Successful Brand extensions:

1. Starbucks versimo
Starbucks is a well-known coffee shop. It made a very successful brand extension by launching a
coffee maker machine.
2. Duracell powermat
Duracell after its cells and batteries launched powermat in market which went quite successful.
3. Fedex techconnect
Fed ex extended its category by starting technological consultancies along with its courier
service.
4. Wipro
Wipro which was originally into computers has extended into shampoo, powder, and soap
5. Mars
Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of chocolate
6. Horlicks
Horlicks come up with Horlicks junior: The credibility of its existing brands, which are
positioned as health and energy drinks, acts as an easy launch pad for new products in the foods
market. The company has successfully launched a variety of brand extensions of its popular
Horlicks brand such as Mother Horlicks, Junior Horlicks and Horlicks Three-in- one
sachets.
7. Ivory
Ivory extended its brand by launching soap, dishwashing liquid, and gentle care detergent.
8. Woolite
Woolite launched fabric wash, carpet cleaner spray.
9. Rolls-Royce Aircraft Engines
Rolls Royce a well-known car manufacturing company went in to supplying aircraft engines to
airplanes manufacturing companies.
10. Tide pen
Tide pen was also very successful.

Unsuccessful Brand extensions:

1. Zippo
Zippo failed when it tried to sell Woman Perfumes in the market.
2. Smith & Wesson Apparel
Smith & Wesson Apparel manufactures guns and bullets but it failed when it launched
Jackets, hats and polo shirts.
3. Samsonite
Samsonite is famous for its luggage bags but when it introduced outerwear in the market,
they failed.
4. Virgin
Virgin is a very famous traveling company but market did not accept their Water
Purifiers.
5. Rasna Ltd.
Rasna Ltd. is among the famous soft drink companies in India. But when it tried to move
away from its niche, it hasnt had much success. When it experimented with fizzy fruit
drink Oran jolt, the brand failed even before it could take off.
6. Gillette
Gillette was unsuccessful with a facial moisturizer line under the Silkience brand name
7. Bic
Bic attempted to extend their brand into products completely unrelated to anything they
have produced before. After successfully occupying the biro and lighter business, Bic
decided to create disposable womens underwear and perfume. Launched in 1998, the
items were taken off the shelf early by 1999.
8. Colgate
Colgate, in a bizarre attempt to extend their brand in the US, launched a line of frozen
foods in 1982. The company was hoping to capture the growing ready-to-eat meal
market. Many customers were confused at the idea of a brand, associated with hygiene
and oral care, making meals. The product never left US soil.
9. Harley Davidson
Harley Davidson, one of the most well-known bikes companies failed when it tried to sell
Harley Davidson cake decorating kit and Davidson perfume.
10. Cosmopolitan yogurt
Cosmopolitan is a very famous magazine in US but it failed when it introduced
Cosmopolitan yogurt.

Brand extendibility of local brands:

Engo foods:

Frozen foods
Masalas
Rice
Bread
Sweets
Meat

HUM TV network:

Business
Islamic
Discovery
Hum news
Hum Punjabi/pushto/sindhi/balochi
Sports
Arts collage

Haier:

Sound systems
Home theaters
PlayStations
UPS
Solar panels
Bulbs/energy savers
Industrial Electronic solutions

Lawrencepur:

Casual wearing
Kurtas
Women clothing
Kids Clothing
Footwear
Bags
Perfumes

Service:

Cars and bikes Service stations

Restaurants

Assignment#3

Course title:
Managing brand and products

Submitted to:
Ms. Tahira umair

Submitted by:
Syed Muhammad Moaziz Ali
CIIT/Fa15-MBO-005/LHR

Questions:
1) Select any five local brands and draw the extendibility up to maximum level.
2) List down ten successful and unsuccessful brand extensions.