You will prepare and submit a term paper on Fruit Delight. Your paper should be a minimum of 2000 words in length. Using these indirect customers to propagate the benefits of the product can be effectively used for viral marketing as was done by “Dove”. They used the real customers in their ads to spread a credible word of mouth (Dahlen, Lange and Smith 2009).
The target audience of Fruit Delight overlaps that of Fruit winders for the 10-12-year-olds. This can have both favourable and unfavourable implications. A major disadvantage of this can be the confusion it can create in the minds of this age group. So, for this group of the audience has been used to the symbols and self-association with these symbols. With the introduction of the new product which would propagate a different image association, the target audience would not know which one to adopt. There will be a symbol clash in this kind of brand extension. This will erode some customers from the Fruit Winder’s basket which may or may not fall into the Fruit Delight basket as they might get attracted towards other brands in the same product range. This is because they have already perceived this brand as one for smaller kids and they may not be able to associate with the new one as being for older kids. This is what happened with the global brand “Pierre Cardin”. The company diversified into so many product lines that people did not associate with the core line of business. The brand eventually died (Mininni 2006). Thus, we can see that any failure of strategy implementation by inappropriate transfer and linkages of brand associations of the parent brand to the new product can lead not only to the failure of the new brand but also that of the parent brand (Juda 2007).
However, a major advantage of this brand extension is that it is not moving very far away from its core brand values. This is an important factor to consider before going into a product line. .Positive images and strengths of the current brand, Fruit Winders, can easily be leveraged to achieve a successful brand launching into a new segment (Juda 2007). .
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