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Abstract
The case study is about the brand extension decisions of Wildcraft, an outdoor and adventure gear company in India. The market was growing at a steady pace. However there were competitors of various sizes in the market. Wildcraft entered the market by selling products such as tents and backpacks but later launched several products to cater to the growing interest of the customers in outdoor pursuits and adventure activities. To scale up further, the company planned to launch apparel, footwear, eyewear and several others. The case study tries to build a dilemma if the company through its new products continues to be committed to the DNA of the brand.
About
Abstract
The case study is about the brand extension decisions of Wildcraft, an outdoor and adventure gear company in India. The market was growing at a steady pace. However there were competitors of various sizes in the market. Wildcraft entered the market by selling products such as tents and backpacks but later launched several products to cater to the growing interest of the customers in outdoor pursuits and adventure activities. To scale up further, the company planned to launch apparel, footwear, eyewear and several others. The case study tries to build a dilemma if the company through its new products continues to be committed to the DNA of the brand.