Marketing Portfolio

Imagine you work at a large multi-brand company of your choosing (e.g., Apple, Nestle, Unilever). (a) BRAND DEVELOPMENT STRATEGIES. Imagine you are hired as a Brand Manager for any one brand at the company. Name the brand (e.g., iPhone). Using the slide titled “4 Brand Development Strategies,” detail 4 pathways to grow the Brand. (i) LINE EXTENSION. (ii) BRAND EXTENSION. (iii) MULTIBRAND. (iv) NEW BRAND. (v) Rank order the anticipated success of these 4 strategies and explain your reasoning. (b) BUSINESS GROWTH STRATEGIES. Flash forward a few years, imagine you are now promoted to a Vice President position for a region of your choosing. Name the region (e.g., USA). Using the slide titled “4 Strategies for Growing Businesses,” detail 4 pathways to grow the Company. (i) MARKET PENETRATION. (ii) PRODUCT DEVELOPMENT. (iii) MARKET DEVELOPMENT. (iv) DIVERSIFICATION. (v) Rank order the anticipated success of these 4 strategies and explain your reasoning.

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