MKT624 Brand Management Assignment No 2 solution Spring June 2012

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Company Shining star is dealing in the laundry detergents and is running a successful business over past 10 years. As the detergent was competing with just 2 other brands present at that time in the market so the Shining star detergent was having high reputation in the market and was considered the market leader. The CEO of the business was satisfied with the sales performances of the single product in the category of laundry detergent and never thought of line extension even. But competition crept in within the past 3 years, as most customers started preferring to use branded laundry detergent instead of non-branded loose detergent. Many companies entered the laundry business to meet the increasing demand. As a result of competition, Shining star started losing its market share due to the upcoming brand of detergent introduced in the market as a result of category extension by a well-liked FMCGs company. Company Shining star has decided to go for extending the brand in order to beat the raising competition.
Question:
Discuss which extension options Shining star has? Having been equipped with brand extension concept suggest which extension option the company should select and give details why you recommend that particular extension option?


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[SIZE="5"]MKT624 Brand Management Assignment No 2 solution [/SIZE]