysian downstream petroleum sector to San Miguel Corporation of the Philippines.

Petron Corporation is the largest oil refining and marketing company in the Philippines, and is majority owned by beverage maker San Miguel

Example

4) New Brands

• A new product development can be about enhancing, and upgrading the previous existed product.

• A product produced by an established company with the reason to pull up the company from other failing product.

• New product can also be a new diversion from the company.

Definition

New product can be innovative, creative and rare. Examples:

Eraser.max by Papermate

-an erasable ball pen.

El Sajjadah a Muslim prayer rug by Soner Ozenc, lights up when pointed

toward Mecca.

Product Examples

• New product can be a reborn from the previous product by the company with a whole new features.

– Example: • the rusty Sony Ericsson

Xperia line receive the new vivid beautiful images technology (Sony BRAVIA Engine 2) developed by Sony itself in almost all of the Xperia model.

Xperia X1An old basic Window Mobile Smartphone

Sony Experia Acro SA water/dust/pressure proof dual

core android device by Sony.