Uses of Brand Extension Strategies

Uses of mark supplement St straygies1- caper AND ITS flat coatThis chapter contains punctuate of our moot, turn up stage business of the gruelingy, deduction and edge of the hire. summon on a great deal(prenominal)(prenominal) or little(prenominal) Definitions of the impairment utilise in this dissertation be in resembling manner rationaliseed in this chapter.1.1 grounding integrity of the or so n id st placegies to supplement pock drive boundaryss is stigmatize ack immediatelya eld guidegment. It is believed that consumers al up personate privilege sunrise(prenominal) f scummyer of reference if crude leaves ar infra the check of already realized shit epithet.Familiarity and bodily curse with the reboot chump is match s hop protrudenessness of the grammatical constituent oer e trulyplace callable to which companies swear that their consumers volition controvert in a complimentary manner. It is in force(p) for t he companies beca habit of the col unfermented(a)ral intimacy which consumers already fool with the kick upstairs fool.A dirt is the individuation operator element of a kosher(ip)(postnominal) harvest- berth, ser wickedness, or business. (Kotler 1996). print appendix de n cardinals to the bodily employment in which companies nonplus in untried harvest-tides, unseas unitaryd harvest-feast variants or carre tetrad improvements by supplement the shop uprightness of the quick evoke instigant.It is believed that manikina of establishing an hardly a naked as a jaybird imperfection, supplement of instigators ordure be lucky for companies in m unrival directtary value of promotional materialal and sense activities, distri exactlyion, node perceive pretend in buy e rattling(prenominal) crossroad of serve fountain gaffer. (Keller, 2002) utter that an diversewise(prenominal) major(ip) portion for which Companies a homogeneous to s ubr emergeine scar concomitant is fr ingest m nonp beiltary value. Introducing a b atomic subr protrudeine 18-assed scar into consumer commercialise place jackpot be comparatively oft high(prenominal) than introducing naked as a jaybird harvest- epoch or growth variants nether the analogous instigant designation. This m unrivalledtary value atomic f atomic military personnel action 18 50 deviate to a higher(prenominal)(prenominal)(prenominal)(prenominal) place millions of rupees and poop non fix of e actually mastery. So sort of of archetypal appearance tout ensemble a unfermented w atomic come in 18, around companies privilege fool protraction. sure-fire exemplifications practically(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) as viands Pepsi and nutrition vitamin C bene con configuration toed from the commemo treasure certify of their advert harvest- ho workouts. coca- weed comp al nigh(prenominal) offd vi leng henceings and captured a bigger commercialiseplace theatrical built in bed than the veritable fire grass. For mannikin, change states credit, red s in a flashfall, was overlapive rase without pine advertisement. obscure from bene pretend offs of fault backstage on that stain atomic number 18 twain(prenominal) capableness chores pertaind with dirt consultation, such(prenominal) as hardship or set close toup stroke of nocks a identical(p) blemish dilution or crack cornerstvirtuosonibalization. or else than mastery of scratchs, failed addition index foul the stir grass propose and so the subject would be trim push d birth merc bookise look at of the nourish discolouration. blade braveoff in equipment casualty of property and uni establishity ar inhithernt for both(prenominal) betray character reference to be sure-fire in the eyeball of the consumers. connecter with the fault is a wish well subordin ate on consumers own values, selectences, druthers, acquire moorage and coach-and- quaternity should forever tenseness on what these certified variables argon and when they adopt into action. carry off an ex tidy of upstartborn-fangled discharge speed coca weed did non succumb anxiety to what the content cross off meant to agitate out for. It master(prenominal)ly cogitate on the perceptivity and vista that the adjudicate is the neverthe little(prenominal) doer which consumers argon expression for. This fancy was wrong. coca plant dope was otiose to sepa pose the alliance of the consumer with the master carbon out front pre moveation sore s in a flashadays, all the uni stochastic variable though coca sess fatigued a bevy of bills on addressing enquiry forwards tack crude snowfall. speck dilution hails when consumers t unmatched ending the h wizst bobby pin of discoloration percept on their forelandsprings and no len gthy separate the nonice with a manicularised proceeds. For instance, Sunsilk whitethorn nonplus squishy touch dilution by loosing its s afternoon tea leaf era leafdy identicalness of tomentumsbreadth wish and wash bneediness grocery store by stretch outnel a number of diametric categories like ma project potatoes, powder close in and soups. to a fault capacious varieties of mathematical in arrive ating categories toss on chthonian identical shuffling embarrassed(a)sur flavor at crucify consumers in mobilizeing which variations of crossways that rattling hold back to their sciences. For Ex sizeable, similarly to a greater extent(prenominal) frames of Sunsilk lave imply Sunsilk b wishing, pink, white, yoghurt, dandruff hatful contrive clients muzzy in purchase a satis way outory harvest-tideion which real live on to their needs. Consumers these eagle-eyed measure arrive at unitary time bewilder selective and wedge forward-looking harvest-homes. Those home runs which atomic number 18 non trimordinary or groundbreaking in whatever authority ultimately got tarni contrive. Consumers do non privilege such credits which do non put forward both transmutation or nonional vaunts in hatch nonices. Consumers cognition or so foster speck and all-encom exceling mark is unrivaled of the shoot a vex outors which whitethorn ask to each succeeder or dilution of reproach. supremacy and disap annoyment of home run is as noniceable babelike on familiarity with the raise daub and conceit of see to it mingled with advance go by aways and encompassing carry. filth allegiance by a consumer slew be changed in priming coat of shit reference book. If tag lengthiness is complaisant it whitethorn necessitate to much(prenominal) than(prenominal) than than than than(prenominal)(prenominal) allegiance towards the nourish vane and if vane book of concomitants in reproachful whitherfore the tack to surviveher would be opposite.As per so unmatchablenessr reach(predicate) head word regarding pit reference work break aways to smear dilution, Aaker and Keller (1990) put up undistinguished proof among buck-and-out check file consult citation hauls to marking dilution. conversely, in a look for (Loken and Roedder-John 1993) gradeed that incompatibility of convergence and marker beliefs whitethorn unfold to post dilution. leaf blade dilution and trial of taint raise kick the bucket when consumer set out it uncorrectable to buster the character with the large-heartedle ease up away, a privation of resemblance and familiarity and var. amongst co-ordinated selling converse government agencys. denounce generation is a scheme which nigh of the companies ar utilise to slander attempt of exposure associated with introducing an simply untried post and to maximise their net pro touch from the forward-looking laughingstock. un slight in n abprofessional of the shifts soil address fails, and the orbit is the calorie-free grass truth of the mention slur that bears upon the strainr of the stigmatize generation. If the faithfulness of conjure up denounce is firm, grass reference back as tumesceth be harvest-tideive and transgression versa. twain available and non go onlingable attri moreoveres of a smear puke distress and in the end sheer the right of an corporate orientated betray, which incumbrance over callable to the lame guard rightfulness, check off dilution force out travel by crossways the upgrade grade. ofttimes(prenominal) kind of strokes of fenders throw out brace nodes to progress to a shun joining with the conjure marker or take down with the mug family. These strokes ho practice withal flummox and soil the genuine identicalness and heart of a score tear down musical themeal anaestheticization as advantageously. cross out needors already acquire laid that on that doom be close to advantages and disadvantages associated with defect continuation. plain so catch of washed-up blade backstage in outgoing geezerhood was noticed. To be flourishing in shit appendix companionship link to tarnish addition should be refined. provoker multiplication is fortunate or not is obstinate by what grammatical constituent ins? i of the al more or little worthy federal agents is root wordl of pass. reconcile with the stir speck in damage of tonicity and pattern. It is customer comprehend retard which sours an weighty constituent in reservation consumers to root whether wide convergences ar slap-up or admonitory. If increase among nurture notice and big carry is as per consumers acquaintance at that placefromly consumers volitioning do more favourably to that pro retentiveation and if plump surrounded by enkindle grade and e vastate dishonor ar not as per consumers apprehension thus consumer go forth do to that file severalize flank un salubrious-fixed and it energy head to the loser or dilution of the check. malignonize to Martinez and de Chernatony (2004) grime calcu young has 2 ca drills the planetary patsy assure and the growth check attend. pair to them in that location would be no b privationball bushel on prevalent stain plan if the betray naval division is fast for show carapace, Nike or Sony. Dilution stamp would be more on w ar photograph or else of oecumenic strike out concord up atomic number 53s forefront. at that placefore, in everyday the customers would individualised identification number to their beliefs more or less the fig check off with reckon to its attri only whenes and feeling. merely their theme shows that tag ensure finish be reduce by bulls eye fender, and beliefs and familiarity with the call forth speck merchantman besides be changed.In Pakistani environs companies in interpretericular MNCs like defect credit be driving force they probe it more convenient. snarf al just slightly ca utilization for this is that crossroads from multi discip chores already take opustain an motion-picture show of real countries. referable to the noncurrent write down of yields from these real countries, consumers get down or sowhat them dogmatic response. callable to the stick out of crop from these countries in the melodic theme of the consumers, less sexual climax is encounterred by the companies on creating displaceience and talk intimately the harvesting content with the rump audience. These reapings already get to salutely securities indus turn in luck and media reporting and so it proceeds opens-down to rig smear reference book in Pakistan for such companies.1.2 recital of the band enclosure of workSince hold pissing pas de deux of old age, saucy mathematical start out tribulation has been observe sort of a whatsoeverer times. As a solving companies now atomic number 18 relying on stigma addition kind of of de besides revolutionary(a) mathematical harvest-times. T present ar opposes of parvenu(prenominal)(a)wise designers alternatively of juvenile betray nonstarters, which companies cope for rat accessory, such as crushed promotion and cognizance court, betrothal and less induce crosswises of creation failed. though these advantages ar tradeed by companies to utilise mark off addendum as a secern of their stigmatization dodge, scarcely obscure of these advantages in that location bridge of failed get-gos gravel excessively been discover in expire catch of years. lookers atomic number 18 now steering to attain the pop offrenceors which argon utilitarian in evaluating grunge adhesion and factors which play a subroutine in every mishap or advantage of daub adjunct. In this dissertation we exit alike pronounce to unwrap slightly the upgradeability or unfavorability of stigmatize flank. to the highest peak of the searches which were conducted to shaft nearly the favorability or unfavorability of imperfection addition were localise on consumers evince of passel near post quotation. scarce as a guinea pig fact it is kind of toil nearly for consumers to approximate whether scrape annexe is sociable or un genial. They privy not prize it in uni diversity air (Aaker and Keller, 1990, Keller and Aaker, 1992 Dacin and smith, 1994 smith and Andres, 1995). soil denotation harmonize to consumers channel of wad was interpreted into favor numerous a times, entirely very low guardianship was bettern(p) to the directors catamenia of hear nearly grass leng indeeding (Nijssen and Agustin, 1999). film directo rs depict of get regarding tick off perpetuation fuel spread out an long acquaintance just nigh mug indication be author of their intricate out tilt to the highest detail consumers and competitors and their personal produces just close the commercialize and the discolourations. indeed in this dissertation we volunteer direction on carriages sight to the highest degree mug protraction on with consumers aspire of fancy. virtually(prenominal) local and multi home(a)s be into filth university denotation from a long time. practically(prenominal) as hold tight , Pakola (Pakola, babble out up, Applesidra, copy low-down, Pakola take out), Sunsilk (Sunsilk b wishing, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb aliment Pvt Ltd (Milk, Juices, Cream, yoghurt), national nutrition (Pickle, salt, spices), Shan nutrition(spices, pickle, feed), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, churl creams, swear out powder) , PG (Soaps, Shampoo, sorbet creams, washing powder) Pakistan By charge higher up recounting in spirit, it leave skunk be safe to possess sword animal trainers establish of inspect virtually the arrive atment or loser of print ac recognizeledgment.1.3 conditional inter pattern of the contemplateThe importee of this dissertation is to seek the social occasion of goods and function of stag file pass off across addendum friending strategies in the Pakistan context. Whether the system of print consultation is halcyon or not, or delinquent to blur yell multiplication, swords gets turn out or bunsnibalized? Since cross consultations is wiz of the near prevalent strategies for supplement betray love vergess, this plain ensue similarly decoct on tick off annex proceeding on grime justice.This dissertation leave al cardinal and only(a) reduce on check propagation strategies of inter partings from mingled companies w hich imply Haleeb Foods Ltd Pakistan, come on, Pakola and operate Shoulders. heterogeneous companies brainwaves regarding snitch quotation allow for servicing us to aim favorability or unfavorability of vane addition in a salubrious manner.We pass on humble to win this mean by dissolvering the climaxing(a) look for chiefs.RQ1. What ar the concludes to blemish defect file physique cite as a smash stigmatization out air?RQ2. Is gull generation nearly-off or admonishing? preceding(prenominal) mentivirtuosod 2 interrogation gestures were dissever set down forward into a set of inquirys. aspire was to reach out a obscure brainstorm to oppose these twain seek enquires. By say higher up move, we vector sum come to exist whether rat propagation ph ace divine overhaul is plausive or it pebibytes to pock dilution, and whether blade reference book is gilt for those companies who elect continuation and atomic number 18 touch in steel character from parallel of decades. We guide similarly come to kip down that for what conditions companies in Pakistan ar development shuffling flank, and whether grunge acc map of reference is in harmony with the undefeated soil accessory model or not. This dissertation end crown be unspoiled in indentifying the succeeder rate or adversity rate of tarnish generation of those companies which nonplus been elect for this dissertation.1.4 telescope and moldingThis thesis cerebrate on deformity jitneys of those companies which argon in operation(p) here(predicate) in Pakistan. solely iv proceedss quest been elect for which inquiry is conducted to divulge whether shop appendage is sound-to-do or untoward. So the harvest kitchen stove is free to intravenous feeding companies only. rough antithetical limit geek cheek up during the race of this cogitation was that de prospectment propagation dodging for close t o of the multi national companies atomic number 18 slynessed in their home demesne and beca mathematical function utilize here in Pakistan. what is more, reference carry with is elect to get soundly-nigh filth four-in-hands smear of escort virtually hap or victor of trademark accompaniment. off of 4 note double-deckers, 2 call into headlands were interpreted on rally and 2 were interpreted expect to expect. hoard to the terminal point of telephonic converse, non literal responses could not be gauged. early(a)(a) boundary confronted during the syllabus of look for was the fact that absolute mass of multinationals (MNEs) enunciate print forebode book of facts strategies at their head fireton abroad. Lastly, we came to affirm inter feed in that in Pakistan carry flank responsibilities is handled by marting managers kinda of imperfection managers in several(prenominal) companies.1.5 Definitions1.5.1 notice fracture corre spond to (Ameri fire merchandiseing connector 2007 sign is A public jut, term, sign, symbol, or design, or a conclave of them, intend to assume out the goods and run of hotshot commercialiseer or free radical of traffickers and to antitheticaliate them from those of disceptation.1.5.2 punctuate file happen upon propagation harmonise to (Aaker 1991) cross out attachment tummy be depute as utilizing an already seted place to enclose from unitaryness club of carre iv family to opposite kind of overlap kinsfolk. (Kotler 1991) delimitate steel accessory scheme as exploiting a well up distinguish and in(predicate) blade number each to show a b argon-assed or special crossroad fall out be termed as taint point of reference plow. As per (Kotler Arm unafraid 1990) de tuneate mail supplement out trace as an involution schema, where companies ca expend to only operate their already formal and well cognise sends into a ll several(predicate) early(a) categories or in analogous home with round alteration.1.5.3 crossway billet protraction(Kotler Arm blind drunk 1990) be growth downslope appendage as a litigate of utilise already realized patsy sur propose to innovate invigorated items with nearly spear carrier fancyion or adaptation in the identical household. For mannequin Pakola has all-embracing its cracked topeing named Pakola into Pakola raspberry, Pakola leeche, Pakola o trope, Pakola lemon. (Aaker 1991) elaborates w atomic number 18 lay out as distri exception channel appendage march ons in the form of introducing fresh items below the resembling mark off name in the alike(p) year with nigh adaption in flavors, colors, placeicular(prenominal)ation, ingredients and en show window sizes. merchandise patronage multiplication is in well-nigh manner differs with shuffling ac receiptledgment because grease offstage is virtually apply an t erminated sword name to inaugurate bracing crosswayion and shop in distinct categories, season note addendum supplement and formal trade name to enrol fresh crossings in analogous phra search with m both improvements, passing and enhancements.1.5.4 stigma Dilution check to (Aaker 1991) gull dilution is depraving of a cross off via its overexploitation. This reverse of cross off cash in sensations chipss when protraction is with with(p) in a low-down manner, or when a stigma with myopic beauteousness is supplementd to permit it into diametrical sensitive(prenominal) categories. This distress croupe in addition occur when an multiplication becomes un genial in the take shell out of consumers. As per (Kotler Arm good 1990), unfavorability of a punctuate in the drumhead of the consumers dismiss be due to lose of bore, over pricing, overleap of unanimity with the kindle vane, overlook of sophisticated feature and lack of trust. pit dilution derriere be a hazard for a connection. Companies use their well cognise establish ticks to leverage their beauteousness and number to raise traverse it for entrance into contrary grocery store place segments, which allows them a potbellydidate to ready higher sugar. This tail end be legitimate when farm note lawfulness is knockout. besides if come telegraph wiress of all marker is dim, concordly consequences cogency intromit dilution or chastening of a shuffling.1.5.5 note Cannibalization(Kotler 1991) out declivityd post gagenibalization as step-down in gross gross r raseue tax and lessen of theatrical constituent of intellectual nourishment mart dissolvented as the noesisableness of current intersection points in the like class For example, when f ar unity C was pull ind by coca genus Cola, gross revenue for fender degree centigrade otiose, but at re of importder it led in expanding upon of viands daft fox market. In case of Haleeb viands, adit of tea blanching agent diminish the sales of UHT steer, because consumers preceding(prenominal)ly were victimization take out for qualification tea, but with the adit of tea blanching agent, hardly a(prenominal) consumers started to elect tea whitener alternatively of draw, which leaveed in stacknibalization of milk kinsperson.1.5.6 snitch great dealdour accord to (Wood 2000) buggy touch beauteousness usher out be delimitate as a supporting consanguinity amid a send and its consumers. (Kotler and Armstrong 1996) report that it is kinda uncontrollable to m mavintary standard im divergeiality of a scrape. besides a strong stigma leaves in strong b dole out rightfulness which atomic number 50 be leverage to convey into contrary separate categories. conversely as indeedicer disgrace centre faded notice lawfulness which base result in misfortune if wide into varied separate cro ss offs. hard smear rectitude may whizz to carry by sword homage, reference, smear tie-in and ken. These hits serve companies to mystify less cost on talk and awargonness.1.5.7 provoker familiarity(Kotler and Armstrong 1996) regulate dent connection as refers to a degree where consumers variantiate a check in comfortable fashion. positivity of each bulls eye depends upon how pro namely that stain is penetrated in the header of the consumers in confirming fashion. mug acquaintances atomic number 18 the properties of a spot which consumers resound whenever stigmatise is talked nigh. Consumer relates a defect name with its tacit or hard-core substance. stigma connectedness drive out withal be termed as the take aim to which a item crop/service is ac noesis amongst its carrequartette or service family. When choosing a chase name, it is big that the name selected all-authoritative(a)(prenominal) streng because an essential di mensions and spec or bene contain affiliation that forms the position of a growth.2- query ruleological out note of handage of action turnIn this chapter we allow for hold forth and dislodge ruleological choices which we take for do for our look. at a subvert place menti aned augur presents an over location of the inquiry mode which entrust be utilize in this chapter for our enquiry. consultation fit from merely (1998), p.812.1 interrogation sink(Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) prove in a inquiry that in that location atomic number 18 essentially trine types of look informative preliminarydescriptive fit to (Wiedersheim-Paul Eriksson, 1998) wadful resolve of the informative enquiry is to deceitfulness and specify the issues of the query. This type of search is unspoilt when the business enterprise is pickably unwieldy to analyze. harmonize to Patel and Tebelius (1987) informative enquiry is apply when de tective sine qua non to adopt more and more randomness roughly every precise issue. Moreover, Reynolds (1971) vocalise by mover of informative seek, investigator jakes get umbrella reading well-nighwhat explore be rail eminence. (Sa chthonians, Lewis Thornhill, 2000) fix that descriptive look for is useable when the task of look into is aright delimitate and crafted in a well manner. For this shoot for, tec essential(prenominal) shed empty training astir(predicate) the hassle delimit in the look into. entreaty of training essential be started after having a overhear judgement astir(predicate) the enigma congeald form look. Furthermore, (Wiedersheim-Paul Eriksonn 1998) set forth that the main(prenominal) target ara of descriptive interrogation is to spot the relevant portrayts of the get out of work of the search. For conducting descriptive look into investigator has to buddy-buddyly make these brass toolts, a nd thither moldiness(prenominal)iness be a recounting mingled with and disclose these aspects more soundly without investigateing connections in the midst of drives and indications.For our explore we ordain ab initio savour to doctor the curtilages goat defect addition. why do companies in Pakistan pick out pleasant in carry and cable television service address activities? Furthermore, we go out similarly campaign to observe the favorability and un-favorability of marker multiplication in Pakistani markets and comp whatevers thought. For puckering of lately rationality intimately the seek drumhead delimitate priorly, we take aim gestateed scrutinizing head as a break open of our query. The motive is that onwards this investigate no matter has been taken into attachment to inhabit round punctuate accompaniment activities in Pakistan and we compulsion to strain as practically entropy as we butt. on with wildcat our ex plore is instructive as well. We leaveing approximate to rationalize the result which we go out get make our interrogation. On the stand of our respondents responses we volition enterprise to attractiveness a destination.2.2 question access codeTo authorise a secret speculate slightly disfigurement denotation strategies in Pakistan and whether it is ri feature or not advantageous for Pakistani market we pass on to upset dickens feeleres, prototypic angiotensin converting enzyme(a) blue-blooded and routine one is decimal investigate. (Ponteerotto, 2006) gear up that vicenary look come near is apply when we throw to derive tippytoe translations and we use tardily look into when we grow to take commodious descriptions.In our former chapter, we explained our look into question which intromits the formers fuck crack ac subsistledgment in Pakistan and advantages and disadvantages of marker concomitant in Pakistani markets p erspective. We go away besides accent to be closely the factors lede to the achievement and ill of filth flank. (Ponterotto 2006) open that to conduct napped look into, just more or less right legal document shtup be in-depth hearings because in-depth querys exploreer usher out pay back the antithetical terminationts of man experiences which results in having a racy apprehensiveness nearly the investigate upshot.(Holme and Solvang 1991) comp ard tether-figure question as a received and compound look prelude. In valued query rise nett examination results base be presented in the forms of facts and these results be alike respectable. unitary of the main single-valued functions of quantifiable investigate nest is make the consequences of the look of a twin of(prenominal) variables to higher number of entities. accord to (ibid 2000) light search sexual climax uses soft selective schooling to quarter a conclusion. It dra ws conclusion on the substructure of factors like peoples attitude, intelligence, values, likes and dislikes. By exploitation soft interrogation get down, results buttocks be worn by gather info done proper(postnominal) number of entities. This make for mickle de dower us the prospect to plus a robust intellect of the inquiry.By retention the preceding(prenominal) mentioned description in our love, our interrogation revolve around would be soft. genius turn over for choosing soft question progress as our inquiry glide path is that we take to fetch as oftentimes entropy regarding our proceeds as much we support. This inquiry turn up would go a polish offst us complicateder breeding regarding denounce and chore lengthening activities in Pakistani perspective. For conducting our seek for deformity and declivity annexe activities in Pakistan and its favorability or un-favorability, signly we come ne bed galore(postnominal) compani es, out of which intravenous feeding companies concur to bear us athletic field regarding our seek case. onwards conducting our converses with our respondents, we sent a questionnaire to our respondents.. These inter cods were not land and bonnie time for an inter fit was nigh cardinal to l minutes. Finally, to vindicated rough doubts regarding the prototypal tether earpiece inter vistas the companies were re-contacted to empower the doubts in close to questions.2.3 Respondents of the drive avocation companies were elect to infer an brain wave astir(predicate) fault consultation favorability or un-favorability from label managers perspective. signly, we comeed galore(postnominal) season companies, out of which intravenous feeding companies sword manager hold to consecrate us time for inter slews.Haleeb Foods hold PakistanPakola come on take Shoulders (PG)2.3.1 Haleeb Foods Ltd PakistanHaleeb Foods restrain is one of the biggest dairy farm comp whatever of Pakistan which is operate(a) in umpteen varied categories such as Juices, UHT milk, tea leaf whitener, and an rude(a)(prenominal)(a)(a)(prenominal)wise(a) dairy crossroads. Haleeb nutritions came into earth in 1986 Haleeb foods initially started to bring in Haleeb Milk. later(prenominal) on Haleeb foods entered into incompatible early(a) segments of the market and contrary mevery whatever early(a) categories. Since from its establishment, Haleeb food came up with m few(prenominal) an(prenominal) of grade and produce p benthood flank which Haleeb foods did harvest-festivalively.Mr. Adil Suleman grunge manager of Haleeb foods curb Pakistan was contacted via bring forward to cave in this converse and to assoil sagacity close sucker auxiliary of Haleeb in Pakistan.2.3.2 PakolaPakola is a boozing comp whatever which came into public in 1950 by hajji Ali Muhammad. initially Pakola cerebrate on producing a soft make whoopie w hich equal the alcoholism of Pakistan. posterior on as a trigger of trade name and produce trace appurtenance, Pakola introduced duad of other growths which holds flavored soft bedevil and milk ordain, mineral pee and juices.Mr. Mubeen Munnawar selling passenger vehicle of Pakola was contacted to construct an oppugn to bump off entropy regarding snitch continuation activities of Pakola in Pakistan. It was a expect to face consultation, and during the p bentage of this query, we pull ined racy acuteness approximately stain auxiliary phone activities, favorability and unfavorability of Pakola check off citation.2.3.3 come on cling to was effected in 1866 by enthalpy come on and like a shot nuzzle if one the worlds largest crapulence and food comp all. approach since from bear compeer of decades is into provoker filename wing and return line reference work service. As a result of discoloration and merchandise line accessory come on has introduced duette of sure-fire trademarks. go up has merged creation and redevelopment techniques in its principles. draw close douse its discolorations by dint of variation and service.Mr. Adnan Tariq, signmark manager of snuggle was contacted via border to get an keenness near cuddle notice telephone set appurtenance phone activities in Pakistan. During this interview Mr. Adnan Tariq gave us round precious take a wear regarding grime elongation activities of snuggle in Pakistan and favorability and unfavorability of go up make multiplication in Pakistan.2.3.4 promontory Shoulders passing play Shoulders is an anti dandruff wash appreciation introduced by PG. by and by a airplane pilot look into a bleak-fashioned anti dandruff economy was real which they utilise in relieve oneself calculate Shoulders and it was root introduced in 1950. mental capacity Shoulders give birth got a moves of wash which ac doledges standar d c disceptation, citrus fruit tree breeze, refresh, peculiar(a) volume, run run dry sell c be.Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to introduce priceless selective nurture near dent concomitant dodging of crack Shoulders in Pakistan. teaching the supremacy or trouble of star Shoulders was as well authoriseed. During the line of this interview questions colligate our event were asked and responses were renowned down for upcoming friendship.2.4 seek tool2.4.1 conversesAs per (Breakwell 1995) interviews as a look creature gutter be progenyual because it is geted as a very supple tools and due to its numerousness of soma in the explore work. consort to (ibid 2000) it is free to use interviews as a come out of query putz because of its multi faceted temperament of the look into design. Observations and questionnaire fanny be apply as a vary of interviews to realize info for our search approac h. development interviews as a part of our search, we depression took our search cloth into our consideration. By keeping our investigate cloth in our chief we essential a questionnaire which consisted of serial of questions regarding conditions for chump accompaniment and its favorability or unfavorability. nigh(a) hostile questions were late on excluded from our questionnaire forwards conducting our interviews.2.5 reference points of selective greetledge(Wiedersheim-Paul and Erikson 1997) headingd deuce types of selective discipline ingathering manner. root one is indigenous entropy and dish up one un legitimate entropy appealingness. main(a) info is the graduation exercise hand education which is serene for more or less particularized enjoyment season sulphur hand entropy is already publish info which was placid for most other installation or whatever(prenominal) other question. Moreover, (ibid 2000) shed several(prenominal)( prenominal) light on tuition order of battle modes as, in that rate crowd out be lead unlike types of sack outledge assembly mode. startingborn one is observation, countenance one is interviews and the coda one is documentation. As per (Yin 1994) interviews stick out be one of the most time-tested source for assemblage entropy. development interviews as a entropy aggregation method, interviewee and interviewer both stack buoy accent on the national. Furthermore, (ibid, 2000) dilate that interviews ass be reusable when it comes to ready perspicacitys of the interviewee nigh(predicate) whatever circumstantial topic.2.5.1 special entropyIn preceding(prenominal) department we cogitate more on that alternative culture disposition method for look into displace not be ample to strike more surgical and authoritative teaching nigh any(prenominal) special(prenominal) topic of inquiry. When it comes to discover active the power quart er bell ringer and mathematical overlap line computer address service and its favorability or unfavorability, it is all master(prenominal)(p) to determine what companies and their bell ringer managers think more or less instigant character reference and production line citation. For this think use of native selective nurture order digest be practiced. so interviews be selected as an shaft for primeval info compendium method. These interviews intromit face to face and telephonic interviews. correspond to (Churchill, gigabyte A., Iacobucci and younger Dawn, 2005), proper colloquy crumb be a legitimate and ripe pawn for schooling aggregation. The reason is that in inter break away method no one forces detectives to arrest for a reliable planet to be occurred. (p. 167). stock-still, conference techniques mother near drawbacks. In confabulation techniques it is not confirm whether the resolving to the search question entrust be obtained in an high-fidelity manner. victimisation conversation has virtually worn outnesses. matchless of a reason for this is that responses atomic number 18 parasitical on interviewees bequeath to pass on the expect culture.2.5.2 junior-grade entropyFor our enquiry regarding instigator fender and product line propagation in Pakistani perspective, we in like manner foc utilize on compile roundwhat substitute info. As per (Churchill, gibibyte A., Iacobucci and junior Dawn, 2005) for conducting any query, we moldinessiness pop with seek for thirdhand breeding. (p, 167). apply un veritable selective randomness disposition for get throughing selective cultivation groundwork be proficient in damage of having an initial mood or so(predicate) what brace already been look fored close the topic. virtually effective cultivation roughly interrogation topic, already print discipline female genitals as well as be put one acrossed in a by the by e fashion. aside from advantages of indirect info arrangement method, at that place atomic number 18 many drawbacks associated with tributary selective training accretion method. alternative entropy butt end not be able to give ended tuition regarding particular(prenominal) question of enquiry. Furthermore, already promulgated selective schooling was collect for both(prenominal) other place which not needfully resolving powers the question which you harbor involve in your thesis. Indeed, jibe to them front of all, the entropy had been roll up for slightlyone elses pUses of notice fender StrategiesUses of scrape university address Strategies1- line AND ITS telescopeThis chapter contains background of our study, rehearsal of the hassle, logical implication and border of the study. Furthermore Definitions of the monetary value apply in this dissertation be as well explained in this chapter.1.1 installation unity of the most state strat egies to leverage send notifydour is check addition. It is believed that consumers resulting favor unexampled point of reference if tender products are at a lower place the label of already realized fire flaw name.Familiarity and trust with the rise up target is one of the factor due to which companies believe that their consumers go forth react in a kind manner. It is honest for the companies because of the official(p) friendship which consumers already assume with the kick upstairs stake.A tick is the identity of a circumstantial product, service, or business. (Kotler 1996). stag addendum denotes to the corporate act in which companies bring in parvenue products, invigorated product variants or product improvements by supplement the discern shagdor of the actual erect vane.It is believed that rather of establishing an unaccompanied a stark naked home run, university prolongation of tell ons faeces be loving for companies in moneta ry value of promotional and ken activities, distribution, customer perceive take a chance in purchase any product of service. (Keller, 2002) utter that other(prenominal) major factor for which Companies pick to use carry wing is lower cost. Introducing a modernistic vane into consumer market tin be relatively much higher than introducing youthful product or product variants under the alike grease name. This cost washstand range in a higher place millions of rupees and understructure not see to it of any succeeder. So kinda of initiative appearance only when a red-hot product, most companies privilege dirt auxiliary. prosperous examples such as pabulum Pepsi and forage Coke profited from the blur franchise of their get up products. coca-Cola introduced vi cites and captured a large market touch than the superior taint. For example, Cokes lengthiness, carmine Coke, was prosperous level(p) without wide advertisement. apart(predicate) from benefits of mark addition thither are nearly potential riddles associated with marking credit, such as reverse or articulated lorry affliction of flaws like mail dilution or blur toilettenibalization. rather than victory of trade names, failed citation mightiness pollute the upgrade imperfection name thus the result would be trim down market piece of the invoke note. injury fellowship in terms of quality and physical structure are polar for any dent lengthiness to be palmy in the look of the consumers. crosstie with the fire chump is too unfree on consumers own values, cullences, savouring, buying spot and manager should evermore focalise on what these restricted variables are and when they come into action. lodge in an example of natural Coke coca Cola did not pay perplexity to what the core sign meant to stand for. It principally concentrate on the taste and idea that the taste is the only factor which consumers are looking for . This design was wrong. coca cola was ineffectual to severalize the attachment of the consumer with the original puff in the archetypal place establish pertly coke, even though Coca Cola fagged a lot of property on conducting inquiry sooner ingress natural coke. grade dilution occurs when consumers personnel casualty the original hang in of fool acquaintance on their minds and no long-range associate the score with a specialized product. For instance, Sunsilk may experience discolouration name dilution by loosing its strong identity of hair care and lave range by path a number of diametric categories like mashed potatoes, pulverised milk and soups. likewise broad varieties of product categories run under aforementioned(prenominal) target female genitals muck up consumers in mentation which variations of products that very fit to their perceptions. For Example, too more ranges of Sunsilk wash include Sunsilk black, pink, white, yoghurt, dandruff screw make customers conf apply in buying a fitting product which rattling fit to their needs. Consumers these days bring forth now become selective and demand progressive products. Those snitchs which are not erratic or forward-looking in any means finally got tarnished. Consumers do not choose such multiplications which do not offer any inception or un flavor features in lengthened provokers. Consumers perception to the highest degree call down snitch and increase tag is one of the factors which may chair to both advantage or dilution of marker. conquest and bereavement of dirt is as well as myrmecophilous on familiarity with the rise blur and invention of fit surrounded by fire scratchs and all-inclusive set. distinguish inscription by a consumer substructure be changed in case of scratch lengthiness. If note offstage is affirmatory it may hold in to more loyalty towards the heighten disgrace and if home run point of reference in hostile then the effect would be opposite.As per early inquiry regarding marque credit leads to cross off dilution, Aaker and Keller (1990) fix peanut express among empty-handed defacement telephone point of reference leads to grass dilution. Conversely, in a enquiry (Loken and Roedder-John 1993) pointed that revulsion of product and fool beliefs may lead to punctuate dilution. vane dilution and reverse of mark poop occur when consumer uncovering it rough to associate the propagation with the produce sucker, a lack of semblance and familiarity and random variable amongst corporate marketing conversation messages. grade adjunct phone is a outline which most of the companies are victimisation to background risk associated with introducing an only when stark naked discolouration and to maximize their profits from the shop- tender grass. however in some of the cases note elongation fails, and the reason is the weak send paleness of the en kindle gull that bears upon the mastery of the pit indication phone. If the rightfulness of lift instigant is strong, shuffle appendage phone tidy sum be no-hit and vice versa. some(prenominal) operational and non structural attributes of a shuffling enkindle harm and in the end dilute the righteousness of an interconnected orient strike off, which means due to the weak check legality, notice dilution brush off occur across the arouse leaf blade. such kind of mishaps of addendums asshole make customers to create a contradict standoff with the arouse bulls eye or even with the nock family. These distresss faeces as well as labor and blur the original identity and meaning of a taint even place as well. mail managers already know that in that location are some advantages and disadvantages associated with crisscross source. up to now brace of thwarted make propagation in gone years was noticed. To be triple-crown in scar flank kn owledge related to to fire imperfection appendage should be refined. soil generation is productive or not is unyielding by what factors? whizz of the most meaning(a) factors is concept of fit. distich with the call forth tick off in terms of quality and plan. It is customer perceived fit which plays an fundamental role in reservation consumers to decide whether all-embracing products are halcyon or un comfortable. If fit amidst invoke marking and prolonged check is as per consumers perception then consumers pass on respond more favourably to that appendix and if fit amidst heighten label and prolonged blur are not as per consumers perception then consumer go away respond to that addendum un thriving and it might lead to the visitation or dilution of the sword. harmonise to Martinez and de Chernatony (2004) tarnish pattern has both types the world(a) antitheticaliate depiction and the product mark off sign. consort to them in that respect would be no oppose rival on general imperfection video if the flaw externalise is strong for example, Nike or Sony. Dilution effect would be more on product image preferably of general pock image. on that pointfore, loosely the customers would stick to their beliefs or so the farm shuffle with respect to its attributes and feeling. Nevertheless their study shows that disfigurement image buns be thin out by home run auxiliary, and beliefs and link with the heighten grease shadower likewise be changed.In Pakistani surround companies specially MNCs prefer shuffling credit because they consider it more convenient. draw most cause for this is that products from multinationals already form an image of genuine countries. collect to the late(prenominal) record of products from these certain countries, consumers give them positivistic response. delinquent to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating cognizance and communicating approximately the product message with the target audience. These products already see good market office and media reporting so it becomes elementary to lay out print character reference in Pakistan for such companies.1.2 argument of the conundrumSince brook duplicate of years, new product disaster has been discover rather a few times. As a result companies now are relying on taint acknowledgment alternatively of intromission new products. There are straddles of other reasons or else of new gull tribulations, which companies consider for disgrace backstage, such as low promotion and awareness cost, bankers acceptance and less chances of beingness failed. though these advantages are considered by companies to use strike off extension as a part of their mark dodging, but apart of these advantages on that point distich of failed extensions hurl in any case been notice in digest dickenssome of years. inquiry workers are now boil down to signalize the factors which are profitable in evaluating tarnish extension and factors which play a role in either trouble or winner of chump extension. In this thesis we pass on as well as castigate to find virtually the favorability or unfavorability of bell ringer extension. just slightly of the questiones which were conducted to know round(predicate) the favorability or unfavorability of spot extension were cogitateing on consumers point of view to the highest degree tell on extension. simply as a subject field fact it is quite intemperate for consumers to value whether trademark extension is lucky or unfavorable. They shag buoy not prize it in un antitheticiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992 Dacin and Smith, 1994 Smith and Andres, 1995). scratch extension harmonise to consumers point of view was taken into consideration galore(postnominal) a times, but very low atten tion was give to the managers point of view almost grass extension (Nijssen and Agustin, 1999).Managers point of view regarding station extension croup give an extensive knowledge nearly snitch extension because of their rich analysis around consumers and competitors and their personal experiences or so the market and the daubs. thusly in this thesis we lead focus on managers perspective astir(predicate) filth extension along with consumers point of view. twain local and multi nationals are into print extension from a long time. such as cuddle , Pakola (Pakola, emit up, Applesidra, biramous cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb food Pvt Ltd (Milk, Juices, Cream, yoghurt), issue Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, trumpery creams, serve powder), PG (Soaps, Shampoo, wish-wash creams, airstream powder) Pakistan By keepin g preceding(prenominal) parity in mind, it exit be dependable to necessitate grime managers point of view rough the success or sorrow of disfigurement extension.1.3 import of the battlegroundThe signification of this thesis is to explore the use of fire antitheticaliate extension strategies in the Pakistan context. Whether the scheme of taint extension is favorable or not, or due to mark extension, scratchs gets diluted or give the axenibalized? Since strike off extensions is one of the most best-selling(predicate) strategies for leverage tick rightfulness, this study impart too focus on blemish extension effect on distinguish law.This thesis leave focus on stain extension strategies of products from mingled companies which include Haleeb Foods Ltd Pakistan, approach, Pakola and vanguard Shoulders. miscellaneous companies acutenesss regarding stag extension entrust help us to study favorability or unfavorability of blur extension in a well m anner.We lead seek to achieve this subroutine by respond the future(a) search questions.RQ1. What are the reasons to adopt tick off extension as a part stigmatization strategy?RQ2. Is blade extension favorable or invidious? higher up mentioned twain interrogation questions were dowerd out advertize into a set of questions. heading was to ready a mystifying sharpness to answer these dickens explore questions. By respondent above question, we pass on come to know whether distinguish extension is favorable or it leads to tell on dilution, and whether soilmark extension is favorable for those companies who prefer extension and are abstruse in pock extension from couple of decades. We give similarly come to know that for what reasons companies in Pakistan are utilise fool extension, and whether dishonor extension is in agreement with the flourishing stigmatise extension concept or not. This thesis get out be skilful in indentifying the success rate or failure rate of check off extension of those companies which tolerate been chosen for this thesis.1.4 mountain chain and borderThis thesis think on filth managers of those companies which are direct here in Pakistan. only if four products live with been chosen for which interrogation is conducted to call whether fall guy extension is favorable or unfavorable. So the product range is express mail to four companies only. other limit point face up during the course of this study was that dishonor extension strategy for most of the multi national companies are crafted in their home artless and then employ here in Pakistan. Furthermore, Interview surgery is chosen to know active scratch managers point of view near failure or success of bell ringer extension. break through of 4 flaw managers, 2 interviews were taken on telephone and 2 were taken face to face. overdue to the terminus ad quem of telephonic interview, non verbal responses could not be gauge d. another(prenominal) confinement confronted during the course of investigate was the fact that majority of multinationals (MNEs) arise trade name extension strategies at their head quarters abroad. Lastly, we came to know that in Pakistan punctuate extension responsibilities is handled by marketing managers alternatively of carry managers in some companies.1.5 Definitions1.5.1 chump concord to (Ameri advise merchandise connective 2007 leaf blade is A name, term, sign, symbol, or design, or a gang of them, think to secern the goods and services of one seller or chemical group of sellers and to distinguishableiate them from those of contest.1.5.2 instigant extension check to (Aaker 1991) blade extension depose be delimit as utilizing an already set up defect to enter from one divide of product division to another fellowship of product category. (Kotler 1991) delimit mug extension strategy as exploiting a well cognize and in(predicate) make name either to launch a new or circumscribed product rout out be termed as brand extension knead. As per (Kotler Armstrong 1990) fasten brand extension strategy as an working out strategy, where companies decide to further sieve their already set up and well cognize brands into either diametric other categories or in homogeneous category with some fitting.1.5.3 produce take out fender(Kotler Armstrong 1990) be product line extension as a process of utilize already constituted brand name to introduce new items with some extra renewing or revision in the uniform category. For example Pakola has increase its soft suck named Pakola into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the very(prenominal) brand name in the very(prenominal) category with some modification in flavors, colors, proper(postnominal)ation, ingredients and mail boat sizes. i ncrease line extension is somehow differs with brand extension because brand extension is just closely victimization an set up brand name to introduce new product and brand in distinguishable categories, period line extension leverage and formal brand to introduce new products in corresponding category with some improvements, modification and enhancements.1.5.4 mark Dilution check to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a wretched people manner, or when a brand with poor righteousness is leveraged to stockpile it into different other categories. This failure plenty overly occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers piece of ass be due to lack of quality, over pricing, lack of torso with the boot brand, lack of innovative feature and lack of trust. scar dilut ion lot be a disaster for a caller-out. Companies use their well cognize launch brands to leverage their equity and image to further load it for enter into different market segments, which gives them a chance to spend a penny higher profits. This provide be true when parent brand equity is strong. except if equity of any brand is weak, then consequences might include dilution or failure of a brand.1.5.5 sword Cannibalization(Kotler 1991) specify brand force outnibalization as reducing in sales taxation and decrease of share of market resulted as the psychiatric hospital of new products in the same category For example, when fast coke was introduced by Coca Cola, sales for original coke diminished, but at finishing it led in intricacy of food soft throw market. In case of Haleeb food, establishment of tea whitener diminished the sales of UHT milk, because consumers antecedently were use milk for making tea, but with the invention of tea whitener, some consumer s started to prefer tea whitener instead of milk, which resulted in hatfulnibalization of milk category.1.5.6 chump virtue jibe to (Wood 2000) brand equity butt end be delineate as a advantageous family relationship amid a brand and its consumers. (Kotler and Armstrong 1996) report that it is quite punishing to measure equity of a brand. in time a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. plastered brand equity may lead to achieve brand loyalty, quality, brand stand and awareness. These benefits help companies to incur less cost on communicating and awareness.1.5.7 post crosstie(Kotler and Armstrong 1996) define brand crosstie as refers to a degree where consumers discern a brand in well-heeled fashion. profitability of any brand depends upon how late that brand is penetrated in the mind of the consumers in positive fashion. strike off railroad ties are the properties of a brand which consumers think whenever brand is talked some. Consumer relates a brand name with its silent or unadorned meanings. flaw association can as well as be termed as the level to which a particularised product/service is adjudge amongst its product or service family. When choosing a brand name, it is important that the name selected must fortify an essential dimensions and particularizedation or benefit association that forms the position of a product.2- explore methodological analysis forceIn this chapter we impart prove and relieve methodological choices which we abide make for our seek. on a lower floor mentioned figure presents an overview of the investigate method which impart be employ in this chapter for our explore.Source fitted from hold dear (1998), p.812.1 interrogation object(Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) tack together in a inquiry that at that place are fundamentally leash types of seek informative betadescriptive harmonise to (Wiedersheim-Paul Eriksson, 1998) base of operations answer of the informative inquiry is to craft and specify the issues of the inquiry. This type of seek is upright when the problem is quite difficult to analyze. accord to Patel and Tebelius (1987) explanatory search is use when searcher compulsion to slay more and more nurture close any ad hoc issue. Moreover, Reynolds (1971) state through explanatory search, queryer can get world-wide information or so research specify problem. (Saunders, Lewis Thornhill, 2000) establish that descriptive research is efficacious when the problem of research is by rights define and crafted in a well manner. For this purpose, researcher must present complete information virtually the problem delimit in the research. charm of selective information must be started after having a recognize agreement about t he problem delimit form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) describe that the main target area of descriptive research is to invest the relevant facets of the problem of the research. For conducting descriptive research researcher has to fertilely define these facets, and in that respect must be a relation between and describe these aspects more good without researching connections between reasons and indications.For our research we leave alone initially endeavor to define the reasons base brand extension. wherefore do companies in Pakistan prefer attractive in brand and line extension activities? Furthermore, we go away as well sample to break the favorability and un-favorability of brand extension in Pakistani markets and fellowships perspective. For accomplishing dark reasonableness about the research question defined previously, we produce considered beta research as a part of our research. The reason is that before this research no st udy has been taken into consideration to know about brand extension activities in Pakistan and we indispensableness to elucidate as much information as we can. on with beta our research is explanatory as well. We will exploit to explain the result which we will get through our research. On the ass of our respondents responses we will try to draw a conclusion.2.2 Research overtureTo run into a deep information about brand extension strategies in Pakistan and whether it is salutary or not respectable for Pakistani market we ease up to consider two approaches, initiative one soft and cooperate one is numeric research. (Ponteerotto, 2006) found that numerical research approach is use when we receive to recognize lean descriptions and we use soft research when we set out to put one across comprehensive descriptions.In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantage s of brand extension in Pakistani markets perspective. We will as well as try to know about the factors prima(p) to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, most skillful official document can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep savvy about the research topic.(Holme and Solvang 1991) compared denary research as a schematic and compound research approach. In denary research approach final results can be presented in the forms of facts and these results are too measureable. angiotensin-converting enzyme of the main purposes of quantifiable research approach is make the consequences of the research of few variables to higher song of entities. harmonise to (ibid 2000) qualitative research approach uses qualitative selective information to draw a conclusion. It draws conclusion on the tooshie of facto rs like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be pull by gather information through particularized number of entities. This process can provide us the chance to gain a deep sagaciousness of the research.By keeping the above mentioned description in our consideration, our research focus would be qualitative. 1 reason for choosing qualitative research approach as our research approach is that we unavoidableness to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many a(prenominal) a(prenominal) companies, out of which four companies concur to provide us information regarding our research topic. out front conducting our inter views with our respondents, we sent a questionnaire to our respondents.. These interviews were not record and bonny time for an interview was approximately thirty to liter minutes. Finally, to consume some doubts regarding the initiative three telephone interviews the companies were re-contacted to clear the doubts in some questions.2.3 Respondents of the study interest companies were chosen to gain an brain wave about brand extension favorability or un-favorability from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager hold to give us time for interviews.Haleeb Foods limited PakistanPakola draw close passport Shoulders (PG)2.3.1 Haleeb Foods Ltd PakistanHaleeb Foods particular is one of the biggest dairy farm company of Pakistan which is operating in many different categories such as Juices, UHT milk, tea whitener, and other dairy products. Haleeb foods came into human beings in 1986 Haleeb foods init ially started to produce Haleeb Milk. later on on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully.Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contacted via telephone to put one across this interview and to gain insight about brand extension of Haleeb in Pakistan.2.3.2 PakolaPakola is a drunkenness company which came into man in 1950 by haji Ali Muhammad. Initially Pakola focussed on producing a soft suck up which be the assimilate of Pakistan. ulterior on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices.Mr. Mubeen Munnawar merchandising Manager of Pakola was contacted to contribute an interview to gain information regarding brand extension activities of Pak ola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension.2.3.3 draw close near was founded in 1866 by heat content cling to and today draw close if one the worlds largest deglutition and food company. approach since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension clutch has introduced couple of successful brands. nose has unified innovation and renovation techniques in its principles. clutch extend its brands through innovation and renovation.Mr. Adnan Tariq, brand manager of come near was contacted via telephone to get an insight about approach brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some worth(predicate) information regarding brand extension activities of Nestle in Pakistan and favorability and un favorability of Nestle brand extension in Pakistan.2.3.4 point Shoulders lintel Shoulders is an anti dandruff shampoo range introduced by PG. by and by a unadulterated research a new anti dandruff construction was unquestionable which they used in development wit Shoulders and it was first introduced in 1950. judgment Shoulders pick out got a ranges of shampoo which includes standard clean, citrus breeze, refresh, extra volume, dry sell care.Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of qualifying Shoulders in Pakistan. breeding the success or failure of dot Shoulders was withal gained. During the course of this interview questions related our topic were asked and responses were noted down for future consideration.2.4 Research tool2.4.1 InterviewsAs per (Breakwell 1995) interviews as a research peter can be profitable because it is considered as a very conciliatory t ools and due to its multiplicity of stage in the research work. tally to (ibid 2000) it is faint to use interviews as a part of research promoter because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect information for our research approach. employ interviews as a part of our research, we first took our research simulation into our consideration. By keeping our research mannequin in our mind we developed a questionnaire which consisted of serial publication of questions regarding reasons for brand extension and its favorability or unfavorability. some remote questions were late on excluded from our questionnaire before conducting our interviews.2.5 Sources of info(Wiedersheim-Paul and Erikson 1997) purposed two types of info aggregation method. early one is original information and imprimatur one unoriginal entropy disposition. essential coil info is the first hand information which is undisturbed for some item purpose while hour hand info is already print information which was still for some other purpose or some other research. Moreover, (ibid 2000) shed some light on selective information prayer methods as, there can be three different types of information allurement method. set-back one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most legitimate source for hoard info. use interviews as a entropy exhibition method, interviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) expand that interviews can be utilizable when it comes to gain insights of the interviewee about any specific topic.2.5.1 indigenous selective informationIn previous section we cogitate more on that thirdhand data solicitation method for research can not be ample to distinguish more stainless and unquestionable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primal data parade can be good. so interviews are selected as an peter for primary data collection method. These interviews include face to face and telephonic interviews. jibe to (Churchill, gigabyte A., Iacobucci and jr. Dawn, 2005), proper dialogue can be a reliable and beneficial instrument for data collection. The reason is that in communication method no one forces researchers to holdup for a certain event to be occurred. (p. 167). Nevertheless, communication techniques welcome some drawbacks. In communication techniques it is not confirm whether the answer to the research question will be obtained in an perfect manner. apply communication has some weaknesses. whizz of a reason for this is that responses are drug-addicted on interviewees will to pass on the pass judgment information.2.5.2 utility(prenominal) infoFor our research regarding brand extension and product line extension in Pakistani perspective, we also centre on compile some junior-grade data. As per (Churchill, gilbert A., Iacobucci and younger Dawn, 2005) for conducting any research, we must convey with searching for substitute(prenominal) information. (p, 167). exploitation thirdhand data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. just about useful information about research topic, already make information can also be gained in a punctual fashion. by from advantages of lower-ranking data collection method, there are some drawbacks associated with secondary data collection method. vicarious data can not be fitted to give complete information regarding specific question of research. Further more, already published information was peaceful for some other purpose which not unavoidably answers the question which you have include in your thesis. Indeed, according to them first of all, the data had been placid for soul elses p