117) Why might a company choose a diversification strategy? 118) Campbell's Soup advertised new uses for soup in lunches and dinners to encourage customers to eat more soup. The company also conducted promotions aimed at attracting users of competing soup brands. What growth strategy was Campbell's implementing? Explain. 119) During past years, the Oreo cookie has undergone many changes. It is no longer just a cookie. Oreo cookies now appear in breakfast cereals, ice cream, pie crust, cake mix, frosting, brownies, and granola bars. These are all examples of which type of growth strategy?

117) Why might a company choose a diversification strategy? 118) Campbell's Soup advertised new uses for soup in lunches and dinners to encourage customers to eat more soup. The company also conducted promotions aimed at attracting users of competing soup brands. What growth strategy was Campbell's implementing? Explain. 119) During past years, the Oreo cookie has undergone many changes. It is no longer just a cookie. Oreo cookies now appear in breakfast cereals, ice cream, pie crust, cake mix, frosting, brownies, and granola bars. These are all examples of which type of growth strategy?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter2: Planning, Implementing, And Evaluating Marketing Strategies

Section2.1: Inside Tesla’s Strategy For Growth

Problem 1VC

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“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question In what ways can product portfolio be expanded? Explain.
“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Source: San Miguel Corporation Questions:1. What is a brand? Why are products branded?2. What are the merits and demerits of product branding and of…
“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question: What are the merits and demerits of product branding and of generics?
“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question: What is meant by “one-brand company”? “Product portfolio”?
“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Question: Why is “San Miguel ” a brand that transcends generations?
“Not every brand is created equal. Among our close to 300 products, flagship product San MiguelBeer stands a head above the rest- its appeal to beer lovers having endured over 110 years. AlthoughSMB is probably the best example of a brand that transcends generations despite shifting consumertastes, it has never been our intent to be a one-brand company.“Expanding our product portfolio – either through new product development or acquisitions – is acornerstone of San Miguel’s growth strategy. In 2001, we intend to dram up new products and getthem on the shelf faster. We’re inspired by the success of Ponkana, a powdered juice brand ofSugarland Beverage Corporation, which found its way to the market a mere three months after it wasconceptualized.“We will continue to develop new products that anticipate and fulfill our consumes’ diverse needs.” Questions:1. What is a brand? Why are products branded?