Introduction: Ever wondered, what struck the makers of the largest cigarettes company in India to venture into snacks or a watch company to sell bags? Is it just diversification or a strategic move to shield the existing business? Is it expansion or exploring unrelated business categories? The competition is tough, players are fierce. Blue oceans are no more blue, within no time they’re changing into red!
Problem Statement: Participants have to select any particular existing company of their choice and think of an unrelated brand extension (which has not happened in the past) for the company. Some examples of unrelated brand extension happened in the past are:Fastrack is a brand in the watch category, and then they came out with a complete range of bags and other fashion accessories under the same brand name. Kamasutra launched its deodorant two years back and recently an energy drink..
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