Two half, whole want 2.5 web page reply
Half 1: want 1.5-page reply
1. You are the product manager for Ralph Lauren’s Polo shirts. What particular data are you attempting to convey in the model’s iconic polo pony brand? For instance, what does the Polo model say about high quality, options, and elegance relative to the Tommy Hilfiger and Lacoste manufacturers?
2. Johnson & Johnson has been capable of set up robust model fairness for its line of child merchandise. What advantages does J&J have due to its model fairness for these merchandise?
three. You have been requested by Coca-Cola’s product manager to current the arguments for and in opposition to extending the Coke model to a brand new cola drink. What could be the arguments for and in opposition to extending the Coke model to a brand new cola drink?
four. SanDisk is introducing a brand new line of flash drives to enhance its present merchandise, and also you are accountable for creating the package deal design. What key data and different artistic parts would you embody on the package deal?
Half 2 Want 1 web page reply
Learn the Administration Resolution Case (Virgin Model Group) Reply the three “Questions for Consideration” at the finish of the case examine.
MANAGEMENT DECISION CASE
Virgin Group Model Extensions: Numerous Hits and a Few Misses
One among the most respected features of a robust model is its capability to be prolonged to new merchandise in the class and even into utterly new classes. This functionality permits corporations to reap the benefits of the robust model fairness that has been constructed by good buyer experiences with the model’s merchandise and the many advertising and marketing actions which have helped construct the model’s picture. Most corporations tread fastidiously into new product or class territory, however the Virgin Group is a company recognized for its daring strikes in extending its model with new corporations and merchandise marketed round the world. Its successes and failures present insights for entrepreneurs utilizing a model extension technique to extend model fairness and firm revenues.
Virgin’s flamboyant founder, Sir Richard Branson, has develop into properly often called an adventurer, playboy, and the model’s chief cheerleader. He named his new enterprise “Virgin” to signify his lack of enterprise expertise in his early days. His first main enterprise was his impartial document label, Virgin Data, in 1972. Signing music superstars Phil Collins, Janet Jackson, and the Rolling Stones propelled the firm’s development and finally led to the opening of the Virgin Data Megastore in London in 1976, and later in main cities round the world.
Throughout the high-flying years of the document enterprise, Virgin determined to fly excessive in a extra literal method. Virgin Atlantic targeted on extra comfy air journey for transatlantic passengers; it was the first airline to supply particular person TV screens with a alternative of channels—even in economic system class. This superior service caught the consideration of shoppers, but additionally of its main competitor, British Airways, whose staff used underhanded methods to poach Virgin Atlantic prospects. The Virgin airline enterprise quickly expanded to different components of the world with Virgin Australia and Virgin America.
Branson subsequent noticed that many younger individuals discovered costly month-to-month mobile phone costs too excessive for their budgets. Virgin Cell was born, providing a pay-as-you-go method so youngsters wouldn’t should be locked into yearlong contracts. The youth-oriented advertising and marketing provided options designed to make cell telephones extra playful and enjoyable, resembling Rescue Rings (a function permitting you to save lots of your self from a nasty blind date), wake-up calls, and ringtones utilizing the newest hit songs.
There have been a couple of different companies, too: Virgin Media, Virgin Lively (well being golf equipment), Virgin Books, Virgin Cosmetics, Virgin Video games, Virgin Radio, Virgin Wines, Virgin Vodka, Virgin Lodges, Virgin Trip, Virgin Trains—these plus extra, for a complete of about 400 corporations in all. If plainly the sky is the restrict for Virgin’s ambitions, assume once more. Virgin Galactic is presently testing spacecraft that can take passengers on a joyride into house. To date, 700 individuals have both paid their full fare of $250,000 or a deposit of $20,000 to carry their spot, together with famend physicist Stephen Hawking.
However with such a lot of model extensions, not all may very well be hits. Virgin Cola fizzled as a result of it was not totally different sufficient from Coca-Cola. The corporate’s web site for shopping for and promoting automobiles (Virgin Automobiles, after all) failed, Branson mentioned, because of a “incorrect angle” and since the enterprise was not targeted on sustainability. VirginStudent.com tried to beat MySpace and Fb to the social media sport however didn’t acquire traction. Virgin Pulse adopted the Apple iPod’s lead however did it with a a lot bigger transportable music participant that by no means took off. Regardless of (or maybe due to) a launch that included founder Branson wearing a marriage robe, Virgin Bride was additionally a bust. Nonetheless, even these failures served to construct the Virgin model. Every time Virgin took on a serious model (like Coca-Cola) an incredible quantity of media protection was generated and Branson’s picture as a risk-taker was strengthened.
Though the record of Virgin companies represents a various group of industries, they share two frequent attributes: an unconventional method to advertising and marketing and flying in the face of bizarre customer support.48 Maybe the most vital frequent denominator is Sir Richard Branson himself. Though many trendy executives have been seen components of their firm’s advertising and marketing messaging, few can match the promotional vitality of Branson. Along with a Virgin bride, he additionally dressed as a feminine flight attendant and a Zulu warrior (to advertise a brand new South African flight route). To take a shot at Coca-Cola, he drove a tank down New York Metropolis’s Fifth Avenue and “fired a missile” at the well-known Coca-Cola signal on Instances Sq.. Bolstering his picture as an adventurous risk-taker, he tried to circumnavigate the globe in a sizzling air balloon.49 Having a mere mortal personifying the model comes with dangers. “Daily that Richard will get older the situation of the Virgin model turns into a much bigger one as a result of a lot of it’s tied to him,” in accordance with an government at model consultancy Interbrand.
For now, the Virgin Group model is robust, with model recognition of 99 % in the UK, 96 % in the United States, and 97 % in Australia and South Africa, and with annual gross sales of $24 billion. After 50 years and 400 companies opened (and lots of closed), the “virgin” identify could now not match its founder. Whether or not this breathtaking tempo of name extension can proceed might be intently watched by model strategists and by followers of the Virgin Group and its flashy founder.
Questions for Consideration:
1. When founder Richard Branson is now not at the helm (and in the information), do you imagine Virgin will be capable to proceed its forays into radically totally different model extensions? What methods can the Virgin Group make use of to make sure continued model success after Branson is out of the image? Ought to these methods be applied now or after the founder’s departure?
2. On this chapter, you realized about Aaker’s 5 dimensions of name fairness. Assess the Virgin model on the foundation of those dimensions. With these dimensions in thoughts, what steps may the Virgin Group take to extend model fairness even additional?
three. Is the Virgin expertise with model extensions an anomaly, or are there classes that may very well be utilized to any model eager to increase this fashion？
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There are two components to this Question Assignment, with a complete response size of two.5 pages.
Half 1: a 1.5-page response is required.
1. You are the product manager for Ralph Lauren’s Polo shirts. What particular data are you attempting to convey in the model’s iconic polo pony brand? For instance, what does the Polo model say about high quality, options, and elegance relative to the Tommy Hilfiger and Lacoste manufacturers?
2. Johnson & Johnson has been capable of set up robust model fairness for its line of child merchandise. What advantages does J&J have due to its model fairness for these merchandise?
three. You have been requested by Coca-Cola’s product manager to current the arguments for and in opposition to extending the Coke model to a brand new cola drink. What could be the arguments for and in opposition to extending the Coke
