Outline three guidelines for correctly implementing a bundling strategy
What will be an ideal response?
Do not promote individual products in a package as frequently and cheaply as the bundle. Second, limit promotions to a single item in the mix if you still want to promote individual products. Third, if you decide to offer large rebates on individual products, it must be the absolute exception and done with discretion.
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Berry's, an apparel brand, hired Khamira, an accomplished tennis player, to promote its new range of sportswear. Berry's decision was based on the fact that Khamira was not only an international sports champion, but also a popular youth icon. This is an example of _____.
Fill in the blank(s) with the appropriate word(s).
The total financial benefit that results from owning a brand is quantified through the process of brand ________
A) differentiation B) valuation C) extension D) positioning E) equity