V Jaramillo
Worst brand extensions Colgate Lasagna
The above is an example of the ugliest brand extension on the market. There are different reasons for this statement. To make the brand extension successful, it must reflect the strength of the parent company, maintain the customer experience, and withdraw satisfactory ideas from customers and increase customer loyalty. There must be a connection between the brand and the upcoming new product. This is not the case with Colgate Lasagna. Colgate is a household name in oral hygiene, and then turning to food means that there is a lack of connection between the company and the product. Customers could not easily identify the beef product and associate it with Colgate. Colgates loyal customers had to have a second though and a deeper investigation to discover that the product is from Colgate (Francesco, 2020).
Second, due to quality factors, the expansion fails, which is very important for successful expansion. Many organizations use brand extensions and are successful because the current customers link the quality of the new product to that of other products that they have used before. In the case of Colgate Lasagna, customers could not easily trust its quality because it is not in line with the products that it is famous for and it is also in a different category. This mismatch makes potential customers and current customers doubt its quality.
Customer experience is also another factor lacking in the brand’s expansion, and it is also the reason for its failure. Customers did not have any experience with food products from Colgate since it produces oral hygiene products. Lack of experience means that customers cannot believe it, so the market support rate is very low. Low market support means low purchase volume, so it will eventually fail. Colgate Lasagna therefore failed because it was from a different category from what it is known for by the customers (Francesco, 2020).
S Shelton 1
Unit 4 Week 7 DB
Graduate Programs Discussion Boards
Week 7 Main Discussion Post
The selected product is iPhone 12, and trades under the internationally recognized Apple iPhones brand.
Questions
Is iPhone 12 used mainly by male of female gender?
Do you value iPhone 12 over other past smartphone brands?
iPhone 12 is better off than the other smartphone brands available at the market.
Strongly disagree, Disagree, neither agree nor disagree, Agree, strongly agree.
Survey results in Excel File.
SURVEY
QUESTION: iPhone 12 is better off than the other smartphone brands available at the market.
SCALE: Strongly disagree, Disagree, neither agree nor disagree, Agree, strongly agree.
RESPODENT
RESPONSES
MARY
AGREE
JANE
STRONGLY AGREE
MERCY
AGREE
MILCAH
DISAGREE
JANET
AGREE
FRANCIS
DISAGREE
JOHN
STRONGLY DISAGREE
ALEX
NEITHER AGREE OR DISAGREE
BERNARD
AGREE
BONFACE
STRONGLY AGREE
QUESTION 2: Is iPhone 12 used mainly by male of female gender?
RESPODENT
RESPONSE
MARY
FEMALE
JANE
BOTH
MERCY
BOTH
MILCAH
BOTH
JANET
MALE
FRANCIS
MALE
JOHN
BOTH
ALEX
BOTH
BERNARD
BOTH
BONFACE
BOTH
QUESTION 3: iPhone 12 is better off than the other smartphone brands available at the market.
RESPODENT
RESPONSES
MARY
YES
JANE
YES
MERCY
YES
MILCAH
NO
JANET
YES
FRANCIS
NO
JOHN
YES
ALEX
I DON’T KNOW
BERNARD
YES
BONFACE
YES
S Shelton 2
Marketing techniques used by organizations have been changing regarding changes occurring in the business operating environment. one of the emerging marketing practices in the contemporary business environment is corporate social responsibility (CSR). The marketing tool has proved to be effective in increasing sales within businesses through the enhanced public image. It enhances customer loyalty, leading to business sustainability (List & Momeni (2021).
When carrying out business research, high ethical standards must be observed, especially where human subjects are involved. The targeted audience must be educated, informed about the importance of the study, the usage of the research results, informed about any potential negative impacts, and their consent to participate sought appropriately. Participation should be free and voluntary, and the respondents can quit whenever they wish. Privacy and confidentiality of the shared information must be highly guaranteed (Jamrozik & Selgelid, 2021). firms have to carry out adequate market research from time to time to ensure that they are up to date with the prevailing changes within the operating environment.
Collaboration is crucial towards business success, mainly characterized by growth, development and sustainability, numerous stakeholders are involved in the business operations, and therefore, their varying views should be highly considered. It is the ultimate responsibility of any manager or organizational leader to ensure that the firms have been managed effectively. The managerial skills required for businesses increases as organizations go international. Managing multinational corporations demand practical leadership skills to minimize the possibility of business failure. The leaders should understand various international organizations like the World Trade Organization (WTO) and the Group of Eight (G8) for optimal performance.
