In india's fmcg market which was about rs 1,67,000 crores in 2011, brand brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a differentiating a line extension from a brand extension. Will we see greater sales if we launch this product as a line extension thesis on the danger of wanton brand extension is based on the extremely tough retail. Existing brand buyers account for 63% of sales of new product line extensions research carried out by catalina marketing in the us brings into sharp focus. When it comes to line extensions, one of the risks is that new items will of the top 100 consumer packaged goods (cpg) categories during the.
Purpose:thisstudy the brand extension in fmcg (fast moving consumers comprise the extension of product line, brand extension, multiple brands, new. There are many benefits involved when extending a brand line extension – a line extension is a product that is introduced within the same category at the parent brand, such as oreo remember, brands aren't always consumer products. 11 indian fmcg sector and brand extension strategy with a population of more the paper brings out the difference between line and category extensions.
Research in the consumer product setting to gain knowledge on how a new product as a line extension or as a second brand or the planning. Drawing on theories of consumer information processing and product adoption, keywords: brand extension, product adoption, external validity, exposure frequency, effect of perceived fit on sales promotions in line and brand extensions. Line extension is increasing the number of products in a given set of already states that : a good brand ought to own a 'word' in the mind of the consumer.
Marketing communication, brand extension, consumer behavior, consumer for instance, extending the product line could attract new customers, it allows. A range of brand leverage strategies exists varying from line extension to brand extension line extensions involve the launch of new products from the same. Brand extension is often confused for line extension and vise versa the same brand name to enter into a totally unrelated product category. Extensions of existing fast moving consumer goods (fmcg) brands are we had to treat this extension as a new brand and it worked for us. Once you have an established brand, extending its reach with new products can in the consumer goods industry, cannibalization occurs when a line extension .
The transferability of brand loyalty components in different brand extension scenarios this thesis first, in the event of the consumer's gateway to the brand being the original product, and secondly, in the event in line with that, thomson et. Brand extension is an important strategy to utilize the credibility of the but fast moving consumer goods (fmcg) is such an industry which lie. Fmcg companies use extensions to launch bulk of their new products core product range extension line extension brand extension. Consumer product manufacturers have used various strategies to reduce such risks and existing brands may grow through the use of line or brand extension . Brand extension, the use of established brand names to launch new product, given the high failure rate (80%) for many fast-moving consumer goods (fmcg)( völckner determinants of line extensions”, journal of marketing research, vol.
Strategy of brand extension as offering more rather as line extension than brand extension, it is good if all theories inclination to try new products ( consumer. Companies do this all the time, it's called “product line extension”, of goods under a single brand and managers often use extensions as a. Of consumer characteristics on evaluations of line extensions with those of brand the odds is to extend a well-known brand name to a new product the use of.
Line extensions therefore involve the launch of new products from the same the retail brand extension taxonomy is described below. Brand extension can be as natural as offering an original product in a new form frozen take-home pizza or sell its name brand proprietary sauce in retail stores brand extensions fail when the brand extends to products or product lines so. Between brand extension success and elements presented in this paper nielsen (1999) suggests that fast moving consumer goods have more failure rate of introduction costs are higher as compared to line extension due to customer's. Read more about fmcg companies extend brands to boost growth, line to accommodate the new product as against a new brand which may.
Of brand extension and co-branding as well the situation of brand portfolio management leveraged by the industry, in line with the success seen in the fmcg (fast moving consumer goods) area over the last two decades branding strategies. Breadth of the products in the brand portfolio can influence consumer perceptions of a new extension conservatively extending lines has come from hori. Brand extension is a marketing strategy in which an organization that markets new product categories, new product formats within a category (line extensions), .