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Answer 1: Bianca

The document discusses different perspectives on whether a pretzel company should launch new flavors under its existing brand or create a new brand to enter new product categories. Some key points made include: - Launching new flavors could help the pretzel brand compete with chips and attract new customers, but may require significant marketing research and costs. - A new brand could help the company expand into new markets and gain more market share, but also carries high risks if the new brand does not succeed in competitive markets. - The safest option would be launching new flavors under the existing pretzel brand to leverage existing customers and competitive advantages in a known market.

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62 views4 pages

Answer 1: Bianca

The document discusses different perspectives on whether a pretzel company should launch new flavors under its existing brand or create a new brand to enter new product categories. Some key points made include: - Launching new flavors could help the pretzel brand compete with chips and attract new customers, but may require significant marketing research and costs. - A new brand could help the company expand into new markets and gain more market share, but also carries high risks if the new brand does not succeed in competitive markets. - The safest option would be launching new flavors under the existing pretzel brand to leverage existing customers and competitive advantages in a known market.

Uploaded by

Hira Naz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Answer 1:

Bianca:

For:

Product development will help company to get more sales and attract more customers having different taste. This will
help pretzel to compete with chip/crisp with its innovative flavors.

Against:

Launching a new product require in dept marketing research on targeting customers as the pretzel’s market share is less
compare to chip/crisp. Which require high cost and a lot of efforts?

Corey:

For:

Limited market share will limit the sales of pretzel even after launching various flavors in market. May be existing
consumer will buy new flavors but pretzel will fail to attract new customers of chip market.

Against:

Company should launch the new flavor by carrying out marketing research on chip market. This will help them to
understand their interest on pretzel new flavors.

David:

For:

This will help company to built another brand Presto parallel to pretzel. Which can help company to achieve more
market share with two brands.

Against:

May be company will end up doing same sales with two brands which they use to do with single brand.

Ellie:

For:
Brand has its value and people know it as pretzel. The market share can be divided with two brands if company launches
new products of presto separately.

Against:

The company should launch a different brand in the name of presto. This will help them to build a new brand and avail
the opportunity to get more market share with variety of products.

Fiona:

For:

If company is doing all the marketing process and product research to enter in new market, then they should launch it
with new name in this ways pretzel presto’s sales will not be affected. People already having perception of pretzel
presto.

Against:

Creating a new brand is far difficult as compare to entering into new market with already well known brand.

Graham:

For:

Entering into new market with proper market research will help company to get more sales and increase their market
share in new market with new brand name. The company has good capabilities and resources to enter into new market.

Against:

Entering into new market will require more resources and finances. The market of nuts and biscuits is very competitive
there is a chance that the new brand may not compete in such market.

Heath:

For:

Building a new branch needs more marketing campaigns and new marketing strategies. This involves various marketing
techniques which requires huge funds. The risk of launching new product is very high.

Against:

The company needs to invest to get long term results. Launching a new brand will be profitable in near future just like
pretzel presto.
Isabella:

For:

Retailers are the key stake holder in making the brand successful. If retailers are not agreed to sell the new nut and
biscuits this will create real hurdles for company

Against:

Increase the margin of the retailer and then they will be agree to sell the new nut. chips and biscuits. If company
successfully attracted the customer then the retailer have to ensure the availability of new nut. chip and biscuits to fulfill
customer demand

Jade:

For:

Creating your own competitive brand will give tough competition to the new brands entering in market. This will also
help in increase the market share.

Against:

Creating your own brand may divide the sales of pretzel with newly launched brand. In this way company will end up
making same sales after investing huge funds in new brand.

Kevin:

For:

There is a 100% risk in launching a new brand as the market is very competitive and presto may not able to generate the
sales as per expectation.

Against:

This is an opportunity and company should avail it with proper marketing plan in order to make it successful. Market is
competitive but, the market size is also very large to cover the cost of new product at initial level.

Luke:

For:

Competition is always a key point to address at the time of launching new brand. The company should create a
competitive advantage (pricing technique, Supply chain, Flavors, Marketing, Joint venture) in order to deal with new
competitors. Both brand should create competitive advantage separately in order to capture more market share.
Against:

Once the brand has launched and made good sales then it will not be easy for new competitors to enter into such
competitive market.

Answer 3:

If I was the part of management i would have chosen option one to increase the market share in existing industry by
launching new flavors in different packaging in order to capture more market share and get more sales.

Launching a new brand or entering into new market which is already very competitive will be more risky then to launch
new flavors in existing market. Company is already having competitive advantage, resources and expertise to perform
good in existing market then the company should go with the option one.

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