EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 8220103613774
Author: Armstrong
Publisher: YUZU
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Chapter 13, Problem 13.11AC
Summary Introduction
Case summary:
Company L is the brand of resort themed dresses, bright colored colors. The company offers to certain women who belong to certain community are offered discount on $100 to $500 items. The target created fever on buying by introducing Company L products. The products were sold in a minute on online. The items were sold at peak and many customers were left with empty handed and the price of the items was increased high in various online medium.
Some shoppers were happy and some are not.
Characters in the case:
- Company L
To classify: Whether it is ethical for the retailers to create a promotion which are not sufficient for the buyers to purchase.
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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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