Premium Essay

Brand Extention Marketing Plan

In: Business and Management

Submitted By Boyd
Words 6384
Pages 26
Brand Extension Marketing Plan

Unit 6

The Mailbox Vacuum

Boyd Adams

GB530

September 01, 2012

1.0 Executive Summary

Vivint Security Company is a security company that has been in business since 1997. The product that will be considered is called the vacuum of the not so distance future. It is called the Mailbox Vacuum and it works on a principle of deterring identity theft. The owner of the product would have the knowledge that their mail was securely with-in the confines of their home. The product would work on these principles. The mail person would deliver the mail and has soon as the mail was put into the box and the door closed, the vacuum would deliver the mail to a box inside the home via a tube that is underground going to the home. The brand name of the for-profit organization would be something that the many investors would vote on. One would consider Quantum Leap 2012, or the Jetsons Mailbox delivery system. There are a few more that come to mind, but as stated, getting the investors feedback would also be something to greatly consider. In preparing the information for the marketing plan, one would have to consider many avenues. The first would be that this would be considered a line extension because it would be something that would change the mail delivery. One being that this product has not been developed, may have some obstacles to consider such as will the Government allow…...

Similar Documents

Premium Essay

Dewalt Brand Extension Marketing Plan

...Kaplan University Graduate School of Business and Management GB530 Marketing Management: Brand Extension Marketing Plan Dr. Blake Escudier July 15, 2012 1.0 Executive Summary The purpose of this marketing plan is to present a new category-brand extension product designed by DeWALT Power Tools and manufactured by Calloway Golf. The new DeWALT IronDrive Pro category line of golf clubs will embody the brand reputations of quality, power, top of the line features, superior technology and durability that have made both DeWALT and Calloway leaders within their perspective industries. This product is a specialty niche set of golf clubs packaged in a branded walking golf bag and also will include club head covers, a club towel, and balls to complete the perfect golfing experience. Consumers who purchase this product will enjoy the industry leading golf technology of Calloway and combined with the industry leading power tool features and benefits provided by DeWALT. The target market for this product consists of males 20-65 years old, college educated, makes an annual salary of $40,000 or more, and purchases high end products. The ideal customer lives all across the United States, but in particular resides in the industry’s largest regions of the Mid-Atlantic, New England, East North Central, South Central, and West North Central regions. The customer will have some knowledge of around the house DIY projects and tools to complete the task. The......

Words: 6211 - Pages: 25

Premium Essay

Brand Marketing Business Plan

...popular fashion cities. While our initial goal is to open one boutique, expansion plans include an “atelier” to make people visit and create with us. In turn, we would hope to penetrate a sizable portion of the online fashion retail market and also offline retail market. 1.2 PRODUCTS & SERVICES The fashion and retail industry tends to be overly youth focused (Y generation) with a “dandy mood”. However, by closely following generational fashion trends as well as our own customers' purchasing preferences, we will tailor our inventory to meet the specific needs of our clientele. We will solely focus on the our styles, colors and fits to flatter our community needs of her figure will be our specialty. 1.3 MARKET ANALYSIS (pour les plus grandes villes où il y a les fashions weeks : Londres, HK, Milan, Paris, Madrid, NYC…) Si vous avez qlq chiffres. 1.4 STRATEGY & IMPLEMENTATION Like a Sir recognizes the importance of marketing. And to that end, we plan to promote our retail business with an ambitious, targeted marketing campaign, which will include a grand opening event, local media coverage, print advertising and a direct-mail campaign. Our goal is to keep our marketing budget to no more than 5% of our gross annual sales, and we will partner with local organizations such as the designers chambers, fashions places… as often as possible. 1.5 MANAGEMENT Vos CV 1.6 FINANCIAL PLAN On va voir, j’ai un excel ou réutiliser ce qu’il a été fait avant. 1.7 SOURCES...

Words: 3204 - Pages: 13

Premium Essay

Brand Extention

...Practices in Brand Extension: Effective Application of Brand Recognition BRAND EQUITY CAN BE DIVIDED INTO THREE COMPONENTS: EXPERTISE, EMOTIONAL ATTACHMENTS AND PRODUCT ATTRIBUTES Brand extensions are an effective and popular method of gaining a competitive advantage when entering a new product area. Consumers are faced with an increasingly complex and confusing marketplace. The ability of a brand to act as a mental shortcut for consumers, thereby simplifying the decision-making process, makes it one of, it not the, most important asset for a company. The ability of a brand to influence consumer behavior, and its subsequent value to companies, will increase as consumers face a growing amount of information in the marketplace. By placing a well-known brand on a new product, a company can imbue that product with all the positive associations of that brand, thereby giving it a competitive advantage. With some estimates of the failure rate for new products at 90%, the added value of being associated with a trusted brand can be critical to a new product’s survival. Given the increasing value of established brands and the difficulty in launching new products, the popularity of brand extensions is understandable. However, the brand extension process must be carefully planned in order to insure the value of the brand is successfully transferred to the extension without jeopardizing the brand’s equity. To do so, a company must understand how consumers perceive their brand and how......

Words: 4344 - Pages: 18

Free Essay

Marketing Plan or Recaro Brand Car Seat

...pROFESSOR dEANNA TEEL pRINCIPLES OF MARKETING - MRKG 1311 SPRING 2013 pROFESSOR dEANNA TEEL pRINCIPLES OF MARKETING - MRKG 1311 SPRING 2013 performance sport booster car seat by MARKETING PLAN performance sport booster car seat by MARKETING PLAN Product and Company Background Company Background Recaro has over 100 years of history designing seats for the world's most prestigious automobiles, airlines, and race cars. Recaro is German engineered, and an international leader in seating safety, design, comfort and style. Recaro is the pioneer of child seat side impact technology, going beyond any side impact requirements as tested with the ADAC European standard. Founded in 1906 by Wilhelm Reutter as Reutter Carosserie-Werke, the company became famous for building limousine bodies during the 1920s. Recaro has been setting standards in automotive seating ever since. Recaro Automotive Seating produced the first retrofit sports seat for automobiles, the world’s lightest car seat and the most innovative commercial vehicle seat in addition to new sport seats in a modern composite design. Recaro Automotive Seating’s customers include prominent manufacturers of automobiles and commercial vehicles around the world. Through retail sales, the company also provides end customers with aftermarket seats and motorsports customers with racing shells. Recaro Automotive Seating is a division of the global Johnson Controls group, with lean structures, short decision paths...

Words: 1760 - Pages: 8

Premium Essay

Brand Marketing

...satisfaction in their exchange of value. The tangible aspects of marketing are the profit received, the product received, and many other aspects (Marshall and Johnston, 2012). For LongHorn Steakhouse these “tangibles” are the tips for the server, the money for the food, and the steak or other food choice for the guest. These are all qualities of industries we as business professionals expect. This can be measured and quantified and for the most part touched. However, there is an intangible side to severing great steaks. This steams from the concept of satisfying customers. You can argue that satisfaction can be measured in the number of times a guest comes back, how much they are willing to spend, and their comments on the food. The intangible part of their satisfaction however, according to LongHorn, is the great dining experience and the smile on guest faces. They even put this as a step of service they train in their servers. “Don’t quit until the guest smiles.” This satisfaction I the deep rooted affect that LongHorn wants to give its guest in order to have them return. Another aspect of this intangible satisfaction is the word-of-mouth advertisement this provides for the chain. Whether enhancing products, providing essential benefits, or creating intangible satisfaction in the guest LongHorn Steakhouse prides itself in being “a cut above” the other steakhouses. They also know they are a “challenger brand” and will only succeed if they push what they do bes and that......

Words: 1337 - Pages: 6

Premium Essay

The Role of Brand and Brand Equity Marketing

...is concerned with instituting measures to brand itself within the market and gain an appreciable competitive advantage over other players in the market. Most of the companies concentrate on what makes a brand strong and how to build a strong brand. In this regard, these questions can only be answered by applying Customer-Based Brand Equity (CBBE) model. This model facilitates in understanding the brand equity and ways inn which it is supposed to be built, evaluated, and managed. Besides, the approach of this model is from a customers’ perspective, individual or organization, because they are the nerve of successful marketing. Reason being marketers are wary of ‘what do different brands mean to consumers?’ and ‘how does the brand knowledge of consumers affect their response to marketing activity?’ Brand is an important asset to any business and it depicts what a business enterprise is made of or it is about in a snapshot. Park et al. (1986) in his work agues that brand represent an enormous valuable property and are capable of influencing customer’s behavior or will as facilitating security for sustained future revenues to the business enterprise. The fundamental concept of brand equity lies in the fact that the brand has power implanted in customer’s mind and this is facilitated by their experience over a long period of time. Therefore, brand equity is a culmination of processes that head to realization of a special and distinct brand identify. In this respect, this paper......

Words: 645 - Pages: 3

Premium Essay

Marketing Plans

...of the paper is to provide an overview of marketing plans. I will do this first by providing the definition of marketing plans. I will discuss how a marketing plan helped make a product or service successful. I will also discuss how decisions in a marketing plan led to failure; I will analyze what was the difference in two examples. Next, I will provide a movie that was considered a box office failure. I will apply what I have learned about the concept of marketing plans, and what could have gone wrong in the studio’s plan with regard to forecasting demand for the project. Let’s begin with sharing my understanding of marketing plans in the roles that it plays. Marketing plans are tools used by managers to guide the process of marketing. Marketing contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketing plan details a company’s marketing effort. It may be laid out for an individual product or for the entire company and all its products. Marketing plans helps establish, coordinate and direct marketing efforts. Marketing plans has different keys to success. Successful marketing requires companies to have capabilities such as understanding customers and competitors, creating customer value and keeping customers. An example of how a marketing plan helped make a product or service successful would be Kellogg’s Special K cereal. The market plan for this company was to target......

Words: 790 - Pages: 4

Premium Essay

Marketing : Brand

...Assignment on Marketing Management Topic: Brand Profile Submitted to: Ms. Sayeda Ferdous Lusanta Lecturer Department of business Administration Dhaka City College, Dhanmondi, Dhaka Submitted by: Tasmina Khalid Roll No: 231, Section: D Session: 2007-2008, Batch: X Department of business Administration Dhaka City College, Dhanmondi, Dhaka Date of submission: March 31, 2011 Brand Profile The brand profile is a summary description which quickly enables all those involved with the brand to understand about the brand. Ideally it should be something one could put on a card and put on the desk of everyone involved in the business. The brand profile would usually be accompanied by the Brand Name, and, if some implementation detail is appropriate, a summary of the main elements of the Brand Identity (e.g. logo, basic graphic standards). Local brands or national brands: Logo |Brand name |Company type |Origin of the brand |Founded year |Brand type |Area served |Parent company |Products | |[pic] |Aftab automobiles |Private |Bangladesh |1982 |Automotive |Bangladesh |Navana group |Car assembling, automotive parts | |[pic] |GMG Airlines |Private |Bangladesh |1997 |Airlines |Bangladesh and few international hub |GMG group and Beximco |Airline services | |[pic] |Dhaka bank |Private |Bangladesh |5th July 1995 |Banking |Bangladesh |Dhaka bank limited |Banking services | |[pic] |Square pharmaceuticals |Public |Bangladesh |1958 |Pharmaceutical |Bangladesh and global......

Words: 1530 - Pages: 7

Premium Essay

Brand Extension Marketing Plan Project

...Unit 6: Assignment Kaplan University Brand Extension Marketing Plan Project 1.0 Executive Summary Beachbody was created in 1998 by John Congdon and Carl Daikeler. Beachbody produces, markets and sells its home-based fitness and nutrition products through infomercials and its Team Beachbody coaches. While Beachbody offers hundreds of fitness and nutrition products, they didn't have a product that helps underweight people put on weight. Beachbody will roll out a product called Mass Morph as a line extension to their Body Beast line. Body Beast already has a comprehensive line of supplements and a meal plan, but these do not currently contain a weight gainer. The product is a weight gainer that will cater to those looking to gain muscle. One pound is equivalent to 3,500 calories, so adding an additional 500 calories per day to ones diet can help them add a pound of muscle per week. Weight gainers help achieve this by supplementing their current diet with high concentrations of protein, carbohydrates and fat. This product will only contain high-quality ingredients instead of fillers and lots of sugar and additives. This is beneficial to the consumer because if a weight gainer contains these fillers, additives and loads of sugar, the weight they gain will be fat instead of muscle. Mass Morph will be marketed domestically first, because there are a lot of regulations on getting supplements approved globally. Beachbody gets its ingredients from all over the world—often......

Words: 3893 - Pages: 16

Premium Essay

Gibi Shoes Brand Plan

...Gibi shoes are one of the top footwear brands which is owned by Marikina’s self-made Chinese community leader and philanthropist William Castro. He also distributes America’s Florsheim shoes for children. The company started out as Phentoe Shoe Supply in 1973, with a capital of P2,000 to buy the shoe accessories it sold. It became Gibi Shoes in 1984 when the company ventured into the making of shoes. Now that the company is a subcontractor of well-known foreign shoe brands, it is known as Stefano Shoes. To further broaden its market without too much cash out, the Gibi brand is also sold in supermarket chains.  Gibi shoes is a Philippine born shoe brand that offers footwear such as leather flat shoes, high heels, suede, open toe, ballet flats, boots, wedge, doll shoes and so much more. It is known as the brand that provides good quality and classic designs of footwear. Their direct competitors are Rusty Lopez and Mendrez which the both of them offer for all ages and gender shoes just like Gibi Shoes. The brand endorsers of Gibi shoes are Xian Lim, Nadine Samonte, Ella Cruz and Jasmine Curtis-Smith and they are one of the prominent actors and actresses of this time. Gibi shoes have their print advertisements but they don’t have their own website that can give enough information about their brand and about their products. With this Brand Plan, there are some strategies that can be effective in developing the brand awareness and brand recall of the target market of Gibi......

Words: 3752 - Pages: 16

Free Essay

D Light Brand Extension Marketing Plan

...Brand Extension Marketing Plan for D.Light and the State of Virginia 1.0 Executive Summary Solar Photovoltaic (PV) consumer products are reliable, renewable and pollution-free energy sources that collect energy from the sun. PV systems are utilized within commercial and residential areas and are becoming more affordable for consumers to purchase. Here at D. Light we are offering PV options to consumers that will help lower their electricity cost. D.Light’s D3200 is an off-grid solar photovoltaic system that allows consumers to purchase three different sized systems that will generate more power than needed to do daily chores or run a business. Lowering the cost of electricity for consumers in the Virginia Beach area is our goal; utilizing this brand extension and the marketing mix with various strategies. Operating in the PV industry can bring more investors and create value for the company while providing a return on investment for all stakeholders. Utilizing the research conducted on the targeted area, we will sale and promote our product to the 62% homeowners creating a 30% sales potential from the market. In addition, low operating costs will permit the company to design and sell the most affordable solar-powered products on the market, offer consumer’s energy independence, and create a sustainable energy economy all while remaining true to its vision: transform millions of lives. Utilizing off-grid systems provide numerous benefits for both the customer’s and...

Words: 7996 - Pages: 32

Premium Essay

Marketing Plan

...DEVELOPING A MARKETING PLAN General 1. The purpose of a marketing plan is to determine the current situation a company is facing and then to generate marketing strategies and tactics in response. A quality marketing plan requires a careful analysis and understanding of the firm, its resources, and its customer base. Components of a Marketing Plan 2. Although there can be different formats which can be adopted, but a suggested sequence of marketing plan is as under:- a. Executive Summary b. Current Situation c. SWOT Analysis d. Marketing Objectives e. Target Markets f. Marketing Strategies g. Marketing Tactics h. Implementation i. Evaluation and Control Executive Summary 3. The executive summary appears first on this list of components, however, it is often written last. It summarizes the report for executives to read. It should be one to two pages in length. After an executive reads this section, he or she would have a basic grasp of the entire marketing plan. This should not be a teaser designed to get someone to read the plan. Instead, highlighting the content of the marketing plan should be the intent. Current Situation 4. The current situation involves an analysis of the firm’s internal environment, its external environment, its competitors, and its customers. Before decisions can be made about the future, it is important to assess the current status and situation. 5.......

Words: 3277 - Pages: 14

Premium Essay

Brand Extension Marketing Plan

...[pic] Running head: BRAND EXTENSION MARKETING PLAN The Cooler Cooker Unit 6 Final Project Tanya Dabney Marketing Management, GB530.04 Dr. Jerry Haenisch, PhD May 27, 2011 1.0 Executive Summary The “Cooler Cooker” is the most recent innovation that has great potential to generate revenue for Lakeland, “the home of creative kitchenware”. The Cooler Cooker is a product that will be an answer to household families, single parents, chefs, culinary students, and anyone who prepares hot meals whether at home, in restaurants, or in a cafeteria. The cooler cooker will perform and prepare meals as any other cooking pot or pan. The beauty behind this product is although it has the ability to prepare meals on the stovetop or in the oven, to the outside touch, the pot or pan will never get hot. This innovate product is any cook’s dream, especially moms who are always in fear of their children that are always displaying curiosity to get the better of them and makes the decision to touch that hot pot on the stovetop. It is not uncommon, everyone at some point or another, while preparing a meal have mistakenly or unconsciously touched that hot pot and the results of the incident were not good. With the Cooler Cooker you will never receive another burn. Regardless of the temperature in the oven, or the length of time the meal has to be prepared on the stovetop, this safe and user friendly product will never get hot to the outside touch rather it will always......

Words: 5773 - Pages: 24

Premium Essay

Brand Marketing

...Brand marketing is important to nearly every business because it represents a company’s markets identity. It displays to the buyer who they are, what they do, what kind of quality of products they provide, and their reputation for trustworthiness. It is rather significant in the world of marketing because the brand influences many decisions of the customer. It is the most effective for the development of the customer to repeat business. This is due to the fact that any customer’s perception of a brand is going to be largely created due to previous experiences with that brand. The company’s brand represents instant standards of that company for the customer, and once they are familiar, they can expect a certain level of standard. For example, a parent going to the movies will assume that a Disney movie is going to be family-friendly, or a coffee customer knows that a coffee from Starbucks will taste (relatively) the same every time they go to buy one. Another reason a brand is so important is because it is the most sustainable competitive advantage. According to Aswath Damodaran, professor of finance at New York University's Stern School of Business, a brand's value is simply about the extent to which it can sell its goods and services at a premium price. For example, Coca-Cola’s branding accounts for 80% of its market value, and is still going strong. Damodaran suggests that in order to keep this competitive advantage, you must preserve the illusion. When you......

Words: 686 - Pages: 3

Premium Essay

Brand Extention

...Ex Kaplan University Graduate School of Business and Management GB530 Marketing Management: Brand Extension Marketing Plan John S. Gumbs Jr. 31st January, 2012 Brand Extension Marketing Plan 1.0 Executive Summary Apple Inc. is currently known for its renowned operating systems that provide outstanding computing and gaming for its users. The organization has a vast list of multimedia productivity products and hardware units. Some of the multimedia products include iTunes, iWorks, and iLife. In the coming months of 2012 Apple Inc. will be announcing a reveal of a new multi-functional refrigerator; this new revolutionary product will be named the iFridge. When it comes to marketing the iFridge, Apple Inc. will gather information based on industry trends, consumer demands, revolutionary Apple technology, and four P’s, Price Promotion, Placement, Product. In addition the iFridge will have the well known characteristic that many have grown to know and love about Apple products. The iFridge will be sold domestically and then modified to fit the European and Asian market based on the market demands. The consumer can order the appliance via Apple Inc. and certified Apple distributers. Apple may choose to sell the appliance on an online retailer’s website. The reason for having the appliance sold in the North American market first is that American homes are better equipped for large household appliances. The iFridge will be a truly revolutionary and most......

Words: 8515 - Pages: 35