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Por ejemplo, miles de consumidores veran que tambien pueden tener un Mercedes. Se ganan economias de escala y a la vez, en muchos sectores, el movimiento sera una proteccion ante las temidas marcas blancas. Pero la empresa se arriesga a perder su reputacion. Sus clientes habituales pueden abandonarla porque ya no es exclusiva, o pueden pasarse al nuevo producto porque es mas barato. Seria una canibalizacion no rentable, algo que le ocurrio a Kodak cuando su Funtime desbanco el que era su producto estrella hasta el momento, el Gold Plus.
El peligro se evita lanzando una nueva marca, pero a veces la solucion sale muy cara porque introducirla es costoso y separarla claramente de la otra marca marca lo es todavia mas: se necesitan una distribucion, estructura de ventas y gestion de marca distintas...
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Common topics in this essay:
- Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal
- CASE STUDY: EASTMAN KODAK COMPANY:
- Eastman Kodak case analysis
- how is market segmentation used in target marketing?
- Kodak Case Study
- Kodak Case Summary
- Kodak Strategy
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- Market Kodak
- marketing strategy case study brand consolidation
- When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand
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