Assignment 4. Contemporary Issues In Integrated Marketing Communication (imc)

Coca-Cola is yet an different company whose consumer loyalty has boosted its extended cross offs , as well as remaining as the world drawing card in carbonated drinks market . Ralph Lauren is another company that has been commensurate to use its consumer loyalty to extend its Polo brand from clothing to al-Qaeda decor and furnishings . Consumers highly satisfied with the clothing had confidence in the new line of products and immediately embarked on making purchasesCompanies whose products confirm narrow brand loyalty are on the other hand faced with diluted popularity of products being extended . For br instance , Chrysler Motor Company faced with diluting popularity of its jeep freedom after extending this product into Jeep Patriot . Fact that acquaintance had insignificant consumer base meant that extending it to Patriot would hurt it (Liberty ) even bring forward (BusinessWeek 2006 . Indeed American car manufacturer s current declining sales problems develop from extending unpopular products . These car assemblers go to an extent of unitary brand s chassis for product extension purposes , such as Ford s use of the popular F150 chassis to make much Ford brands . Unfortunately for such businesses , consumers end up sense what is happening in the extensions and therefore feel cheated .

The only settlement is to ditch the affected companies products alto set downher and start patronizing competitors products . In retaliation to a point made previously in the , it is vital for companies to cultivate consumer loyalty in products they could be cookery to extend in the future , failure of which result to injustice of business even on well established productsReferencesBusinessWeek , 2006 , Jeep s Misguided Compass , Available from http /www .businessweek .com /autos / contented /oct2006 /bw_140103 .htmDelVecchio , D , 2000 , Moving beyond fit : the role of brand portfolio characteristics in consumer evaluations of brand reliability . Journal of Product and shuffling Management . Vol . 9 No . 7 , pp...If you want to get a full essay, order it on our website: Ordercustompaper.com

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