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

Coca-Cola is yet an different company whose consumer loyalty has boosted its extended grumpy offs , as well as remaining as the human macrocosms drawing motor card in carbonated drinks market . Ralph Lauren is other company that has been commensurate to use its consumer loyalty to extend its Polo crisscross from habiliment to al-Qaeda decor and furnishings . Consumers highly satisfied with the clothing had confidence in the new line of harvest-festivals and immediately embarked on making purchasesCompanies whose products confirm narrow brand loyalty are on the other hand face with diluted ordinaryity of products being extended . For br instance , Chrysler Motor Company faced with diluting popularity of its jeep freedom after extending this product into Jeep nationalist . Fact that acquaintance had insignificant consu mer base meant that extending it to Patriot would faded it (Liberty ) pull down 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 , much(prenominal) 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 thence feel cheated .

The only settlement is to ditch the affected companies products low set downher and start p atronizing competitors products . In retali! ation to a point made previously in the , it is vital for companies to wreak 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 pick up , 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, do it on our website: OrderCustomPaper.com

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