Mkt655 db4 response 2 | Marketing homework help

 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. Colgate’s 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. 

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