Brand and product line extensions can be tricky things to successfully pull off. If the extension is too far out of the organization’s capabilities, or if the extension brings the organization into contact with a new target market, then the extension might be too costly or risky. However, when the extension helps expand the offerings and meet needs of the current market, it can be a beautiful thing.
WeatherTech is a company well-known for its American-made floor mats and trunk liners. It has gained greater market awareness through advertising in the Super Bowl for each of the last five years. However, WeatherTech recently announced an interesting brand and product line extension that takes it into a new market – pet care. The new brand is called PetComfort and is a line of pet food bowls and mats that are made to human-safety standards.
The PetComfort products are ergonomically designed stainless steel bowls on an elevated state with integrated floor mat. Materials are NSF-certified safe for humans and uses anti-microbial and anti-fungal additives and resins that are meet FDA requirements. The products come in different sizes and colors and range in price from $89.95 – $149.95.
Does this new product line fit into the WeatherTech brand?
Group Activities and Discussion Questions:
- Discuss product and brand extensions. What makes for successful extensions? Unsuccessful extensions?
- Show WeatherTech Web site: http://www.weathertech.com/
Show PetComfort Web site: https://www.petcomfort.com/
- Which marketing strategy is WeatherTech using for PetComfort? (Ex: market penetration, product development, market development, or diversification)
- Divide students into teams. Have teams develop a target market profile for WeatherTech products and PetComfort products.
- What are the similarities? Differences?
Source: Buss, D. (27, Feb., 2018). For Pet’s Sake. Brandchannel.com
