Product Line Extensions, Research Paper Example

Launching a new product line under the same brand offers an immediate booster to the item being introduced to the market. Relatively, it could be understood that line extensions serve as the most comprehensive process by which new products are able to immediately get the attention of the target market. However, along with such proactive support from the original brand name also comes a distinct disadvantage of living up to the name of the original product released under the same brand. This entails the need to meet market expectations intensively.

For instance, BMW is a well-known brand in the mobile industry. It could be realized that this brand has already raised brows and has proven its power and quality through the years in the market. Automobile enthusiasts have already shown their support to the brand and have effectively noted the condition by which BMW is able to create an impression on the thinking of the buying public. It is then expected that if a product line extension is to be launched under BMW, the response of the market to the matter is expected to be strongly extensive as well.

Product line extension under the BMW brand is expected to make a mark on the minds of the buying public. Automobile enthusiasts are sure to take on the new aspect of development that BMW is willing to offer; nevertheless, they are sure to have high expectations on this new product line. Given this, BMW creators ought to give attention to how they make a new line that follows the same pattern of reputation that the same brand has already established. Carefully outlining the marketing campaign that would accompany such presentation of a new product would identify the consistent condition by which conventional product development is given particular assessment by the organization. Making sure that the market would be able to comply with the established standard of the company in relation to well-defined creations that characterize the whole reputation of BMW brand.

Also, the said extension of product line would help increase the rate of marketability that the brand has as its market-share. Perhaps offering BMW-related brands to the lower-end of the market would make it more interestingly appreciated for those who have lesser rate of financial resources who would like to share the same quality of product and service that the company offers especially in relation to mobility and safety. Benefiting from such arrangement, BMW has a strong capacity in going head-to-head with other brands that have already made a name in the middle-level members of the economy. Practically, it could be said that BMW does have a strong sense of control of the market already; somehow, opening a new line that would be appreciated by a separate sector in the market would be most helpful in furthering the profit of the organization in terms of sales and rate of marketability.

Another benefit of such approach to business would be that of the fact that newer markets [especially abroad] would be most welcoming to a product that promises quality and superb convenience based on the brand that it carries. BMW, when offered to other parts of the world carries the perceptive reputation of coming from a superb line of automobile creations; hence making it easier for such new line to enter the international market and hopefully get the attention of buyers and enthusiasts worldwide. With this in mind, it is sure that such constructive background from the original brand would help a lot in pushing the whole course of market-launching that the new product tends to be connected to.

Works Cited

Shamoon, Sumaira, and Saiqa Tehseen. “Brand Management: What Next?” Interdisciplinary Journal Of Contemporary Research In Business 2.12 (2011): 435–441. Business Source Complete.

Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effect of the social structure of digital networks on viral marketing performance. Information Systems Research, 19(3), 273–290.

Weber, L. (2009). Marketing to the social web: How digital customer communities build your business. London: Wiley.