BELARMINO, Mary Grace S.

HUNTER CASE STUDY

1. What are the main reasons for the recent international marketing success of the
Hunter Boots?

Hunter Boots' current success is due to the effectiveness of their

worldwide marketing approach. The strategy focuses on well-known people that
endorse Hunter Boots. The corporation created a trend in attractive footwear by
delivering its product picture to consumers' minds through worldwide sporting
events. In addition, the debut of the special edition in conjunction with well-known
designers added value to the firm by providing quality items to new target
segments, attracting an increasing number of consumers. Hunter's rival
enterprises were also able to increase their sales not just locally but also
worldwide by gaining brand awareness through trade associations and
specialists in order to expand by building consumer values and networking
partners.

2. Recently, Hunter has added outerwear (leather footwear and handbags) to their
international product range. What are the pros and cons of extending the product
range in this way? Should Hunter Boot Ltd. include further products like eyewear
and watches?

Pros:

Hunter has a strong brand name, and product diversification can help in
leveraging the new products. It could also reduce the financial risk that is
associated with the new product development by leveraging the parent brand
name, Hunter, to enhance consumer perception as a result of its core brand
equity. Other than that, expanding the products can help Hunter spread or widen
their customer base. It will also help in enhancing the product portfolio of Hunter
by introducing products in the market.

Cons:

Consumer views about the core brand and core items may be harmed if
the new line expansion fails. There will also be more rivalry in the market since a
new product will be introduced. In addition, the cost is likely to be high in order to
preserve the product's quality.

Hunter Boot Ltd. may be a success if they add new items, such as
eyewear and watches, because they are currently big in the industry and have a
strong brand loyalty, implying that there is already a market. They must,
however, ensure that intra-firm rivalry is avoided. Hunter should be able to tell the
difference between the two items on the shelf. The items should have a similar
signature yet be distinct enough that they do not compete with one another in the
same way that competitor brands do. If these requirements are completed,
Hunter Boot Ltd. should be able to extend their product line and offer greater
choice to their consumers.