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MODULE SEVEN CASE STUDY
7-1 Case Study
Jordan Sadler
MKT 605
Dr. Papoulias
MODULE SEVEN CASE STUDY
Multi-Brand Strategy
A multi-brand strategy is a strategy in which a company has a portfolio of products that have different brands or names but are all owned and managed by the same company. This strategy allows companies to diversify their brand portfolio which carries a lot of benefits (Burr, 2024). A great example of a company that implements this strategy is the Nestlé brand. Nestlé has a portfolio that includes over 2,000 brands, from iconic brands that we all know and love to smaller local favorites that have more niche followings. Through their extensive portfolio the company has a wide range of products that includes baby food, cereals, chocolate and candy, drinks, pet care, and much more. Some examples of their more popular brands includes Beneful dog food, Cheerios cereal, Coffee-Mate coffee creamer, DiGiornio pizza, Essentia water, Gerber baby food, Häagen-Dazs ice cream, and KitKat chocolate just to name a few. By using a multi-
brand strategy Nestlé sees great benefits because they are able to cater to such a wide variety of consumers through their different product offerings. No matter what you may be looking for, Nestlé most likely has a brand in their portfolio that meets your needs. Nestlé stated that, “As a company, we continuously evolve our product offerings to meet consumer needs and excite consumer preferences” and this is very evident by looking at their portfolio of brands and products (Nestlé Global, n.d.). The company has been able to demonstrate brand consistency through the use of their multi-brand strategy. The key factor that has kept Nestlé consistent with their multi-brand strategy is their dedication to providing high quality products that are good for consumers. Nestlé’s company mantra is “Good food, Good life” and they believe that products that are right for consumers and right for the planet are increasingly desirable and make for good business. The company stated that “the power of food can make the greatest difference to the lives of
MODULE SEVEN CASE STUDY
people and pets, protect and enhance the environment, and generate significant value” and this messaging has been consistent throughout all of their different brands (Nestlé Global, n.d.). By consistently providing high quality products across their different brands, this builds trust among the consumer base and encourages them to seek out other products and brands that are under the company. But one problem with this approach is that if a consumer has a negative experience with one of their brands, this could deter them from seeking out any of their other brands. Or if one brand receives negative press, all of the Nestlé brands become exposed and could be negatively affected as well. Multi-Product Strategy
A multi-product strategy is where a brand has multiple products that are all under the same brand name. When companies use this strategy, they often carry a wide variety of products that can be used for different purposes and cater to different consumer needs. If this strategy is done correctly, it has the power to improve a company’s market position, customer loyalty, and financial success (Geimer, 2023). An example of a company that has greatly benefited from the use of a multi-product strategy is Apple. The company sells a variety of different products under the Apple brand name, which includes the iPhone, iPad, Apple Watch, Apple TV, Mac laptops and desktops, and more. With each new product that Apple has introduced, they have been able to enhance their brand image while catering to different consumer needs. Apple has been able to demonstrate consistency through their approach of the multi-
product strategy. One way that the company has shown consistency through their various products is the way in which the Apple ecosystem works together. All Apple products are designed to work seamlessly together through their Apple iOS software technology. Every single
Apple product is compatible with each other and provides a seamless experience for consumers
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