Title page for ETD etd-04012010-113445

Document Type Master's Dissertation
Author Seyama, William
URN etd-04012010-113445
Document Title Factors of successful brand extensions in the FMCG industry
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr M Goldman Supervisor
  • product management
Date 2007-04-08
Availability unrestricted

FMCG companies use extensions to launch bulk of their new products. This trend is set to continue despite the growing literature which indicates that increasing number of extensions fail in the first 3 years of launch. Thus it is necessary for Brand Product Managers to understand factors of successful extensions. In this report a National Brands LTD (NBL) case study was conducted using 5 factors that were researched by Nijssen (1997), to analyse 7 extensions linked to 4 brands and that were launched in the last 3 years. Of the studied extensions, 4 have been found to have to have influence on the success of extensions. Findings of 1 factor were not conclusive. A factor that did not form part of the research propositions was also found to be key for the success of extensions.

2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Seyama, W 2006, Factors of successful brand extensions in the FMCG industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-04012010-113445/ >


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