Markstrat - How to modify a brand?

 

• To modify an existing product (or to launch a new one) in Period P, you need to develop an R&D project in period P-1 (or before: P-2,  …).
• Usually, this project would be design to suit the needs of a segment,
• In period P-1, you give a unique name to your project and you design it in term of attributes and desired base cost.
• Still in period P-1, you allocate a budget to the project so that the R&D department can finish the project.
• In period P, the project is now available to be used as a “platform” for a product, existing or new.
• You now go in the Brand portfolio decisions, select the product to upgrade et select the project that you have just completed.

You may also refer to Chapter V, Section 7 page 36 on modifying a brand and key information for initiating a project is found in Chapter V, Section 11.A Page 42.

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