1. NAME: CHANDAN KUMAR
ENROLLMENT: 118047343
SUBJECT: MEDIA MARKETING &
MANAGEMENT
ASSIGNMENT: CASE STUDIES OF
BRANDING STRATEGIES
SUBJECT CODE: EMPM-304
CLASS: MAEMPM(3RD SEMESTER)
BATCH : 2011-13

3. In the case studies of branding strategies that a
brand gets to choose from, I’ll take you on the
journey of the following branding strategies:
A. Co-Brands
B. Line Extension
C. Brand Extension
D. Multi Brands
E. New Brands

4. Co-Branding occurs when two different brands belonging to
two entirely different parent brands collaborate. Here, more
often than not, they’re not competitors to each other and
belong to two different product category.
For example; When Coca Cola wanted to fight Unilever's
'Lipton' range in the cold drinks space, it needed a partner.
Coca Cola had no association with tea and it clearly needed a
partner. That led to its partnership with Nestle, resulting in
the launch of 'Nestea'. Nestea is created by Nestle and
benefits from the Nestle Brand name but is distributed by
Coca Cola.
However, in January 2012, it was announced that the joint
venture between Coca Cola and Nestle would be phased out
by the end of the year. Nestle retained the right to the Nestea
brand name, while Coca Cola continues to manufacture the
same drink under another brand.
Other examples:
A) Tablet and mobile phone handset makers Micromax’s
collaboration with internet USB dongle brand TATA PHOTON+
for its tablet FUNBOOK where you get free TATA PHOTON+
dongles on purchase of a MICROMAX FUNBOOK

5. Line extension is one in which the brand adds to
its existing product line by introducing new
variants to it and/or adding more features to it
with the same brand name.
While this branding strategy practice gives
something new to already existing consumer
base of the brand; the new line extensions also
can draw new consumers towards your brand.
The only flip side is that there is danger of
cannibalization with the new product eating into
the sales of the previous one.
A good example of cannibalization is that of the
coco cola. Years ago, coca cola introduced 200 ml
bottles priced at Rs. 5. It sold like hot cakes but
then it ate into the profits and consumer base of
the 300 ml bottles of coca cola. Ultimately, coca
cola had to withdraw/stop the production of the
200 ml bottle variants of the brand from the
market to save its 300 ml bottle variant.

6. Brand extension is where a brand ventures into a new product category with the same
brand name. Brands often adopt this strategy to leverage upon the well-developed
image of their brand name in some other product category. Here, unlike, line
extension, the new product is not a substitute for the earlier one.
Examples:
Reliance ‘s BIG brand has its presence in these product categories:- DTH service;
private FM broadcasting; home videos; multiplex at al with the brand names BIG TV;
BIG FM; BIG HOME VIDEO; BIG CINEMAS respectively. Similarly, Airtel, a cellular
service provider, made a brand extension in the form of venturing into DTH product
category with the brand name AIRTEL TV.
Paras Pharmaceuticals’, entered into personal-care product space with ‘Set Wet’;
‘Zatak’ brands.

7. UNSUCCESSFUL BRAND EXTENSION SUCCESSFUL BRAND EXTENSION
EXAMPLE: EXAMPLE:
Fastrack, a leading fashion brand in India, started with
the product categories such as sunglasses. Then it
extended itself into the product categories such as
watches; bags; wallet and belts and proved to be be a
roaring success there too.
T-SERIES, a Super Cassettes Industries Limited
(SCIL) venture, is a music company of India. It
was one of the leading music companies of
India since the era of the 90s and continues to
be a big name in the industry.
But when T-series, extended itself to the mobile
handsets product category, it was a total
disaster. It could not garner enough interest and
trust as it enjoyed in the form of a music
company.

8. When the parent company/umbrella company has a number of products in a number
of categories, that would be called a case of multi-branding. Business giants like
Proctor & Gamble; Unilever; Amway etc. have multiple brands to their credits.
Multi branding helps a firm cater to the different segments of the consumer market
through its array of brands on offer. In this case, two brands of the same parent
company in the same product category may seem to be a competitor to each other
but that’s not the case as they target different consumer profiles/segments.

9. When the product category as well
the product is new along with the
brand name also; it’s the case of
NEW BRANDS branding strategy of
a firm.
For example; ZEE, primarily a
satellite television channel, when
decided to venture into the DTH
service or pre-schooling education
sector, it opted to name its brands
in the respective categories as DISH
TV and KIDZEE.