Understanding Business
12th Edition
ISBN: 9781259929434
Author: William Nickels
Publisher: McGraw-Hill Education
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Chapter 6.2, Problem 6.2AQ
When Roni Di Lulla’s dog Midnight had trouble squinting at a flying Frisbee, Roni retrofitted sports goggles to fit him. Midnight became the hit of the dog park and owners asked if she could make the eyewear for their dogs too. They become so popular, Di Lulla contracted with a Taiwanese company to make goggles with wide nose bridges and deep lens cups. Today Doggles brings in $3 million a year and are used by doggie fashionistas, veterinary ophthalmologists, and even military canines.
Sharon Anderson Wright spent her teenage years sorting novels, nonfiction, and newspapers at her family’s used bookstore. she knew what her customers liked to read and worked closely with her mother to learn the fine details of the business. This experience served her well as she expanded Half Price Books into a national company earning $240 million in annual revenue. How do you think Weight’s experience helped the business succeed?
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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.
2.
Develop a new brand extension for the organisation you have selected for one of their
product/service.
Determine segmentation, targeting and positioning for the new brand extension.
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Chapter 6 Solutions
Understanding Business
Ch. 6.1 - Prob. 6.1AQCh. 6.1 - Megan Gibson has always been a big fan of peanut...Ch. 6.1 - Prob. 6.1CQCh. 6.1 - Prob. 6.1DQCh. 6.1 - Prob. 6.1EQCh. 6.1 - Prob. 1TPCh. 6.1 - Prob. 2TPCh. 6.1 - Prob. 3TPCh. 6.1 - Prob. 4TPCh. 6.2 - When Roni Di Lullas dog Midnight had trouble...
Ch. 6.3 - Prob. 1MEDCh. 6.4 - Prob. 6.4AQCh. 6.4 - Prob. 6.4BQCh. 6.4 - Prob. 5TPCh. 6.5 - Prob. 6.5AQCh. 6.5 - Prob. 6TPCh. 6.5 - Prob. 7TPCh. 6 - Prob. 1CECh. 6 - General repair service-paints, makes household...Ch. 6 - Prob. 3CECh. 6 - Prob. 4CECh. 6 - Prob. 1CTCh. 6 - Prob. 2CTCh. 6 - Prob. 3CTCh. 6 - Prob. 1DCSCh. 6 - Prob. 2DCSCh. 6 - Prob. 3DCSCh. 6 - Prob. 4DCSCh. 6 - Prob. 5DCSCh. 6 - Prob. 1PPTCh. 6 - Prob. 2PPTCh. 6 - Prob. 1VCCh. 6 - Prob. 2VCCh. 6 - Prob. 3VC
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