Mkt571 Midcourse Excercise

UNIVERSITY OF PHOENIX

John Sperling School of Business

(South Orlando Campus)

Assignment for MKT/571 – Marketing

Submitted to:

Submitted by: Date of Submission: September 21, 2010

Title of Assignment: Mid Course Exercise

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Facilitator’s Grade on Assignment:

Facilitator’s Comment(s):

1) What are some of the different roles played by different brands in a brand portfolio? Give an example of each.

Flanker Brands: This is the introduction of a new brand into the market by a company that already has an established brand in a particular product category. The purpose of this brand is to garner a larger market share in the category without cannibalizing the existing items market share. This is done by targeting a different group of consumers. It is important because it allows the company to attract new customers from different market segments. Those companies who have multiple products within a product category usually have one premium product that has a higher quality at a higher price and then one or more “value” products that have a lower perceived quality or fewer benefits at a lower price. Advantages of this branding include: gaining of more store shelf space for the company, gaining bigger market share by targeting more market segments, and protecting the reputation of its premium brand should the flanker brand fail (Giddens, 2010). An example of a flanker brand would be proctor & gamble’s Tide detergent (premium) and Cheer detergent (value).

Cash Cow brands: These are products with a high share of a low growth market. Cash Cows generate more revenue than is invested in them. The total sales of the brand may be on the decline but there is a market segment of hard...