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The Marketing Mix Product Case Studies: Extension Strategies (03:48)

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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.

Extension Strategies: Famous Failures! (03:18)

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.

The Marketing Mix Product Case Studies: Long Lives, Short Lives and Reincarnations (09:17)

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.

The Marketing Mix Product Case Studies: The Masterbrand (05:19)

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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The Marketing Series 5: The Marketing Mix - Product Case Studies


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Description

This program presents three case studies in managing a product as part of the marketing mix.

Length: 22 minutes

Item#: BVL128532

Copyright date: ©2013

Closed Captioned

Performance Rights

Prices include public performance rights.

Not available to Home Video customers.


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