The links on this page lead you to the appropriate pages where the specific item mentioned is found along with similar information sources listed in the Company & Industry Research Subject Guide and the Marketing Resources Subject Guide.
Special Note on Statistics: Statistics can be put on a map through the GIS service available in the MAP COLLECTION.
A. Products
This section requires that you compare the items you already know about with the products listed on the company web site or on the shelves in local stores. Use your textbook to help you define the product line and what are considered brand extensions.While most of this section is the team's opinion, go back to the indexes to support your analysis of the product line and brand extensions.
BEST SOURCES:
If you need additional information:
- Often, the needed information is a small paragraph or section within another article (or can be deduced from advertisements) on the product line or brand extension and will discuss or show them as
- A line (e.g.: designer/TV/film/cartoon action figure/doll)
- Packaged or bundled together (e.g.: software)
- Special offers or deals (e.g.: coupons, samples, etc.)
- Released together (e.g.: movie/toys, seasonal fashions/new cosmetic colors, etc.)
- Good articles can be found in these indexes by actually searching for the phrases product line or brand extension and your brand name.
B. Diagnostic Product Profile
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For this section, you really need to sit down as a team and discuss, based on your textbook definitions of the terms, possible answers to the questions in this section. You may already have articles with useful sections in them that will apply here.
- BEST SOURCES:
- For additional articles try these recommended search strategies:
- Search for the phrases product line* or brand extension* and your brand name.
- Search for the phrases product line* or brand extension* and your competitors' brand names.
- Search for the phrases brand equity or market strategy and your brand name.
- Search for the phrases brand name* or brand image and your brand name.
- Search for the word packaging and your brand name.
C. New Product Development
This section also requires you to come to a team consensus based on the information you have. If you need more information:
BEST SOURCES:
- Recommended search strategies:
- Search for the phrases product introduction or new product or market entry and your brand name.
- Search for the phrases product introduction or new product or market entry and your competitors' brand names.
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