ADVANTAGES AND DISADVANTAGES OF （的优点和缺点）.pdfVIP

Högskolan I Halmstad Section for Business and Technical studies (SET) ADVANTAGES AND DISADVANTAGES OF BRAND EXTENSION STRATEGY FOR COMPANIES C-level dissertation in Marketing Tutor: Venilton Reinert Authors: Sébastien Jaulent 850918N452 Katia Luxin 850423N005 Yna Sacko 840805N228 1 Foreword This work about brand extension strategy was really interesting and we learn a lot thanks to it. It gave us a great overview of the way companies take decision about their brand policy. It is an important decision which will have most of the time an impact on the companies’ sales and fame. To start, we would like first to thank our two responders, M. Marcel Bottom and M. Sudre who agreed to give us some of their time to make interviews. We also would like to thank our tutor Venilton Reinert for the guidance he was giving us during and after the seminars. He has been a great help during the whole process of our research. 2 I. Introduction 4 I.1. Problem 5 I.2. Delimitation 5 II. Frame of reference 6 II.1. Presentation of Danone 6 II.2. Advantages and disadvantages of brand extension strategy 7 II.2.1. Advantages of brand extension strategy 7 II.2.2. Disadvantages of brand extension strategy 9 III. Methodology11 III.1. Qualitative or quantitative data 11 III.1.1. Qualitative research 11 III.1.1.1. Data collection 11 III.1.2.Quantitative Research 12 III.2. Research methods 12 III.2.1. Secondary data 12 III.2.2. Primary data 13 III.2.2.1. Population and sampling 14 III.3. Validity and reliability 15 IV. Empirical data16 IV.1. Interview of Marcel BOTTON, CEO of Nomen France, 07-04-10