By David Taylor
David Taylor's insightful and encouraging glance contained in the international of name stretch finds the genuine purposes for the bad luck price during this zone and offers a pragmatic programme to aid increase your possibilities of luck. The 'brand further price' process guarantees that extension efforts concentrate on promising and offering compelling, aggressive shopper merits.
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Extra resources for Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds
The brand had satisfactory scores on attribute ratings for mildness and moisturization. 8). BRAND STRETCH – OR BRAND EGO TRIP? 9: Dove sales split. Stage one: Core range extensions At this stage, Dove remained a ‘product brand’ with a single format. Stretching started with core range extensions on the bar by adding new versions, such as one for sensitive skin that now accounts for up to a third of sales. 9). Further growth of the bar, through product and pack innovation, remains a key source of proﬁtable growth.
STEP ONE: STRENGTHEN THE CORE 25 regular hair washing, a frequent-use version was developed. It had a lower amount of active ingredient and a milder cleaning system. If this had been used to replace the original version, existing users may have been disappointed with the lower efﬁcacy and left the brand. The new product was launched as a range extension and succeeded in building sales by about 10 per cent, attracting new users to the brand. Cannibalization As the name suggests, this is the risk of an extension eating up other family members.
First, the sales and proﬁt potential was signiﬁcant. Second, the Italian business was in good health, with a solid bar and personal wash foundation. The test was a resounding success, with the brand taking a signiﬁcant share. The product was rolled out across Europe and then into the USA. The team in Taiwan had an even more radical idea: Dove haircare. They wanted to move Dove beyond gentle cleaning of skin to deliver the same beneﬁt on hair. This move was once more greeted with concern and even outright opposition.