Marketing
6th Edition
ISBN: 9781259709074
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Chapter 10, Problem 2CCS
Summary Introduction
Case summary:
YMCA- Youth men charitable association rebranded to “Y”. This association came up with many activities for youth development, social responsibilities and health living.
Y insist its local branches to focus on 4 values namely caring, respect, honesty, and responsibility. It conducts various activities like basketball, volleyball, swimming and other activities to encourage the youth, adults and children. All the programs of Y are a destination for charitable donation.
Characters in the case:
- Company Y
To discuss: The question to be answered by Association Y with each types of
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TASK DESCRIPTION
Successful brand extensions allow companies to diversify their offerings and increase their market
share. Brand extension will provide any company a competitive advantage over its rivals that do not
offer similar products.
You are expected to select a live/real organisation which is suitable to the task and launch a new
product/service.
Please discuss with your lecturer your choice before proceeding.
For your Portfolio you need to complete the following tasks:
1. Develop a new brand extension for the organisation you have selected for one of their
product/service.
2. Determine segmentation, targeting and positioning for the new brand extension.
3. Develop a detailed customer personal profile for the new brand extension, including demographic
and psychographic information.
4. Develop the marketing mix strategies for the new brand extension (4Ps/7Ps).
**what are the Raw Materials and Human Rights Concerns in the Apple Company
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