In 1890, Skoda started as a bicycle repair shop and then made cars in Czechoslovakia. Currently, this business is one of the most successful brands in the world. Learn what the marketing team did to increase sales.
Product extension means extending the life of a product through various means. Brand stretching incorporates new products into an existing brand umbrella. See examples of stretching failures.
Mars bars were introduced to the U.K. in 1932, launched other brands, and made changes as health consciousness increased. Cadbury's Fuse product was highly successful at first, but "fizzled out." Cadbury launched Wispa in 1983 and Dairy Milk in 2003.
A brand can be the umbrella for a multitude of products. A company benefits from merchandise having the same image. The first "Call of Duty" video game was launched in 2003.
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This program presents three case studies in managing a product as part of the marketing mix.
Length: 22 minutes
Copyright date: ©2013
Prices include public performance rights.
Not available to Home Video customers.
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