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Half of the shelves in the uks supermarkets with

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half of the shelves in the UK’s supermarkets with their brand (Cashberry 2006). The virgin colawas not able to make any changes in the market since the coca cola company was too strong forthem.Godrej have been successful n their business extension. They have enjoyed a large part ofIndians who have brand loyalty. The introduction of various brands in the company hasincreased the target consumers. The company started making soaps in the early 19thcentury andthe business succeeded. This made it easier for other brand extensions. Brand extensions thatare from strong parents have a 59% chance of being successful (Neilsen A 2011). The companyextended the brand in the related products- domestic products. This made their extension eveneasier. The brand loyalty, association and awareness make Godrej a leading company in various31
fields. The company has succeeded in brand extension. It has branches in different parts of theworld thus increasing its market share.Virgin coke has failed in the brand extension unlike Godrej group which has succeeded. Virgincoke was outshined by the coca cola brand. This failure is mostly attributed to the competitionthat was post by the leading brand. The inability to take the products to the shelves was the majorcause of the cause. Godrej Company has a well distribution chain. It has branches worldwidewhich increases its success in brand extension. Godrej Company enjoys a good public image andbrand association making it successful11.2.1Commentary of Virgin coke andGodrej’s marketing successI believe that the failure of the virgin coke to rock in the coke world was due to poor marketstrategy. Virgin coke first introduced their brand in the United States which is the leading marketfor Coca Cola Company. The failure of the virgin coke to have space in the shelves of thesupermarket was a great blow to the virgin coke. It was the major cause of their downfall. Godrejhas succeeded in their brand extension owing to the brand loyalty that they enjoy. Theysucceeded in their first products which made the subsequent extensions easier. Their strategy offirst extending their brand in one line- domestic made it even better for the company. Thecompany have branches in more than 60 countries in the world which makes them verysuccessful.11.3 Comparison of Virgin and Hewlett Packard’s marketing successVirgin as discussed earlier has many brands that have successfully entered the market. Manywould say that this strategy have failed and has cost the brand a lot. The failures of companies32
such as virgin coke, virgin jeans have caused disappointments to thousands of customer who buythem in good will. Some of the products branded virgin does not have anything special thatmakes them unique in the market. Example of these products includes virgin whiskey and virginjeans (Taylor D 2007). There is nothing special with these products. There is nothing to promotethe consumer which contributed to their failures. The innovative of these products is poor hence

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Term
Summer
Professor
John
Tags
Nursing, Brand, Virgin Group

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