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Launching of a New Product with the Brand Extension Strategy

Tina Vukasovic
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Tina Vukasovic: International School for Social and Business Studies, Slovenia

from International School for Social and Business Studies, Celje, Slovenia

Abstract: The main purpose of this article is to present a research study of brand extension with developing an innovative product in a new product category. A case study is presented by one of the leading Slovenian brands in the market of fast moving consumer goods. More specifically, we shall be dealing with the market of chicken pariser sausages products and the brand called »Poli«. Poli is first chicken pariser sausage on the European market and best selling sausage in its category. The challenge that the Perutnina Ptuj d.d. company faced, as the owner of the abovementioned brand, was how to fully utilize the strength of the Poli brand that it had been working on for the past decades. The article concentrates on the results of the quantitative research which was carried out by using a method of individual personal interviews in a sample of N = 800 chicken products consumers in the age between 15 and 65 years from Slovenia. Results show positive influence of the parent brand on the brand extension to the new product category. With launching new product brand Poli is entered into a new category, namely the group pate.

Keywords: brand extension; food industry; marketing (search for similar items in EconPapers)
Date: 2012
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