Marketing club of JIMS, organised a “Marketing Brand Extension” activity on 22nd of October 2016. Students were divided in several teams, each team comprising of 4-5 members. They were asked to extend an existing brand into a different product line, design a STP analysis and create a marketing campaign for the extended brand.
Team members were allowed to make display of their desired product with the help of materials provided to them and had to present with along with justification of reason for choosing the particular category brand extension.
Meanwhile marketing quiz was held for audience comprising of various rounds like tagline round, brand logos, new brand launches etc. Total of 11 teams participated in the activity. The students were able to apply the concept of brand extension, STP Model and its relevance in marketing of a product. A variety of brand extensions and STP plans were presented which gave students an idea of how one product can be sold differently to different audiences with different marketing strategies. Two best teams were awarded cash prize of Rs.3000 and Rs2000 respectively along with certificates.