Brand Extension

Coach Purse Hook Product Proposal

GB530: Marketing Management

Kelly Bruning

September 10, 2013

Coach Factory is a for profit business that operates all over the world. The company offers Coach branded products including handbags, leathergoods for men and women, weekend and travel accessories, footwear, scarves, fine jewelry, outerwear and sun wear. And over the last decade, has emerged as America’s preeminent designer, producer and marketer of these fine accessories and gifts.

Though Coach offers accessories of all kinds for women and men, one thing that is missing is a purse hook. A purse hook is a product that is intended to be used by consumers to hang their bag or purse from the table in front of them versus placing it on the floor or hanging it on a chair. The Coach Purse Hook would allow the purchasers of the coach products to better maintain their original coach products by keeping them cleaner and helping to ease the consumers mind by knowing that the bag/purse is secure.

A brand extension is a company’s use of an established brand to introduce a new product. That is what Coach is doing with the Coach Purse Hook. The company is adding a line extension. The brand is expanding its line with the new product – however it already ties in with the exsisting products that are offered to consumers.

In order to obtain information needed to develop and prepare my marketing plan I plan to utilize the resources that are readily available to me. The Coach Factory website will help me determine the mission statement and vision of the company as well as give me much needed information regarding what is currently on the market. Also, I plan on contacting members of Coach to gather feedback on some strategies that are currently being used in order to tie everything together. My textbook will also play a huge role in the development of this plan, it gives me vital information about marketing that was not known prior.

Being that...